商务英语综合教程（下册）Unit13InternationalMarketingResearchandSteps.ppt

1、Unit Thirteen,International Marketing Research and Steps,Introduction,Marketing plays a very important role in business. With the economy globalization, international marketing is necessary to any business that aims at entering the world market.,Text,Exercises,Related Technical Terms,Grammar,1 Inter

2、national marketing research is the vehicle through which the firm gathers and processes relevant information on foreign markets. Its purpose is to help the firm improve the quality of its marketing decisions, to apply the correct marketing mix and adopt the correct marketing strategies in each of th

3、e countries in which it does business. As a management tool international marketing research can assist the firm to reduce risk, avoid errors, identify opportunities and match the firms capabilities with foreign companies.,Text,2 International marketing research is necessary in order to decide which

4、 foreign markets to enter and the best mode of entry (exporting, licensing, joint ventures, etc.) to each nation. Other specific questions that international research might meet are: (1) which advertising messages to transmit, the prices to charge, which distribution channels to use and whether to m

5、odify existing products; (2) where to position a companys product in each national market; (3) the advertising media to be used in each country; (4) whether to standardize or customize advertisements. Failure to undertake international marketing research might result in higher selling and distributi

6、on costs, lost opportunities and the company entering the wrong markets.,Text,3 Information is a critical ingredient in implementing a successful marketing strategy. Marketing research, on the other hand, is the systematic gathering of data. Thus, a marketing information system is needed to produce

7、a continuous flow of information. One purpose of a marketing information system (MIS) is to provide managers and other decision-markers with a continuous flow of information about company operations. A companys MIS should also cover important aspects of a companys external environment, including cus

8、tomers and competitors.,Text,Indeed, it is no easy task to organize, implement, and monitor international marketing information and research strategies and programs. These tasks must be coordinated in a coherent manner that contributes to the overall strategic direction of the organization. The mark

9、eting information system and research function must provide relevant information in a timely, cost-efficient, and actionable manner.,Text,4 Marketers engaged in international research face special problems and conditions that differentiate their task from that of the domestic market researcher. For

10、example, instead of analyzing a single national market, the international marketing researcher must analyze many national markets, each of which has unique characteristic that must be recognized in analysis. Also, global consumer research is inhibited by peoples reluctance to talk to strangers, and

11、secondary data from some countries may be distorted. International marketing research presents a number of challenges for the researchers.,Text,5 Firms may conduct foreign research themselves, or use special market research businesses for this work. The latter undertakes a wide range of investigatio

12、nal duties, including test marketing, interpreting foreign statistics, estimating competitors market shares, determining the costs and benefits of various distribution options and so on. A commissioning company can choose either a market research firm based in its own home country, or a foreign rese

13、arch company located in the local foreign market concerned.,Text,6 There are two ways to conduct marketing research. One is to design and implement a study with in-house staff. The other is to use outside firm specializing in marketing research. The importance of the global market to research firms

14、has increased considerably in recent years. The process of collecting data and converting it into useful information can be divided into five basic steps: identifying the research problem, developing a research plan, collecting data, analyzing data, and presenting the research findings. .,Text,7 Ste

15、p1: Identifying the research problem. The research problem often involves assessing the nature of the market opportunity. This, in turn, depends in part on whether the market that is the focus of the research effort can be classified as existing or potential. Existing markets are those in which cust

16、omer needs are already being served by one or more companies. In many countries, data about the size of existing markets are readily available. In countries where such data are not available, a company focusing on existing markets must first estimate the market size, the level of demand, or the rate

17、 of product purchase or consumption.,Text,Research may be able to pinpoint a weakness in the competitors product or identify an unserved market segment. Potential markets can be further subdivided into latent and incipient markets. A latent market is, in essence, an undiscovered segment. In a latent

18、 market, demand is zero before the product is offered. An incipient market is one that will emerge if a particular economic, political, or sociocultural trend continues. If a company offers a product in an incipient market before the trends have taken root, it will have little market response. After

19、 the trends have had a chance to unfold, the incipient market will become latent, and later, existing.,Text,8 Step 2: Developing a research plan. After defining the problem to be studied or the question to be answered, the marketer must address a new set of questions. What is this information worth

20、to us in dollars; What will we gain by collecting this data? What would be the cost of not getting the data that could be converted into useful information? Research requires the investment of both money and managerial time, and it is necessary to perform a cost/benefit analysis before proceeding fu

21、rther. In any event, during the planning step, methodologies, budgets, and time parameters are spelled out. Only when the plan is completed should the next step be undertaken.,Text,9 Step 3: Collecting data. Are data available in company files, a library, industry or trade journals, or on-line? When

22、 is the information needed? Marketers must address these issues as they proceed to the data collection step of the research. Using data that are readily available saves both money and time. A formal market study can cost hundreds of dollars and take many months to complete.,Text,10 Step 4: Analyzing

23、 data. Industrial growth patterns provide an insight into market demand. Because they generally reveal consumption patterns, production patters are helpful in assessing market opportunities. At the early stages of growth in a country, when per capita incomes are low, manufacturing centers on such ne

24、cessities as food and beverages, textiles, and other forms of light industry. As incomes rise, the relative importance of these industries declines as heavy industry begins to develop. We can also perform income elasticity measurements, market estimation by analogy, cluster analysis, etc., according

25、 to the data collected.,Text,11 Step 5: Presenting the findings. The report based on the market research must be useful to managers as input to the decision-making process. Whether the report is presented in written form, orally, or electronically vial videotape, it must relate clearly to the proble

26、m or opportunity identified in step 1. Results should be clearly stated and provide a basis for managerial action. Managers can then decide where they are achieving the greatest marginal effectiveness for their marketing expenditures and can adjust expenditures accordingly. (1,139 words),Text,1. Its

27、 purpose is to help the firm improve the quality of its marketing decisions, to apply the correct marketing mix and adopt the correct marketing strategies in each of the countries in which it does business. marketing mix: 市场营销组合，即产品、定价、分销渠道、促销等因素的组合； marketing strategies: 营销策略,Notes,2. International

28、 marketing research is necessary in order to decide which foreign markets to enter and the best mode of entry (exporting, licensing, joint ventures, etc.) to each nation. exporting, licensing, joint venture: 出口、许可证以及合资经营，这些都是进入国际市场的方式。其他进入的方式还包括：使用代理或分销商、建立国外分支机构或子公司、设立独资企业等。,Notes,3. whether to sta

29、ndardize or customize. standardize or customize advertisement: 做标准化广告或做顾客化广告。标准化与顾客化是两种不同的广告方式。标准化是忽视地区、文化、或国家之间的区别，把整个世界看成一个大市场，从而采取统一广告方式促销。而顾客花是针对不同的市场或国家顾客需求的特点调整广告信息的内容。,Notes,4. The latter undertakes a wide range of investigational duties, including test marketing, interpreting foreign statist

30、ics, estimating competitors market shares, determining the costs and benefits of various distribution options and so on. market share: 市场份额，即企业某种产品的销售额（或量）在这种产品的整个销售额（或量）中所占的比重。,Notes,Notes,5. We can also perform income elasticity measurements, market estimation by analogy, cluster analysis, etc., a

31、ccording to the data collected. cluster analysis: 聚类分析，是研究分类问题的一种多元统计方法。 其基本意思是根据所研究的样品或指标之间不同的相似性， 按关系亲疏进行分类聚合，形成一个由小到大的分类系统，最后把整个分类系统由一张谱系图表示出来。,Notes,6. income elasticity: 收入弹性，指当价格及其他条件不变时，消费者收入增加（或减少）百分之一，会使商品需求量增加（或减少）百分之几。,I. Answer the following questions according to the text.,1. According

32、to the author, what is the purpose of international marketing research? 2. What are the specific questions that international research might meet? 3. What are the differences between domestic marketing research and international marketing research? 1.Please say something about the basic steps of mar

33、keting research. 2.How do you decide whether the report is presented in written form or orally?,Exercises,II. Word Study.,Exercises,1. Match the words or expressions with Chinese meaning.,1. g 2. f 3. d 4. c 5. a 6. h 7. e 8. b,Exercises,2. Fill in the blanks with the words or expressions given belo

34、w. Change the form where necessary.,1. They have been out of job for too long and they each have a large family to support. That explains why they are so _ for the jobs and security. 2. Since I know that to use money in the project will be a risk, it would be _ of me not to advise my company to give

35、 up the project. 3. An exchange of views which contains contradictions is _.,Exercises,5.It was very _of you to tell her about your pay raise when she has been unemployed since last year. 6.Joking what everyone at this official celebration is _ behavior for such a serious occasion. 7.A: What do you

36、think of your chemistry instructor? B: Oh, shes _ of doing any real teaching and shes so boring. 8.The young woman has a very little child to look after and she does not like such _working hours.,4. There is nothing direct to show that he is guilty of the crime. So far all the evidence is only _.,1.

37、 impatient 2. irresponsible 3. inconsistent 4. indirect 5. insensitive 6. improper 7. incapable 8. irregular,Key,Exercises,Exercises,2. Fill in each blank of the following sentences with one of the words or phrases listed blow and make changes when necessary.,1.But_, music may also distract or annoy

38、 some workers. 2.Dave _ arrive late, so dont worry yet. 3.The earlier restrictions on currency exchange _ now _.,Exercises,4.I think what Mary _ earlier was her managers inability to make the right decision. 5.It took Frank a while to learn to walk with the _leg. 6.Telephone charge vary _ the time o

39、f day. 7.Baxley International said Friday that it _$ 11million in cash and stock to acquire the Los Angeles-based company. 8.Mr. OConnor, however, stressed the need for more effective policing _ police numbers. 9.A large part of my life has been spent _ you _. 10.Though 20 years old, the book _still

40、 _ the authority on the subject.,conversely2. tends to 3. havebeen restored 4. was referring to 5. artificial 6. according to 7. bid 8. rather than 9. takinginto consideration 10. isregarded as,Key,Exercises,IV. Translate the following sentences into English,1. 经济学是一门非常实用的学科，它可以指导人们做出正确的经济决策。 2.随着科学

41、技术的进步，很多新的产品开发出来了，极大地便利了人们的日常生活。 3.对更多更好的产品的追求，促使生产上不断地改进生产技术，提高生产效率。 4.本公司开发的新产品有着卓越的性能，目前在全世界同类商品中处于领先地位。 5.随着信息科技的发展，计算机软件的总产值已经超过了计算机硬件。,Exercises,Key,Exercises,1.Economics is a very practical subject; it can direct people to make correct economic decisions. 2.With the development of technology,

42、 a lot of new products have been invented , which brought great advantages to peoples everyday life. 3.The pursuit to more and better goods makes the producer improve technology and efficiency continually. 4.The new product introduced by our company has an excellent performance, and now it stands at

43、 the leading position of the same kind of products in the world. 5.With the development of Information Technology, the total output of the computer software has exceeded the hardware.,V. Translate the following sentences in the text into Chinese.,1. Information is a critical ingredient in implementi

44、ng a successful marketing strategy. 2. International marketing research is necessary in order to decide which foreign markets to enter and the best mode of entry to each nation. 3. After defining the problem to be studied or the question to be answered, the marketer must address a new set of questio

45、ns. 4. Are data available in company files, a library, industry or trade journals, or on-line? 5. The report based on the market research must be useful to managers as input to the decision-making process.,Exercises,Key,Exercises,1. 信息是实行成功的营销调研的关键要素。 2. 为了决定进入哪些国家的市场，以及进入每个国家的最佳方 式，进行国际营销调研是十分必要的。

46、3. 在明确了要研究或回答的问题之后，市场人员必须解决一系 列新的问题。 4. 公司卷宗，图书馆，行业贸易杂志及网上提供这些数据吗？ 5. 市场调研报告是决策制定过程的依据，对管理者来说必须是 有用的。,VI. Write a summary of the text in about 120 words.,Exercises,VII. Write a one-paragraph composition entitled “International Marketing Research and Management”. You may use some of the words or expr

47、ession learnt in the text.,Exercises,VIII. Discuss with your partner the reasons why marketing and marketing research are necessary in business activities.,Exercises,1. marketing mix 营销组合；销售综合策略；销售组和策略； 是现代营销学理论的一个重要的新概念。1964年，美国哈佛大学的鲍敦教授首先提出这一概念，此后受到学术界和企业界的普遍重视和广泛运用。它指企业对可以控制的各种营销因素的综合运用。这些因素主要包括产

48、品（product）、渠道（place）、价格（price）和促销（promotion），即通常所说的4Ps。随着营销学的日益发展，许多学者又把营销组合所包含的因素加以扩大，把公共关系（public relations），包装（package）和权力（power）等也包括进来，形成7Ps、10Ps等等。营销组合使理论内涵更为丰富，适用范围更广，具有更大得可控性、可变性、多层次和整体性。,Related Technical Terms,2. marketing research the work of finding out what kind of goods consumers want,

49、what they are willing to spend and how to persuade them to buy. This information is used by manufacturers before producing a new product and putting it on the market. The work is done by market researchers who make a market survey using various methods such as questioning large numbers of possible c

50、onsumers and retailers, and market tests, testing the market by selling the product in a small area.,Related Technical Terms,市场研究 指查明消费者需要哪种商品，找出他们乐意消费什么以及想出办法引导他们购买等的工作。这些信息是制造商在生产一种新产品并将它投放市场以前所需要用到的。这些工作由市场研究员进行，他们采用各种方法，如向大量潜在消费者和零售商咨询，做出市场调查以及在小范围内试销该产品。提供市场测试报告等。,Related Technical Terms,3. per

51、 capita (correctly , Latin: pre caput, by each head ) for each person in the population. 每人，人均计算 （按人口平均计算），按人头 （正确的写法，拉丁文：per caput）指人口中的每一个人：per capita income. 人均收入。,Related Technical Terms,倒装语序有两种作用： 1.语法作用，即倒装是某些语法结构的需要，这种倒装叫做语法倒装（Grammatical Inversion）。语法倒装有下列几种： 1)疑问句要用倒装，但陈述疑问句和以疑问词或含有疑问词的短 语作

52、主语的特殊疑问句除外。例如： Should we go this way or that way? 我们应该走这条路还是那条路？ I dont suppose he is serious, is he? 我想他病得并不严重，是吧？ 但：Who invented the telegraph? 谁发明的电报？,Grammar Inversion,2）存在句，谓语位于真实主语之前，动词特别是come, stand, exist, lie, seem to be, be likely to be 等要用倒装。例如： There are two bottles on the shelf. 在架子上有两个

53、瓶子。 There stands an old church in the midst of the skyscrapers. 在摩天大楼之中伫立着一座老教堂。 There is likely to have a procession in the street. 街上好像要举行游行了。,Grammar Inversion,3）表示愿望的感叹句要倒装。例如： Long live our great motherland! 我们伟大的祖国万岁！ May there never be another war! 愿这里不再有另一次战争！ May you great success and happi

54、ness in the coming New Year! 祝你在来年有成功和幸福相伴！,Grammar Inversion,4）不带连词if, 而且含were, had, should 的非真实条件句和不带连词或由as和though引导的让步状语从句要倒装。例如： Should you be interested, I will send you a copy of the book. 如果你对这本书感兴趣，我将送你一本。 Were this to happen, it would cause a great deal of harm to people. 如果这个发生的话，会对人们产生很大的

55、害处。 Had you come earlier, you would have met the famous film star. 要是你早点来，你就遇见那位著名的电影明星了。 Be the weather what it may, I will go out. 不管天气如何，我都会出去。 Fail as/though he did, he was not discouraged. 虽然他失败了，但是他没有泄气。 Try as we might, we could not bring him come to life again. 尽管我们试过了，我们还是不能让他复活过来。,Grammar

56、Inversion,1.Complete the following sentences, using inverted sentences. . 1. _ （建筑用机器人是如此的聪明）that they may eventually reduce the amount of labor needed on construction sites by 90 percent. 2. _ （在那矗立着）at the center of the square the monument to the Peoples Heroes. 3. I made up my mind that under no

57、circumstances _ （我也不能同意）to such a principle. 4. _ （要不是我正干着现在的工作）, I would be quite willing to do what you ask me to. 5. Seldom _ (我犯错误) during my past fifteen years of service here. 6. In our company, everybody is well taken care of _ （不管他的职位是什么）,Grammar Exercises,1. So clever are the construction robots . 2. There stand