International Marketing 1

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1 INTERNATIONAL MARKETING FACULTY OF ENGINEERING MANAGEMENT Ph.D., Eng. Joanna Majchrzak Department of Marketing and Economic Engineering Mail: Meetings: Monday 9:45 11:15 Wednesday 11:15 12:45 Room 316, Strzelecka Street International Marketing 1

2 Literature Więcek Janka E. (2015), The Essentials of Marketing Research, Poznan University of Technology Publishing House. Malhotra N.K., Birks D.F., (2006), Marketing Research. An Applied Approach, Pearson Education Limited. Churchill G.A., Brown T.J., Suter T.A. (2013), Basic Marketing Research (paperback), Cengage South-Western, Boston. Malhotra N.K., Balbaki I.B., Bechwati N.N. (2013), Marketing Research. An Applied Orientation, Pearson, London. Warren T.D. (1983), Survey of Marketing Research, Chicago: American Marketing Association. 2

3 Literature Google Scholar: Science Direct: Scopus: Emerald: Sage journals: JSTOR: 3

4 Schedule 1. RESEARCH OF EXTERNAL MARKETS ( ) 2. PRODUCT IN INTERCOMPANY TRADE ( ) 4

5 Introduction 5

6 MARKETING RESEARCH? 6

7 MARKETING RESEARCH Marketing research is a system for filtering, collecting, analyzing and interpreting marketing information, which increases quality of decisions in a company. Marketing research is collection, processing and analyzing information about the object of study, leading to its cognition (Mantura, 2000). Source: Więcek-Janka Ewa, The essentials of marketing research, Poznań University of Technology 7

8 Classification of marketing research Marketing research Problem identification research is undertaken to help identify problems that are, perhaps, not apparent on the surface and yet exist or are likely to arise in the future. Once a problem or opportunity has been identified, problem-solving research may be undertaken to help develop a solution. Malhotra N.K., Birks D.F., Marketing Research. An Applied Approach, Pearson Education Limited

9 Exploratory & Explanatory research Problem identification research Problem-solving research EVALUATION CRITERIA EXPLORATORY RESEARCH EXPLANATORY REAEARCH Aim of the research The scope of the necessary information identification of situation or phenomena unclear verification of hypotheses, assistance in selecting a solution variant strictly defined Source of information unclear clearly defined Form of the collection of information simple, superficial ordered Test relatively small, the subjective selection relatively big, the objective selection Information analysis informal nature, qualitative analysis formal, quantitative analysis Source: Więcek-Janka Ewa, The essentials of marketing research,poznań University of Technology 9

10 The scope of marketing and market research Segmentation research Determine basis of segmentation Establish market potential and responsiveness for various segments Select target markets and create lifestyle profiles: demography, media, and product image characteristics Product research Test concept Determine optimal product design Package tests Product modification Brand positioning and repositioning Test marketing Focus groups Distribution research Attitudes of channel members Intensity of wholesale and retail coverage Channel margins Retail and wholesale locations Promotions research Optimal promotional budget Optimal promotion mix Copy decisions Creative advertising testing Evaluation of advertising effectiveness Pricing research Importance of price in brand selection Pricing policies Product line pricing Price elasticity of demand Initiating and responding to price changes Malhotra N.K., Birks D.F., Marketing Research. An Applied Approach, Pearson Education Limited

11 Sources of information Sources of marketing information Primary measurements Secondary measurements Primary measurements make use of primary sources and are divided into fournmeasurement forms: primary indirect surveys (e.g. a questionnaire, a telephone interview), primary direct surveys (e.g. a personal interview, a group interview, observation methods, panels), experiments: laboratory (e.g. an auditorium test), field (e.g. a standard market test), simulation methods (e.g. extrapolation techniques). Secondary measurements are based on secondary sources and consist in collecting internal data, e.g. collecting, studying various secondary sources within a firm and collecting external data consisting in searching for and buying databases and information from market information agencies. Source: Więcek Janka E. (2015), The Essentials of Marketing Research, Poznan University of Technology Publishing House 11

12 Exercise 1 1. Research design (identifying decision-making problem) 2. Sampling 3. Selection of a research method and creation of a research instrument 4. Collecting data 5. Reducing and editing data 6. Data analysis 7. Preparing a research report 12

13 The course of a research process 1. RESEARCH DESIGN The relations between customers need and innovative product functions in the mother and foreign market. 13

14 The course of a research process 1. RESEARCH DESIGN The relations between customers need and innovative product functions in the mother and foreign market.?? 14

15 The course of a research process 3. SELECTION OF A RESEARCH METHOD AND CREATION OF A RESEARCH INSTRUMENT Type of the research: Explaratory research Method: Secondary research (scientific paper analysis) Research instrument: Scientific publications (1*mother market + 1 * foreing market) Example 1: Islam, M.M., Islam, M.M., Azim, A.Y.M.A., Anwar, M.R. and Uddin, M.M., Customer perceptions in buying decision towards branded Bangladeshi local apparel products. European Scientific Journal, ESJ, 10(7). Example 2: North, E.J., De Vos, R.B. and Kotze, T., The importance of apparel product attributes for female buyers. Journal of Consumer Sciences, 31(1). For this study the population included women in two provinces in South Africa (Gauteng and Mpumalanga) between the ages of 16 and

16 The course of a research process 4. COLLECTING DATA Sceintific papers: Google Scholar Eduroam 16

17 The course of a research process 6. DATA ANALYSIS Data Authors Title Journal Year of publication Research problem: WHAT WAS STUDIED? Methodology: HOW IT WAS STUDIED? Results: WHAT WE LEARNED? Publication No.1 Mother market Publication No. 2 Foreign market 17

18 The course of a research process 7. PREPARING A RESEARCH REPORT FEATRUE 2 FEATURE 1 FEATURE 3 CHARAKTERYSTYKA KONSUMENTA FEATURE.. FEATURE 8 18

19 Questions What phases does a research process consist of? (p.38-41) Explain the difference between exploratory and explanation research (p ). Sources of marketing information (p.66) Source: Więcek Janka E. (2015), The Essentials of Marketing Research, Poznan University of Technology Publishing House; Literature (slide No. 2 and 3) 19