978-0136157397 Chapter 6 Lecture Notes

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Chapter 6: Global Marketing Information Systems and Research

Learning Objectives

• Describe the purpose and components of global marketing information systems

• Distinguish between the surveillance and search modes of scanning

• Discuss the sources of market information

• Explain the steps of the formal marketing research process

• Discuss the role of global marketing research in the decision-making process

• Describe the challenges and benefits of global marketing research

Chapter Overview

Information is one of the most basic ingredients of a successful marketing strategy. The

global marketer must scan the world for information about opportunities and threats and

make information available via a management information system. Scanning can be

accomplished by keeping in touch with an area of interest through surveillance or by

actively seeking out information by means of search. Information can be obtained from

human and documentary sources or from direct perception. Formal research is often

required before decisions can be made regarding specific problems or opportunities. After

developing a research plan, data are collected using either primary or secondary sources.

Research findings must be presented clearly to facilitate decision making. Global

marketing research presents a number of challenges. One is the simple fact that research

on a number of markets may be required, some of which are so small that only modest

research expenditures can be made. Secondary data from some countries may be

distorted; also, comparability may be an issue. A final issue is how much control

headquarters will have over research and the overall management of the organization’s

information system.

Lecture Outline

I. Overview of Global Marketing Information Systems (p. 168)

a. Information Subject Agenda

b. Scanning Modes: Surveillance and Search

II. Sources of Market Information (p. 172)

a. Human Sources

b. Documentary Sources

c. Internet Sources

i. Creating Business Value Through Social Media Analytics

d. Web Analytics

e. Direct Perception

III. Formal Marketing Research (p 177)

a. Step 1: Identifying the Research Problem

i. Latent Versus Incipient Markets

b. Step 2: Developing a Research Plan

c. Step 3: Collecting Data

i. Secondary Data

ii. Primary Data and Survey Research

1. Sampling

d. Step 4: Analyzing Research Data

i. Demand Pattern Analysis

ii. Income Elasticity Measurements

iii. Market Estimation by Analogy

iv. Comparative Analysis

v. Cluster Analysis

e. Step 5: Presenting the Findings

IV. Linking Global Research to the Decision-Marking Process (p. 188)

V. Current Issues in Global Marketing Research (p. 189)

a. Headquarters Control of Global Marketing Research

b. The Marketing Information System as a Strategic Asset

V. An Integrated Approach to Information Collection (p. 192)

VI. Summary (p.193)

Tables and Figures

Table 6-1 Six Agenda Categories for a GBI System (p. 170)

Table 6-2 Industry/Marketing Information Web Sources (p. 174)

Figure 6-1 10 Largest Global Markets (p. 178)

Figure 6-2 Top Countries with the Highest Online Research Spend (p. 178)

Figure 6-3 Family Size and Number of Retail Stores in China (p. 180)

Table 6-3 Example U.S. Customs Data (p. 181)

Table 6-4 The Global Marketing Investment Decision (p. 188)

Table 6-5 Age Classifications from Consumer Survey (p. 190)

Sidebars

Sidebar 6-1 Market Research in India is Challenging (p. 167)

Sidebar 6-2 Perry Ellis Deploys a Valuable Growth Tool (p. 169)

Sidebar 6-3 The Rise of Online Survey Research (p. 182)

Sidebar 6-4 Market Research in China (p. 189)