Research in International Marketing

1. Research in
Interna-onal Marke-ng
Hu, Hong-Ci (Amber)
17/07/2014

2. Interna'onal Marke'ng happened
any)me and anywhere…

3. How the research makes contribu-on to
Interna-onal Marke-ng
u Defini&on of Interna-onal Marke-ng
u Research in Interna-onal Marke-ng
- Introduc-on
- Example
- Evalua-on
u Conclusion

4. What is Interna-onal Marke-ng?
u Marke-ng is the ac&vity, set of ins-tu-ons, and processes for crea-ng
communica-ng, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large (The American Marke)ng
Associa)on; AMA, 2007).
u The management process of an-cipa-ng, iden-fying and sa-sfying
customer requirements profitably (The Chartered Ins)tute of Marke)ng; CIM,
2001).
Organiza&on
Target audience
Strategy
Sales
What is Marke)ng? Essen)als of Marke)ng Oxford. P6.

5. To do research in Interna-onal Marke-ng
u Introduc-on
- involves respondents and researchers from different countries and cultures
u Method
Baines, P. et al, (2013) ‘Essen)als of marke)ng’
Quan&ta&ve
Qualita&ve
Purpose Emphasize theory tes-ng Iden-fy meaning and understanding
Size of sample Big Small
Structure Fixed-response ques-ons Open ques-ons
Data analysis Sta-s-cs Content-based
Techniques
• Casual modeling and
structural equa-on modeling
• Experiments
• Surveys and other
mul-variate techniques
• Mystery shopping studies
• Case studies
• In-depth interviews
• Focus groups
• Ethnographic studies
• Semio-c studies

6. Marke-ng Communica-on Role in Shaping Consumer
Awareness of Cause-Related Marke-ng Campaigns
(Alshurideh et al, 2014)
Public Rela&on
Direct digital
marke&ng
Adver&sing
Increase na-onal visibility
Enhance posi-ve reputa-on
ü Study was conducted only in Jordan (developing country)
ü Qualita&ve methods
ü Public Rela&on is the most effec&ve communica&on role
ü Corpora&ons should pay more aIen&on to C-RM

7. Public rela-on- effec-ve role of C-RM
u NIKE
- Brand exposure in
World Cup
- Sales of
merchandise
u RED
- New customer
segment and
market expanding
- Interna-onal
visibility
(Pedersen and Fredenslund, 2010).

8. C-RM is important to Interna-onal
Marke-ng
u Consumers’ atude
- highly posi-ve (Roy and Graeff, 2003)
- willing to buy products with vivid
message about charity (Baghi, I. et al,
2009)
u Corpora-ons’ benefits
- reinforce brand awareness and
recogni-on
- improve the rela-ons with the
general public
- reach new markets
- gain na-onal even global visibility
(Nilsson and Rahmani, 2004; p.47)

9. u Interna-onal Marke-ng
- Bridge
- crosses na-onal borders
u Contribu-on by the research from Alshurideh et al(2014)
- effec&ve way of C-RM
- applica&on of Interna&onal Marke&ng

10. Reference
• The American Marke-ng Associa-on; AMA (2007), What is Marke-ng? Essen)als
of Marke)ng. Oxford, p5-6.
• The Chartered Ins-tute of Marke-ng; CIM (2001) , What is Marke-ng? Essen)als
of Marke)ng Oxford, p5-6.
• Baines, P., Fill, C. & Page, K. (2013),The Marke-ng Research Process. Essen)als of
Marke)ng Oxford, p106.
• Alshurideh, M. T., Shaltoni, A. M., & Hijawi, D. A. S. (2014), Marke-ng
Communica-ons Role in Shaping Consumer Awareness of Cause-Related
Marke-ng Campaigns. Interna)onal Journal of Marke)ng Studies, 6(2), p163.
• Pedersen, T. & Fredenslund, M (2010), Cause Related Marke-ng.
• Baghi, I., Rubaltelli, E., & Tedeschi, M. (2009), A strategy to communicate
corporate social responsibility: Cause related marke-ng and its dark side.
Corporate Social Responsibility and Environmental Management, 16(1), 15-26.
• Roy, D. P., & Graeff, T. R. (2003), Consumer atudes toward cause-related
marke-ng ac-vi-es in professional sports. Sport Marke)ng Quarterly, 12(3),
163-172.
• Nilsson, C., & Rahmani, S. (2004), Cause Related Marke)ng, p47.