International Marketing Intellegence

Chapter 4
INTERNATIONAL MARKETING INTELLIGENCE

International Marketing
Chapter-4 International Marketing
Intelligence

Objectives
What are the areas of information
requirement
What are the sources of information
What is marketing research and what
are the objectives, limitations, scopes
types and phases of marketing research

Intelligence

Objectives
What are the method of data collection
Who are research agencies and what
are their drawbacks
How to select research agencies
What are the problems of international
research

Intelligence

Introduction
Proper business intelligence is essential in
following area
1. International marketing decision

2. Market selection decision

3. Entry and operating decision

4. Marketing mix decision

5. Organization decision
Intelligence

Information Requirement
International marketing related information
Market selection related information
Product related information
Price related information
Promotion related information
Distribution related information
Competition related information
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Sources of Information-
Organizations Within India
They are important sources of information
pertaining to foreign markets
They have brought out publication
intended to provide general guidance and
education to exports
They carry out market potential studies
and other relevant studies
The consulates of foreign governments
provide a lot of information about the
countries.
Intelligence

Organizations outside India
The international trade centre, Geneva, is
a very important source of information and
assistance to exporters.
Offices of the Indian embassies of the
foreign government may be approached
for certain type of information.
There are certain international
organizations related to specific products.
Intelligence

Publications
Information can be obtained from
publications like journals and research
publication – national, foreign and
international
General and specialized publications
carrying useful information for the
exporters.
Foreign and international publication,
general and product specific
Intelligence

International Marketing Information
system and Marketing Research

IM involves the creation of an
information system, which should be a
part of the company’s overall
information system for international
business.

Intelligence

Objectives of Marketing
Research
1. Identify the deficiencies
a. Products b. Pricing
c. Distribution d. Promotion
2. Identify existing and emerging
marketing opportunities
3. Identify the relative weaknesses and
strength of the company
4. Monitor the environmental changes
Intelligence

Limitations of Marketing
Research
1. Research findings are not always dependable.
The performance of many products have been
in contradiction to the research indications.
2. It involves costs.
3. In underdeveloped countries, marketing
research has its own limitations arising from
non-availability of adequate and reliable data,
problems in collecting data
and so on.
4. It is a time consuming process.
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Scope of Marketing Research
1. Product research
2. Pricing research
3. Distribution research
4. Promotion research
5. Consumer research
6. Marketing environment research
7. Market trend research
8. Marketing efficiency research
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Types of Research
1. Exploratory research
2. Conclusive research

Intelligence

Exploratory Research
It seeks to discover now relationships
It is investigative in nature
It may be conducted by
1. Study of secondary data
2. Survey of knowledgeable person
3. Analysis of selected cases i.e.
intensive study of a relatively small
number of situations. Marketing
Chapter-4 International
Intelligence

Conclusive Research
1. Descriptive research
may be conducted by
1. case study
2. Statistical study
2. Experimental research
It may be done in the
laboratory situation or in the field.
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Phases of a Research project
1. Definition of the problem
2. Conducting of a situational analysis
3. Conducting o an informal study
4. Formulation of the research design
5. Collection of information
6. Analysis and interpretation of data
7. Presentation of research findings
Intelligence

Secondary And Primary Data
Secondary data are data which have
already been gathered by somebody
else and are available to others for use.
Such data may be available in published
or unpublished form.
Primary data, are first-hand data
collected by the researcher. It may be
noted that even some of the primary
data may be unreliable.
Intelligence

Observational Research
This is the method of collecting data by
observing the behavior of people in a
given situation
It may be in a natural or simulated
situation
It may be made openly, through hidden
cameras, one way mirrors or by
disguised observers Marketing
International
Intelligence

Merits of Observational
Research
1. It provides information about the
actual behavior of consumers
2. Chances of bias are limited
3. It helps to obtain information which
consumers are unwilling or unable to
provide

Intelligence

Limitations of Observational
Research
1. It is helpful in getting information only
about certain aspects of consumer
behavior.
2. It provides information only about how
consumers behave: it does not provide
any information as to why consumers
behave so.
3. It is helpful only as a supplement of
other methods. International Marketing
Chapter-4
Intelligence

Survey research
1. Personal interviewing
2. Telephone interviewing
3. Mail questionnaires

Intelligence

Personal interviewing
a) Individual interviewing : it is more
suited than group interviewing for
collecting information that is too
personal
b) Group interviewing : It is less costly.
Certain information may be
forthcoming from group interviewing
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Merits of Personal Interviewing
1. It is the most direct way of eliciting
information from the respondents.
2. It enables the researcher to take the
respondent into confidence so as to get
his full cooperation.
3. It enables clarification of points.

Intelligence

Merits of Personal Interviewing
4. It enables the cross-checking of the
information provided.
5. It provides flexibility needed for data
collection.
6. It enables the investigator to observe
the environment of the respondent.

Intelligence

Limitations of Personal
Interviewing
1. It is time consuming and costly, if the
respondents are large in number and
widely scattered.
2. Some respondents may be hesitant to
reveal certain information in a face-to-
face interview.
3. This method needs trained people who
are tactful in collecting information.
Intelligence

Merits of Telephone
Interviewing
1. Easy and quick method.
2. This method enables taking the respondent
into confidence, clarification of points, cross-
checking of information to some extent
3. As it avoids face-to-face situation, it is better
for very personal or sensitive information
4. It saves time and cost compared to personal
interviewing.
Intelligence

Merits of Mail Questionnaire
1. When the respondents are large in
number and scattered over distant places
this is a preferable method.
2. It is also a very economical method
3. Respondents can fill in the questionnaire
at their leisure and hence they may be in
a position to do justice to the
requirements.
4. It avoids embarrassment of talking in
person about certain sensitive matters.
Intelligence

Limitations of Mail
Questionnaire
1. It can not be used to collect
information from the illiterate.
2. It does not provide scope for
clarification.
3. It does not provide as much scope for
cross-checking.

Intelligence

Limitations of Mail
Questionnaire
4. There are chances of the respondents
leaving some parts of the
questionnaire blank
5. Many respondents may have to be
reminded over and again to send back
the questionnaire.
6. The response set is normally very low.
Intelligence

Sampling
A survey of a few hundred consumers
selected in such a way as to possess
the representative character of the
relevant population will serve the
purpose of marketing research.

Intelligence

Reasons for Sampling
1. When the population size is very large, it
is not possible to collect information
about all the units within a limited time.
2. When the population is very large,
collection of information from all the units
would be prohibitively expensive.
3. Besides the two problems, there could be
other practical difficulties like getting
sufficient number of qualified
investigators, locating all the units etc.
Intelligence

Reasons for Sampling
4. A representative sample would provide
reasonably adequate and accurate
information and accuracy of
information is not going to be
justifiably enhanced by studying the
entire population.
5. In certain situations, sampling is the
only justifiable method.
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Sample Characteristics
1. It should be representative of the
population so that the information
collected from the sample will be
dependable
2. The sample should be of adequate size to
ensure reasonable accuracy of
information.
3. Sampling is justifiable in terms of time and
other resources. International Marketing
Chapter-4
Intelligence

Non-Probability Sampling
1. Convenience sampling
2. Quota control sampling
3. Judgment sampling

Intelligence

Probability Sampling
1. Simple random sampling
2. Stratified random sampling
3. Systematic sampling
4. Cluster sampling

Intelligence

Research Agencies
Advantage of research agency
1. Expertise

2. Objectivity

3. Knowledge and familiarity

4. Cost effectiveness

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Selection Of Agency
Selection of right agency involve a
careful process.
The first step is collection of information
about the research agencies.
A small number should be selected by a
preliminary screening.

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Selection Of Agency
From that two or three are selected and
a detailed discussion about the research
proposal is held.
One best is selected after that and the
terms and conditions should be clearly
laid down in a contractor letter of
agreement.
Intelligence

Problems in International
research
1. The cultural differences make foreign
market research a difficult task.
2. It is often very expensive
3. The research methodology suitable for
one market may not be suitable for
another market.

Intelligence

Summary
The areas of information requirement for IM
includes
1. IM decision related information
2. Market selection related information
3. Product related information
4. Promotion related information
5. Distribution related information
6. Competition related information.
Marketing research forms a part of marketing
information.
Intelligence

Exploratory and conclusive research are
the two types of research.
Observation and survey are the two
methods of primary data collection.
Expertise, objectivity, knowledge and
familiarity and cost effectiveness are
the advantages of a good research firm.
Intelligence

International Marketing Intellegence

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