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Transcript
Why is International Market Research So Important? Kaitlan Locke Kiersten Sambrailo Jill Sawatzky Why Market Research? • To learn what you can hope to accomplish • To learn what not to do and avoid cross cultural blunders International vs. Domestic • May use product differently • Respond to marketing differently • The smallest details can influence your success Advertising Translation Errors Pepsi Gerber Electrolux Schweppes Tonic Water Matsushita Electric Locum How to Avoid These Blunders • Schedule more time for market research prior to any international launch • Diversify your market research channels • Use web marketing to stimulate international market feedback • Question everything possible • Be methodical Relation to Class • Translation issues • Global marketer’s dilemma • Adapting to local markets Offer the same product, marketing, and advertising everywhere? Adapt the product, marketing, and advertising to each society? Sources • http://cindyking.biz/why-is-international-marketresearch-so-important/ • http://baetzler.de/humor/ads_gone_wrong.html • http://ohsunews.com/?p=29 • http://www.kids-nfun.com/coloringpages/kleurplaat_WoodyWoodpecker_90.aspx • http://www.uselog.com/2005/10/nothing-sucks-likeelectrolux.html • http://cnettv.cnet.com/poison-baby-food/9742-1_5350018415.html • http://www.businessadministration.org/blog/60unintentionally-offensive-business-and-product-names
