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Global Marketing Strategies
Global marketing strategies presentation, free google slides theme and powerpoint template.
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Global Marketing Management Global Marketing Research
Published by Elfrieda Hubbard Modified over 5 years ago
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Presentation on theme: "Global Marketing Management Global Marketing Research"— Presentation transcript:
Developing a Global Vision through Marketing Research
Assessing Global Market Opportunities
Developing a Global Vision Through Marketing Research
Chapter Learning Objectives
I n t e r n a t i o n a l M a r k e t i n g
Principles of Marketing
Knowledge is Power Marketing Information System (MIS) determines what information managers need and then gathers, sorts, analyzes, stores, and distributes.
International Marketing Research: Practices and Challenges
Developing a Global Vision through Marketing Research Chapter 8 McGraw-Hill/Irwin© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
MARKETING RESEARCH Samir K Mahajan. NATURE OF MARKETING RESEARCH Marketing research is a systematic and objective process of identifying and formulating.
Chapter 3: Marketing Intelligence Copyright © 2010 Pearson Education Canada1.
Alexander Consulting Enterprise 9/7/2015 Marketing Research in Global Markets Why Bother?
Marketing Research. Monday, February 23 Give a couple examples of Marketing Research. Give a couple examples of Marketing Research. Why do you think Marketing.
Market Research The key to the customers wallet …..
Developing A Global Vision Through Marketing Research.
Marketing Research Approaches. Research Approaches Observational Research Ethnographic Research Survey Research Experimental Research.
Developing a Global Vision through Marketing Research Chapter 9 Matakuliah: J0474 International Marketing Tahun: 2009.
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Global Marketing Research - PowerPoint PPT Presentation
- Global Marketing Research
Online shopping has doubled each year since 1998. ... Online grocery shopping is becoming more and more important. Poland. online users log on daily ... – PowerPoint PPT presentation
- And Global E-Marketing
- Nicole Howatt
- Given the complexity of the global marketplace, solid marketing research is critical for a host of global marketing decisions.
- Most of the cultural blunders in global marketing stem from inadequate marketing research.
- Secondary Data Data/information which is already available.
- Primary Data When the information is not useful, or simply does not exist.
- Selected Secondary Data Sources Lexis/Nexis, FINDEX, National Trade Data Bank, U.S. Department of Commerce, Japan External Trade Organization (JETRO), OECD, IMF, The Economist Intelligence Unit (E.I.U.), ACNielsen Co, Taylor Nelsen Sofres.
- Focus Groups
- Survey Methods for Cross-Cultural Marketing Research
- Questionnaire Design
- US imports and exports (Bureau of the Census)
- Yearbook of Industrial Stats (United Nations)
- OEDC Economic Survey
- World Factbook (CIA)
- Euromonitor
- Advertising Age
- Requires that a construct or concept occurs and has the same meaning (and is equally relevant) across countries and contexts.
- Requires that the measurement unit is equivalent among comparisons
- For example, a comparison of money indicators (e.g., income figures, trade statistics) needs to be converted into a common currency for all countries in the study.
- Exercise caution when using scales developed for a particular country or culture
- Consider using shortened versions of scales that reflect the core items of the construct.
- Power shift from sellers to buyers
- Death of distance
- Time compression
- First mover advantage
- First real global medium
- Real time trackable interaction
- Customer is in control
- MUST BE RELEVANT
- Computer Industry Almanac estimated that worldwide users will reach 490 million by 2002 and the US is estimated to reach 165 million users
- (Presently, US is 182 million and worldwide is over 530 million- only 8.5 of global population)
- 15 of worlds population comprises 88 of all Internet users
- A method of doing business that contributes to the firms profitability whether by increasing revenue or decreasing costs
- Necessary for models to identify value for the customer
- Only 45 of US companies have not done anything to customize their web sites fro foreign users
- 30 average hits from outside US
- 46 non US orders go unfulfilled
- International Cybersquatting
- Localized domain names
- Traditional-broadcast, direct mailings, press releases, promotions, networking
- Internet-banner ads, email, online events, chat rooms, viral marketing
- Promotional, service, e-tailers
- Include web site on traditional pieces
- Add links from relevant sites
- Post security and privacy policies
- Collect visitor info and log trends
- Obtain opt in lists
- Offer free things that match your segment free games, chat rooms, information, bulletin boards, pictures, free post cards
- 3rd highest internet penetration
- Online shopping has doubled each year since 1998.
- Items purchased books, magazines, music, computer software, entertainment products.
- Downfall no widespread broadband
- Internet growth of 305 in two years
- Expected 1000 increase in online sales revenue expected between 1999 and 2002.
- Internet used most in home and in cafes
- Low phone penetration, lack of Chinese web sites
- 40 females online (56 million people)
- High illiteracy rate
- Charged per minute for phone use no flat rate plans
- Limited computer availability
- New laws allowing government to provide online services through E-Government project
- High cost to go online
- 31.4 million had access in 2002 vs. 15.9 million in 2000
- Projected 50 will be online in next few years
- Internet usage growth of 116.5
- 2 online users shop online
- Very low credit card usage
- High legal barriers
- 50 of population has internet access
- Consumers are growing more confident with online purchases
- Revenues from e-commerce and advertising are rising steadily. This was evident in 2000 when revenues grew 59.
- Online grocery shopping is becoming more and more important
- ½ online users log on daily
- 68 users live in highly populated towns and cities
- 35 of users are younger than 35 years old
- Online banking is a new trend
- High cell phone usage
- Love to bargain
- Barrier of preference for buying in store
- Shipping prices are expensive
- Enjoy the mall
- Internet controlled by a few players charging high rates
- Use cash on delivery system the Thai way
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Market Research Presentation
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Global Information Systems and Market Research
Apr 04, 2019
400 likes | 648 Views
Global Information Systems and Market Research. Chapter 6 Global Marketing. Information Needs of Global Marketers. Understand the importance of information technology and marketing information systems Utilize a framework for information scanning and opportunity identification
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- formal market research
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Presentation Transcript
Global Information Systems and Market Research Chapter 6 Global Marketing
Information Needs of Global Marketers • Understand the importance of information technology and marketing information systems • Utilize a framework for information scanning and opportunity identification • Understand the formal market research process • Know how to manage the marketing information collection system and market research effort Keegan and Green, Chapter 6
Managing Information for Global Marketing • Management Information System (MIS) – provides a means for • Gathering • Analyzing • Classifying • Storing • Retrieving • Reporting relevant data Keegan and Green, Chapter 6
Tools of MIS • Intranet • Electronic Data Interchange (EDI) • Efficient Consumer Response (ECR) • Electronic Point of Sale (EPOS) • Data Warehouses Keegan and Green, Chapter 6
Table 6-1: Subject Agenda • Market Potential • Demand estimates, consumer behavior, review of marketing mix • Competitor Information • Corporate, business, and functional strategies • Foreign Exchange • Balance of payments, interest rates, attractiveness of country currency Keegan and Green, Chapter 6
Table 6-1: Subject Agenda (cont.) • Prescriptive Information • Laws, regulations, rulings concerning taxes, earnings, dividends in both host and home countries • Resource Information • Availability of human, financial, physical, and information resources • General Conditions • Overall review of sociocultural, political, and technological environments Keegan and Green, Chapter 6
Scanning Modes • Surveillance • Informal information gathering • VIEWING – general exposure to information • MONITORING – paying special attention and tracking a story as it develops • Search • Formal information gathering • INVESTIGATION – seeking out secondary data • RESEARCH – conducting primary research Keegan and Green, Chapter 6
Preventing Information Overload • Global organizations need • Efficient, effective system to scan and digest published sources of information in all countries in which it conducts business • Daily scanning, translating, digesting, abstracting, and electronic input of information into MIS Keegan and Green, Chapter 6
Formal Market Research • Global Marketing Research is the project-specific, systematic gathering of data in the search scanning mode on a global basis Keegan and Green, Chapter 6
Environmental Factors Affecting Global Marketing Research • Researchers must be prepared for new parameters of doing business • “Cultural megashock” may occur • With many markets comes many interacting factors • Research may have to broaden view of competitors Keegan and Green, Chapter 6
AC Nielsen Corp IMS Health Research International USA NFO Worldwide Gartner Group Video Research United Information Group Information Resources VNU Marketing Information Services Largest Global Research Companies Keegan and Green, Chapter 6
Steps in the Research Process • Identifying the research problem • Developing a research plan • Collecting data • Analyzing data • Presenting the research findings Keegan and Green, Chapter 6
Identifying the Research Process • What information do I need? • Existing Markets – customer needs already being served by one or more companies; information may be readily available • Potential Markets • Latent market – an undiscovered market; demand would be there if product was there • Incipient market – market will emerge as macro environmental trends continue • Why do I need this information? Keegan and Green, Chapter 6
Developing A Research Plan • Do we need quantitative or qualitative data? • What is the information worth (versus what will it cost to collect)? • What will it cost if we don’t get the information? • What can be gained from the information? Keegan and Green, Chapter 6
Collecting Data • Secondary Data • Statistical Abstract of the United States • Statistical Yearbook of the United Nations • World Factbook • The Economist • The Financial Times • Syndicated studies • And much more Keegan and Green, Chapter 6
Collecting Data (cont.) • Primary Data Collection Methods • Survey research • Interviews • Consumer panels • Observation • Focus groups Keegan and Green, Chapter 6
Special Considerations for Surveys • Benefits: • Data collection from a large sample • Both quantitative and qualitative data possible • Can be self-administered • Issues • Subjects may respond with social desirability • Translation may be difficult • Use back and parallel translations to ensure accuracy and validity Keegan and Green, Chapter 6
Sampling • A sample is a selected subset of a population that is representative of the entire population. • Probability samples • Non-probability samples Keegan and Green, Chapter 6
Analyzing Data • Demand Pattern Analysis • Income Elasticity Measurements • Market Estimation by Analogy • Time-series displacement • Comparative Analysis • Cluster Analysis Keegan and Green, Chapter 6
Presenting the Findings • Report must clearly address problem identified in Step 1 • Include a memo or executive summary of the key findings along with main report Keegan and Green, Chapter 6
Global Issues in Marketing Research • Many country markets must be included • Markets with low profit potential justifies limited research expenditures • Data in developing countries may be inflated or deflated • Comparability of international statistics varies greatly • Limits created by cultural differences Keegan and Green, Chapter 6
Emic analysis Ethnographic in nature Studies culture from within Uses cultures’ own meanings and values Etic analysis From the outside Detached perspective that is used in multi-country studies Enhances comparability but minimizes precision Enhancing Comparability of Data Keegan and Green, Chapter 6
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This Google Slides and PowerPoint template, designed with a focus on functionality, offers a multitude of editable graphs and infographics, empowering you to showcase data-driven insights with precision. From market analysis to branding strategies, captivate your audience with visually compelling and easily customizable slides.
Managing Global Marketing Research John Wiley &Sons, Inc c 1998. Overview (cont'd) • Steps • 1. Define the research problem (s) • 2. Develop a research design • 3. Determine information needs • 4. Collect the Data (secondary and primary) • 5. Analyze the data and interpret the results • 6.
Kotabe_GMM4_PPt_Ch06 Global Marketing Research - Free download as Powerpoint Presentation (.ppt), PDF File (.pdf), Text File (.txt) or view presentation slides online. The document is a chapter from a global marketing textbook that discusses global marketing research. It covers the key steps in conducting global marketing research, including problem formulation, secondary and primary data ...
Global Marketing Research. Published byClaribel Bryant Modified over 5 years ago. Embed. Download presentation. Similar presentations . More. Presentation on theme: "Global Marketing Research"— Presentation transcript: 1 Global Marketing Research Lecture 13. 2 Recap Home ...
6 Types of research info needed General info about country, area, and/or market Info to forecast future marketing requirements by anticipating social, economic, consumer, & industry trends within specific markets / countries Specific market info used to make and develop marketing plans product promotion place (i.e. distribution) price decisions Basic difference between domestic & foreign ...
Global Marketing Research. And Global E-Marketing. Nicole Howatt. 2. Research. Given the complexity of the global marketplace, solid marketing research is critical for a host. of global marketing decisions. Most of the cultural blunders in global marketing.
Presentation Transcript. Developing a Global Visionthrough Marketing Research Chapter 8. Learning Objectives LO1 The importance of problem definition in international research LO2 The problems of availability and use of secondary data LO3 Sources of secondary data LO4 Quantitative and qualitative research methods LO5 Multicultural sampling and ...
Global Market Research Market Research: Project specific, systematic gathering of data in the search scanning mode Global Market research: carried out on a global scale. The challenge is to recognize and respond to the important national differences that influence the way information can be obtained. ... Document presentation format: On-screen ...
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400 likes | 648 Views. Global Information Systems and Market Research. Chapter 6 Global Marketing. Information Needs of Global Marketers. Understand the importance of information technology and marketing information systems Utilize a framework for information scanning and opportunity identification. Download Presentation. formal market research.