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International Marketing15thedition

Philip R. Cateora, Mary C. Gilly, and John L. GrahamMcGraw-Hill/Irwin Copyright 2011 by The McGraw-Hill Companies, Inc !ll rights reser"e#

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Introduction

Enterprises with international sope o! operations "eed !or #rrent, a#rate in!ormation magni!ied

Marketing researh

$he systemati gathering, reording, and analy%ing o! data

to pro&ide in!ormation #se!#l in marketing deisionmaking

International marketing researh in&ol&es twoompliations

In!ormation m#st 'e omm#niated aross #lt#ral'o#ndaries

$he en&ironments within whih the researh tools areapplied are o!ten di!!erent in !oreign markets

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Overview

$he importane o! pro'lem de!inition ininternational researh

$he pro'lems o! a&aila'ility and #se o!

seondary data (#antitati&e and )#alitati&e researh methods

M#lti#lt#ral sampling and its pro'lems in lessde&eloped o#ntries

*o#res o! seondary data

+ow to analy%e and #se researh in!ormation

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Global PerspectiveJapan Test Market for the World

Japan has 'eome a &ast la' !or Google as it triesto re!ine mo'ile searh tehnology

Japans 1-- million ell phone #sers representthe most di&erseand disriminatingpool o!mo'ile s#'sri'ers on the planet

Many !oreign ompanies are 'eginning to #seJapan as a testing gro#nd, o!!ering prod#ts in

Japan 'e!ore rolling them o#t glo'ally More /estern retailers are opening new o#tlets

in $okyo to keep an eye on trends

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d h d

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Breadth and Scopeof International Marketin !esearch

"$ of $%

3nisys Corporations planning steps !orolleting and assessing the !ollowing typeso! in!ormation

1. Eonomi4. C#lt#ral, soiologial and politial limate

6. 7&er&iew o! market onditions

8. *#mmary o! the tehnologial en&ironment

5. Competiti&e sit#ation

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' i f k i

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Top $& 'ountries for Marketin!esearch ()penditures

"*illions of dollars%

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The !esearch Process Researh proess steps

1. 2e!ine the researh pro'lem and esta'lish researh o'9eti&es

4. 2etermine the so#res o! in!ormation to !#l!ill the researho'9eti&es

6. Consider the osts and 'ene!its o! the researh e!!ort

8. Gather rele&ant data !rom seondary or primary so#res, or'oth

5. :naly%e, interpret, and s#mmari%e the res#lts

;. E!!eti&ely omm#niate the res#lts to deision makers

Researh steps are similar !or all o#ntries

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+efinin the Proble*and (stablishin !esearch Ob,ectives

$he ma9or di!!i#lty is on&erting a series o!o!ten am'ig#o#s '#siness pro'lems into tightlydrawn and ahie&a'le researh o'9eti&es

$he !irst, most r#ial step in researh is moreritial in !oreign markets 'ea#se an #n!amiliaren&ironment tends to lo#d pro'lems de!inition

7ther di!!i#lties in !oreign researh stem !rom

!ail#res to esta'lish pro'lem limits 'road eno#ghto inl#de all rele&ant &aria'les

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Proble*s of -vailabilit.and /se of Secondar. +ata

3.*. go&ernment pro&ides omprehensi&estatistis !or 3nited *tates

Marketing data not mathed in other o#ntries (#ality

(#antity

E=eptions are Japan and se&eral E#ropeano#ntries

Contin#ing e!!orts to impro&e data olletion 3nited "ations

7rgani%ation !or Eonomi Cooperation and2e&elopment >7EC2?

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-vailabilit.and !eliabilit. of +ata

Most o#ntries simply do not ha&e go&ernmental ageniesthat ollet on a reg#lar 'asis the kinds o! seondary datareadily a&aila'le in the 3.*.

Researhers lang#age skills impede aess to in!ormation

Re)#ires nati&e speaker o! lang#age

7!!iial statistis are sometimes too optimisti, re!letingnational pride rather than pratial reality, while ta=str#t#res and !ear o! the ta= olletor o!ten ad&erselya!!et data

Lessde&eloped o#ntries prone to optimism /ill!#l errors

@:d9#sted reportingA

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'o*parabilit. of +ata

Iss#es with data >espeially in less de&eloped,o#ntries?

2ata an 'e many years o#t o! date

2ata olleted on an in!re)#ent and#npredita'le shed#le

$oo !re)#ently, data are reported in di!!erentategories or in ategories m#h too 'road to 'e

o! spei!i &al#e

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0alidatin Secondar. +ata

(#estions to 9#dge the relia'ility o! seondary data so#res /ho olleted the dataB

/o#ld there 'e any reason !or p#rposely misrepresenting the!atsB

or what p#rposes was the data olletedB

+ow was the data olletedB

:re the data internally onsistent and logial in light o! knowndata so#res or market !atorsB

Cheking the onsisteny o! one set o! seondary data with

other data o! known &alidity :n e!!eti&e and o!ten#sed way o! 9#dging &alidity

$he a&aila'ility and a#ray o! reorded seondary datainrease with le&el o! eonomi de&elopment

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G h i P i +

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Gatherin Pri*ar. +ata 1uantitative and 1ualitative !esearch

"# of $%

Primary data 2ata olleted spei!ially !or the parti#lar researh

pro9et

(#antitati&e researh

3s#ally a large n#m'er o! respondents Respondents answer str#t#red oral or written )#estions

#sing a spei!i response !ormat >s#h as yes0no? or toselet a response !rom a set o! hoies

Responses an 'e s#mmari%ed in perentages, a&erages, orother statistis

$oto D a Japanese !irm with the premiers )#antitati&eresearh on 'athroom and toilet tehnology

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G th i P i + t

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(#alitati&e researh I! )#estions are asked, they are almost always

openended or indepth

*eeks #nstr#t#red responses that re!let thepersons tho#ghts and !eelings on the s#'9et

(#alitati&e researh interprets people in thesample

(#alitati&e researh is help!#l in re&ealing theimpat o! soio#lt#ral !ators on 'eha&iorpatterns and in de&eloping researh hypotheses

Gatherin Pri*ar. +ata 1uantitative and 1ualitative !esearch

"$ of $%

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P bl

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Proble*sof Gatherin Pri*ar. +ata +inges on the a'ility o! the researher to get

orret and tr#th!#l in!ormation that addressesresearh o'9eti&es

Pro'lems in international marketing researh

*tem !rom di!!erenes among o#ntries

Range !rom ina'ility or #nwillingness o!respondents to omm#niate their opinions

Inade)#aies in )#estionnaire translation

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bili

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-bilit. to'o**unicate Opinions

orm#lating opinions a'o#t a prod#t or onept 2epends on the respondents a'ility to reogni%e the

#se!#lness o! s#h a prod#t o! onept

Prod#t or onept m#st 'e #nderstood and #sed in

omm#nity $he more omple= the onept, the more di!!i#lt it

is to design researh that will help the respondentomm#niate meaning!#l opinions and reations

Ger'er has more e=periene in trying to #nderstandons#mers with limitations

a'ies an neither answer )#estions or !ill o#t)#estionnaires

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Willinness to !espond

C#lt#ral di!!erenes pro&ide 'est e=planation !or#nwillingness or ina'ility o! many to respond toresearh s#r&eys

$he role o! the male, the s#ita'ility o! personalgender'ased in)#iries, and other genderrelatediss#es an a!!et willingness to respond

Less diret meas#rement tehni)#es and

nontraditional data analysis methods may also'e more appropriate

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Sa*plin in 2ield surve.s

Pro'lems in sampling stem !rom the lak o!ade)#ate demographi data and a&aila'le lists!rom whih to draw meaning!#l samples

:!!eted 'y a lak o! detailed soial and

eonomi in!ormation "o o!!iially reogni%ed ens#s in!ormation

"o other listings that an ser&e as sampling!rames

Inomplete and o#to!date telephone diretories

"o a#rate maps o! pop#lation enters

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3 d

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3anuae and'o*prehension

$he most #ni&ersal s#r&ey researh pro'lem in!oreign o#ntries is the lang#age 'arrier

Literay poses yet another pro'lem

Marketers #se three di!!erent tehni)#es to help!erret o#t translation errors ahead o! time

ak translation

Parallel translation

2eentering

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M l i l l ! h

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Multicultural !esearch a Special Proble*

:s ompanies 'eome glo'al marketers and seekto standardi%e &ario#s parts o! the marketing mi=aross se&eral o#ntries, m#lti#lt#ral st#dies'eome more important

M#lti#lt#ral researh in&ol&es dealing witho#ntries that ha&e di!!erent lang#ages,eonomies, soial str#t#res, 'eha&ior, andattit#de patterns

In some ases the entire researh design may ha&eto 'e di!!erent 'etween o#ntries to ma=imi%e theompara'ility o! the res#lts

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! h h I

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!esearch on the Internet a Growin Opportunit.

7ne 'illion #sers in more than 4-- o#ntries

7nesi=th in 3.*.

International Internet #se is growing almost twie as !ast as:merian #se

3ses !or Internet in international researh

7nline s#r&eys and '#yer panels

7nline !o#s gro#ps

/e' &isitor traking

:d&ertising meas#rement

C#stomer identi!iation systems Email marketing lists

Em'edded researh

7'ser&ational researh

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( ti ti M k t + d

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(sti*atin Market +e*and"# of $%

$o assess #rrent prod#t demand and !oreast!#t#re demand

Re)#ires relia'le historial data

/hen the desired statistis are not a&aila'le, alose appro=imation an 'e made

3sing loal prod#tion !ig#res pl#s imports,with ad9#stments !or e=ports and #rrent

in&entory le&els

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( ti ti M k t + d

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(sti*atin Market +e*and"$ of $%

$wo methods o! !oreasting demand E=pert opinion

$he key in #sing e=pert opinion to help in

!oreasting demand is triang#lation:nalogy

:ss#mes that demand !or a prod#tde&elops in m#h the same way in all

o#ntries as ompara'le eonomide&elopment o#rs in eah o#ntry

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Personal 'o*puter and Mobile Phone+iffusion !ate "per #4&&& people%

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Exhibit 8.1Personal 'o*puter Mobil Phone

8-25

bl i l i d

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Proble*s in -nal.5in andInterpretin !esearch Infor*ation

:epting in!ormation at !ae &al#e in !oreignmarkets is impr#dent

$he !oreign market researher m#st posses threetalents to generate meaning!#l marketing

in!ormation1. $he researher m#st posses a high degree o! #lt#ral

#nderstanding o! the market in whih researh is 'eingond#ted

4. : reati&e talent !or adapting researh methods isneessary

6. : skeptial attit#de in handling 'oth primary andseondary data is help!#l

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!esponsibilit. for 'onductinMarketin !esearch "# of $%

: ompany in need o! !oreign market researh anrely on an o#tside !oreign'ased ageny or domestiompany with a 'ranh in that o#ntry

: trend toward deentrali%ation o! the researh

!#ntion is apparent Loal analysts appear to 'e a'le to pro&ide in!ormation

more rapidly and a#rately

Control rests in hands loser to the market

2isad&antage lies in ine!!eti&e omm#niations withhomeo!!ie e=e#ti&es

3nwarranted dominane o! largemarket st#dies indeisions a'o#t glo'al standardi%ation

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! ibilit f ' d ti

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!esponsibilit. for 'onductinMarketin !esearch "$ of $%

: omprehensi&e re&iew o! the di!!erentapproahes to m#ltio#ntry researh s#ggests

Ideal approah is to ha&e loal researhers ineah o#ntry,

Close oordination 'etween the lient ompanyand the loal researh ompanies

$wo stages o! analysis are neessary

Indi&id#alo#ntry le&el M#ltio#ntry le&el

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'o**unicatin

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'o**unicatinwith +ecision Makers

Gathered in!ormation m#st 'e gi&en to deisionmakers in a timely manner

2eision makers sho#ld 'e diretly in&ol&ed notonly in pro'lem de!inition and )#estions!orm#lation, '#t also in the !ieldwork

E&en when 'oth managers and #stomers speakthe same lang#age and are !rom the same

#lt#re, omm#niation an 'eome gar'led ineither diretion

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i h l l i

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Manain the 'ultural Barrierin International Marketin !esearch

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Exhibit 8.2

8-30

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Su**ar. "# of $%

$he 'asis o'9eti&e o! the market researh!#ntion is pro&iding management within!ormation !or more a#rate deision making

C#stomer attit#des a'o#t pro&iding in!ormationto a researher are #lt#rally onditioned

oreign market in!ormation s#r&eys m#st 'eare!#lly designed to eliit the desired data and

at the same time not o!!end the respondentssense o! pri&ay

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Su**ar. "$ of $%

Many !oreign markets ha&e inade)#ate or#nrelia'le 'ases o! seondary in!ormation

$hree keys to s#ess!#l international marketingresearh

$he inl#sion o! nati&es o! the !oreign #lt#re onresearh teams

$he #se o! m#ltiple methods and triang#lation

$he inl#sion o! deision makers, e&en tope=e#ti&es, who m#st on oasion talk diretly toor diretly o'ser&e #stomers in !oreign markets

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