REGIONAL GROUPINGS

&
INTERNATIONAL
MARKETING
RESEARCH
Dr. Parul Gupta

International Marketing

SESSION DETAILS

Session One : Class room Lecture

Legal dimensions of IM
&International Marketing Research

Session Two : Class room Lecture

Regionalism & Multilaterism
Regional Groupings/ Trade Blocks

Session Three & Four: IMRP Part III

Presentations
Dr. Parul Gupta

International Marketing

LEGAL DIMENSIONS OF
INTERNATIONAL
MARKETING

Dr. Parul Gupta

International Marketing

Legal systems

Common Laws
Statutory Laws
Islamic Laws
Socialist Law

Conflict of laws

Countries differ in their laws as well as in

their interpretation of their laws. Some
countries place a greater emphasis on the
role of the court and litigation system,
whereas others encourage alternate
dispute resolution wherever possible.

Dr. Parul Gupta

International Marketing

Legal dimensions of
International
Promotion
Laws Vary Country to Country

Cultural Issues
Required Flexibility About the Promotion
Structure - Hong Kong and Italy place limits on cash
prizes
Administration of the promotion Publication issues
Privacy
No Representative Country
Budget Time and Money issues

Dr. Parul Gupta

International Marketing

Legal dimension of
packaging in
international market

Labeling

Packaging - Germany legislated

that all manufacturers must take
back (recycle or reuse) all primary
packaging (crates, drums, pallets,
etc.).

Dr. Parul Gupta

International Marketing

Intellectual property
protection

International advertising and

legal issues

Dr. Parul Gupta

International Marketing

INTERNATIONAL
MARKETING
RESEARCH

Dr. Parul Gupta

International Marketing

Elements of Marketing
Research

Definitions
Marketing Research:
A systematic gathering, recording and
analyzing of data to provide information
useful in marketing decision making

International Marketing Research:

The same as above but with 2 additional
components
1. information must be communicated across
cultural boundaries
2. differences with research tools, techniques
and validity need to be taken into account
Dr. Parul Gupta

International Marketing

Elements of Marketing
Research
Scope of International Marketing Research falls
into 3 types
1. General information about the country
2. Information needed to forecast future
marketing requirements Understanding
social, economic, consumer and industry
trends
3. Specific marketing information needed to:
Make decisions about how to manufacture,
promote, distribute, price the product, and
develop marketing plans.
Dr. Parul Gupta

International Marketing

10

The Research Process

Key to successful international marketing
research includes these 6 steps:
1. Define the problem and establish
objectives
2. Determine sources of information to
reach research objectives
3. Consider costs and benefits of research
4. Gather relevant data from primary and
secondary resources
5. Analyze, interpret and summarize results
6. Effectively communicate results to the
decision makers
Dr. Parul Gupta

International Marketing

11

Application of International Marketing Research

-Advertising
Consumer Behavior
Consumer buying behavior
Consumer buying patterns
Consumer purchasing power
Consumer demand
Consumer preference
Consumption

Dr. Parul Gupta

International Marketing

12

International Marketing
ResearchData
Collection
Lack of comparable data among countries
Issues
Absence of secondary data in general

Difficulties gathering primary data in a country

not your own
Differences in definitions and data collection
methods
Ability to Communicate Options
Willingness to respond
Sampling issues in field surveys
Language and comprehension

Dr. Parul Gupta

International Marketing

13

Problems with
Multicultural Research

Conducting research where

countries have difference
languages, social structures,
behavior and attitudes.
Comparability is difficult

Dr. Parul Gupta

International Marketing

14

Other important Points

Who is responsible for

conducting Marketing
Research
Communicating with Decision
Makers
Problems in Analyzing and
Interpreting Research
Information

Dr. Parul Gupta

International Marketing

15

REGIONALISM VS
MULTILATERISM

Dr. Parul Gupta

International Marketing

16

Defining Region

In International Relations, it generally

indicates the multilateral groupings of
neighboring nations.
(eg. Europe, Middle East, East Asia)

The primary common sense usage

connotes physical contiguity and societal
homogeneity.

Indeed proximity seems to be a necessary,

although not sufficient condition for
confident stipulation of a region.

Dr. Parul Gupta

International Marketing

17

Region beyond
geography?

Case 1 East Asia Summit

ASEAN + 3 Process

ASEAN + Japan, China, Korea (3)

East Asia Summit

ASEAN + 3 + Australia, New

Zealand, India

Which represents East Asia?

How do you react if Australian
identify themselves as East Asian?
Dr. Parul Gupta

International Marketing

18

Region beyond
cultural bond?

Case 2: EU expansion to
Turkey
EU Member States: Christian
community
Turkey: Islamic community

If a region expands beyond ties

of cultural bindings, what are
guiding principles of making a
region?
Dr. Parul Gupta
International Marketing

19

Regionalism
Regionalism describes situations
in which different religious or
ethnic groups with distinctive
identities coexist within the
same state boundaries, often
concentrated within a particular
region and sharing strong
feelings of collective identity.
Dr. Parul Gupta

International Marketing

20

Multilateralism
Multilateralism is diplomatic
term that refers to
cooperation among several
nations. Multilateralism is a
term in international relations
that refers to multiple
countries working in concert
on a given issue
Dr. Parul Gupta

International Marketing

21

REGIONAL ECONOMIC
GROUPINGS

Dr. Parul Gupta

International Marketing

22

What it is ?
Regional economic integration is
an agreement among countries
in a geographic region to
reduce and ultimately remove,
tariff and non tariff barriers to
the free flow of goods or
services and factors of
production among each others.
Dr. Parul Gupta

International Marketing

23

Contribution in
International Trade

Stimulates economic growth in countries and

provides additional gains from free trade
beyond international agreements
Enhances trade among member through the
elimination of customs barriers,
quickly and substantially improves the
allocation of resources
Encourages general dynamism, by fostering
greater competition among the participating
countries
Helps to accelerate national investments and
foreign direct investments in order to acquire
international competitiveness

Dr. Parul Gupta

International Marketing

24

TYPES OF REGIONAL
GROUPS

Free Trade Area: A free trade area

occurs when a group of countries agree
to eliminate tariffs between themselves,
but maintain their own external tariff on
imports from the rest of the world.-The
North American Free Trade Area
Customs Union: A customs union occurs
when a group of countries agree to
eliminate tariffs between themselves
and set a common external tariff on
imports from the rest of the world.

Dr. Parul Gupta

International Marketing

25

TYPES OF REGIONAL
GROUPS

Common Market: A common market

establishes free trade in goods and
services, sets common external tariffs
among members and also allows for the free
mobility of capital and labor across
countries.
Economic Union: An economic union
typically will maintain free trade in goods
and services, set common external tariffs
among members, allow the free mobility of
capital and labor, and will also relegate
some fiscal spending responsibilities to a
supra-national agency

Dr. Parul Gupta

International Marketing

26

LEVELS OF ECONOMIC GROUPINGS

Dr. Parul Gupta

International Marketing

27

NEXT THREE SESSIONS

IMRP PART III

PRESENTATION

Dr. Parul Gupta

International Marketing

28

Dr. Parul Gupta

International Marketing

29