ABSTRACT
This chapter examines the role of Marketing Information Systems (MISs) incorporating marketing research within international marketing. Marketing research is the activity whereby market information is gathered and analysed to help management reduce the risk associated with decision-making and, as such, marketing research plays an important role within Management Information Systems. International marketing research is the systematic and objective collection of information concerning international markets. It helps management to reach sound decisions concerning the selection and implementation of their international marketing. Marketing research should be used in international marketing to establish the most favoured marketing mix for the product, or service, to use in terms of determining product characteristics, pricing approaches, promotional methods and channels of distribution that will suit the targeted market. Marketing research can assess customer behaviour to provide management with an informed understanding of demand at all stages of the product life cycle. For example, when a new product, or service, is introduced to a new market, test marketing can assess customer demand. Customer satisfaction studies can ensure the product matches customer expectations throughout the growth, mature and decline stages of the product's life cycle. Sales tracking can determine appropriate levels of advertising expenditure. As in the domestic market, marketing research within the international market reduces the chances of marketing mistakes being made. <inline-graphic content-type="black-white" xlink:href="<a href="https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780203499528/a28c1649-9633-465f-a39c-0bc8876012be/content/light_B.tif" target="_blank">https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780203499528/a28c1649-9633-465f-a39c-0bc8876012be/content/light_B.tif</a>" xmlns:xlink="<a href="https://www.w3.org/1999/xlink" target="_blank">https://www.w3.org/1999/xlink</a>"/>Learning Objectives
The objectives of this chapter are to:
show the role of the MIS within international marketing;
demonstrate sources of information, both secondary and primary, that can be used within the MIS;
discuss the role and organization of the international marketing research industry;
identify criteria for selecting an international marketing research agency;
highlight sources of government help available for international marketing research;
evaluate approaches to implementing international marketing research.
When you have completed the chapter you should be able to:
explain how international MISs operate;
distinguish the contribution that internal reporting, market intelligence and marketing research make to international MISs;
select appropriate marketing research methods for different international markets;
use the help that may be available from government bodies for international marketing research;
specify how to plan and implement an international marketing research programme;
assess the role of marketing research within international marketing.
