...Developing a Global Marketing Vision Through Marketing Research Defining the Issue • What is marketing research? – “systematic and objective identification of information, collection, analysis and dissemination of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing” I. Differences with Domestic Research - New parameters - New environments - More factors to consider - More competitors Recognizing the Need for Research • Reasons that executives may view international research as unimportant: – Lack of sensitivity to differences in consumer tastes and preferences. – Limited appreciation for the different marketing environments abroad. – Lack of familiarity with national and international data sources and the inability to use them. – Actual but limited business experience in a country or with a specific firm may be used as a substitute for organized research. II. Why do International Marketing Research? - Reduce Risk of Failure - Identify opportunities - Lead to more informed decisions - Reduce mistakes III. The IMR Process - Step 1 : Problem Definition - Step 2 : Examine Secondary Data Researching Foreign Market Potentials Stage 1: Preliminary Screening for Attractive Country Markets Key Question: Which Foreign Markets Warrant Detailed Investigation? Stage 2: Assessment of Industry Market Potential Key Question: What is Aggregate Demand for Each...
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...UNIT 14 Research INTERNATIONAL MARKETING RESEARCH Objectives After going through this unit you should he able to • explain the global marketing research scenario • • • • • explain the scope of international marketing research describe the procedure for undertaking international marketing research describe the techniques available for international marketing research plan a field research describe the techniques available for interview • identify and explain the various steps in analysis of field data and preparation of research report Structure 14.1 Introduction 14.2 Marketing Research : The Global Scene 14.3 The Scope of International Marketing Research 14.4 International Marketing Research Procedure 14.5 Techniques of International Marketing Research 14.6 Survey Research 14.7 Techniques of Interviewing 14.8 Analysis of Field Data 14.9 Preparation of Research Report 14.10 Summary 14.11 Self-assessment Questions 14.12 Further Rea dings 14.1 INTRODUCTION In international marketing, the marketer is faced with a dilemma of having too much data and too little information. There is plenty of global data from sources like the World Bank and other international bodies, but often a lack of specific information on countries and markets. In helping to reduce uncertainty around decision-making, precise information is the key. Whilst searching for opportunities globally, uncertainties arise due to four main factors:...
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...In domestic marketing research, emphasis is on making decisions on the four marketing mix and developing marketing plan; while international marketing research goes further to elicit additional information on country's political stability, cultural attributes and geographical characteristics. Culture refers to widely shared norms or patterns of behavior of a large group of people. It is the values, attitudes, beliefs, artifacts and other meaningful symbols represented in the pattern of life adopted by people that help them interpret, evaluate and communicate as members of society. The cultural dimension of international marketing research affects research topic, research design and plan, data collection and measurement, data analysis and interpretation. The article provides illustrative demonstration of the impacts of cross cultural differences (language, etiquette, non-verbal communication, norms and values) on the marketing mix: Product: A soft drink was introduced into Arab countries with an attractive label that had six-pointed stars on it. The Arabs interpreted this as pro-Israeli and refused to buy it. Place: A drinks company tried to introduce a two-litre drinks bottle into Spain unsuccessfully only to discover later that Spaniards had fridge doors large enough to accommodate the large size bottle. Promotion: When Pepsi co advertised Pepsi in Taiwan with the ad "Come Alive with Pepsi" they had no idea that it would be translated into Chinese as "Pepsi...
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...In Partial Fulfillment of Course Requirements For B7312- Cultural Marketing Access – Module I - Assignment 1 Spring II, 2013 For The Doctor of Business Administration Degree, D.B.A. David F. Black, B.A., M.B.A., C.D.P. Dr. Cliff Butler Argosy University/Seattle March 11, 2013 © Abstract This paper provides a summary review of B7312, Cultural Marketing Online Argosy Module I, a comparison of two different definitions of culture (Webster) (CARLA). An additional element of contrasting these two definitions is also provided. The overview provides discussion points for the classes of March 7th & 18th, 2013 or sooner as defined by Dr. Butler. Perspectives This paper is submitted in partial fulfillment of the B7312 Course Module I Assignment 1 for the Cultural Marketing Online Course Class on March 7, 2013, B7312, Spring II, 2013, Dr. Cliff Butler, AU-Seattle. Summary of Assignment This student is to write a talking-points paper for the selected definitions of culture as outlined in B7312 Cultural Marketing. After the two out of hundreds (Kluckholn) (CARLA) of cultural definitions are selected, this Doctoral candidate is to compare and contrast them. For this paper, the two selected definitions are from the Merriam-Webster Dictionary(Webster) and the University of Minnesota's Center for Research on Language Acquisition (CARLA). The review then concludes with...
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...What a marketer want???? N how he get there???? Types of marketing… Societal marketing Traditional marketing Word of mouth Sales promotion Gorilla marketing Viral marketing n so n so on….n what not…many more YYYYYY DY NEED TO STUDY ALL DEZ…YYYY…ITNI CARE TO HMRI HMRY PARENTS B NHI KRTY…JTNA YE LOG KRTY HY… R DEZ REALLY THE CUSTOMERS OR THE PROFIT????? TOPIC…….BIRD EYE VIEW OF HOW P & G TACKLES ITS CUSTOMERS…. SUBJECT….MARKETING MANAGEMENT SUBMITTED BY…..SADAF, FARAH ,MARYAM,RUBINA DATE OF SUBMISSION…30 APRIL 2014 SUBMITTED TO….MAAM SADI AZIZ Mahatma Gandhi > Quotes > Quotable Quote “A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so. CUSTOMER PSYCHOLOGY……HOW IMPORTANT FOR A MARKETER TO STUDY????? Companies use marketing to promote and sell their products or services, and consumer behavior is how consumers act and respond in the retail environment. In order for a company to create a strong marketing campaign, it is important to understand how and to what the consumer will respond. This relationship between marketing and consumer behavior involves studies, focus groups, psychological analyses and other methods of studying the market for a particular...
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...the new marketing vice president at the mayo clinic, The CEO and the board has decided to expand their international sales revenues by 100 percent over the next five years. Write a memo to your staff outlining the marketing research that will be needed to support such a strategy. Be specific about sources of secondary data and the best places and media for gathering primary data. Also, be specific about the best methods to use. TO: Marketing Research Department Staff From Marketing Vice President Date: Mar 30, 2014 Sub: Sales Revenue Increase plan Effectively immediately the CEO and the board of Mayo Clinic have decided to expand international sales revenues by 100% over the next five years. As a part of the marketing department you share a responsibility to ensure this occurrence. To start identify the five largest potential target markets for international health care; they can be individual countries or geographically and culturally similar areas. In each market identify the most effective ways to communicate the benefits Mayo Clinic has to offer, discuss this with area locals as well as doing your own research. You need to discover the best ways to gain trust from each market. Primary and secondary research are both necessary. Market strategies international already has expertise in healthcare industry research and should be used for outside primary research forus.to gather secondary research, use the Market strategies international library, international journal...
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...Chapter 6 – Knowledge Base Lonely Planet Guides Global Explorers Does Lonely Planet required to conduct a market research before entering a new market? Yes it does. Every company will need to conduct a market research before entering a new market. With the globalisation of the travel books markets, marketing research that conducted in international level is highly required. Marketing research can be defined as the use of information to define marketing problems and opportunities, evaluate marketing actions and monitor the performance (American Marketing Association 2004). According to Naresh (1992), marketing research process consists of six steps, which are problem definition, developing an approach, research design formulation, data collection, data analysis and report presentation. There are several research techniques that could be applied when conducting a marketing research, such as interview, observation, survey and focus group. Focus group is an effective qualitative technique in marketing research that has been used by many marketing research firms since 1950s (Cox, Higginbotham & Burton 1976). According to Gallagher (2009), Lonely Planet used focus groups to figure out how individuals travel around regions. Since regional travellers were most likely to be aged 26 to 34 or more than 50 years old, Lonely Planet decided to change their strategy on how to penetrate the demographic market. With an attractive image on the front covers and full colour section...
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...Marketing Research Kudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area. They sell almost anything such as bakery and pastry products, fresh produce, seafood, meats and cheese and specialty dairy products. Their mission is offer a delightful and pleasing shopping outing to their customers coupled with their experienced, helpful staff. In this paper we will discuss the importance of marketing strategy and tactics while identifying the areas where additional market research is needed. Also, analyze the importance of competitive intelligence and analysis in regards to the development of Kudler Fine Food’s marketing strategy and tactics. The Importance of Marketing Research Marketing research is a type of business study that gathers records and analyzes data about consumers, competitors and the market. Marketing research can help create a business plan, launch a new product or service, expand into new markets, fine tune existing products and services. Businesses use market research to configure which parts of the population will purchase their products based on variables such as age, gender, location and income level. Marketing research finds the characteristics of target markets and plays an important part in an organizations strategy of expansion. Marketing research is important Kudler Fine Foods. Since the founder, Kathy Kudler, was the Vice President of Marketing for a large defense contractor, she is aware of the importance...
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...International Marketing Research: Part 1 (KFK International Marketing) Dr.Petra Riefler Chair of International Marketing Comparison of different response styles based on cross-cultural differences WS 2012/2013 Nikolina Saric (0409312) Abstract The variety of response styles based on national and cross-cultural differences and their impact on the interpretation of the research findings is of a significant concern for international marketing researchers (Diamantopoulos et al., 2006; Dolnicar & Grün, 2007; Rocereto et al., 2012). Whether the response styles remain stable across altering stimulus formats and whether ignoring the influence of different response styles would make research findings reliable or not was tested in Diamantopoulos et al.´s (2006) study. The Rocereto at al. (2012) investigated the impact of different stimuli on the degree of extreme response style (ERS) or “the respondents´ tendency to use the extreme categories on rating scales” (Harzin et al. 2011, p.3), by using semantic differential and Likert- type scales. Dolnicar & Grün (2007) on the other hand, extended the investigation by analyzing full response patterns instead only extreme values. The purpose of this paper is to highlight the new insights the above mentioned papers delivered, to find out on which points the authors agreed/disagreed and to emphasize the meaning of results for the future work. Introduction and Findings The major issue of international researches, according to...
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...Description MKTG-320 Market Research Week 8 Final1. (TCO 1) Explain the of three types of marketing information. (Points : 22) 2. (TCO 2) The international marketing research process is more complex than that of a domestic research process. Please explain with examples. (Points : 22) 3. (TCO 3) In determining a location for a convenience copying center, what kinds of secondary data should be available for each proposed location? (Points : 22) 4. (TCO 4) Provide examples where a product audit would be much more suitable. Provide examples where a Nielsen store audit would be more useful. (Points : 22) 5. (TCO 5) Explain the two types of consumer purchase panels. (Points : 22) 6. (TCO 6) Explain the observational method, both pros and cons. (Points : 22) 7. (TCO 7) Explain the practical problems encountered in using a sales response criterion for budgeting and evaluation purposes. (Points : 22) 8. (TCO 8) What is a disguised question and when is it normally used? (Points : 22) 9. (TCO 9) Define simple random sampling and systematic sampling, including an example of use. (Points : 22) 10. (TCO 10) Define penetration pricing. (Points : 22) MKTG 320 Week 8 Final Exam Purchase here https://sellfy.com/p/dgXT/ Product Description MKTG-320 Market Research Week 8 Final1. (TCO 1) Explain the of three types of marketing information. (Points : 22) 2. (TCO 2) The international marketing research process is more complex than that of a domestic research process. Please explain...
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...Journal of Business Case Studies – Second Quarter 2006 Volume 2, Number 2 Case Studies In Marketing Research Donald K. Hsu, (Email: yanyou@hotmail.com), Dominican College ABSTRACT The use of case studies for Marketing Research has been examined. Starting with a topic selection, students collected the background information from various sources. A focus group was conducted to gather detailed information. A questionnaire was designed for an in-depth survey of the general public. Using mall intercept, 100 or more convenient samples were collected from the questionnaire. SPSS software was used to analyze this data. Then a final report with possible recommendations was written. During the course of this research, students made face-to-face interview with senior managers or CEO, selected appropriate Harvard Business School cases, did research using Internet or library resources, and added much real-life learning to the theoretical in-class knowledge. INTRODUCTION V ase studies in Marketing Research have attracted much interest for global researchers. During the last two years, participants at the European Applied Business Research Conference presented findings in marketing related topics: 56 papers in 2003 and 25 papers in 2004. Out of the 81 papers, 24 reported work on marketing research. Cho and Ha (2004) measured consumer behavior by surveying 300 people on two brand names, Chow et al (2003) studied the environment friendly (eco-label) issues on the...
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...Marketing Theory http://mtq.sagepub.com/ Marketing the hegemony of development: of pulp fictions and green deserts Steffen Böhm and Vinícius Brei Marketing Theory 2008 8: 339 DOI: 10.1177/1470593108096540 The online version of this article can be found at: http://mtq.sagepub.com/content/8/4/339 Published by: http://www.sagepublications.com Additional services and information for Marketing Theory can be found at: Email Alerts: http://mtq.sagepub.com/cgi/alerts Subscriptions: http://mtq.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav Citations: http://mtq.sagepub.com/content/8/4/339.refs.html Downloaded from mtq.sagepub.com at Glasgow University Library on July 5, 2011 Volume 8(4): 339–366 Copyright © 2008 SAGE www.sagepublications.com DOI: 10.1177/1470593108096540 articles Marketing the hegemony of development: of pulp fictions and green deserts1 Steffen Böhm University of Essex, UK Vinícius Brei Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS), Brazil Abstract. In this paper we analyze the role of marketing in the construction of what can be called the hegemony of development. Through an investigation of the marketing practices of the pulp and paper industry in South America and the resistances that are articulated by a range of civil society actors against the expansion of this industry, we problematize marketing as a political and contested...
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...International Journal of Advanced Research in Management and Social Sciences ISSN: 2278-6236 IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY IN COSMETIC PRODUCT S. Sivesan* Abstract: In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Celebrity endorsement is one of the marketing strategies which are adopted to achieve the organizational goals. Celebrity endorsement advertisements have been known as ‘ubiquitous feature of modern marketing. This study attempts to measure the impact of celebrity of endorsement on brand equity in the cosmetic product. For this purpose, 123 respondents were selected by using systematic random sampling methods. The data analysis covered correlation, regression, and rank order by using the version 16.0 of SPSS package. Results revealed that celebrity endorsement and brand equity are positively correlated with the value of 0.3394 which is highly significant at one percent level. A result of the regression analysis is celebrity endorsement 0.44 which means 44 percent impact on brand equity. This study would hopefully benefit to the academicians, researchers, policy makers and practitioners through exploring the impact of celebrity endorsement and brand equity. Keywords: celebrity endorsement, brand equity, advertisement *Lecturer, Department of Marketing, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka Vol. 2 | No. 4 | April 2013...
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...Customers perceive fairness of distributive justice as the underlying mechanism for the influence that reward recipient category and product involvement have on intent to purchase. Finally, implications and limitations for future research are discussed. Keywords: involvement, perceived fairness, purchase intention, referral reward programs, word-of-mouth References Ahrens, J., Coyle, J. R., & Strahilevitz, M. A. (2013). Electronic word of mouth: the effects of incentives on eReferrals by senders and receivers. European Journal of Marketing, 47(7), 1034–1051. http://dx.doi.org/10.1108/03090561311324192 Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of the Personality and Social Psychology, 51(6), 1173–1182. http://dx.doi.org/10.1037/0022-3514.51.6.1173 Barrot, D., Becker, J. U., & Meyners, J. (2013). Impact of service pricing on referral behavior. European Journal of Marketing, 47(7), 1052–1066. http://dx.doi.org/10.1108/03090561311324200 Bowman, D., & Narayandas, D. (2001). Managing customer-initiated contacts with manufacturers: the impact on share of category requirements and word-of-mouth behavior. Journal of Marketing Research, 38(3), 281–297. http://dx.doi.org/10.1509/jmkr.38.3.281.18863 Celsi, R., & Olson, J. (1988). The role of involvement in attention and comprehension processes. Journal of...
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...Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management and lectures in executive programs on that topic. Previously, Professor Keller was on the faculty of the Graduate School of Business at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the marketing faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, been a visiting professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America. Professor Keller's general area of expertise lies in marketing strategy and planning. His specific research interest is in how understanding theories and concepts related to consumer behavior can improve marketing strategies. His research has been published in three of the major marketing journals -- the Journal of Marketing, the Journal of Marketing Research, and the Journal of Consumer Research. He also has served on the Editorial Review Boards of those journals. With over sixty published papers, his research has been widely cited and has received numerous awards. Professor Keller is acknowledged as one of the international leaders in the study of brands, branding,...
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