INTERNATIONAL

MARKETING RESEARCH
TOPIC-4

TOPIC COVERS:
CONCEPT OF INTERNATIONAL
MARKETING RESEARCH
CROSS-CULTURAL MARKETING
BEHAVIOUR & RESEARCH

PROCESS OF INTERNATIONAL
MARKETING

CONCEPT
MARKETING RESEARCH PLAYS A CRICITAL ROLE
IN DETERMINING THE SUCCESS OR FAILURE OF
INTERNATONAL MARKETING DECISIONS
CASELET: COCA COLA
OTHER EXAMPLES:
1. UNILEVER INTRODUCED ICETEA IN INDIA BUT
FAILED
2.KAFTINDIA( PHILIP MORRIS) INTRODUCED AN
ORANGE ENERGY DRINK CONCENTRATE IN INDIA
CALLED TANG BUT FAILED

MAJOR OBJECTIVES OF INTERNATIONAL

MARKETING RESEARCH

-CARRYOUT COUNTRY SCREENING & SELECTION

-EVALUATE A COUNTRYS POTENTIAL
-TO IDENTIFY PROBLEMS THAT WOULD NOT
REQUIRE A COUNTRYS LISTING FOR FURTHER
CONSIDERATION
-TO FACILITATE IN DEVELOPING A STRATEGIC
MARKETING PLAN

MAJOR CHALLENGES TO SUCCESSFUL

INTERNATIONAL MARKETING RESEARCH

-OVERLOOKING CROSS-CULTURAL MARKET BEHAVIOUR

-EMPLOYING STANDARDIZED RESEARCH METHODOLIGIES
ACROSS THE INTERNATIONAL MARKETS
-USING ENGLISH AS A STANDARD LANGUGE FOR MARKET
COMMUNICATION
-MISINTERPRETATION OF CROSS-COUNTRY DATA
-FAILURE TO USE LOCALS TO CONDUCT FIELD SURVEYS

CROSS-CULTURAL MARKETING
BEHAVIOUR & RESEARCH
-SOUTH-EAST ASIAN COUNTRIES: THEIR EXOTIC FOOD

HABITS
SELF-REFERENCE CRITERIA(SRC)
-IT OFTENS INTERFERES IN ANALYSING AND INTERPRETING
THE MARKETING PROBLEMS IN ITS TRUE SENSE.
-VAST DIFFERENCES IN CULTURAL TRAITS THAT NEEDS TO
BE TAKEN CARE WHILE COLLECTING PRIMARY DATA
INFORMATION
-CULTURE- ACQUIRED THROUGH LEARNING& EXPERIENCE
-RELIGION- MC DONALD SERVES NEITHER PORK NOR BEEF
IN INDIA

CONTD
-ISLAMIC COUNTRIES:
-HALAL MEAT ALLOWED ONLY
-FOR SURVEYS, WOMEN INVESTIGATORS FOR
FEMALE CONSUMERS ONLY
VALUE SYSTEM: ABSTRACT IDEAS
NORMS: GUIDELINES FOR BEHAVIOUR
AESTHETICS: MUSIC, DANCE, PAINTING, DRAMA,
ARCHITECTURE, COLOURS ETC.
SUCH ISSUES ARE IMPORTANT IN
COMMUNICATIONS & PRODUCT DECISIONS

CONTD
-LANGUAGE

MANDARIN 1025 M
ENGLISH 497M
HINDI 476M
SPANIISH 409 M
RUSSIAN 279 M
RBI OF INDIA USES 15 LANGUAGES N ITS
CURRENCY NOTES, IN ADDITION TO HINDI &
ENGLISH

PROCESS OF INTERNATIONAL
MARKETING RESEARCH
PROBLEM
IDENTIFICATION

DECIDE RESEARCH METHODOLOGY

WORKOUT INFO REQUIREMENT

CONTD
IDENTIFY SOURCES OF INFO
PRIMARY & SECONDARY DATA

PREPARE RESEARCH DESIGN

COLLECT PRIMARY INFORMATION

ANALYSE INFORMATION

EVALUATION & INTERPRETATION

EMIC V/S ETIC DILEMMA IN INTERNATIONAL

MARKETING RESEARCH
TWO DIFFERENT STREAMS OF THOUGHT OF
CROSS-COUNTRY RESEARCH METHODOLOGY.
THE EMIC APPROACH EMPHASIZES CULTRAL
UNIQUENESS & THE ETIC APPROACH ON PANCULTURALISM IN THE BEHAVIOURAL PATTERNS
AND THE RESERCH PROCESS.

THE EMIC APPROACH

THE EMIC APPROACH HOLDS THAT ATTITUDES,
INTERESTS AND BEHAVIOUR ARE UNIQUE TO A
CULTURE & BEST UNDERSTOOD IN THEIR OWN
CONTEXTS. IT EMPHASIZES STUDYING THE
RESEARCH PROBLEM IN EACH COUNTRYS
SPECIFIC CONTEXT AND IDENTIFYING AND
UNDERSTANDING ITS UNIQUE FACETS.
SUBSEQUENTLY, THE CROSS-CULTURAL
DIFFERENCE AND SIMILARITIES ARE MADE IN
QUALITATIVE TERMS.

THE ETIC APPROACH

THE ETIC SCHOOL EMPHASIZES IDENTIFYING AND
ASSESSING UNIVERSAL ATTITUDINAL &
BEHAVIOURAL CONCEPTS AND DEVELOPING PANCULTURAL MEASURES.EETIC IS THEREFORE,
BASICALLY CONCERNED WITH MEASURING
UNIVERSAL BEHAVIOURAL AND ATTITUDINAL
TRAITS. THE ASSESSMENT OF SUCH
PHENOMENON NEEDS UNBIASED MEASURES . EG .
THERE APPEARS TO BE CONVERGENCE IN
PREFERENCES ACROSS CULTURES.

MARKET RESEARCH IS NOT A SUBSTITUTE TO

HUMAN INTELLECT AND JUDGEMENT IN DECISION
MAKING
EG. DEVELOPMNT OF SONY WALKMAN
- THE IDEA OF DEVELOPING WALKMAN BY AKIO MORITA
- HIS COLLEAGUE- IBULKA, ALWAYS CARRIED HIS STEREO
TAP RECORDER. HE EXPRESSED HIS DESIRE TO LISTEN
MUSIC WITHOUT DISTURBING OTHERS;
- AKIO MORITA ORDERED HIS ENGINEERS TO TAKE SONYS
RELIABLE SMALL CASSETTE TAPE RECORDER, STRIP OUT
THE RECORDING CIRCUIT AND THE SPEAKER AND REPLACE
THEM WITH A STEREO AMPLIFIER AND IMPROVED A VERY
LIGHT HEADPHONE.
- AKIO MORITA- INSTEAD OF DOING A LOT OF MARKET
RESEARCH, WE REFINE OUR THINKING ON A PRODUCT AND
ITS USE