国际营销管理.ppt

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1、Chapter6Copyright(c)2009JohnWiley&Sons,Inc.1GlobalMarketingManagement,5eChapter6GlobalMarketingResearchChapterOverview1.ResearchProblemFormulation2.SecondaryGlobalMarketingResearch3.PrimaryGlobalMarketingResearch4.LeveragingtheInternetforGlobalMarketResea

2、rch5.MarketSizeAssessment6.NewMarketInformationTechnologies7.ManagingGlobalMarketingResearchChapter6Copyright(c)2009JohnWiley&Sons,Inc.2IntroductionGiventhecomplexityoftheglobalmarketplace,solidmarketingresearchiscriticalforahostofglobalmarketingdecisions

3、.Mostoftheculturalblundersinglobalmarketingstemfrominadequatemarketingresearch.Sixstepsinconductingglobalmarketresearch:1.Definetheresearchproblem(s)2.Developaresearchdesign3.Determineinformationneeds4.CollecttheData(secondaryandprimary)5.Analyzethedataan

4、dinterprettheresults6.ReportandpresentthefindingsofthestudyChapter6Copyright(c)2009JohnWiley&Sons,Inc.3Chapter6Copyright(c)JohnWiley&Sons,Inc.4Exhibit6-1:AMulticountryMarketingResearchProjectatEliLillyIntroductionMajorchallengesfacedbyglobalmarketingresea

5、rchers:1.Complexityofresearchdesignduetoenvironmentaldifferences2.Lackandinaccuracyofsecondarydata3.Timeandcostrequirementstocollectprimarydata4.Coordinationofmulticountryresearchefforts5.Difficultyinestablishingcomparabilityacrossmulti-countrystudiesChap

6、ter6Copyright(c)2009JohnWiley&Sons,Inc.51.ResearchProblemFormulationAnyresearchstartsoffwithaprecisedefinitionoftheresearchproblem(s).Awell-definedproblemisahalf-solvedproblem.Inaninternationalcontext,themarketingresearchproblemformulationishinderedbythes

7、elf-referencecriterion(SRC).Amajordifficultyinformulatingtheresearchproblemisunfamiliaritywiththeforeignenvironment.Omnibus(总括的)surveysareregularlyconductedbyresearchagencies.Oncetheresearchissueshavebeenstated,managementneedstodeterminetheinformationneed

8、s.Chapter6Copyright(c)2009JohnWiley&Sons,Inc.6Chapter6Copyright(c)JohnWiley&Sons,Inc.7Exhibit6-2:ACNielsenChinaOmnibus2.SecondaryGlobalMarketingResearchSecondaryData:Data/informationwhichisalreadyavailable.PrimaryDa