International Marketing国际市场营销学(1)

Breadth and Scope of International Marketing Research Foreign
market research differs from domestic in the broader scope necessitated by higher levels of uncertainty.
山东财经大学（筹）·国际贸易学院 School of International Trade, Shandong University of Finance and Economics
Chapter Learning Objectives
4. Multicultural sampling and its problems in less developed countries 5. Sources of secondary data
6.3 The Research Process
The marketing research process for all countries should follow these steps:
1. Define the research problem and establish research objectives. 2. Determine the sources of information to fulfill the research objectives. 3. Consider the costs and benefits of the research effort. 4. Gather the relevant data from secondary or primary sources, or both. 5. Analyze, interpret, and summarize the results. 6. Effectively communicate the results to decision makers.
6. How to analyze and use research information
山东财经大学（筹）·国际贸易学院 School of International Trade, Shandong University of Finance and Economics
Introduction
Chapter Learning Objectives
1. The importance of problem definition in international research
2. The problems of availability and use of secondary data 3. Quantitative and qualitative research methods
Chapter 6
Developing a Global Vision through Marketing Research
山东财经大学（筹）·国际贸易学院 School of International Trade, Shandong University of Finance and Economics
Research

can be divided into three types based on information needs:
(1) general information about the country, area, and/or market; (2) information necessary to forecast future marketing requirements by anticipating social, economic, consumer, and industry trends within specific markets or countries; and (3) specific market information used to make product, promotion, distribution, and price decisions and to develop marketing plans
山东财经大学（筹）·国际贸易学院 School of International Trade, Shandong University of Finance and Economics
山东财经大学（筹）·国际贸易学院 School of International Trade, Shandong University of Finance and Economics
山东财经大学（筹）·国际贸易学院 School of International Trade, Shandong University of Finance and Economics

Collecting Information: Unisys Corporation’s Way
1. Economic: data on growth of the economy, inflation, business cycle trends, and the like; profitability analysis for the division’s products; specific industry economic studies; analysis of overseas economies; and key economic indicators for major countries. 2. Cultural, sociological, and political climate. A general non-economic review of conditions affecting the division’s business. 3. Overview of market conditions. A detailed analysis of market conditions that the division faces, by market segment, including international. 4. Summary of the technological environment. State-ofthe-art technology as it relates to the division’s business, carefully broken down by product segments. 5. Competitive situation. A review of competitors’ sales revenues, methods of market segmentation, products, and apparent strategies on an international scope.
International Marketing 国际市场营销学
School of International Trade,
Shandong University of Finance and Economics
山东财经大学（筹）·国际贸易学院
0d58b4b8 符皇 /read/8/8973/
山东财经大学（筹）·国际贸易学院 School of International Trade, Shandong University of Finance and Economics
6.2 Marketing Information System (MIS) 营销信息系统：是一个由人、设备和程序组成的系统，它为 营销决策者搜集、挑选、分析、评估和分配所需要的、及时 的和准确的信息。 它有四个内容： （1）内部报告系统(internal databases system)，它是一 个订单－收款循环(order-to-payment cycle)和销售信息报 告系统； （2）营销情报系统，(marketing intelligence system)它 是公司经理获得日常的关于营销环境发展的恰当信息的一整 套程序和来源； （3）营销调研系统(marketing research system)，它是系 统地设计、收集、分析和提供数据资料以及在特定营销状况 下的调研结果； （4）营销决策支持系统(marketing decision support system, MDSS)，是一个组织，它通过软件和硬件的支持，协 调数据收集、系统、工具和技术，帮助经理解释相关的信息 ，并把它们转化为营销活动的基础。 山东财经大学（筹）·国际贸易学院
山东财经大学（筹）·国际贸易学院 School of International Trade, Shandong University of Finance and Economics
6.1 Marketing Research
Marketing
research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making. processes and methods are same whether applied in Columbus, Ohio, or Colombo, Sri Lanka. marketing research involves two additional complications: information must be communicated across cultural boundaries.
Research
International First,