Tema 9 international research

SISTEMA DE INFORMACIÓN DE MERCADOS

Juan Conde Revuelta

Departamento de Comercio Internacional

Tema 3

TEMA 9. INTERNATIONAL RESEARCH

OUTLINE

1.DEFINING INTERNATIONAL MARKETING RESEARCH2.TYPES OF INTERNATIONAL MARKETING RESEARCH


INTRO PRACTICE

1.READ THE PHOTOCOPY AND DISCUSS IT IN CLASS


1. DEFINING INTERNATIONAL MARKETING RESEARCH

INTERNATIONAL MARKET RESEARCH IS THE SYSTEMATIC DESIGN, COLLECTION, RECORDING, ANALYSIS, INTERPRETATION AND REPORTING OF INFORMATION PERTINENT TO A PARTICULAR MARKETING DECISION FACING A COMPANY OPERATING INTERNATIONALLY.

IT REQUIRES AN UNDERSTANDING OF THE MARKETING ENVIRONMENT


1. DEFINING INTERNATIONAL MARKETING RESEARCH

THE NEED FOR INTERNATIONAL MARKETING RESEARCH:

MARKET RESEARCHERS NEED TO MONITOR CONSTANTLY THE DIFFERENT FORCES AFFECTING THEIR INTERNATIONAL MARKETING OPERATIONS.

INTERNATIONAL MARKETING RESEARCH IS SPECIALLY COMPLEX. LADEN WITH THE SPECIFICS OF THE INTERNATIONAL MARKET OBSTACLES.

A PROFOUND UNDERSTANDING OF THE INTERNATIONAL MARKETS SHOULD BE NEEDED.


2. TYPES OF INTERNATIONAL MARKET RESEARCH.

MARKET TRENDS AND MAIN CHARACTERISTICS

BUYER BEHAVIOUR RESEARCH

PRODUCT & BRANDING RESEARCH

DISTRIBUTION RESEARCH

PROMOTION RESEARCH

PRICING RESEARCH



MARKET TRENDS AND MAIN CHARACTERISTICS

STUDIES OF INDUSTRY MARKET CHARACTERISTICS MARKET TRENDS

DIVERSIFICATION, MARKET SHARE ANALYSIS SEGMENT MARKET EXTENSIONS



BUYER BEHAVIOUR RESEARCH

? ?PRODUCT & BRANDING RESEARCH



BUYER BEHAVIOUR RESEARCH AND PRODUCT RESEARCH

BUYER BEHAVIOUR RESEARCH: RESEARCH EXAMINING BRAND PREFERENCES AND BRAND ATTITUDES

BRAND AWARENESS RESEARCH: RESEARCH INVESTIGATING HOW CONSUMERS’ KNOWLEDGE AND RECOGNITION OF A BRAND NAME AFFECT THEIR PURCHASING BEHAVIOUR

PURCHASE BEHAVIOUR STUDIES: RESEARCH AIMED AT EVALUATING CONSUMER’S REACTIONS TO AND INTERACTION WITH A COMPANY’S `PRODUCT




CONSUMER SEGMENTATION STUDIES: RESEARCH CONDUCTED TO IDENTIFY MARKET SEGMENT PROFILES

CONCEPT DEVELOPMENT AND TESTING STUDIES: CONCEPT TESTS USUALLY PERFORMED IN DEVELOPED COUNTRIES EVALUATING THE PRODUCT/ SERVICE OFFERING AND THE RELATED MARKETING MIX IN LIGHT OF DIFFERENT INTERNATIONAL TARGET MARKETS

BRAND NAME GENERATION AND TESTING: THE TESTING OF A BRAND NAME AND LOGOS NECESSARY WHEN COMPANIES MARKET THEIR PRODUCTS INTERNATIONALLY




PRODUCT TESTING: STUDIES THAT STIMATE PRODUCT PREFERENCE AND PERFORMANCE IN A GIVEN MARKET

PRODUCT PACKAGING DESIGN STUDIES: STUDIES THAT EVALUATE CONSUMER’S REACTION TO A PACKAGE, THE EXTENT TO WHICH THE PACKAGE ADEQUATELY COMMUNICATES INFORMATION TO THE CONSUMER AND THE DISTRIBUTION IMPLICATIONS OF THE PACKAGE.




TEST MARKETING: TESTING NEW PRODUCT PERFORMANCE IN A LIMITED AREA OF A NATIONAL OD REGIONAL TARGET MARKET TO ESTIMATE PRODUCT PERFORMANCE IN THE RESPECTED COUNTRY.




IMPORT/ EXPORT ANALYSIS: ANALYSIS RESEARCH THAT AIDS COMPANIES IN IDENTIFYING THE NECESSARY LOGISTICS THAT SERVE THEIR NEEDS IN A TIMELY AND COST-EFFECTIVE MANNER.

EX: KAZAKHSTAN IS A SMALL BUT GROWING MARKET FOR USA.

CHANNEL PERFORMANCE AND COVERAGE STUDIES: STUDIES INVESTIGATING WHETHER EXISTING CHANNELS ARE APPROPRIATE FOR COMMUNICATION, IF CHANNELS EXIST AT ALL, OR WHETHER THEY ARE APPROPRIATE FOR INTERNATIONAL MARKETING COMMUNICATIONS.

DISTRIBUTION IN JAPAN IS MULTILAYERED WITH MANY DISTRIBUTORS INVOLVED AT EACH LEVEL.




PLANT/ WAREHOUSE LOCATION STUDIES: STUDIES THAT EVALUATE THE APPROPRIATENESS OF PLAN WAREHOUSE LOCATION TO ENSURE THAT IS IN ACCORDANCE WITH THE LIMITATIONS OF THE NATIONAL ENVIRONMENT AND WITH THE NEEDS OF A COMPANY

EX: IN ECUADOR QUITO AND CUENCA CONNECTED BY HIGHWAY WITH A LOGISTICS PLAN IN BOTH CITIES. GUAYAQUILL IS MORE ACCESSIBLE BY SEA.



PROMOTION RESEARCH

STUDIES OF PREMIUMS, COUPONS AND DEALS: STUDIES THAT HELP IDENTIFY EACH TARGET COUNTRY WHERE A PROMOTION IS PLANNED BY INVESTIGATING THE PRACTICE AND LEGALITY OF PREMIUMS, COUPONS AND SPECIAL DEALS.

CHECK THE LEGALITY OF PREMIUMS AND COUPONS ACROSS THOSE MARKETS.

EX: IKEA FAMILY CARD, CARREFOUR CARD, ETCANY OTHER EXAMPLES?



PROMOTION RESEARCH

ADVERTISING EFECTIVENESS RESEARCH:STUDIES CONDUCTED TO EXAMINE THE EFFECTIVENESS AND APPROPRIATENESS OF THE MEDIUM FOR A COMPANY’S MESSAGE.

SOMETIMES THE ADS ARE DUBBED AND DO NOT FIT WITH THE LOCAL ENVIRONMENTS WHERE THEY ARE BROADCASTING. TAILORING THE ADS TO THE LOCAL MARKETS WILL ALWYS PAY OFF BUT IT IS MORE EXPENSIVE.



PROMOTION RESEARCH

MEDIA RESEARCH:STUDIES THAT EVALUATE MEDIA AVAILABILITY AND APPROPRIATENESS OF THE MEDIUM FOR A COMPANY’S MESSAGE

IN SOME COUNTRIES TELEVISION ADVERTISING IS BROADCAST ONLY IN BETWEEN PROGRAMS RATHER THAN AT 10 MINUTES INTERVALS AS IN UNITED STATES

IN SOME COUNTRIES THE PRIMARY TELEVISION CHANNEL IS GOVERNMENT OWNED AND OFTEN WILL NOT BROADCAST ADVERTISING FOR CONSUMER PRODUCTS.



PROMOTION RESEARCH

MEDIA RESEARCH:RESEARCHERS DO NOT ALWAYS HAVE ACCESS TO

INFORMATION ABOUT CABLE SUBSCRIBERS. THEY CANNOT UNDERSTAND BUYER BEHAVIOUR.

SALES FORCE COMPENSATION, QUOTA AND TERRITORY STUDIES: DIFFERENT STUDIES PERTAINING TO PERSONAL SELLING ACTIVITIES, THEY ARE CRUCIAL IN HELPING TO DETERMINE THE APPROPRIATE STRATEGIES FOR CERTAIN INTERNATIONAL MARKETS

SALES STAFF MOTIVATION SUFFERS IF THINGS ARE DONE DIFFERENTLY IN EACH REGION.



PRICING RESEARCH

INTERNATIONAL MARKET POTENTIAL STUDIES: STUDIES CONDUCTED TO EVALUATE THE POTENTIAL THAT A PARTICULAR COUNTRY OFFERS FOR A COMPANY.

SALES POTENTIAL STUDIES: STUDIES FORECASTING OPTIMAL SALES PERFORMANCE

SALES FORECASTS: PROJECTED SALES FOR A PARTICULAR TERRITORY

COST ANALYSES: METHODS USED FOR PROJECTING THE COST OF RESEARCH



PRICING RESEARCH

PROFIT ANALYSIS STUDIES: STUDIES THAT ESTIMATE PRODUCT PROFIT IN SPECIFIC INTERNATIONAL MARKETS

PRICE SLASTICITY STUDIES: STUDIES EXAMINING THE EXTENT TO WHICH A PARTICULAR MARKET IS PRICE SENSITIVE.

COMPETITIVE PRICING ANALYSIS: PRICING STUDIES THAT DETERMINE THE PRICE THE MARKET WILL BEAR FOR THE RESPECTIVE PRODUCT CATEGORY.


PRACTICE

1.READ THE TEXT AND NAME THE MAIN DIFFERENCES BETWEEN SHOPPERS IN CHINA AND THE UNITED STATES

Education

Tema 9 international research