Research the Research
MATC, WI - In honor of our beloved Emperor Lueptow turning 28 today, I offer the following essay concerning International Marketing Research. Enjoy and Happy Birthday!
The Importance of International Marketing Research
by Charles "Gangsta" Warner
There’s no point in introducing your products or services to the worldwide consumer market without valid, extreme, and extensive international marketing research. Without it you and the company you represent are playing “Russian Roulette” with a full clip. Extreme example? Have you heard about the Mist Stick curling iron Clairol tried introducing to Germany? Fine product. The only problem is that ‘mist’ is slang for ‘manure’ in German. And I can’t imagine the German folks embracing the idea of hair care by way of shit sticks.
My point is any company worth it’s name and reputation must have a detailed strategic plan for researching the various cultures, religions, customs, etc., that make up the international market you are targeting. Thorough research can prevent embarrassing or worse yet, product failure, from occurring. Product and packaging snafus (like Gerber introducing baby food in Africa, leaving the well recognized baby on the label…ultimately conveying to horrified Africans that actual babies were the main ingredient) to pricing problems (currency equivalency does not necessarily equate to class equivalency.)
The possible list of misfortunes goes on and on, but fortunately there are many sound practices that can combat a company’s potential misfires. They include a wealth of free secondary source information – no attempt at obtaining primary data should be made before exhausting the available channels of free research. Companies should also garner aid from government agencies already willing to lend a helping hand in promoting exports and distribution channels.
One of the great tips I discovered while reading Chapter 6 and more specifically the handout entitled, International Marketing Research: A Management Briefing, was that companies should test market their product in small countries to maintain secrecy. A lot of countries have government imposed disclosure laws and requirements. Obviously these regulations can make susceptible a product’s originality and freshness.
My point is any company worth it’s name and reputation must have a detailed strategic plan for researching the various cultures, religions, customs, etc., that make up the international market you are targeting. Thorough research can prevent embarrassing or worse yet, product failure, from occurring. Product and packaging snafus (like Gerber introducing baby food in Africa, leaving the well recognized baby on the label…ultimately conveying to horrified Africans that actual babies were the main ingredient) to pricing problems (currency equivalency does not necessarily equate to class equivalency.)
The possible list of misfortunes goes on and on, but fortunately there are many sound practices that can combat a company’s potential misfires. They include a wealth of free secondary source information – no attempt at obtaining primary data should be made before exhausting the available channels of free research. Companies should also garner aid from government agencies already willing to lend a helping hand in promoting exports and distribution channels.
One of the great tips I discovered while reading Chapter 6 and more specifically the handout entitled, International Marketing Research: A Management Briefing, was that companies should test market their product in small countries to maintain secrecy. A lot of countries have government imposed disclosure laws and requirements. Obviously these regulations can make susceptible a product’s originality and freshness.
16 comments:
My favorite part is when you expose your extensive knowledge of Clairol products, specifically the Mist Stick.
A product I'm sure you've had your ups and downs with in your day.
How many have you gone through now? What is the number to the model you're currently using?
A few points you neglected to mention:
How well have previous products of similar make and quality sold is specific regions?
What kind of advertising is available to promote the product and how effective is it?
Which area’s are the “hot spots” for specific products and why? How can one expand those “hot spots?”
Why the hell are you doing your MATC homework at work?
I'm not...mij suggested in lieu of yits related articles, i post my homework assignments instead.
i can't win either way with you. i don't post then you're pissed, i do then you're pissed.
how about i dig a hole in the ground, cover myself with dirt, and contribute to this site 6 feet under?
would that scenario finally please you?
You know I'll never be happy.
I'm just busting your balls. You get pissed when we don't bust balls here, then you're pissed when we do.
I can't win either way with you.
Why don't I hand you a shovel and help you dig your 6 foot hole of Yits contribution?
Thanks for the offer birthday boy, but i can dig my own grave.
Would be great though if you kindly put a bullet in my head, drop my dead body in the already self dug hole and refill it with the dirt.
I know it's your birthday, and I'm actin all selfish, but this would be a great gift to me.
Sounds like too much work. I'd rather continue living my life in hell with you alive and kicking.
(On a serious note, definitely continue to post your homework. It's written well and since we never talk it's good for me to see what you're up to.)
Now fuck off!
Believe me, you don't want to know what I've been up to.
Rest assure thought it's in the 'no good' category.
If its you I'm sure it's no good.
But no good is still good, no?
your words are too clever for your mouth to handle.
That's why I typed it.
I couldn't never say something like that and pull it off.
Just called Nathan and got his "work voice". That was no fun.
Expect to hear that everyday when you're out here.
That should be something fun for you to look forward to.
I talk as loud as possible when I get a call from a buddy. I want my co-workers to know I have friends, but they always think I'm faking.
You write your papers in this style? You are cut out for marketing!!!
Who wouldn't want to eat a product made of babies?
The fresher the better.
You're fucking disgusting Hennessy.
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