mkt7 - International Marketing Chapter 7 Building the...

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Unformatted text preview: International Marketing Chapter 7 Building the Knowledge Base International and Domestic Research What is Marketing research? Use of similar tools and techniques as in domestic research, but the environments differ The Primary Differences: New parameters New environments Number of factors involved Broader definition of competition Reasons Executives View International Research as Unimportant: Lack of sensitivity to differences in consumer tastes and preferences. Limited appreciation for the different marketing environments abroad. Lack of familiarity with national and international data sources and the inability to use them. Limited business experience in a country or with a specific firm may be used as a substitute for organized research. The Benefits of Research V(dr) - V(d) > C(r) V(dr) is the value of the decision with research V(d) is the value of decision without research C(r) is the cost of research Determining Research Objectives Going International: Exporting Going International: Importing Market Expansion Going International: Exporting Foreign-Market Opportunity Analysis A Foreign-Market Opportunity Analysis looks at: Total and per capita GNP, mortality rates, and population data Individual market data product data, market trends, and restrictions Governmental restrictions Going International: Importing...
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This note was uploaded on 12/06/2011 for the course BUSINESS Marketing taught by Professor Zhen during the Spring '11 term at Nanjing University.

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mkt7 - International Marketing Chapter 7 Building the...

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