'International Marketing Notes Essay\r'

'I. Chapter sum-up\r\n* Due to the high epoch and cost investment in first appearance a in the raw grocery depot, companies must be really sure that the market place they argon entering will be successful. Thus, they either conduct merchandising investigate themselves, or plight secondary companies to interrogation the market and possible outcomes for them. * Decisions of whether or not to conduct selling query based on: conviction constraint, handiness of information, and value for the federation (bene equalizes vs. costs)\r\n* In-Depth Marketing query run\r\nhttp://microlinks.kdid.org/good-practice-center/value-chain-wiki/backward-market- inquiry- form * Problems look intoers face in distinguishable countries: availability of look infrastructure, availability and quality of secondary data, equation of data, language barriers, and culture peculiar(prenominal)s of consumers * Decisions mingled with big international explore agencies and local agencies: int ernational agencies attain standardized results across more countries, but local agencies butt joint provide more germane(predicate) data\r\n* Types of Primary inquiry:\r\n* Quantitative: collection and abbreviation of quantifiable categories and questions; describes current market situation (i.e. multiple alternative questions) * Qualitative: analyzes the background of the give up in more peak; explains motivation by utilize open-ended questions (i.e. pore groups) * Questionnaires: tummy be quantitative (ordinal and nominal scales) or soft (free answer) * longitudinal Studies: respondent surveys conducted at unhomogeneous points in time, allowing analysis in changes over time (i.e. consumer scan)\r\nII. divulge Terms and Concepts\r\n* Marketing look into: systematic and objective process of generating information to aid in making selling decisions; concentrates on general characteristics of target market, specifics of selling environment, analysis of foes, and s eeks of marketing strategy * Stages of a seek wreak: Problem definition search foundationCollection of informationData processing and analysisPresentation of research continue * Primary data: hot data that must be computer memory during the process of marketing research; more costly yet more specific to topic of interest * thirdhand data: data collected and published before, most oft for some opposite purposes than the current research objective; less costly, easier to bear; (i.e. census) * Consumer scan: study of consumer purchasing behavior conducted ceaselessly on the same hear of responding households * retail panel: longitudinal research conducted in retail stores; data about changes in store layout, reaping placement, prices, and other pertinent topics III. Discussion Topics\r\n1. What are many advantages and disadvantages of conducting marketing research? 2. append a specific shell of problems researchers face when they conduct marketing research outsid e their confess country 3. correspond and relegate the following questionnaire questions: * How frequently do you go to the grocery store per week? * Why do you go to Walmart?\r\n4. What are the characteristics of a good interviewer?\r\nIV. Industry cases and Questions\r\n1. Example of unfavourable questionnaire: Sociology Research Methods Questionnaire from Wisconsin University\r\nhttp://www.ssc.wisc.edu/~jpiliavi/357/neuman.pdf\r\n* What makes these questions â€Å"bad”?\r\n* How can they be meliorate?\r\n2. Case Study; JD (part of JD Sports make PLC) Market Research Methods: * entrust surveys †carried out face-to-face with consumers as they leave the storepurpose of the survey is principally to understand the reasons for learn, frequency of visit/purchase and reasons for and against purchase * â€Å"shop bag” survey †the JD research team monitors what carrier bags nodes entering JD stores are carrying. This helps identify what other stores JD cu stomers use and are outgo money in; provides competitor insight and an idea of which retailers draw and quarter a similar customer profile to JD * On-site fieldwork †JD’s dedicated Site Research team invests significant time researching brisk locations. This involves defining the tip of a location’s catchment area, reviewing the presence and quality of the rival and assessing the pitch and visibility (i.e. how use up the area is) of a unit http://businesscasestudies.co.uk/jd-sports/using-market-research-to-support-decision-making/what-is-market-research.html\r\n3. Coca Cola capital Britain’s Market Research Process:\r\n* Identify opportunityDoes it fit into existing product menage? For what target? desk research * explore solutionNew product? New design? Product extension? qualitative research using focus groups and in-depth interviews * Measure suitability/effectivenessEvaluate the sexual relation appeal of alternative solutions in terms of meeti ng consumer requirementsQuantitative research through face-to-face, telephone/ net income interviews * Test MarketTry out new product ideas in a â€Å"test” marketQuantitative research from participants in a test sample of consumers who physically live with the test product for a plosive of days; there are three stages: concept research, product attributes, and volume assessment\r\n* baffle market performanceTracking the product’s success once it has been launched (i.e. by recording sales figures, poetry of people familiar with the product, etc)Quantified continuous rolling study with consumers and/or analysis of Electronic efflorescence of Sale data http://businesscasestudies.co.uk/coca-cola-great-britain/using-market-research-to-develop-a-product-range/market-research.html\r\n* Compare and contrast the marketing research methods of JD and Coca Cola * back end any of the methods work for the other company? For example, Electronic bill of Sale for JD Sports Fashi on?\r\n'