International Marketing Research: A Management

BriefingWritten By: T. Davis and R. Young

Presented by: Alexandra Lucio

Overview

Products and marketing campaigns usually need to be adapted overseas.Standardized marketing research is not enough to gain insights.Differences in cultures across countries are too large to ignore.The lack of adequate research often results in business failure.

Marketing Mix: Product

Product might lack acceptability in some countries.

Packaging can be another source of problems.

Marketing Mix: PricingSome companies price their products at the currency equivalent of the domestic price.Others price too high to recover extra expenses.Others price low hoping for future profits.

                                                                    

                                                                                  

Marketing mix: Place

Most important international business decision:

Established wholesale, retail or direct sales networkPiggyback on others firms’ distribution systemsBuild own channels

Marketing Mix: Promotion

Important to understand branding, selling, advertising and promotion practices.

“Are you lactating?”

U.S: “It won’t leak in your pocket and embarrass you.”

Mexico: “It won’t leak in your pocket and make you pregnant.”

Anything wrong?

Difficulties with global marketing research

More diverse research projects: language, religion,race…More unknowns: market conditionsData collection methodsLonger completion timeHigher costsRestrictive laws

Proposal for improving global marketing research

Make extensive use of secondary sourcesSeek help from government agenciesAppoint singe market research coordinatorUse alternative data collection methodsUse start-up offices as research labs

Sources

http://www.joke-archives.com/dictionaries/badads.htmlhttp://www.parkerpen.com/sanford/consumer/parker/jhtml/index.jhtmlhttp://www.snapple.com/http://www.i18nguy.com/translations.html#clairol