Principles of international marketing research:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford u.a.
Blackwell
1994
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Principles of export guidebooks
Blackwell business |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIX, 135 S. graph. Darst. |
| ISBN: | 0631193553 |
Internformat
MARC
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| 100 | 1 | |a Groves, Len |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Principles of international marketing research |c Len Groves |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Oxford u.a. |b Blackwell |c 1994 | |
| 300 | |a XIX, 135 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
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| 490 | 0 | |a Principles of export guidebooks | |
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| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Onderzoek |2 gtt | |
| 650 | 4 | |a Export marketing | |
| 650 | 4 | |a Marketing research | |
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Datensatz im Suchindex
| _version_ | 1804124384452935680 |
|---|---|
| adam_text | Contents
List of Figures and Tables ix
Foreword xi
Series Editor s Introduction xii
About The Institute of Export Examinations xiii
Preface xvii
1 Export markets 1
The Nature of Export Markets 1
How Many Markets to Choose? 7
Questions for Discussion 10
2 What Influences Market Selection? 11
Market Potential 11
The Degree of Adaptation Required 13
Accessibility of Markets 15
Dangers of Fragmentation of Efforts 17
Questions for Discussion 20
3 Making the Selection Decision 21
Collecting Information and Seeking Advice 22
Visiting Markets 23
V
A Strategy for International Marketing 28
Questions for Discussion 30
4 Why is Market Research Needed? 33
Market and Investment Planning 33
Development of Products to
Fit Different Markets 35
Choosing the Appropriate Marketing Mix 36
Forecasting 38
Questions for Discussion 42
5 Sources of Information 43
Internal Records 43
External Desk Research 46
Field Research 47
Questions for Discussion 49
6 Methods of Collecting Information 51
Desk Research 51
Interviews 52
Observation 54
Test Marketing 55
Questions and Questionnaires 57
Sampling Techniques 57
Questions for Discussion 58
7 The Market Research Brief 59
Using In House Staff 59
Using a Market Research Agency 59
Preparing the Brief 62
Questions for Discussion 68
8 Questions and Questionnaires 69
The Objectives of the Survey 70
The Target Respondent 72
Types of Questions 72
Forms of Question 73
Pre coding Questions 75
Editing of Answers 81
vi
Questions for Discussion 82
9 The Export Marketing Plan 85
Setting the Objectives 86
Resources Required to Meet Objectives 87
Sales and Profit Targets to Meet Objectives 89
Questions for Discussion 91
10 Monitoring and Control of the Plan 93
Periodic Checks on Performance
Against Targets 94
Questions for Discussion 96
11 Numerical and Statistical Analysis 97
Presentation of Data by Graph, Chart
and Diagram 97
Analysis of National World Markets 100
Calculating Market Share 101
Comparative Performance 102
12 Budgets 105
Sales Budget 106
Market Research Budget 108
Other Types of Budgets 110
13 Some Other Numerical and
Statistical Aspects 111
Use of Averages 111
14 Suggested Answers to Questions
for Discussion 115
Index 131
vii
List of Figures
Figure 1.1: Analysis of sales by units of product
and market during last year 3
Figure 31: Analysis of unit sales and projected
sales by buyer within market 27
Figure 4.1: Target sales and break even analysis 39
Figure 4.2: Sales exceeding target in first quarter
and maintained on level basis 40
Figure 4.3: Corrected sales target due to
under performance in first quarter 41
Figure 7.1: Constructing a quota sample grid 66
Figure 8.1: Pre coding of classification questions 76
Figure 8.2: Pre coding of multiple choice questions 77
Figure 91: Break even analysis 89
Figure 10.1: Correcting a shortfall in sales 96
Figure 11.1: Sales of product by unit for 1993,
forecasted and actual 98
Figure 11.2: Analysis of export sales by market 99
Figure 11.3: Top ten customers 1993 100
Figure 11.4: Purchasers of product by brand based
upon sample of 5,000 responses 101
Figure 11.5: Comparison of estimated sales against
actual sales, with corrective action,
by units of product 102
Figure 11.6: This year, last year comparisons plotted
against this year target profits ( £000s) 103
ix
Figure 12.1: The sales budget 108
Figure 12.2: The market research budget 109
Figure 13.1: Forecasted sales and actual sales by
sales representative 112
Figure 13 2: Time series analysis of sales over
three years 113
Figure 13.3: Profits from export sales indexed against
year 1 average exchange rate 114
x
|
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| id | DE-604.BV010006595 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:44:49Z |
| institution | BVB |
| isbn | 0631193553 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006634027 |
| oclc_num | 30318715 |
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| owner_facet | DE-384 DE-703 DE-188 |
| physical | XIX, 135 S. graph. Darst. |
| publishDate | 1994 |
| publishDateSearch | 1994 |
| publishDateSort | 1994 |
| publisher | Blackwell |
| record_format | marc |
| series2 | Principles of export guidebooks Blackwell business |
| spelling | Groves, Len Verfasser aut Principles of international marketing research Len Groves 1. publ. Oxford u.a. Blackwell 1994 XIX, 135 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Principles of export guidebooks Blackwell business Marketing gtt Onderzoek gtt Export marketing Marketing research Internationale Marktforschung (DE-588)4226278-1 gnd rswk-swf Internationale Marktforschung (DE-588)4226278-1 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006634027&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Groves, Len Principles of international marketing research Marketing gtt Onderzoek gtt Export marketing Marketing research Internationale Marktforschung (DE-588)4226278-1 gnd |
| subject_GND | (DE-588)4226278-1 |
| title | Principles of international marketing research |
| title_auth | Principles of international marketing research |
| title_exact_search | Principles of international marketing research |
| title_full | Principles of international marketing research Len Groves |
| title_fullStr | Principles of international marketing research Len Groves |
| title_full_unstemmed | Principles of international marketing research Len Groves |
| title_short | Principles of international marketing research |
| title_sort | principles of international marketing research |
| topic | Marketing gtt Onderzoek gtt Export marketing Marketing research Internationale Marktforschung (DE-588)4226278-1 gnd |
| topic_facet | Marketing Onderzoek Export marketing Marketing research Internationale Marktforschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006634027&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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