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Global Marketing Research

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Online shopping has doubled each year since 1998. ... Online grocery shopping is becoming more and more important. Poland. online users log on daily ... – PowerPoint PPT presentation

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Title: Global Marketing Research


1
  • Global Marketing Research
  • And Global E-Marketing
  • Nicole Howatt

2
Research
  • Given the complexity of the global marketplace,
    solid marketing research is critical for a host
    of global marketing decisions.
  • Most of the cultural blunders in global marketing
    stem from inadequate marketing research.

3
Global Marketing Research
  • Secondary Data Data/information which is already
    available.
  • Primary Data When the information is not useful,
    or simply does not exist.
  • Selected Secondary Data Sources Lexis/Nexis,
    FINDEX, National Trade Data Bank, U.S. Department
    of Commerce, Japan External Trade Organization
    (JETRO), OECD, IMF, The Economist Intelligence
    Unit (E.I.U.), ACNielsen Co, Taylor Nelsen Sofres.

4
Primary Global Marketing Research
  • Focus Groups
  • Survey Methods for Cross-Cultural Marketing
    Research
  • Questionnaire Design

5
More Helpful Sources
  • US imports and exports (Bureau of the Census)
  • Yearbook of Industrial Stats (United Nations)
  • OEDC Economic Survey
  • World Factbook (CIA)
  • Euromonitor
  • Advertising Age
  • Interdata

6
Kotabe Helsen/Global Marketing Management,
2e Chapter 6, Exhibit 06-05
EXHIBIT 6-5 Comparison of European Data
Collection Methods
7
Construct Equivalence
  • Requires that a construct or concept occurs and
    has the same meaning (and is equally relevant)
    across countries and contexts.

8
Measurement Unit Equivalence
  • Requires that the measurement unit is equivalent
    among comparisons
  • For example, a comparison of money indicators
    (e.g., income figures, trade statistics) needs to
    be converted into a common currency for all
    countries in the study.
  • Exercise caution when using scales developed for
    a particular country or culture
  • Consider using shortened versions of scales that
    reflect the core items of the construct.

9
Why The Excitement of Internet?
  • Power shift from sellers to buyers
  • Death of distance
  • Time compression
  • First mover advantage
  • First real global medium
  • Real time trackable interaction
  • 24/7
  • Customer is in control
  • MUST BE RELEVANT

10
The Internet
  • Computer Industry Almanac estimated that
    worldwide users will reach 490 million by 2002
    and the US is estimated to reach 165 million
    users
  • (Presently, US is 182 million and worldwide
    is over 530 million- only 8.5 of global
    population)
  • 15 of worlds population comprises 88 of all
    Internet users

11
E-Business Model
  • A method of doing business that contributes to
    the firms profitability whether by increasing
    revenue or decreasing costs
  • Necessary for models to identify value for the
    customer

12
Exhibit 1 - 2 Level of commitment to
e-businessSource adapted from
www.mohanbirsawhney.com
13
Global E-Marketing Trends
  • Only 45 of US companies have not done anything
    to customize their web sites fro foreign users
  • 30 average hits from outside US
  • 46 non US orders go unfulfilled
  • International Cybersquatting
  • Localized domain names

14
Comparisons
  • Traditional-broadcast, direct mailings, press
    releases, promotions, networking
  • Internet-banner ads, email, online events, chat
    rooms, viral marketing
  • Types?
  • Promotional, service, e-tailers

15
Tips To Increase Traffic
  • Include web site on traditional pieces
  • Add links from relevant sites
  • Post security and privacy policies
  • Collect visitor info and log trends
  • Languages
  • Obtain opt in lists
  • Offer free things that match your segment free
    games, chat rooms, information, bulletin boards,
    pictures, free post cards

16
Australia
  • 3rd highest internet penetration
  • Online shopping has doubled each year since 1998.
  • Items purchased books, magazines, music,
    computer software, entertainment products.
  • Downfall no widespread broadband

17
Chile and China
  • Chile
  • Internet growth of 305 in two years
  • Expected 1000 increase in online sales revenue
    expected between 1999 and 2002.
  • China
  • Internet used most in home and in cafes
  • Low phone penetration, lack of Chinese web sites
  • 40 females online (56 million people)

18
Egypt
  • High illiteracy rate
  • Charged per minute for phone use no flat rate
    plans
  • Limited computer availability
  • New laws allowing government to provide online
    services through E-Government project

19
Germany and India
  • Germany
  • High cost to go online
  • 31.4 million had access in 2002 vs. 15.9 million
    in 2000
  • Projected 50 will be online in next few years
  • India
  • Internet usage growth of 116.5
  • 2 online users shop online
  • Very low credit card usage
  • High legal barriers

20
Ireland
  • 50 of population has internet access
  • Consumers are growing more confident with online
    purchases
  • Revenues from e-commerce and advertising are
    rising steadily. This was evident in 2000 when
    revenues grew 59.
  • Online grocery shopping is becoming more and more
    important

21
Poland
  • ½ online users log on daily
  • 68 users live in highly populated towns and
    cities
  • 35 of users are younger than 35 years old
  • Online banking is a new trend

22
Turkey
  • High cell phone usage
  • Love to bargain
  • Barrier of preference for buying in store

23
Thailand
  • Shipping prices are expensive
  • Enjoy the mall
  • Internet controlled by a few players charging
    high rates
  • Use cash on delivery system the Thai way
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