International Marketing Chapter 7 Building the knowledge Base
International Marketing Chapter 7 Building the Knowledge Base
International and domestic Research What is marketing research? Use of similar tools and techniques as in domestic re search, but the environments differ
International and Domestic Research ◼ What is Marketing research? Use of similar tools and techniques as in domestic research, but the environments differ
The Primary Differences a New parameters New environments Number of factors involved a broader definition of competition
The Primary Differences: ◼ New parameters ◼ New environments ◼ Number of factors involved ◼ Broader definition of competition
Reasons Executives view International research as important Lack of sensitivity to differences in consumer tastes and preferences Limited appreciation for the different marketing environments abroad
Reasons Executives View International Research as Unimportant: ◼ Lack of sensitivity to differences in consumer tastes and preferences. ◼ Limited appreciation for the different marketing environments abroad
Lack of familiarity with national and international data sources and the inability to use them a Limited business experience in a country or with a specific firm may be used as a substitute for organized researc
◼ Lack of familiarity with national and international data sources and the inability to use them. ◼ Limited business experience in a country or with a specific firm may be used as a substitute for organized research