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International Marketing Research

International Marketing Research. Introduction. Stages Monitoring Markets Market Opportunities Researching Information Systems Access to global databases CRM systems Research agencies Analyse on basis of GAP. Stages. Monitoring International Markets

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International Marketing Research

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  1. International Marketing Research

  2. Introduction • Stages • Monitoring Markets • Market Opportunities • Researching • Information Systems • Access to global databases • CRM systems • Research agencies • Analyse on basis of GAP

  3. Stages • Monitoring International Markets • PESTEL analysis (GAP specific focus on economic trends) • Language forms a barrier to communication regarding market research • Threat of clones and substitutes – GAP brand-protection • Distribution channels – how to meet and access them? Willingness of shops to sell your goods – local protectionism • Local Production issues – GAP producing in country loses economic advantage • Competitive rivalry – local providers • Cultural • Aesthetics – GAP • Ethnocentric attitude - GAP • Questions over possible brand issues within developing markets

  4. Investigating Market Opportunities • Segmentation, Targeting and Positioning • Segmentation – requires demographics and trend information • Problems could include:- access to data and potential privacy concerns, validity & accuracy of data, • GAP - developing market needs to target premium customers and non-anti-American countries

  5. Data • Issue of accessing database • Language problems • Cultural issues of divulgence • Availability of Annual Reports

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