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International Marketing
14th Edition P h i l i p R. C a t e o r a M a r y C. G i l l y John L. Graham
Marketing research
The systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making
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By anticipating social, economic, consumer, and industry trends within specific markets or countries
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Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality, while tax structures and fear of the tax collector often adversely affect data
Less-developed countries prone to optimism Willful errors Adjusted reporting
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Comparability of Data
Issues with data (especially in less developed, countries)
Data can be many years out of date Data collected on an infrequent and unpredictable schedule
Too frequently, data are reported in different categories or in categories much too broad to be of specific value
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Checking the consistency of one set of secondary data with other data of known validity
An effective and often-used way of judging validity
The availability and accuracy of recorded secondary data increase with level of economic development
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Quantitative research
Usually a large number of respondents Respondents answer structured oral or written questions using a specific response format (such as yes/no) or to select a response from a set of choices Responses can be summarized in percentages, averages, or other statistics
Toto a Japanese firm with the premiers quantitative research on bathroom and toilet technology
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Qualitative research interprets people in the sample Qualitative research is helpful in revealing the impact of sociocultural factors on behavior patterns and in developing research hypotheses
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The more complex the concept, the more difficult it is to design research that will help the respondent communicate meaningful opinions and reactions
Gerber has more experience in trying to understand consumers with limitations
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Willingness to Respond
Cultural differences provide best explanation for unwillingness or inability of many to respond to research surveys The role of the male, the suitability of personal gender-based inquiries, and other genderrelated issues can affect willingness to respond Less direct measurement techniques and nontraditional data analysis methods may also be more appropriate
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International Internet use is growing almost twice as fast as American use Uses for Internet in international research
Online surveys and buyer panels Online focus groups Web visitor tracking Advertising measurement Customer identification systems E-mail marketing lists Embedded research Observational research
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When the desired statistics are not available, a close approximation can be made
Using local production figures plus imports, with adjustments for exports and current inventory levels
Analogy
Assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country
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Personal Computer and Mobile Phone Diffusion Rate (per 1,000 people)
Exhibit 8.2
Personal Computer Mobil Phone
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Summary
The basis objective of the market research function is providing management with information for more accurate decision making Customer attitudes about providing information to a researcher are culturally conditioned Foreign market information surveys must be carefully designed to elicit the desired data and at the same time not offend the respondents sense of privacy
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Summary
Many foreign markets have inadequate or unreliable bases of secondary information Three keys to successful international marketing research
The inclusion of natives of the foreign culture on research teams The use of multiple methods and triangulation The inclusion of decision makers, even top executives, who must on occasion talk directly to or directly observe customers in foreign markets
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International Marketing
14th Edition P h i l i p R. C a t e o r a M a r y C. G i l l y J o h n L. G r a h a m
Emerging Markets
Chapter 9
McGraw-Hill/Irwin International Marketing 14/e
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Study of economic development is necessary to gain empathy regarding the economic climate within developing countries Study of state of economic development with respect to market potential, including the present economic level and the economys growth potential
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Marketings Contributions
Marketing (or distribution) is not always considered meaningful to those responsible for planning Marketing is an economys arbitrator between productive capacity and consumer demand The marketing process is the critical element in effectively utilizing production resulting from economic growth Instrumental in laying the groundwork for effective distribution
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Traditional rural/agricultural sector Modern urban/high-income sector Transitional sector usually represented by low-income urban slums
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Bottom-of-the-pyramid markets
Bottom-of-the-pyramid markets (BOPMs) consisting of the 4 billion people with incomes of less than $1,200 across the globe Most often concentrated in the LDCs and LLDCs
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Because many lack modern infrastructure, much of the expected growth will be in industrial sectors
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Latin America
Most countries have moved from military dictatorships to democratically elected governments The trend toward privatization of state-owned enterprises followed a period in which governments dominated economic life for most of the 20th century Today many Latin American countries are at roughly the same stage of liberalization that launched the dynamic growth in Asia during the 1980s and 1990s In a positive response to these reforms, investors have invested billions of dollars
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All three countries started off with roughly the same legacy of inefficient industry and Soviet-style command economics All three Baltic countries are WTO members and as of 2004, EU members
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Asia
Asia has been the fastest-growing area in the world for the past three decades Asian-Pacific Rim
Four Tigers (Hong Kong, South Korea, Singapore, Taiwan) First countries in Asia to move from a status of developing countries to newly industrialized countries
China
After U.S., most important single market is China Two major events that occurred in 2000 are having a profound effect on Chinas economy
Admission to the WTO U.S. granting China normal trade relations on a permanent basis
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Asia
China (continued)
China has two important steps to take if the road to economic growth is to be smooth
The American embassy in China has seen a big jump in complaints from disgruntled U.S. companies Two Chinas
One a maddening bureaucratic, bottomless money pit The other an enormous emerging market
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Asia
Hong Kong
Hong Kong reverted to China in 1997 when it became a special administrative region (SAR) of the Peoples Republic of China The Hong Kong government negotiates bilateral agreements and makes major economic decisions on its own The keys to Hong Kongs economic success
Free market philosophy Entrepreneurial drive Absence of trade barriers Well-established rule of law Low and predictable taxes Transparent regulations Complete freedom of capital movement
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Asia
Taiwan
Mainland-Taiwan economic ties are approaching a crossroads as both countries enter the World Trade Organization Three direct links must be faced because each country has joined the WTO and the rules insist that members should communicate over trade disputes and other issues
India
Five-point agenda
Improving the investment climate Developing a comprehensive WTO strategy Reforming agriculture, food processing and small scale industry Eliminating red-tape Instituting better corporate government
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When incomes rise, new demand is generated at all income levels for everything from soap to cars If a company fails to appreciate the strategic implications of the $10,000 Club, it will miss the opportunity to participate in the worlds fastestgrowing global consumer segment
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Emerging Competition
Growing global competition
Automobile makers in from China, Russia, and India Computers Space technology Appliances Commercial aircraft
Firms in emerging countries making substantial investments around world Global market will be revitalized and reorganized by these new corporate powerhouses
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Summary
Foreign marketers must be able to
Rapidly react to market changes Anticipate new trends within constantly evolving market segments that may not have existed as recently as last year
As nations develop their productive capacity, all segments of their economies will feel pressure to improve The impact of these political, social and economic trends will continue to be felt throughout the world IT will speed up the economic growth in every country
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Summary
Marketers must focus on devising plans designed to respond fully to each level of economic development Big emerging markets may present special problems
But they are promising markets for a broad range of products now and in the future
Emerging markets create new marketing opportunities for MNCs as new market segments evolve
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International Marketing
14th Edition P h i l i p R. C a t e o r a M a r y C. G i l l y John L. Graham
Global Perspective Might Free Trade Bring Peace to the Middle East?
Multinational market regions those groups of countries that seek mutual economic benefit from reducing trade and tariff barriers
Most important global trends today
The world is awash in economic cooperative agreements as countries look for economic alliances to expand access to free markets
WTO 151 members and 31 observers
Governments and businesses worry that the EU, NAFTA, and other cooperative trade groups will become regional trading blocs without internal trade restrictions but with borders protected from outsiders
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La Raison dEtre
Successful economic union
Requires favorable economic, political, cultural, and geographic factors as a basis for success
In the past, a strong threat to the economic or political security of a nation was the impetus for cooperation Recent creation of multinational market groups has been driven by the fear that not to be part of a vital regional market group is to be left on the sidelines
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Economic Factors
Markets are enlarged through
Preferential tariff treatment for participating members Common tariff barriers against outsiders
Economic union must have agreements and mechanisms in place to settle economic disputes The demise of the Latin American Free Trade Association (LAFTA)
Result of economically stronger members not allowing for the needs of the weaker ones
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Political Factors
State sovereignty
One of the most cherished possessions of any nation Relinquished only for a promise of significant improvement of the national position through cooperation
The importance of political unity to fully achieve all the benefits of economic integration
Has driven EC countries to form the European Union
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Cultural factors
The more similar the culture, the more likely a market is to succeed because members understand the outlook and viewpoints of their colleagues
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To reduce or eliminate customs duties and nontariff trade barriers among partner countries Members maintain individual tariff schedules for external countries
Customs union
Enjoys free trade areas reduced or eliminated internal tariffs Adds a common external tariff on products imported from countries outside the union
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Political union
Involves complete political and economic integration, either voluntary or enforced Commonwealth a voluntary organization that provides for the loosest possible relationship classified as economic integration Two new political unions came into existence in the 1990s
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European Commission Council of Ministers European Parliament Court of Justice Regulations binding the member states directly and having the same strength as national laws Directives also binding the member states but allowing them to choose the means of execution Decisions addressed to a government, an enterprise, or an individual, binding the parties named
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European Union
Ratification of the Maastricht Treaty (1992) Economic and Monetary Union Treaty of Amsterdam Expansion of the European Union
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The Euro
Exhibit 10.4
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The CIS is a loose economic and political alliance with open borders but no central government The 12 members of the CIS share a common history of central planning
Their close cooperation could make the change to a market economy less painful Differences over economic policy, currency reform, and control of the military may break them apart
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Second-largest common-market agreement in the Americas after NAFTA Most influential and successful free trade area in South America Negotiations have been under way since 1999 for the first region-to-region
free trade accord
DR-CAFTA
Latin American Integration Association Caribbean Community and Common Market (CARICOM) NAFTA to FTAA or SAFTA?
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Four major events account for the vigorous economic growth of the ASEAN countries
The ASEAN governments commitment to deregulation, liberalization, and privatization of their economies The decision to shift their economies from commodity based to manufacturing based The decision to specialize in manufacturing components in which they have a comparative advantage Japans emergence as a major provider of technology and capital necessary to upgrade manufacturing capability and develop new industries
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Africa
Little actual economic integration
Characterized by political instability in recent decades Unstable economic base
Plagued with financial problems, conflict within the group, and inactivity on the part of members
Most advanced and viable of Africas regional organizations
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Middle East
Middle East has been less aggressive in the formation of successfully functioning multinational market groups
A long history of border disputes and persisting ideological differences will have to be overcome
Arab Free Trade Area (GAFTA) Economic Cooperation Organization (ECO) Creation of the Organization of the Islamic Conference (OIC)
Represents 60 countries and over 650 million Muslims worldwide Member countries vast natural resources, substantial capital, and cheap labor force are seen as the strengths of the OI
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Opportunities
Economic integration creates large mass markets for the marketer
Market barriers
Initial aim of a multinational market is to protect businesses that operate within its borders
Reciprocity
If a country does not open its market to an EU firm, it cannot expect to have access to the EU market
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Companies initiating uniform pricing policies Reducing the number of brands to focus advertising and promotion efforts
Nestle Unilever
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Summary
Marketing efficiency affected by:
Development of mass markets Encouragement of competition Improvement of personal income Various psychological market factors
Production efficiency
Derives from specialization Mass production for mass markets Free movement of the factors of production
Multinational market groups provide great opportunity for the creative marketer
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Summary
Market groupings make it economically feasible to enter new markets and to employ new marketing strategies Market groupings intensify competition by protectionism within a market group but may foster greater protectionism between regional markets Mercosur and ASEAN+3 suggest the growing importance of economic cooperation and integration
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