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Chapter 17 Marketing Research and the International Marketing Mix Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing by Nicholas Grigoriou Slides prepared by: Joe Rosagrata 17–1 International marketing research • Marketing research assists international marketers to make better decisions and choose wisely among alternative international marketing strategies. • The decisions need to be based on relevant, timely and accurate information that is gathered using marketing research. Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing by Nicholas Grigoriou Slides prepared by: Joe Rosagrata 17–2 Research: the two broad dimensions 1 Market research – Conducted prior to foreign market entry to ascertain viability. 2 Marketing research – Conducted to provide information regarding firm’s marketing functions and activities. Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing by Nicholas Grigoriou Slides prepared by: Joe Rosagrata 17–3 Research design issues • Three important factors: 1 Construct equivalence How the researcher, subjects and others involved see, understand and code a particular phenomenon. 2 Measurement equivalence Asks the question, ‘Are the phenomena in countries X and Y measured the same way?’. 3 Sampling equivalence Attempts to ensure that the sample size is appropriate (relative to the population). Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing by Nicholas Grigoriou Slides prepared by: Joe Rosagrata 17–4 Data collection issues • Lack of familiarity with foreign markets. • Differences in administrative processes. • Cultural differences between researcher and subjects. • Refusal to cooperate on the part of subjects. • Problems obtaining subjects’ consent. Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing by Nicholas Grigoriou Slides prepared by: Joe Rosagrata 17–5 Data collection issues • Methodological and practical problems: – – – – Cultural bias, language. Access. Confidentiality and trust. Analysis and communication of results. Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing by Nicholas Grigoriou Slides prepared by: Joe Rosagrata 17–6 International product decisions • Which products should be marketed? • Which countries should the products be marketed to? • What is the best timing of the launch of the product into international markets? • How much adaptation of the product is required to make it suitable for the conditions in international markets? Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing by Nicholas Grigoriou Slides prepared by: Joe Rosagrata 17–7 Standardisation versus adaptation • KFC adapt their product offering for many countries in the world, for example offering customers wonton soup with their burgers and fries in China. • Adaptation means to change a product to suit the environment. • Standardisation means to make the product the same for different environments. Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing by Nicholas Grigoriou Slides prepared by: Joe Rosagrata 17–8 The international product life cycle • Insert Fig 17.1 page 37 Grigoriou, N Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing by Nicholas Grigoriou Slides prepared by: Joe Rosagrata 17–9 International packaging and labelling • Packaging and labelling play vital roles in communicating the product’s benefits: – – Packaging Climate, promotion, environment, distribution. Labelling Colour, language, literacy rates. • Warranty (manufacturer’s warranty): – – – Duration of the warranty. Responsibility for repairs and maintenance. Conditions of the warranty. Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing by Nicholas Grigoriou Slides prepared by: Joe Rosagrata 17–10 A multistage approach to pricing • Insert Fig 17.2 page 39 Grigoriou, N Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing by Nicholas Grigoriou Slides prepared by: Joe Rosagrata 17–11 International pricing strategy • Standard worldwide pricing • Setting the same prices regardless of the buyer for each of the firm’s international markets. • Dual pricing • This strategy involves having a domestic price and an international price for the product. Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing by Nicholas Grigoriou Slides prepared by: Joe Rosagrata 17–12 International distribution considerations • Industrial goods versus consumer goods – • Selecting international channel members – • Products undergo different distribution channels. A number of crucial considerations for selecting channel members need to be weighed up. Channel design – Two key issues: channel length and width. – Alongside the channel length and width decision is a framework aimed at assisting marketers to determine the proper approach to reach their intended customers. This is referred to as the 11C’s framework of channel design. Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing by Nicholas Grigoriou Slides prepared by: Joe Rosagrata 17–13 Grey markets • A grey market is defined as ‘genuinely branded merchandise distinguished only by its sale through channels unauthorised by the trademark owner’. • Grey market products are those that enter international markets in ways not approved by the manufacturer. Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing by Nicholas Grigoriou Slides prepared by: Joe Rosagrata 17–14 International promotional decisions • International sales promotion • Personal selling – – – Motivation and compensation. Language. Training. • Advertising – Appointing an advertising agency. • International public relations – – Internal public relations. External public relations. Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a International Marketing by Nicholas Grigoriou Slides prepared by: Joe Rosagrata 17–15