国际市场营销课件第五章 国际市场调研

2.What are the functions of marketing research?
(1)To describe and analyze existing market conditions so that find new market opportunity and explore potential market (2)To explain certain market behaviors so that forming reasonable marketing mix strategy (3)To predict how consumers might respond to new products and changes in marketing mixes (4)To evaluate and supervise the implement of marketing activities (5)To offer there-under for government decision
3. What is the sense of marketing research?
Proper marketing research will help the company: (1)To determine how to correctly target your marketing campaigns (2)To identify opportunitiestermine what the company is doing wrong as well as what it is doing right (4)To uncover problems with your business that may not have surfaced otherwise (5)To evaluate the success with measurable data
4.What is international marketing research? It means the company uses some certain and scientific approaches or ways to collection, note, settle and analyses all relating international marketing information from the international market and the foreign consumers or users’ behaviors so that it could make reasonable decisions or strategy in its international marketing activities.
4.Analyze the information To analyze the probability to enter the market To analyze the probability to gain profit To analyze the market size 5.Present the findings
2. The main information of international marketing research
(1)Economic information: common information relating to economic development, inflation, business cycle , trend and so on; economic research information about the related industry; specific information of profit analysis about its product in host country; economic index of main country in the world; the total demands in world market (2)Political information: common information relating to political situation in host country; the information about evaluating the political risk (3)Competitive information: information about sale income, method of market segmentation, product and obvious operating strategy of international competitive opponent
5.What is the difference between marketing research and international marketing research?
(1)International marketing research needs more sufficient, timely and veracious information (2)International marketing research needs different information (3)International marketing research is more difficult and complex than marketing research
Four types of information sources: Personal sources; Commercial sources; Public sources; Experiential sources Main information sources: Foreign government; Some relating government institutions; International organization and its publication; Competitive opponent; Public media and library; Embassy and other trade institution; Famous consultation institution and its publication; Bank, chamber of commercial, trade association and consumer organization (2) Decide the collective approach (3) Collect information
3.Collection information
(1)Decide the information source Type of Data Needed in International Marketing Research: Primary data and Secondary data For instance: socioeconomic / demographic data; Attitudes / options; awareness / knowledge; Intentions; motivations; consumer behaviors
Case
经过24年的努力,1995年美国果农终于了通过 日本海关的检查,如愿以偿地向日本出口苹果, 当年日本人对美国苹果的消费量达8500吨;可 是第二年销售量剧减到800吨,是什么原因造 成如此的变化? 美国果农忽略了日本的文化环境, 当时世界的 经济形势和竞争对手的实力 市场调研的重要性
Chapter 5 International Marketing Research
国际市场调研
§1 The Content of International Marketing Research
Ⅰ. Outline: 1.What is marketing research? Marketing research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.
Ⅱ.Approach of marketing research
1.Spot check 2.Feild survey 3.Question survey 4.Experimentation
§3 Marketing Information Systems
Ⅰ.What’s Marketing Information Systems ?
Ⅱ.The content of international marketing research 1. the types of international marketing research information (1)Common information relating to the host country, area or market (2)Necessary information to predict future marketing demands through analyzing the development trends of specific market or the social, culture, consumer and industry of the host country (3) Necessary information needed to make marketing decision and plan about product, price, promotion and distribution