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International Marketing
Test 2
25
Marketing
Undergraduate 4
11/16/2016

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Term
Marketing Research
Definition
the systematic gathering, recording, and analyzing of data to provide information useful in marketing to decision making
Term
International Marketing Research
Definition
involves two additional complications. First, information must be communicated across cultural boundaries. Second, environments within which the research tools are applied are often different in foreign markets
Term
3 types of research information
Definition
1. general information about country/area/market
2. information necessary to forecast future marketing requirements by anticipating social, economic, consumer, and industry trends within markets/countries
3. specific marketing information used to make product, promotion, distribution, and price decision and to develop marketing plans
Term
Main types of Information in Marketing Research
Definition
1. Economic
2. Cultural, Sociological, and Political Climate
3. Overview of Market Conditions
4. Summary of Technological Environment
5. Competitive Situation
Term
Research Process
Definition
1. Define the problem and establish objectives
2. Determine sources of information to fulfill objectives
3. Consider costs and benefits of research
4. Gather data from secondary or primary sources (or both)
5. Effectively communicate results to decision makers
Term
Primary Data
Definition
data collected specifically for the particular research project at hand
Term
Problems with Gathering Primary Data
Definition
1. Ability to Communicate Opinions
2. Willingness to Respond
3. Sampling in Field Surveys
4. Language and Comprehension
Term
Back Translation
Definition
the questionnaire is translated from one language to another, and then a second party translates it back to the original. Helps to pinpoint misinterpretations
Term
Parallel Translation
Definition
helps to ensure an accurate translation because of commonly used idioms in both languages, which back translation doesn't do.
Term
Decentering
Definition
modified back translation where back translation is performed until a version can be back translated perfectly with no errors by a NEW translator
Term
Multicultural Research
Definition
dealing with countries that have different languages, economies, social structures, behavior, and attitude patterns
Term
7 Different Types of Internet Research
Definition
1. Online surveys and buyer panels
2. Online focus groups
3. Web visitor tracking
4. Advertising measurement
5. Customer identification systems
6. E-mail marketing lists
7. Embedded research
Term
Expert opinion
Definition
experts are polled for their opinions on economic factors such as market size and growth rate. Marketers use an accumulation of all answers to help estimate demand
Term
Analogy
Definition
assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country.
Term
Stages of Economic Development
Definition
1. The traditional society
2. The preconditions for take-off
3. The take-off
4. The drive to maturity
5. The age of high mass consumption
Term
Economic Development
Definition
an increase in national production that results in an increase in the average per capita gross domestic product
Term
UN Economic Development Stages
Definition
1. MDC (more-developed country)
2. LDC (less developed country)
3. LLDC (least-developed country
Term
NIC
Definition
Newly Industrialized Countries
Term
Infrastructure
Definition
represents those types of capital goods that serve the activities of many industries
Term
Economic Dualism
Definition
the coexistence of modern and traditional sectors within the economy
Term
Quality
Definition
1. Market-perceived quality
2. Performance quality
Term
Homologation
Definition
the changes mandated by local product and service standards
Term
Green Marketing
Definition
term used to identify concern with the environmental consequences of a variety of marketing activities
Term
innovation
Definition
any idea percieved as new by a group of people
Term
product diffusion
Definition
process by which innovation spreads
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