Page 105 - DMGT547_INTERNATIONAL_MARKETING

International Marketing

Notes Information on competition: The nature and extent of competition, the number of
competitors, their strengths and weaknesses, the products offered by them, their sales and
distribution systems, policies and strategies should be collected.
Distribution: To investigate whether the product can be sold directly to the consumer or
through intermediaries and physical movement of goods.

Pricing and financing: Mode and currency of quotations, credit needs of buyers, banking
channels and costs incurred in their system and facilities available for financing.

Sales promotion: Visual aids, sales promotion techniques, discount structure, free samples,
gifts, competition, etc.
Other information: In addition to the above, information regarding type and stability of
the governmental system, commercial procedures followed by banks, import restrictions,
tariff schedules and duties and exchange control regulations.

Survey Techniques

In field research, three techniques are generally undertaken. (a) personal interview,
(b) telephone interview and (c) mail questionnaire survey.
Personal Interview: This technique is most dependable. Under this method, information is
gathered face to face by the interviewer from the interviewee. His opinion and attitudes about
the product are noted. This method has a number of positive aspects as under:
a. It is an easy and intensive method.
b. It allows extensive discussion and analysis of specific and relevant points.

c. The information so gathered is reliable because interviewer may be able to persuade the
interviewee to part with confidential and sensitive information, which cannot be made
available otherwise.
This method has a number of drawbacks also which are as under:
a. Personal prejudices may destroy authenticity of information.
b. Extensive use of this method is not possible because time planning in this method is
necessary. It takes much longer time in conducting the research and hence proves costlier.
c. Some respondents are difficult to be covered by this method.
Telephone Interview: Here, both the interviewer and the interviewee are over telephones and
have discussions on the product and the markets. The advantages of this technique are as under:
a. It is economical and saves time and travelling. Large number of interviewees can be
contacted in a short time.
b. Surveyor finds immediate response to the questions asked. The questions can be asked in
a planned manner.

c. Personal contacts subsequently can be organised, if necessary.
There are certain limitations also in this method, which are as under:
a. The researchers have to have a telephone, which is cost effective because everybody
cannot afford this facility.
b. In this case the sample can be biased and imperfect because face-to-face personal contact is
not there.

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