Product Standardisation
MARKETING RESEARCH
Dr. Hong Liu
LEARNING OBJECTIVES
The importance of marketing research in international marketing decisions The factors involved in international marketing research Management of international marketing research process Sources of data availability Challenges in international marketing research
DEFINING MARKETING RESEARCH (1)
The “function that links the consumer, customer and public to the marketer through information – information used to identify and define marketing opportunities and problems, generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.” – The American Marketing Association
DEFINING MARKETING RESEARCH (2)
Marketing research is defined as “the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.” - Kotler, Keller, Brady, Goodman and Hansen ( 2009) Marketing research is the “systematic and objective identification, collection, analysis and dissemination for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.” - Malhotra (2003)
Importance of Marketing Research
Introducing new products into international markets Uncovering international opportunities for existing products Ensuring marketing decisions are made on the solid foundation of knowledge
BLUNDERS IN MARKETING (1)
A Japanese hotel notice board: “You are invited to take advantage of the chambermaid”; Acapulco hotel notice board: “The manager has personally passed all the water served here”; A Bangkok dry cleaner shop: “Drop your trousers here for best
Dr. Hong Liu
LEARNING OBJECTIVES
The importance of marketing research in international marketing decisions The factors involved in international marketing research Management of international marketing research process Sources of data availability Challenges in international marketing research
DEFINING MARKETING RESEARCH (1)
The “function that links the consumer, customer and public to the marketer through information – information used to identify and define marketing opportunities and problems, generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.” – The American Marketing Association
DEFINING MARKETING RESEARCH (2)
Marketing research is defined as “the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.” - Kotler, Keller, Brady, Goodman and Hansen ( 2009) Marketing research is the “systematic and objective identification, collection, analysis and dissemination for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.” - Malhotra (2003)
Importance of Marketing Research
Introducing new products into international markets Uncovering international opportunities for existing products Ensuring marketing decisions are made on the solid foundation of knowledge
BLUNDERS IN MARKETING (1)
A Japanese hotel notice board: “You are invited to take advantage of the chambermaid”; Acapulco hotel notice board: “The manager has personally passed all the water served here”; A Bangkok dry cleaner shop: “Drop your trousers here for best