International Marketing Research: Dr. Gopal Thapa, Marketing in Nepal. Relevance of international marketing. Suitable for BBS third year, Principles of Marketing and Global marketing for MBS

1. Marketing Research and Information
System for International Marketing
Dr. Gopal Thapa
Tribhuvan University

2. Various Decisions related with
International Marketing
 Whether to go international or remain in domestic
market?
 Which market to enter?
 How to enter target market?
 How to sell goods in target markets?
 How to design the global marketing program?
 How to implement and control the global
marketing program?
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3. Marketing Information System
 A marketing information system is a set of
procedures and methods for the regular, planned
collection, analysis and presentation of
information for use in marketing decisions.
 American Marketing Association
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4. Marketing Research
 Marketing research as the systematic design,
collection, analysis and reporting of data and
findings that are relevant to a specific marketing
situation facing the company.
 Most large companies have their own marketing
research departments.
 Some small companies can hire the services of a
marketing research firm or conduct research in
creative and affordable ways.
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5. Nature of International Marketing
Research
 Systematic
 Identification of research problem
 Developing research objectives
 Reviewing the related literature
 Developing the research design
 Collecting the data
 Analyzing and interpreting the collected data
 Preparing the research report
 Submitting the research report
 Problem oriented
 Objective
 Decision making
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6. Areas of Marketing Research
 Product research
 Advertising research
 Consumer research
 Sales research
 Corporate research
 Competitor research
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7. Breadth and Scope International
Marketing Research
 Type of information required
 Researcher’s activities
 Research Expenditure
 Man power required
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8. Problems in International
Marketing Research
 Problems of numerous markets
 Problems of availability of secondary data
 Problems of generating primary data
 Problems in analyzing and interpreting research
information
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9. Problems in International
Marketing Research
 Domestic researchers deal with fairly
homogeneous markets within a single
country, international researchers deal with
diverse markets in many different countries.
 These markets often vary greatly in their
levels of economic development, cultures and
customs, and buying patterns.
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10. Problems in International
Marketing Research
 The international researcher may have
difficulties in finding good secondary data.
 Secondary data obtained from many different
sources on a country-by country basis, may
make the information difficult to combine or
compare.
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11. Problems in International
Marketing Research
 Because of the scarcity of good secondary data,
international researchers often must collect their
own primary data.
 However, obtaining primary data may be no easy
task
 It can be difficult simply to develop good samples
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12. Problems in International
Marketing Research
 Once the sample is drawn, researcher in
developed countries usually can reach most
respondents easily by phone, by mail, online, or in
person.
 However, reaching respondents is often not so
easy in other parts of the world
 Researchers in underdeveloped countries cannot
rely on phone, internet, and mail data collection—
most data collection is conducted door to door
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13. Problems in International
Marketing Research
 In some countries, few people have computers, let
alone internet access.
 For example, whereas there are 84 internet users
per 100 people in the United States, there are only
43 internet users per 100 people in Mexico.
 In Madagascar, the number drops to 2 internet
users per 100 people.
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14. Problems in International
Marketing Research
 Cultural differences from country to country
cause additional problems for international
researchers.
 Language is the most obvious obstacle
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15. Problems in International
Marketing Research
 Consumers in different countries also vary in their
attitudes toward marketing research.
 People in one country may be very willing to
respond; in other countries, non-response can be a
major problem.
 Customs in some countries may prohibit people
from talking with strangers.
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16. Conclusions
 Despite these problems, as global marketing
grows, global companies have little choice but to
conduct these types of international marketing
research.
 Although the costs and problems associated with
international research may be high, the costs of
not doing it—in terms of missed opportunities and
mistakes—might be even higher
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17. Any Queries?
Thank You
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