Theoretical and Practical Perspectives
CHAPTER EIGHT Research in the International Arena
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Research in the International Arena
The role of research is equally important in domestic and international marketing and advertising. Its basic purpose is to assist advertising and marketing managers in making more informed, and therefore better, decisions. When planning to sell goods to foreign consumers, each element of the marketing mix must be investigated. As noted in Chapter 2, the product must be appropriate for a given market. In some cases the same product can be marketed around the globe; in others modifications may be required. The marketer must determine the most appropriate price, which may be influenced by the firm’s short- and long-term objectives, the competitive environment, and a variety of other factors. The marketer must establish the availability of various channels and select the most efficient means of distribution. Marketing research can address each of these areas. Finally, the international marketer must consider promotion of the product: personal selling, sales promotion, direct response, public relations efforts, and, of course, advertising. Advertising research may involve lifestyle studies, concept testing, message pre- and post-testing to determine reactions to different types of advertising appeals and executions, and determination of appropriate media vehicles. Each of the marketing-mix decisions will be influenced by the international marketing environment outlined in Chapter 3. Marketers must familiarize themselves with demographic factors such as market size and population growth; economic factors, including degree of urbanization and income distribution; geographic characteristics such as topography and climate; and the political-legal...
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