Developing A Global Vision Through Marketing Research
Developing A Global Vision Through Marketing Research
Developing A Global Vision Through Marketing Research
McGraw-Hill/Irwin
Where we are
Part I:
Overview and the External Environment
The Economic Environment
Social / Cultural Environment
Political, Legal and Regulatory Environment
Part 2:
Assessing Opportunities
Marketing Research
Segmentation, Targeting and Positioning
Overview
Intro and Scope of Global Marketing
Research
Sources of Market Information
Marketing Research Process
Current Issues
Summary
In Class Exercise
Apple Computer
Issues
Businesses slow to use PCs as a means of increasing
productivity
Philosophical differences
Marketing Research
8-2
Irwin/McGraw-Hill
Industry
Information
(relates to
product
category)
Market size
Segmentation
Competition
Consumer
Specific market
information (used
to develop
marketing plans)
Product
Pricing
Distribution
Promotion
8-3
Irwin/McGraw-Hill
Collecting Data
Primary
Data
Secondary
Data
8-5
Irwin/McGraw-Hill
Primary
Availability
Relevancy
Reliability
Comparability
Generated first-hand,
tailor made research
Issues
Ability to communicate
Willingness
Sampling Plan
Language/Comprehension
8-6
Quantitative
QuantitativeResearch
Research
Qualitative
QualitativeResearch
Research
Irwin/McGraw-Hill
Data
Qualitative?
Quantitative?
Observation
Surveys
Interviews
8-7
Willingness to Respond
Back Translation
Parallel Translation
Decentering
Irwin/McGraw-Hill
Irwin/McGraw-Hill
Irwin/McGraw-Hill
8-10
Local
LocalProduction
ProductionPlus
PlusImports
Imports
Expert
ExpertOpinion
Opinion
Analogy
Analogy
Irwin/McGraw-Hill
by company (department or
division or agent)
Local analysts (decentralized)
Best approach is to have local
researchers with close coordination
between local research company and
headquarters.