Download - Environmental scanning
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 1
ECONOMIC ENVIRONMENTAL SCANNING AND MARKETING RESEARCH
• Economic institutions
• Levels of trade integration
• Marketing Research
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 2
Economic Institutions
• World Trade Organization (WTO)• World Bank• International Monetary Fund (IMF)
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 3
Levels of International Economic Integration
PreferentialPreferentialTrading AgreementTrading Agreement(Tariff concessions on(Tariff concessions on
select items)select items)
Political UnionPolitical Union
Economic UnionEconomic Union
Common MarketCommon Market
Free Trade AreaFree Trade Area
(Free trade among members)(Free trade among members)
(Common External Trading Policy)(Common External Trading Policy)
(Harmonization of economic policies)(Harmonization of economic policies)
(Complete political and economic integration)(Complete political and economic integration)
Text, p. 158Text, p. 158
IncreasingIncreasing
IntegrationIntegration
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 4
Levels
• Preferential Trading Agreement• Free Trade Area• Customs Union• Common Market• Economic Union• Political Union
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 5
MARKETING RESEARCH: COUNTRY AND CONSUMER
• Country research• Primary vs. secondary marketing research• Issues in secondary marketing research
– Sources
– “Hard” vs. “soft” data
– Reliability
• currency
• credibility
• comparability
– Cost
• Primary research methods
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 6
Country Research Issues
• Political– Stability
– Terrorism
• Physical Environment– Climate
– Infrastructure
• Sociocultural environment
• Economic environment
• Regulatory environment
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 7
Some Sources of Information --Books and Indices
• World almanacs
• Statistical Abstracts of the United States
• Government publications
• Country-specific books
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 8
Useful Periodicals
• Heavily internationally focused
– Economist– Journal of Commerce– Forbes– Business America (U.S.
Dept. of Commerce)– World Press Review
• Some international coverage
– Wall Street Journal, New York Times, Washington Post
– Business Week, Fortune– Time, Newsweek
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 9
Other
• Academic country specialists (e.g., anthropologists, economists)
• Consultants
• Expatriates
• Own experience
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 10
“Hard” vs. “Soft” Data
• “Hard” data--usually quantitative--examples:
– Gross national product– Per capita expenditure on
food– Average number of years of
school completed by population
– Product penetration levels (e.g., percentage of households having microwave ovens)
• “Soft” data– Country history– Laws and enforcement--
theoretical vs. reality– Culture and tradition
• “How things are done”
• Meaning of behaviors--why are people late?
– Attitudes toward products/motivations for usage
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 11
Data Availability and Reliability
• Availability/ ability to collect data• Motivations for releasing data
– Wishful thinking vs. reality– The Web--accessible to any fool or
group
• Comparability of data/Arbitrary differences in measurements
• Recency--is the data up-to-date?
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 12
Cost of Data
• Much “raw” data is free from– U.S. Gvt.
– United Nations
– Research institutions
• Commercial directories
• Consulting services
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 13
Some Cultural Variables Among Countries
• Religion• Value system• Norms• Aesthetics• Language
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 14
International Marketing Research Process
ProblemProblemIdentificationIdentification
Selection ofSelection ofResearch Method(s)Research Method(s)
Info Source IdentificationInfo Source Identification(Primary and Secondary)(Primary and Secondary)
Determination ofDetermination ofInformation RequirementsInformation Requirements
Preparation ofPreparation ofResearch DesignResearch Design
Primary DataPrimary DataCollectionCollection
Evaluation andEvaluation andInterpretationInterpretation
AnalysisAnalysis
Text, p. 200Text, p. 200
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 15
Equivalences in International Market Research
• Construct– Functional—how product
is used
– Conceptual—interpretation of objects
– Classification/ categorization
• Measurement– Calibration (e.g., number
of scale points)
– Translation (e.g., specificity of family relationship terms)
– Sampling
• Comparability
• Representativeness of population
– Data analysis
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MKTG 376 ENVIRONMENTAL SCANNING Lars Perner, Instructor 16
Issues in Primary Research
• Social desirability/ willingness to “stand out” ---> need to adjust data
• Willingness to criticize products
• Familiarity with being surveyed
• Language/translation
• New technologies (e.g., scanner data) --usually less well developed than in the U.S.
• Reachability of respondents
• Selection of appropriate respondent