Transcript Introduction to Global Marketing

Global Information Systems and
Market Research
Chapter 6
Global Marketing
DR. NURITA ANDRIANI
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Sistem informasi : suatu sistem di dalam
suatu organisasi yang merupakan kombinasi
dari orang-orang, fasilitas, teknologi, media
prosedur-prosedur dan pengendalian yang
ditujukan untuk mendapatkan jalur
komunikasi penting, memproses tipe transaksi
rutin tertentu, memberi sinyal kepada
manajemen dan yang lainnya terhadap
kejadian-kejadian internal dan eksternal yang
penting dan menyediakan suatu dasar
informasi untuk pengambilan keputusan.
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Information Needs of Global Marketers
• Understand the importance of information
technology and marketing information systems
• Utilize a framework for information scanning and
opportunity identification
• Understand the formal market research process
• Know how to manage the marketing information
collection system and market research effort
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Information Technology for Global
Marketing
• Information Technology refers to an
organization’s processes for creating,
storing, exchanging, using, and managing
information
• Management Information Systems provide
managers and other decision makers with a
continuous flow of information about
company operations
Managing Information for
Global Marketing
• Management Information System (MIS) –
provides a means for
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Gathering
Analyzing
Classifying
Storing
Retrieving
Reporting relevant data
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Tools of MIS
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Intranet
Electronic Data Interchange (EDI)
Efficient Consumer Response (ECR)
Electronic Point of Sale (EPOS)
Data Warehouses
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Table Subject Agenda
Category
Converage
Market Potential
Demand estimates, consumer behavior, review
of marketing mix
Competitor Information
Corporate, business, and functional strategies
Foreign Exchange
Balance of payments, interest rates,
attractiveness of country currency
Prescriptive Information
Laws, regulations, rulings concerning taxes,
earnings, dividends in both host and home
countries
Resource Information
Availability of human, financial, physical, and
information resources
General Conditions
Overall review of sociocultural, political, and
technological environments
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Scanning Modes
• Surveillance
– Informal information gathering
• VIEWING – general exposure to information
• MONITORING – paying special attention and
tracking a story as it develops
• Search
– Formal information gathering
• INVESTIGATION – seeking out secondary data
• RESEARCH – conducting primary research
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Preventing Information Overload
• Global organizations need
– Efficient, effective system to scan and digest
published sources of information in all
countries in which it conducts business
– Daily scanning, translating, digesting,
abstracting, and electronic input of information
into MIS
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Formal Market Research
• Global Marketing Research is the projectspecific, systematic gathering of data in the
search scanning mode on a global basis
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Environmental Factors Affecting
Global Marketing Research
• Researchers must be prepared for new
parameters of doing business
• “Cultural megashock” may occur
• With many markets comes many interacting
factors
• Research may have to broaden view of
competitors
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Largest Global Research Companies
• AC Nielsen Corp
• IMS Health
• Research International
USA
• NFO Worldwide
• Gartner Group
• Video Research
• United Information
Group
• Information Resources
• VNU Marketing
Information Services
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Steps in the Research Process
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Identifying the research problem
Developing a research plan
Collecting data
Analyzing data
Presenting the research findings
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Identifying the Research Process
• What information do I need?
– Existing Markets – customer needs already
being served by one or more companies;
information may be readily available
– Potential Markets
• Latent market – an undiscovered market; demand
would be there if product was there
• Incipient market – market will emerge as macro
environmental trends continue
• Why do I need this information?
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Developing A Research Plan
• Do we need quantitative or qualitative data?
• What is the information worth (versus what
will it cost to collect)?
• What will it cost if we don’t get the
information?
• What can be gained from the information?
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Collecting Data
• Secondary Data
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Statistical Abstract of the United States
Statistical Yearbook of the United Nations
World Factbook
The Economist
The Financial Times
Syndicated studies
And much more
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Collecting Data (cont.)
• Primary Data Collection Methods
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Survey research
Interviews
Consumer panels
Observation
Focus groups
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Survey Research
• Menggunakan kuesioner
• Data didapatkan dari konsumen
• Melalui surat, telefon, atau secara langsung
(in person)
• Back translation, parallel translations
Personal Interviews
• Why and explore answers
• Telephone interview sangat umum di US
mengingat satu rumah tangga minimal
memiliki satu line telefon. Tetapi cara ini
kurang tepat dilakukan di negara
berkembang dimana hanya 1 atau 2% saja
rumah tangga yang memiliki telefon
Consumer Panels
• Sampel responden yang perilakunya diamati
dalam jangka waktu tertentu
• Nielsen Media Research unit di Netherland,
mengadakan Television Audience Measurement
(TAM) dengan mempelajari kebiasaan rumah
tangga dalam menonton tv.
• Broadcasters menggunakan audiens tv utk
menetapkan harga advertising. Perusahaan2
menggunakan data ini untuk menentukan didalam
program yang mana iklan harus dipasang 
peoplemeter (collect national audience data)
Observation
• Procter&Gamble (P&G): mengadakan
program observasi dengan mengirimkan
video crew ke 80 rumah tangga di UK,
Italy, Germany, dan China. Filmmakers
akan datang setiap hari ke tiap2 rumah
mulai dari bangun tidur sampai waktu tidur.
Focus Group
• Moderator yang terlatih memfasilitasi diskusi
mengenai konsep suatu produk, citra dan
kepribadian merk, periklanan, tren sosial, atau
topik lainnya dalam suatu kelompok yang terdiri
dari 6-10 orang.
• Reebok: menemukan bahwa kesan konsumen
muda terhadap sepatu perusahaan adalah positif
pada saat merknya tidak muncul, tetapi responnya
akan negatif manakala mereka mengetahui
merknya adalah Reebok  kampanye iklan dgn
menggunakan Venus Williams sbg celebrity
endoser
Special Considerations for Surveys
• Benefits:
– Data collection from a large sample
– Both quantitative and qualitative data possible
• Issues
– Subjects may respond with social desirability
– Translation may be difficult
• Use back and parallel translations to ensure
accuracy and validity
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Presenting the Findings
• Report must clearly address problem
identified in Step 1
• Include a memo or executive summary of
the key findings along with main report
 Ringkasan temuan penelitian: jawaban terhadap masalah yg
diajukan
 Hasil harus dinyatakan dgn jelas dan dapat digunakan sebagai
dasar bagi manajer untuk bertindak.
 Hindari research jargon dan analisis kuantitatif yang
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kompleks.
Sampling
• A sample is a selected subset of a
population that is representative of the
entire population.
– Probability samples
– Non-probability samples
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Analyzing Data
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Demand Pattern Analysis
Income Elasticity Measurements
Market Estimation by Analogy
Time-series displacement
Comparative Analysis
Cluster Analysis
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Global Issues in Marketing Research
• Many country markets must be included
• Markets with low profit potential justifies
limited research expenditures
• Data in developing countries may be
inflated or deflated
• Comparability of international statistics
varies greatly
• Limits created by cultural differences
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