Task Two Deciding Which Markets to Enter and How to Enter（课件）- 《国际市场营销实务》同步教学（对外经贸大学·2011）

Task Two Deciding Which Markets to Enter and How to Enter Task Two International Marketing Research I Basic Knowledge of International Marketing Research International marketing research is an important task because it acts as an aid to the decision makers. Look at Mini-Case 2.1 Definition--- International marketing research refers to the systematic gathering, recording, and analysis of data about issues relating to marketing products and services internationally. International Marketing Research Process in General (1) Defining what to research and establish research objectives (2) Determining the sources of information (3) Determining research methods (4) Gathering the relevant data from secondary or primary sources, or both (5) Analyzing, interpreting and summarizing the results II International Marketing Research Process in Details 1. Scope of International Marketing Research 1.1 Market Characteristics and Trends 1.2 Industrial Competition 1.3 Buyer’s Behavior----Look at Mini-Case2.2 1.4 Product Research Product Testing Decision on Brand Name----Look at Mini-Case 2.3 Competitor’s Product Study Product Packaging Design Studies . Scope of International Marketing Research 1.5 Distribution Research----Look at Mini Case 2.4 1.6 Promotion Research---- Look at Mini Case 2.5 Advertising Effectiveness Research Media Research Quota Research 1.7 Pricing Research 2. Collecting Data----Secondary Data ----Secondary data are collected by someone other than the user. Problems in Collecting Secondary Data Availability of Secondary Data Reliability of Secondary Data Comparability of Secondary Data For example, “family” in urban Chinese cities usually includes parents and children, or sometime includes grandparents. But in some rural areas, they may include other relatives. Methods in Collecting Secondary Data Marketers should ask the following questions to check whether the data are useful: When was the data collected? Is it up-to-date? What was the overall environment in th