市場學作業-國際市場營銷

關于國際市場營銷
 

國際市場營銷主要作為商業活動的表現形式，包括價格，推廣升級，產品和分配決策以及系統地收集市場調查研究的任務。它有價值的信息過程就是對營銷決策來說很重要。
 

東道國在政治穩定，文化屬性和地理特征上的信息是國外市場營銷所需求的。以及在經濟數據上的增長水平，通脹水平，商業周期和在特定行業的競爭水平的信息。這些都直接影響到產品的經濟生存能力。有些因素甚至影響盈利狀況。
 

在國外市場營銷中也要考慮到政治，經濟，文化的因素。這些因素對大眾的態度與行為都有著深遠的影響，接著影響國外的選擇需求。社會文化多樣性的增加在經研究中，這也暗示著國際市場營銷的調查者將需要具備進行協調跨品牌環境研究的能力。在本質上來說，研究人員要能夠解決研究問題，研究工具，以及適應不同環境下的管理程序。
 

About International Marketing

 

The International marketing is defined as performance of business activities including price, promotions, product and distribution decision and then the task of marketing research is to systematically collect data, process it in to valuable information which is vital for marketing decision. 

 

The information of host country on political stability, cultural attributes and geographical characteristic are required for sound for foreign markets. Information on economic general data on level of growth, inflation levels, business cycles and the levels of competition in that particular industry. These directly affect the economic viability of the product, since some of the factors affect profitability. 

 

There are also political, social and cultural climate factors to be considered in foreign markets. These factors have a profound effect on attitude and behavior of the general public, and then affect the choice demand of foreign products. The increasing diversity of the socio-cultural in which research is being conducted, implies that international marketing researchers will need to develop the capability to conduct and co-ordinate research spanning a brand range of environmental contexts and research questions. In essence, researchers will need to be able to tailor research questions, and adapt research instruments and administration procedures to different environments, as well as to interpret or translation questionnaires or research instruments. 

 

Developments in mass communication technology, global and regional media such as MTV, STAR TV, etc. create an environment where certain segments of the population worldwide are developing a common set of expectations, familiarity with a common set of symbols, similar preferences for products and services, and an overall desire to improve their standard of living. Market segments such as teenagers share common interests in clothing fashions, music, films and sports, as new trends and related products are rapidly diffused worldwide through global media. Increasing discretionary expenditures in industrialized markets also expands the range of choice and the role of services in consumer choice decisions. #p#分頁標題#e#

 

At the same time, international marketing researchers will need to incorporate the latest technological developments in data collection and dissemination into the research design. These enable researchers to dramatically reduce the time required to collect data across geographic distances as well as substantially enhancing and enriching the type of stimuli that can be used in collecting data from international markets. It is, however, important to recognize that use of sophisticated technological techniques is subject to certain limitations in international markets, due either to the development of the technological infrastructure or the technological sophistication of respondent 

 

The researcher must strive for most accurate and reliable information against all constrains. The research should be systematic following these steps 

1. Definition of research problem and establish the research objective. 

The aim of research is suppose to be clearly established, terms should be well defined. A problem clearly defined serves time and energy since all efforts would be focused toward a clear goal. 

 

2. Determine the source of information, there are lots of sources of information that might be employed. There pro and cons of such source depending on the use of the information, for instance the primary data is easy to obtain from the statistical office but lacks relevance to the international marketer. 

 

3. Cost and benefit analysis of the research process, secondary research is more detailed to the problem but the cost of making questionnaire and deploying those them at various places. It is the duty of marketing researcher to balance both methods in order to gain market insights. 

 

4. Gathering of information from primary and secondary sources. In collecting data in the primary research the ability to communicate opinions lies on weather the person has used the product before. The prospect might have the knowledge about the particular product but the willingness to respond lies with that person. There are factors such as attitude, culture and level of education which dictates the information one would give to the researcher. 

5. Interpretation and analysis of the results 

Final step in the research process is the analysis and interpretation of the information. The data collected is subjected to limitation due to interpretation of meaning of words, attitude towards product or service. Marketer should have an in depth analysis and understanding for market in foreign markets, it is important to use a native who understand the local people. 

 

There is a problem of availability of data. In South Africa the government provides the data, but detailed data such as the number of retailers, wholesalers and facilitating services is difficult to get. The marketer has to collect current data of population and income or consult the private agencies. In addition, to developing the capabilities to conduct research spanning diverse environments, international marketing researchers also need to create and make imaginative and thoughtful use of new approaches to understand the changing market place. As qualitative research techniques advance and mature, they offer increasing promise as a means of understanding and interpreting trends in diverse cultural contexts. Qualitative research provides insights and understanding of the consumption and purchase context and the underlying determinants of behavior, as well as a means of interpreting the results of quantitative research and predicting future trends #p#分頁標題#e#

 

Qualitative techniques are especially helpful in probing the contextual embedding of attitudes and behavior, providing deep understanding of situational and contextual factors, and providing inputs user It is also difficult to understand the needs of foreign people if the marker does not understand the language of the foreign people, there is need for a native speaker of foreign language to help the market researcher to gain insights on the needs of the target market 

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In addition, besides the lack of data, it is difficult to check on the reliability of the data, source of the secondary data such as the official statistics are biased towards political motives for instance some wants to reflect national pride. International researcher is also faced with limited choices when it comes to comparability of data, changes in social economic such as urbanisation make it difficult to notice the gradual changes of the fashion trends in those developing areas comparing to same time last decade. 

 

The marketers also face a problem of estimating demand, to estimate the market trend requires reliable historical data due to inadequate data or errors in the collection of data. Primary data has got limitations of interpretations since people has a tendency to lie hiding the motive to buy certain products in South Africa it is considered rude by some black culture to say bad comments about the products hence they lie to please the researcher but giving a biased answer. Secondary data is not reliable to do forecasting but just give guide lines since it has a weakness of bias towards the motive of the source user, government suppress the figure of inflation in order to portray a good picture to investors. 

 

The internet has got a great impact on international marketing research; the growth of internet users has changed in the worldwide. Internet evolves, it offers the potential to dramatically change the way in which much international marketing research is conducted, both in providing ready access to secondary data, and in providing a new means of collecting primary data. Rather than visiting a traditional research library, the marketer can have virtually instant access to data from traditional sources as well as sources that are only available on the Internet. The Internet can also be used to collect primary data, either by tracking visitors to a Web site, or through administering electronic questionnaires over the Internet. To the extent that web sites are increasingly likely to be accessed by users worldwide, information on an international sample can be gathered. Behavior at the site can be tracked revealing interest relating to the products and services or information offered, as well as response to promotional material or offers. 

 

The Internet can also be used to collect data in a more systematic fashion that is closer in character to more traditional marketing research practice. Subject to the availability of suitable Internet sampling frames, questionnaires can be administered directly over the Internet. Questionnaires are sent via e-mail to respondents and the responses are returned via e-mail. This represents a very quick and totally automated means to conduct a survey over a broad geographic scope. The results are available almost instantaneously as the responses can be checked and analyzed in real-time as they are received. Questionnaires administered via the World Wide Web also have the advantage that product details, picture of products, brands and the shopping environment can be portrayed with integrated graphics and sound. There is also user time which is checked on websites and usefulness of the advertising by tacking to other sites or customer identification where a register is compiled to track visitors and the purpose of visits besides customers can also sign electronic mail list to get future direct marketing communication efforts via the internet. #p#分頁標題#e#
 

However, the fact that results will be obtained so rapidly will allow additional sampling, with enhanced incentives to respond. While lower costs and rapidity of response make this mode attractive for international research, potential bias problems suggest that at least in the short run, and particularly where part of the target market is likely to exist in countries with low internet access, this approach will need to be used with some caution. 

 

In Conclusion change is occurring in virtually all aspects of business and personal life. Against this backdrop, marketing researchers are being challenged to conduct research that is of the highest possible quality, as quickly as possible, in multiple diverse settings. The issues marketing researchers face are multifaceted and relate to where and how research will be conducted, who the respondents will be, and the tools and techniques that will be used. Marketing researchers must find creative ways to harness the new technologies to facilitate the conduct of research and enhance its value to clients. At the same time research organizations must begin to develop the capability to conduct marketing research simultaneously in the developed and the developing world.