MIS, IMR, Objectives / Features of IMR, MR Agency, Cultural values, IMP

1. International Marketing
Module III

2. Consists of people, equipment, and
procedures that gather, sort, analyze,
evaluate, and distribute needed,
timely, and accurate information to
marketing decision makers.

3. It should provide information continuously
It should cover all the important aspects of
company’s external environment
 Markets (Demand, CB, Cost etc.)
 Competition (plans at all levels)
 Foreign Exchange ( BOP, Interest rates etc.)
 Prescriptive Information (Tax, Laws etc.)
 Resource Information ( Availability)
 General Conditions ( Marketing Environment)
It should be updated according to technological
changes

4.  Human Sources
 Documentary Sources
 Internet Sources
 Direct Perception

5.  International Marketing Research is a study conducted to assist
decision making in more than one country. It involves the
systematic gathering, recording, and analyzing of data about
problems related to marketing of goods & services

6.  To carry out country screening & Selection
 To evaluate a country’s market potential
 To identify problems that would not require a
country’s listing for further consideration
 To identify aspects of country’s environment
that needs further study
 To evaluate the components of marketing mix
for possible adoption
 To facilitate in developing a strategic
marketing plan

7. Problem Definition
Planning Research Design
Selection of Sample
Collecting Data
Analysing Data
Formulating Conclusion & Preparing
the Report

8.  Overlooking cross-cultural market behavior
 Employing standardized research
methodologies across the international
markets
 Using English as a standard language for
market communication
 Inappropriate sample selection
 Misinterpretation of cross country data
 Failure to use locals to conduct field surveys

9.  When a firm don’t have the required knowledge of foreign
marketing environment for conducting research, then services
of MR Agencies can be taken.
 Advantages
 Expertise
 Knowledge
 Creditability
 Cost - effective

10.  Coordination & Flexibility
 Level of Expertise
 Track Record of Agency
 Level of confidentiality
 Good Reputation
 Cost

11.  Type of Agreement
 Geographic coverage
 Remuneration
 Duration & Termination
 Nature of Report

12.  A Proper International Marketing Research helps in the
comparative analysis of following issues:-
 Culture
 Attitudes
 Religion
 Aesthetics
 Communication
 Custom and Manner

13.  Culture is a set of traditional beliefs and values that are
transmitted and shared in society. It includes norms, values,
customs etc.
 Kind of behavior considered acceptable in society. E.g. -
Consumption of wine acceptable in west but not in India.
 Culture is based on social interaction.
 Culture can be learned. E.g. -Westernization in India.

14.  People in different culture have different ideas about the same
subject. E.g.-Dowry
 Culture is shared and passed from generation to generation.
E.g. -Respect towards elders.
 Cultural pride can make many nations reject foreign ideas and
products.
 What is right and wrong is based on culture. E.g. -To be honest
and straightforward are considered right in U.S.

15.  Consumption pattern- American Europeans and Arabians
consume beef Whereas Thais, Chinese and majority of Indian
not.
 Eating habits- Asian consumer prefer boiled chicken.
American preferred fried chicken.
 Muslims don’t use alcoholic drink So a non alcoholic beer from
Switzerland “Moussy” was manufactured.
 Lifestyle- dressing habits like-Indians prefer sarees, wearing
burke by Middle East women

16.  Hinduism – India, Nepal, Sri lanka
 Christianity
 Protestantism- In U.S.A, Canada and Australia.
 Catholicism - Latin America, Southern Europe countries.
 Islam- North Africa, Middle east, Malaysia, Indonesia.
 Buddhism- Japan, Korea, china

17.  It relates the artistic taste of culture. Aesthetically related area
is color.
 In many countries color black is associating with mourning,
White with joy and purity.
 In many Asian countries white is color for mourning.
 Green is favorable in Islam, But associated with sickness across
much Asia

18.  Verbal communication (Language)-
 More than 5000 spoken language in world.
English-6%
Chinese-20%
Hindi-5%
Russian-4%
Spanish-3%
Others-62%
 Non Verbal communication-
 It means differently in different nature.
 Japanese view eye contact as rude.
 American feel avoidance of eye contact impolite

19.  Indians meet their business partners with folded hands.
 Indonesians avoid use of left hand while offering food and
other objects.
 In Arab countries it is considered bad manners to attempt to
shake hands with person of higher authority. But In U.S it is
reverse

20.  Cross Cultural Analysis is effort to determine to what extent the
consumer of 2 or more nations are similar or different.
 It Provides marketer understanding of psychological, social &
cultural characteristics of foreign consumers

21. 1. Environment Oriented Values
Society relationship to its economic & technical as
well physical environment.
a.) Cleanliness- In U.S high value is placed on
Cleanliness. In poor countries It is not valued.
b.) Power Distance- Degree to which people
accept inequality in power, authority, status,
wealth in society. E.g. India, Brazil, France, Hong-
kong, Japan are high in acceptance in power.
Australia, Denmark, New zealand, U.S are low.

22. 1. Environment Oriented Values
c). Change- In comparison to Americans, Koreans
and Chinese feel less comfortable dealing with
new situations.
d) .Nature- Most Northern European countries
place high value on environment.
Example- Packaging and other environmental
regulations are stronger in countries than in
America. China doesn’t have strong
environmental orientation.

23. 2. Self Oriented Values
Approaches to life that the individual members of society
find desirable.
a). Active/Passive-
American show quick response to problem. Take
action oriented approach.
b). Hard work/Leisure-
In Latin America work is viewed as necessary evil
c). Religious/Secular-
Islamic countries and Catholic countries are
religiously oriented. It plays small role in Chinese culture

24. 3. Cultural Variation in Communication
 Ford Motors face problems. Fiera (A low cost truck designed for
developing countries) faced sales problems because Fiera means
terrible, cruel, ugly in Spain.
 Whirlpool faced problems in Spain where its name is
unpronounceable in Spain.

25. 3. Cultural Variation in Communication
 Time Perspective-
Americans, Canadians, Europeans, Australians tends to
view time as inseparable, fixed in nature.
Most Latin Americans, Asians, Indians view time as
discrete and less important.
 Friendship-
Chinese relationships are complex.
In most Asians and Latin American good personal
relationships matters.
Americans rely on legal system for business
obligations.
In China character of trading partner is important

26. 4. Other oriented values -
Relationship between individual and groups
within society.
 Individualism- America, Australia, U.K, Canada,
New-Zealand etc.
Collective- Taiwan, Hong- Kong, Korea, Mexico,
Japan and India.
Age-
 American-youth oriented
 Asian- wisdom comes from age.

27. 4. Other oriented values -
 Extended /limited family-
 U.S- Narrowly defined
 In Japan, India- Extended families
 In Mexico-Adolescents seek parental advice Age-
 Competitive/ Cooperative-
 Germany and Spain ban competitive ads and U.S encourages.
.

28.  Marketing strategy decisions will be based on based on
information about market potential, customer requirement,
industry and market trends, present and future competitive
behavior, expected sales, market segment size and
requirements, sales and profit performance for customers,
products and territories.

29. 1. The analysis of demand (customer
Requirement).
2. The Analysis of competition offerings
(differentiation Analysis).
3. The setting of objectives (market share,
profit).
4. The definition of a strategy.
5. Planning
6. Implementation
7. Control and evaluation

30. Planning is a systematized way of relating to
the future. It is an attempt to manage the
effects of external, uncontrollable factors on
the firm's strengths, weaknesses, objectives,
and goals to attain a desired end.
Further, it is a commitment of resources to a
country market to achieve specific goals. In
other words, planning is the job of making
things happens that may not otherwise occur.

31. 1. Preliminary Analysis and Screening
2. Adapting the marketing mix to target markets.
3. Developing the marketing plan
4. Implementation and control

32. 32
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