Transcript 1110hr (EF 13-15)

ACCURACY
BUILDS
CREDIBILITY
BUDAPESTI GAZDASÁGI FŐISKOLA
INTERNATIONAL MARKETING
LECTURE- 9
In English
27th April 2012 – FRIDAY
0940hr –1110hr (E.F. 13-15)
Miklós
(Nicholas)
SOÓS
0630 265 9638
[email protected]
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LECTURE DATES - TIMES - LOCATION
RE: Miklós (Nicholas) SOÓS
1. FEB. 17.
0940-1110 [E.F.13-15]
2. FEB. 24.
0940-1110 [E.F.13-15]
3. MARCH 2.
0940-1110 [E.F.13-15]
4. MARCH 9.
0940-1110 [E.F.13-15]
MARCH 16.
VACATION
MARCH 23.
VACATION
5. MARCH 30.
0940-1110 [E.F.13-15] – re. feb.10
6. APR. 6.
0940-1110 [E.F.13-15] (guest lect?)
7. APR. 13.
0940-1110 [E.F.13-15]
8. APR. 20.
0940-1110 [E.F.13-15]
9. APR. 27.
0940-1110 [E.F.13-15]
10. MAY 4.
0940-1110 [E.F.13-15]
11. MAY 11.
0940-1110 [E.F.13-15]
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CLASS ATTENDANCE
Lectures
No.
%
Lect. 1
16
22
30
30
35
34
34
24
24
33
45
45
52
51
51
36
Lect. 2
Lect. 3
Lect. 4
Lect. 5
Lect. 6
Lect. 7
Lect. 8
Lect. 9
Lect. 10
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Please ensure that you
personally sign the
attendance sheet every
time you attend a
lecture.
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The visual contents of lectures
will be available internally on
the following site:
K:\Hallgatok\ANGOL\Soós tanár úr
(available internally only)
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SOURCES, REFERENCES – SUGGESTED READINGS
The course is NOT based on any specific textbook. The following are recommended.
International Marketing, Cateora, P. & Graham, J. (2005) 12th edition, McGraw-Hill
Global Marketing, Hollensen, S. (2004) 3rd edition, Prentice Hall
International Marketing Strategy, Doole, I. & Lowe, R (2004) 4th edition Thomson
International Marketing and Export Management, Albaum G, Prentice Hall London
Principles of Marketing, Kotler P et. Al, 2nd European edition, Prentice Hall E. 2003
Principles of Marketing, Jobber D, McGraw-Hill
Principles of Marketing, Brassington F, Financial Times Prentice Hall, 2000
Marketing on the Internet: Principles of online marketing, Strauss J & Raymond
F, Prentice Hall,1999
Internet sites:
www.pmcinc.org/
www.tradeport.org
www.FAS.USDA.gov
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ASSESSMENT METHOD
End of year written examination
60%
Two (2) ‘mini’ exams of 20 min. duration
during unannounced lectures
40%
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Where we finished
last week.
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FACTORS IN THE FOREIGN MARKET ENTRY MODE DECISION
External Factors
Target
Country
Market
Factors
Target
Country
Environ
mental
Factors
Target
Country
Production
Factors
Home
Country
Factors
Foreign
Market
Entry
Mode
Decision
Company
Resource/
Commitment
Factors
Company
Product
Factors
Internal Factors
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MARKET RESEARCH
EMPHASIS
ON
INTERNATIONAL
MARKET RESEARCH
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MARKETING INFORMATION SYSTEM (MIS)
collection
external internal
Continuous and
coordinated
INFORMATION
17.
analysis
selection
distribution
implementation
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So …What is Market Reseach?
Research is the :
COLLECTION and ANALYSIS of data to produce
information.
•Collecting information from customers with a questionnaire is M.R.
•Collecting information from sales and customer service people is M.R
•Recording and analysing demographic data about your audience is
M.R
•Observing and recording buyers’ behaviour is M.R.
•Assessing people’s attitude towards: - a given subject, object, issue,
topic is M.R.
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WHETHER
KNOWINGLY OR UNKNOWINGLY
PURPOSELY OR INCIDENTALY
CONSCIOUSLY OR SUBCONSCIOUSLY
IN A PLANNED OR UNPLANNED WAY
BY DESIGN OR ACCIDENTALY
WILLINGLY OR UNWILLINGLY
WE ARE ALL ENGAGED IN CONTINOUS
DAILY RESEARCH
OF OUR SOCIAL AND PHYSICAL
SURROUNDING
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INTERNATIONAL MARKETING RESEARCH
International marketing research differs very little from domestic
research in terms of applied methods.
HOWEVER
The differences in the environments of countries, their cultural
factors, their languages, must be considered. These differences
may arise in the: -
marketing environment
government environment
legal environment
economic environment
structural environment
informational & technological environment
sociocultural environment
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IMPORTANT FACTORS TO BE CONSIDERED WHEN
CONDUCTING MARKETING RESEARCH IN DIFFERENT
COUNTRIES
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Political system
Language
Geography (climate, architecture)
Sex (gender)
Age
Religious beliefs
Culture – heritage
Education
Race – ethnicity
Legal system
Form of state
Social class
Jobs
Military age
Historical tradition
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Segregation
Habits, body language
Marital status
characteristics
Physical
disabilities
Traditional clothing
Music
Food
Art
Entertainment
Fashion
Hobbies
National symbols
Infrastructure
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MARKETING RESEARCH:
DECISION PROCESS
GOAL, OBJECTIVE
UNDERSTANDING AND DEFINING THE PROBLEM
ANALYSIS OF ENVIROMENTAL FACTORS
CONSIDERATION AND SELECTION OF ALTERNATIVE METHODS(S)
FINALISATION OF RESEARCH METHOD TO BE ADOPTED
CONDUCT RESEARCH AND ANALYSE RESULT
FEEDBACK ON CONSEQUENCES OF RESULTS
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20.
INFORMATION TYPES
Obtained &
analyzed by others
Original & yet
unknown
SECONDARY
PRIMARY
information
information
Qalitative
Inside
Outside
environment organisation method
Qantitative
method
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MARKET RESEARCH METHODS
QUANTITATIVE
SURVEYS
EXPERIMENTS
formal
mail
QUALITATIVE
FOCUS GROUPS
test
marketing
Tel.
personal
IN-DEPTH INT.
PROJECTION
TECHN.
Physiological
tests
‘walk-around’
OBSERVATION
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QUALITATIVE METHOD V QUANTITATIVE METHOD
BASIC DIFFERENCES
QUANTITATIVE research aims
QUALITATIVE research aims to
to quantify the data and
generalize the results from the
sample to the population of
interest.
gain a general understanding of the
underlying reasons and motivation
of the research subjects.
•Large sample of representative
cases
•Small number of non-representative
samples
•Structured data collection
techniques
•Unstructured data collection
techniques
•Statistical data analysis
•Non statistical data analysis
•Results recommend action
•Results used for initial
understanding of the problem.
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International marketing research primary data
collection pitfalls….
Beware of:
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Degree of literacy
Quality of mail and phone service
Available travel facilities
Cultural norm
Mailing list (adequacy and reliability)
Internet availability
Sampling frames (availability and reliability)
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INTERNATIONAL MARKET RESEARCH
• adapted research vs. cross-national
comparability
• basic concepts in marketing are
culture-depending
• similar products and activities perform
different functions
• lack of market research infrastructure
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IMPORTANT ASPECT OF
INTERNATIONAL MARKET RESEARCH
Researchers need to be familiar with problems that
are unique to conducting research within and
across countries and cultural groups.
Issues that are critical when designing this
research are:
•
construct equivalence
• measurement equivalence
• sample equivalence
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EQUIVALENCES 1.
Construct equivalence – concerned with whether both researcher
and the subject of the research view a particular phenomenon or
concept in the same way. E.g. beauty, youth, wealth..
• functional equivalence – e.g. Asian shopping (servants) v europe
• conceptual equivalence – e.g. meaning of ‘reliability’
• temporal equivalence – e.g. gift-giving seasons
• market structure equivalence – e.g. compare Vietnam & Australia
Measurement equivalence – methods used by the researcher to
collect and categorise information. Ensure to measure the same
phenomenon between different overseas markets – it is necessary to
ensure gradation translation and scale equivalence.
Sample equivalence – due to social, cultural, economic and
political differences there are unique problems in international marketing
which are not found in domestic marketing
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EQUIVALENCES 2.
• Translation equivalence
– back-translation
– parallel translation
• Mesure equivalence
– reliability of research instruments
– perception
– metric equivalence
– calibration
– time
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EQUIVALENCES 3.
• Sampling
– secondary data
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categories
base-years
unavailable or unreliable
sampling unit
– primary data
• respondents?
• sampling frame
• sampling size
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EQUIVALENCES 4.
• Data collection
– respondent’s cooperation
– social & cultural context
– relationship with the interviewer
– response style
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yea-saying pattern
nay-saying pattern
extreme response style
item non-response pattern
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THE RESEARCH PROCESS & INTERNATIONAL ISSUES
RESEARCH PROCESS
Problem
identification
Selection of
research design
Information gathering
Data collection
Analysis &
interpretation
Dissemination of
results
INTERNATIONAL ISSUES
Geography & distance
Cultural
Lack of marketing knowledge
Differing perspective
Construct equivalence
Measurement equivalence
Sampling equivalence
Secondary data
- Accuracy
- Comparability
- Reliability
- Source
Primary data
- Respondent bias
- Researcher bias
Comparability of results
Local biases in results
Eliminate self-reference criterion
Avoid culturally offensive
conclusions
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BGF. INTERNATIONAL MARKETING
MINI TEST 2 – APRIL 27. 2012
DURATION: 15 MINUTES –
QUESTIONS ARE OF EQUAL VALUE (10% / question) –
ONLY ONE (1) POSSIBLE ANSWER FOR EACH QUESTION –
MARK X THE CORRECT ANSWER –
ONLY MARK (X) ONE BOX FOR EACH QUESTION
OTHERWISE YOUR ANSWER WILL BE IGNORED
PLEASE THINK CAREFULLY – ALTERNATIVE ANSWERS CAN BE VERY
SIMILAR, HOWEVER ONLY ONE CORRECT ANSWER POSSIBLE FOR
EACH QUESTION.
Questions are based on lectures so far.
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TIME IS THE
BEST KEPT
SECRET OF
THE RICH.
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