...Assignment : Research Paper 1-The Role of Standardization, Localization, Culture and Market Research in International Marketing Strategies Adamu Yushau Usumanu This Paper is Submitted in Partial Fulfillment of the requirement for International Marketing Management course SMC University School of Management Dr. Babu P. George May 19 , 2014 Abstract The research paper discussed standardization and localization strategies, where standardization strategy refer to a common marketing program cutting across nations and marketing segments, while localization strategy seek to adapt products and marketing strategy to the specific characteristics of individual markets. The paper further identified the advantages and disadvantages of standardization and localization strategies in the context of international marketing. The role of cultural pattern in society and its effect on consumption were also discussed, where culture refer to a system of values and norms that are shared among a group of people. Cultural patterns exert a great influence on consumption in a social setting. The paper finally discussed the need for a business entity to carry out a research on differences in language culture, regulations governing marketing before entering a new international market. Key Words Marketing Strategy, Standardization, Localization,, International Marketing, Cultural Patterns, Marketing Mix, Market Research Introduction ...
Words: 3226 - Pages: 13
...Marketing Research, 7/E (Burns/Bush) Chapter 2 The Marketing Research Industry 1) Which of the following professional organizations is devoted to improving the quality of the marketing research industry and to ensuring the future of the marketing research profession? A) AMA (American Marketing Association) B) MRA (Marketing Research Association) C) QRCA (Q Research Council & Association) D) AAPOR (American Association for Public Opinion Research) E) CASRO (Council of American Survey Research Organizations) Answer: B Difficulty: Easy Objective: 1 Question type: Concept Course LO: Define the nature and role of marketing research 2) The marketing research industry has a certification program for marketing researchers, and this certification program is hosted by: A) American Marketing Association. B) Research Certification Board. C) Marketing Research Corporation. D) Marketing Research Association. E) Association of Specialized and Professional Accreditors. Answer: D Difficulty: Easy Objective: 1 Question type: Concept Course LO: Define the nature and role of marketing research 3) What did the Marketing Research Association do in 2005 that changed the credentialing of marketing research professionals? A) They brought a lawsuit against several practitioners who were not qualified to practice marketing research. B) They required all practitioners to take a test on qualitative research methods. C) They created the Professional Researcher Certification...
Words: 5905 - Pages: 24
...THE CHANGING ROLE OF THE MARKETING PROFESSIONAL IN A COMPETITIVE CAREER DRIVEN MARKET A research report presented to IMM Graduate School of Marketing In partial fulfilment of the Postgraduate Diploma By Gerhardus Francois Nel Student Number: N67513 July 2012 Supervisor: Dr Sidney Shipham Executive Summary The marketing profession worldwide has for the last decade been under pressure to show its worth. Marketers are finding it harder to show value and at an executive level, this is even more pronounced. The lack of being able to show clear return on investment in their activities has meant that many marketers and indeed marketing departments are being questioned as to their role in the fulfilment of the business strategy. In the light of all this negative attention, marketers themselves have not branded themselves as strategically important and through the ever increasingly complex role of a marketer today, the gap between how marketers are viewed by their counterparts and how they view themselves, has begun to show. In an effort to establish how marketers view themselves, their perceptions of their value and how that impacts on their career advancement and acceptance at an executive level, the research aims to highlight the need for a professional marketing standard in which marketers can gain a positive impression of themselves and the profession in general. Simply having a recognised qualification will obviously not be the only solution but the subsequent understanding...
Words: 14595 - Pages: 59
...1998 – 2001 Visiting Assistant Professor: Kellogg School of Management, Northwestern University, 1997 – 1998 Marketing, Duke University, 1997 Psychology, Sofia University, 1990 B.A. Honors & Awards Ph.D. Ph.D. Education Psychology, Sofia University, 1986 Faculty Impact Award. Given by students to faculty demonstrating “true excellence in interactions with students,” 2009 Outstanding Reviewer, Journal of Consumer Research, 2008 Early Career Contribution Award, Society for Consumer Psychology/ American Psychological Association, 2005. Given annually to the most productive researcher in the field of consumer behavior who has been a faculty member for less than ten years. Fellow, Young Scholars Program, Marketing Science Institute, 2005 Outstanding Reviewer, Journal of Consumer Research, 2003 Chair’s Core Course Teaching Award, Kellogg School of Management, 2002 – 2003 Dean’s Recognition of Teaching Excellence, Kellogg School of Management (based on student evaluations), 1998 – present McManus Research Chair, Kellogg School of Management, 1998 – 1999, 2001 – 2002 Kraft Research Chair, Kellogg School of Management, 2000 – 2001 Fellow, American Marketing Association Doctoral Consortium, 1996 Honorable Mention, Alden G. Clayton Doctoral Dissertation Proposal Competition, 1995 Alexander Chernev 2/2012 RESEARCH Focus Research Articles (Peer Reviewed) Consumer Decision Behavior 1. Brough, Aaron and Alexander Chernev...
Words: 3654 - Pages: 15
...Questions Chapter 1 Q1) What is marketing research? Marketing research is gathering and analyzing data to help make marketing decisions. Q2) What is the relationship between the marketing concept and the existence of marketing research? Marketing concept means that the company only introduces what consumers need and want. To know what consumers need and want you should apply marketing research. Q3) What is the importance of marketing research? The importance is to study the change of the external environment and the continuous change of people’s tastes to make better marketing decisions. Q4) What are the 3 roles of marketing research 1) Descriptive role 2) Diagnostic role 3) Predictive role Q5) What is the relationship between marketing research and the marketing environment? Marketing research aims to study the marketing environment to make better marketing decisions rather than using judgments. Q6) What are the types of marketing research? 1) Applied: to better understand the market (Specific) 2) Basic: To expand knowledge (General) Chapter 2 Q7) List the different steps of the market research process? 1) Identifying the problem, objective, and hypothesis 2) Creating the research design 3) Creating the research method 4) Selecting the sampling procedure 5) Collecting data 6) Analyzing the data 7) Writing the report 8) Follow-up Q8) Briefly define each step, what are the major...
Words: 631 - Pages: 3
...Market Leader Issue 27, Winter 2004 www.warc.com What Do CEOs Want From Marketing? Anthony Freeling McKinsey Fiona Stewart Antennae Fran Cassidy The Cassidy Media Partnership Top of the CEO agenda is the need to deliver consistent top-line growth within an existing business portfolio, rather than from a continued reliance on acquisition. This objective was identified from our research into the opinions of CEOs and CMOs and highlights the importance of good marketing in running a successful company. We identified five consistent themes and these were: strong brands as a significant asset; more effective use of consumer data; the role of innovation, the need for better implementation and continued focus on business efficiency. Each area has significant implications for the role of the marketing function. Brands as a company asset In an increasingly clamorous society with a proliferation in the sheer volume of offerings, strong brands are significant assets in enabling companies to compete effectively. The challenges are building and maintaining brand equity by keeping brands refreshed and relevant and restoring trust in brands, particularly in sectors under attack from regulatory or consumer groups. Fmcg businesses typically have a strong brand focus across the organisation, but there is no room for complacency. Here, the main challenge is optimising resource allocation. As a result, a number of CEOs and CMOs talked about further rationalisation of the brand portfolio so that...
Words: 2387 - Pages: 10
...Advanced Research Topics in Digital Marketing Lecturer: Almir Peštek, PhD Assistant Professor Department of Marketing School of Economics and Business in Sarajevo almir.pestek@efsa.unsa.ba Course objectives: The objectives of the course are to get participants introduced to modern trends and practices in digital marketing development and to prepare them to work on their own research related to digital marketing application. It exposes participants to the main issues in digital marketing strategy and helps them critically evaluate both fundamental ideas and more recent developments. At the end of the course participants will be able to think critically about the development, implementation and effects of certain digital marketing strategies in business. There is an expectation that participants will develop an own research topic which derives from the topics covered. The course focuses on five themes: 1. The role of digital marketing within the organization 2. Consumer Behaviour 3. Integrated Marketing Communications 4. Social networks and Web 2.0 5. E-Metrics Course description: The purpose of this course is to investigate advanced topics in digital marketing. This course is designed to help participants in understanding the role of digital marketing within the organization, its business strategy and its success. The course will be organized in a way that allows participants to gain depth in important areas of digital marketing research identified and to develop and advance...
Words: 1288 - Pages: 6
...BTEC Business Project |Assignment |2013/2014 | Learner Declaration I declare that all the work submitted for this assignment is my own work or, in the case of group work, the work myself and other members of the group in which I worked, and that no part of it has been copied from any source. I understand that if any part of the work submitted for this assignment is found to be plagiarised, none of the work submitted will be allowed to count towards the assessment of the assignment. |Centre Name: |Westminster Kingsway College |Centre No: |10240 | |Learner’s Name: | | |Learner’s Signature: | | |Assessor’s Name: | | |Assessor’s Signature: | |Date: | | |Date Issued: |3rd February 2014 |Submission Date: ...
Words: 2493 - Pages: 10
...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...
Words: 1314 - Pages: 6
...MARKETING PLAN “Marketing Intelligence Matters!” MGSM820, Term 1 2010 Lecturer - David McCann Content Executive Summary 4 Current Marketing Situation 6 Target market 6 Market Size 6 Competitive Situation 9 Distribution Situation 10 Macroenvironment Situation 11 SWOT and Issue Analysis 12 Key Strengths 12 Weaknesses 12 Opportunities 12 Threats 13 Issues analysis 13 Objectives 14 Marketing Strategy 15 Positioning Strategy 15 Target market 15 Product Line 16 Pricing 18 Communication 19 Sales Force 19 Sales Cadence & Pipeline 19 Advertising 19 Sales Promotion 19 Distribution 20 Action Programs 21 Initialisation 21 Development 22 Recurrence 22 Projected Income Statement 23 Controls 24 Appendices 26 Appendix 1: Research Data 26 Appendix 2: Survey Results 29 Appendix 3: Financial Data 32 Costs of Goods Sold 34 Expenses 34 Financial estimation of the project 36 Appendix 4: Cheat Sheets: Products Overview 42 References 44 [Vision: To be Australia's premier graduate management school of leaders of business and the community with a global reputation for teaching and research] MGSM Executive Summary Macquarie Graduate School of Management (MGSM) excels in the provision of a comprehensive suite of postgraduate MBA degree programs, short-term executive programs and customised programs tailored specifically for organisations. MGSM's stated vision is; "To be Australia's premier graduate management...
Words: 1734 - Pages: 7
...The Role of Online Social Media in Brand-Consumer Engagement: An Exploratory Study Abstract Submitted to the Direct/Interactive Marketing Research Summit Proceedings August 31, 2012 Andrew J. Rohm Associate Professor, Marketing Department, College of Business Administration, Loyola Marymount University, Los Angeles, CA, arohm1@lmu.edu George R. Milne Professor, Marketing Department, Isenberg School of Management, University of Massachusetts Amherst, Amherst, MA, milne@isenberg.umass.edu Velitchka Kaltcheva Associate Professor, Marketing Department, College of Business Administration, Loyola Marymount University, Los Angeles, CA, velitchka.kaltcheva@lmu.edu Researchers have noted the importance of generating more effective brand-consumer engagement with respect to increased profits, customer satisfaction, and customer loyalty (Palmatier et al. 2006). Customer engagement is defined as active interactions with a firm, with prospects and with other customers (Kumar et al. 2010). We focus on engagement because consumers’ interactions with brands are now more similar to a multi-party conversation than to a brand-dictated monologue (Deighton and Kornfeld 2009; Hennig-Thurau et al. 2010). Social media platforms including Facebook and Twitter have become integral elements for companies and brands seeking to develop intimate online customer relationships; conversely, they provide consumers an online “soapbox” with which to publish and disseminate personal evaluations...
Words: 1850 - Pages: 8
...UNIT 8: MARKETING IN HOSPITALITY Get assignment help for this unit at assignmenthelpuk@yahoo.com LO1 Understand the concepts of marketing in a services industry context Core concepts: definition of marketing, customer needs, wants and demands, product and services markets, value, customer satisfaction/retention, quality, cost/benefits, efficiency/effectiveness, profitability, the growth of consumerism, strategic/tactical marketing, reasons for growth, marketing as a business philosophy, relationship marketing, changing emphasis of marketing Marketing environment: micro environment of the company; stakeholders eg suppliers, intermediaries, owners, financiers, customers, competitors, local residents, pressure groups; macro environment demographics eg economy, society, ecology, technology, politics, legal, culture; strengths, weaknesses, opportunities and threats (SWOT) analysis; political, economic, social, technical (PEST) analysis; Porter’s competitive forces Consumer markets: central role of the customer, customer culture, models and types of behaviour, consumer orientation (internal and external), competitor orientation, decision process, value chain, value and satisfaction, long-term relationships Market segmentation: principles of segmentation, targeting and positioning, segmentation bases eg geographic, demographic, behavioural, lifecycle stage, income, gender Ethics and social responsibility: sustainability, social audit, public relations, legal and regulatory considerations...
Words: 1047 - Pages: 5
...CAREERS IN MARKETING ★ ★ ★ ★ ★ INDUSTRY TRENDS AND RANKINGS POSITIONS AND RESPONSIBILITIES WORKPLACE CULTURE AND COMPENSATION THE RECRUITING PROCESS ★ INSIdER SCoop: FRoNT-LINE REpoRTS ★ GuIde Careers in Marketing 2008 EDITION InsIder Careers in Marketing WETFEET, INc. The Folger Building 101 Howard Street Suite 300 San Francisco, CA 94105 Phone: (415) 284-7900 or 1-800-926-4JOB Fax: (415) 284-7910 Website: www.wetfeet.com carEErs IN markETINg 2008 Edition ISBN: 978-1-58207-759-8 PhOTOcOPyINg Is PrOhIbITED Copyright 2008 WetFeet, Inc. All rights reserved. This publication is protected by the copyright laws of the United States of America. No copying in any form is permitted. It may not be reproduced, distributed, stored in a retrieval system, or transmitted in any form or by any means, in part or in whole, without the express written permission of WetFeet, Inc. The publisher, author, and any other party involved in creation, production, delivery, or sale of this WetFeet Insider Guide make no warranty, express or implied, about the accuracy or reliability of the information found herein. To the degree you use this guide or other materials referenced herein, you do so at your own risk. The materials contained herein are general in nature and may not apply to particular factual or legal circumstances. Under no circumstances shall the publisher, author, or any other party involved in creation, production or delivery of this guide be liable to...
Words: 35682 - Pages: 143
...BUSML 4202 Midterm 1 review What is marketing? The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (AMA) Marketing Research: a means to implement the marketing concept MR is a systematic and objective process of generating information for aid in making marketing decisions. Need to reduce uncertain. Helps focus decision making 4P’s: product, price, promotion, distribution (placement) Three roles of MR: 1. Descriptive role: gathering statements of fact(s) 2. Diagnostic/explanatory role: explaining effects of marketing mix actions or data 3. Predictive role: predicting the results of a planned marketing decision Two types: Applied vs Basic (pure) research Value of MR: • Decreased uncertainty • Increased likelihood of a correct decision • Improved marketing performance and resulting higher profits Step 1: An easy mistake: a symptom is not the problem; a symptom occurs as a result of a problem (‘the iceberg principle’ ) Marketing research Problem (MRP): Asks what information is needed; Information oriented; Focuses on the underlying causes. Management decision Problem (MDP): Asks what the decision...
Words: 729 - Pages: 3
...Revised 2/11/10 Page 1 of 18 FRÉDÉRIC F. BRUNEL Boston University School of Management Department of Marketing 595 Commonwealth Avenue Boston, MA 02215 : (617) 353-4609 Fax: (617) 353-4098 e-mail: brunel@bu.edu Education 1998 Ph.D. in Marketing, University of Washington 1992 M.B.A., Illinois State University (graduated top of class) 1989 B.S. in Business Administration, Ecole Supérieure des Sciences Commerciales d'Angers (ESSCA) Angers, France (graduated in top 5%). Dissertation Brunel, Frédéric F. (1998) “The Psychology of Product Aesthetics: Antecedents and Individual Differences in Product Evaluations”, Chair: Richard Yalch. Academic Positions Boston University, School of Management Associate Professor of Marketing & Dean’s Research Fellow, since September 2007 Assistant Professor of Marketing, March 1998- August 2007 Marketing Instructor, September 1997 to March 1998 Delft University of Technology, The Netherlands, Department of Product Innovation and Management Visiting Scholar, 2005 (November-December) University of Washington, School of Business Instructor, 1994-1997 Teaching Assistant, 1992-1994 Publications 1. Brunel, F., Utter, D. (2009). Phillips Foods, Inc.: Introducing King Crab to the Trade (pp. 20 pages). London, Ontario: Ivey Publishing, # 909A04. 2. Brunel, F., Utter, D. (2009). Teaching Note. Phillips Foods, Inc.: Introducing King Crab to the Trade (pp. 18 pages). London, Ontario: Ivey Publishing, # 809A04. 3. Susan Fournier, and Frédéric F....
Words: 7826 - Pages: 32
