Презентация, доклад lnternational Marketing lnternational Marketing Chapter5 Global marketing information systems and Research
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lnternational Marketing lnternational Marketing Chapter5 Global marketing information systems and Research
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Global marketing information system Global marketing information system Global marketing research
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A. Global marketing information system Businesses can't be successful if they don't continue to meet the needs of their customers. There should be few activities as important as finding out what your customers want for products and services and finding out what they think of yours.
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Marketing information Marketing information It provides input to marketing decisions including product improvements, price and packaging changes, copywriting, media buying, distribution, and so forth. Marketing information system The set of procedures and practices employed in analyzing and assessing marketing information, gathered continuously from sources inside and outside of a firm.
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Global marketing information system is an information system which is developed or used in a global context. Global marketing information system is an information system which is developed or used in a global context. Global companies lisk FORD.TOYOTA.MITSUI all have effective marketing information system.
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CASE 人民日报,1964年: 以王进喜为代表的中国工人阶级,为粉碎外国反动势力对我国的经济封锁和石油禁运,在极端困难的条件下,发扬一不怕吃苦,二不怕死的精神,抢时间,争速度,不等马拉车拖,硬是用肩膀将几百吨设备抗到了工地. 第三届全国人大开幕,王进喜光荣地出席了大会.
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B.Global marketing research Global marketing research is the function that links the global consumer and public to the marketer through information . Information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
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If a foreign invester wants to invest an english training school in Mianyang, how can they get the information needed? If a foreign invester wants to invest an english training school in Mianyang, how can they get the information needed?
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Process of global marketing research Define the problem. Make sure that you really 'need' to know something. The problem then becomes the focus of the research. For example, why are sales falling in New Zealand? 2. How will you collect the data that you will analyze to solve your problem? Do we conduct a telephone survey, or do we arrange a focus group?
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3. Select a sampling method. Do we use a random sample, stratified sample, or cluster sample? 3. Select a sampling method. Do we use a random sample, stratified sample, or cluster sample? 4. How will we analyze any data collected? What software will we use? What degree of accuracy is required? 5. Decide upon a budget and a timeframe. 6. Go back and speak to the managers or clients requesting the research.
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7. Go ahead and collect the data. 7. Go ahead and collect the data. 8. Conduct the analysis of the data. 9. Check for errors. 10. Write your final report. This will contain charts, tables, and diagrams that will communicate the results of the research, and hopefully lead to a solution to your problem.
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Various methods of global market research are used to find out information about markets, target markets and their needs, competitors, market trends, customer satisfaction with products and services, etc. Various methods of global market research are used to find out information about markets, target markets and their needs, competitors, market trends, customer satisfaction with products and services, etc. Businesses can learn a great deal about customers, their needs, how to meet those needs and how the business is doing to meet those needs. Businesses need not to be experts at methods of research either.
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Methods of marketing research A. Secondary Data Research Also known as desk research, already exists since it has been collected for other purposes.
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Resources Trade associations National and local press Industry magazines National/international governments Websites Informal contacts Trade directories Published company accounts
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Business libraries Business libraries Professional institutes and organisations Omnibus surveys Previously gathered marketing research Census data Public records
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It is relatively cheap, and can be conducted quite quickly .However, it tends to have been collected It is relatively cheap, and can be conducted quite quickly .However, it tends to have been collected for reasons other than for the problem or objective at hand. So it may be untargeted, and difficult to use to make comparisons (e.g. financial data gather on Australian pensions will be different to data on Italian pensions).
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B. First-hand data research Also known as primary research, is collected for the first time. It is original and collected for a specific purpose, or to solve a specific problem. It is expensive, and time consuming, but is more focused than secondary research.
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Ways to conduct primary research: Personal interview Telephone interview Mail survey Internet survey Product tests Observation method
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1. Personal interviews An interview is called personal when the interviewer asks the questions face-to-face with the Interviewee. Personal interviews can take place in the home, at a shopping mall, on the street, outside a movie theater or polling place, and so on.
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Advantages: Advantages: They allow more 'depth' Physical prompts such as products and pictures can be used Body language can emphasize responses Respondents can be 'observed' at the same time
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Disadvantages: Interviews can be expensive It can take a long period of time to arrange and conduct. Some respondents will give biased responses when face-to-face with a researcher.
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Try to do it