Transcript MANAGEMENT TOOLS for IB
MANAGEMENT TOOLS for IB
• • • Marketing Intelligence & IT for decision Making Strategic Planning (V-MOST) International Marketing Research
INTERNATIONAL MARKETING RESEARCH
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a study conducted to assist decision-making in more than one country
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research that crosses national borders and involves respondents and researchers from different countries and cultures
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Challenges
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overlooking cross-cultural market behaviour
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employing standardized research methodologies across the international markets
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using English as a standard language for market communication
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inappropriate sample selection
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misinterpretation of cross-country data
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failure to use locals to conduct field surveys
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Cross-cultural marketing behaviour and research
The collective programming of the mind which distinguishes the members of one group or category from the other
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Comparison of cross-cultural behaviour
Power distance
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the degree of inequality among the people that are viewed equitably
Individualism vs. collectivism
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the tendency of people to look after themselves and their immediate family’s interests alone
Masculinity vs. femininity
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masculine societies, the dominant values emphasize work goals such as earnings, advancement, and success
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feminine society are achievement of personal goals such as quality of life, care for others, and friendly atmosphere
Uncertainty avoidance
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lack of tolerance of ambiguity and the need for formal rules
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Comparison of cross-cultural behaviour
Cultural context The context of a culture has crucial implications in communicating and interpreting verbal and non-verbal messages Cultural homogeneity
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homophilous culture: countries where people share the same beliefs, language, and religion
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heterophilous culture: countries that have a fair amount of differentiation in language, beliefs, and religion
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Process
Problem dentification Decide Research Methodology Workout Information Requirement Identify Sources of Information (Both Primary and Secondary) Prepare Research Design Collect Primary Information Analyse Information Evaluation and Interpretation
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International marketing research and marketing decisions
Marketing mix decision
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product policy Type of research
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focus groups and qualitative research to generate ideas for new product
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survey research to evaluate new product ideas
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concept tasting, test marketing
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product benefit and attitude research
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product formulation and feature testing
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International marketing research
(contd) Marketing mix decision Pricing distribution Type of research
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pricing sensitivity studies Marketing mix decision Distribution Type of research
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survey of shopping patterns and behaviour
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consumer attitudes toward different store types
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survey of distributor attitudes and policies
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International marketing research
(contd) Marketing mix decision Advertising Type of research
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advertising pre-testing Marketing mix decision Advertising post-testing, recall scores Type of research
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surveys of media habits
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International marketing research
(contd) Marketing mix decision
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Sales Promotion Type of research
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surveys of response to alternative types of promotion Marketing mix decision Sales force Type of research
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tests of alternative sales presentations
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Emic vs. Etic dilemma
Finally
EMIC Holds that attitudes, interests, and behaviour are unique to a culture and best understood in their own terms, and emphasizes studying the research problem in each country’s specific context ETIC Emphasizes identifying and assessing universal attitudinal and behavioural concepts and developing ‘pan-cultural’ measures
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