MKTG 320 Chapter Notes - Chapter 6: Global Marketing, Test Market, Content Analysis
Document Summary
Chapter 6 (2/22/18) : international marketing research: practices and challenges. After 4 years campbell decided to exist russia. Results in russia fell below their expectations. They thought they can persuade russia who likes to eat homemade soups into eating a ready-made soup. Chinese and russians eat soup more than five times a week. They eat soup more than 5 times per week. International marketing managers need to constantly monitor the different forces affecting their international operations. International marketing research is the systematic design, collection, recording, analysis, interpretation, and reporting of information pertinent to a particular marketing decision facing a company operating internationally. Purchase behavior research will reveal that eastern european consumers prefer to purchase sweets in elegant small bakeries such as the one in the paragraph. Typically performed in developed countries by the firms" research and development departments. Evaluates the products/service offering in light of the divergent needs of different target markets.
