Page 99 - DMGT547_INTERNATIONAL_MARKETING

International Marketing

Notes Step 4: Identify any foreign barriers (tariff or non-tariff) for the product being imported into the
country.
Step 5: Identify any government incentives to promote export of the product or services.

Draw Conclusions

After analysing the data, the company may conclude that marketing resources could be better
used if applied to a few countries. In general, company efforts should be directed at fewer than
ten markets if the firm is new to exporting; one or two countries may be enough to start with.

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Caution The Company’s internal resources should help to determine its level of effort.

Self Assessment

State whether the following statements are true or false:
5. The first stage in analyzing demand is to screen potential markets.

6. In a new market that is opening up, the competition is generally very intense.

5.4 Scope of International Marketing Research

International marketing research has a broader scope than domestic research: Managers will
need additional information to compensate for lack of familiarity with the foreign environment
(Figure 5.1).
We will discuss the scope of marketing research in the subsequent sub-sections.

Figure 5.1: Scope of International Marketing Research

Research of Industry, Market Characteristics, and Market Trends

Buyer behaviour research

Product research

Distribution research

Promotion research

Pricing research

5.4.1 Research of Industry, Market Characteristics and Market Trends

Studies of industry, market characteristics, and market trends, often in the form of acquisition,
diversification, and market-share analyses, are conducted regularly by marketing research
suppliers and shared with subscribers. Export research is yet another type of research in this

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