International marketing exercises group 1

INTERNATIONAL MARKETING GROUP 1
The list of members, assigned tasks and their completion status:
Name

Student ID

Completion

Lê Trần Hoàng Trâm

2121013200

100%

Lâm Ngọc Tường Vy

2121013345

100%

Nguyễn Hữu Lan Anh

2121013612

100%

Lê Thị Thanh Thúy

2121012798

100%

Vũ Thùy Bảo Trâm

2121012406

100%

EXERCISE 1: 9/6/2023

Topic: Cultural impact on International Marketing
1. Definition of culture and material culture and International
Marketing
Culture is a concept that has many descriptions. The word culture has over 160
definitions in the English language (Jahoda, 2012). The term“culture” can be applied
to a nation, a region, a city, or a single business. It influences every aspect of people’s
lives, includingbusiness, marketing and consumption activities. Culture includes
“theideas, values, practices, and material objects that allow a group of people, even an
entire society, to carry out their collective lives in relative order and harmony” (Ritzer,
2015: 71). Culture is the human-made part of the environment and includes material
culture and subjective (symbolic) culture (Triandis, 2002). There is no clear line
between material and nonmaterial culture as most material objects have symbolic
meaning, and symbolic culture is manifest in material articles (Ritzer, 2015). Both
aspects of culture have important implications for international marketing activity.
Material culture consists of such elements as clothing, food, houses,tools and
machines, works of art, buildings. Physical aspects of a culture help to define its
members’ behaviors and perceptions. For example, technology is a vital aspect of
material culture in developed countries. Students must learn to use computers to
function at university and at work, in contrast to young adults in the traditional
societies of Africa who must learn to build weapons and hunt.
The most commonly.cited barriers to communication in international marketing

and promotions include:
+ Language and slang


+
+
+
+
+
+

Directness of address
Eye contact
Ethnocentrism
Stereotyping
Differences in the meanings of nonverbal cues
Use of symbols and cultural icons
In general understanding, international marketing is the marketing
activities of a company outside its home country territory. Let’s try to know the
specialists' views; I. International marketing is the performance of business activities
designed to plan, price, promote and direct the flow of a company's goods and
services to consumers or users in more than one nation for a profit. Here the author
has given priority to the 4Ps of marketing i.e. Product, price, place (Outside the home
country), promotion and distribution. The most significant part of this definition
is more than one nation. If a transaction occurs inside the territory then it is
known as domestic or native marketing. The last and final part is for a profit, if any
transaction occurs without profit then it may be known as donation or grants. But to
be an international marketing transaction must have occurred for a profit. II.
International marketing is the profitable transactions of goods & services
between two or more countries.

2. The effect of cultural on International Marketing
A globally integrated marketing communications program requires the strategic
management of the firm’s promotions mix :


Culture has a significant impact on international marketing as it affects the way in
which consumers perceive and respond to marketing messages and behavior. Here are
some ways culture impacts international marketing:
2.1. Language:
2.1.1. Verbal
Language is one of the most fundamental aspects of culture and it can greatly
influence how people perceive and respond to marketing messages. Marketers need to
be aware of the cultural nuances of language and how certain phrases or expressions
may be perceived in different ways.
Example: On the occasion of AFF Cup 2018, Coca Cola Vietnam launched a
collection of soft drink cans version of the Vietnamese national team. In the
advertisement, the brand continues to put the image of "golden boys" integrated in the
message "Mở lon Việt Nam" (Opening a can in Vietnam). At that time, this
advertising campaign received a lot of criticism from the community for using the
phrase "Mở lon Việt Nam". Because it brings sensitive meaning with the word “lon”
in the slogan, it makes the customers think of another sensitive word when there is no
tonality.
2.1.2. Non verbal:
Not only verbally but sometimes people used nonverbal body language or
other
means of
communications like, Proxemics, Postures, Orientations,
Oculesics’ Chronemics’ Haptics’ Kinesics’ Paralinguistic Appearances, Olfaction.
One particular body sign may carry different opposite meanings to people of different

languages.
Example:
In Korean, the sign of two fingers crossed means “good luck”, but in Vietnam it is a
sensitive sign.
Besides, showing a thumb to somebody means he is neglecting any effect or actions
of the person at home. It is shown in Bangladeshi rural culture. Showing a thumb is
a negative sign according to Bangladeshi rural culture. But in the Western society it
means all right. A marketer must have to know the local meaning of body
language or postures and gestures that are being used by the general people
of that community. Otherwise serious mistakes can be made and all
market promotions may be worthless.
2.2. Social customs and values:
Social customs and values, such as attitudes towards family, religion, and gender
roles, vary widely across cultures. Marketers need to understand these customs and
values as they can influence consumer behavior and purchasing decisions.
Example 1:


McDonald's - one of the largest fast food chains in the world, currently has more than
400 stores operating in India, all hanging signs that do not serve beef or pork related
products. This is because in India, Hindus do not eat beef and they consider it a
serious sin, similarly, Muslims do not eat pork. So when designing products that
involve these sensitive factors, you need to be really careful.
Example 2:
There are some great examples of marketing that respects and works within Social
customs and values. Motorcycles are considered a popular vehicle, a practical option
in a more collectivist, family-oriented culture such as in the Asian market (Thailand,
Vietnam,...). However, for Western countries, motorbikes are not commonly used,
instead, the most popular and trusted means of transportation are public transport, or
private vehicles such as cars, bicycles,..

2.3. Symbolism and imagery:
Symbols and imagery are often deeply embedded in cultural traditions and can carry
different meanings across cultures. Marketers need to be aware of the symbolism and
imagery used in their marketing communications as they can be interpreted differently
by different cultures.
Example 1:
In Zootopia (2016) they use different symbolic animals of the country to appear as the
newscasters for different regions: US as moose, Japan as Tanuki, Australia as Koala,
China as Panda, Brazil as Jaguar. These actions can be seen as an appropriate action to
suit each country’s culture.
Example 2:
Swastika (swastika) is a symbol of divinity and spirituality in Indian religions
(Asia). However, to most Europeans, the Swastika is better known as a symbol
associated with the Nazi regime.
2.4. Consumer behavior:
Consumer behavior is heavily influenced by culture. Factors such as the importance of
social status, the role of family in purchasing decisions, and the level of trust in
institutions can all vary widely across cultures.
Example:
Like Bottega Veneta, not using media is a way to maintain exclusivity and have
ambassadors , they wanted to improve that luxury brand can also be successful outside
of social media and maintain the individuality to meet consumer needs by their own
online magazine, signature material and their design. From the signatures of the
business, Bottega Veneta customers buy goods from the business to show off their
premium and social position.
2.5. Legal and regulatory frameworks:
Legal and regulatory frameworks, such as advertising laws and product labeling
requirements, can differ across countries and cultures. Marketers need to ensure that

their marketing practices comply with these regulations in order to avoid legal
consequences and maintain their reputation.
Example: Copyright regulations. In other countries like the US, copyright protection
regulations are very strict but some other countries are the opposite, piracy often
occurs
2.6 Color
As one of the important direct eye-catching and attractive elements of design, color
elements have the ability to influence the user's perception of the brand. In addition,
the meaning behind each color also varies from country to country, culture to culture.
Example: in French culture, yellow means deception, forgery, while in Japan, yellow
represents courage, talent, and sophistication. Therefore, it is very important to choose
colors that suit the culture of the place you are going.
2.7. High and Low- Context Cultures:
2.7.1. Low-context cultures are characterized by explicit verbal or written messages.
Low-context cultures demonstrate high values toward and positive attitudes regarding
words. The meaning of a message is mainly contained in the words used. Much of the
Western world is historically rich with rhetoric. This, in turn, continues to emphasize
the importance of verbal messages. Germany, Switzerland, and the United States are
examples of low-context cultures.
2.7.2. High-context cultures rely more on symbols and language with less-explicit or
spelled-out codes. The meaning of the message is mainly contained in the nonverbal
components of the message. This includes facial expressions, body language, the
person presenting the message, and the context in which the message is transmitted.
High-context communication moves quickly and efficiently. Unfortunately, often the
verbal messages are less complete, and for those not familiar with the symbols in a
given area, the information becomes difficult to accurately decipher. High-context
societies are less accessible to outsiders.
2.8. Cultural Norms:
Norms are derived from values and defined as rules that dictate what is right or
wrong, acceptable or unacceptable

(A) Imperative: What an outsider must or must not do
(B) Exclusive: What locals may do but an outsider cannot
(C) Adiaphora: What an outsider may or may not do
2.9 Cultural Variability:
2.9.1. Power Distance – Power distance means the distance between two people
during mutual interaction. We the Muslims and Indian sub continental people
used to be closer during interaction. On the other hand the western
Christians used to hold a gap between two interactive people. Muslim think that
westerns are not friendly and they think Muslims are pushy. But it is because of their
culture that power distance is baring here.


2.9.2. Uncertainty Avoidance – we are always trying to avoid uncertainty and
happy with what can be found certainly. But on the other hand, westerns are risk
lovers. They used to take challenges during any action.
2.9.3. Masculinity versus Femininity – Culture defines the priority of decisions in
the family, society and in the country. In some tribal communities in the
northern region of India they are the mother lead society, wealth owner and earning
member is mother in the family. As a result women decide what ought to be, what
they have to do. On the other hand in male dominant society fathers are the owners of
wealth and earning members of the family. As a result, her father’s decision is the
final one. This masculinity and femininity has a great impact in case of product
selection / brand choice and final purchasing decision. As a marketer he must have
to know what types of society he is offering products. Who has to be
highlighted in their promotional campaign and advertisements?
2.9.4. Individualism versus Collectivism – Maximum western countries are
suffering from their individualistic mentality. I have this, I have done it, I want it, etc.
but in our sub continental culture we think collectively. We have this, we have done it
and we need it. This individualistic and collective thinking has a great effect on their
product choice as well as purchase of product.

Conclusion
Conclusion from this long discussion it is quite clear that culture has a direct impact
on consumer behavior as well as on their choices, buying behavior and so on. As it is
impacting the buying process, it has a great impact on international marketing as
well.
An international marketer must have to think first which product he is
offering for whom and their cultural background. Because different parts of the
world possess different cultural behavior, different tests, choices, norms,
values and attitudes.
One marketer must have to promote them according to their choice and
beliefs. In this case SRC & Ethnocentrism may be two major barriers. So a marketer
in the international market must be aware of his / her SRC &
Ethnocentrism. Every situation must be translated according to local
culture. Local culture should be given first priority in case of taking any marketing
action by an international marketer.
References:
Slogan Mở lon Việt Nam Coca Cola,
Accessed 9
June 2023.


“(PDF) Impact of Culture on International Marketing.” ResearchGate, 15 December
2022,
/>nternational_Marketing. Accessed 9 June 2023.
Valades, Brenda. “What is the Bottega Veneta marketing strategy? | BluCactus.”
BluCactus digital marketing, 8 February 2022,
e/bottega-veneta-marketing-strategy/. Accessed 9 June
2023.

EXERCISE 2: 16/06/2023

1. Explain Asean free trade area, WTO, EVFTA
1.1. Asean free trade area:
The ASEAN Free Trade Area (AFTA) was established in January 1992 to eliminate
tariff barriers among the Southeast Asian countries with a view to integrating the
ASEAN economies into a single production base and creating a regional market of
500 million people.
Most of the Southeast Asian region is now a free trade area, the first six signatories of
the Common Effective Preferential Tariff scheme for the ASEAN Free Trade Area
namely Brunei, Indonesia, Malaysia, Philippines, Singapore and Thailand
(collectively referred to as ASEAN-6). Cambodia, Laos, Myanmar and Vietnam
(collectively referred to as CLMV) are required to join AFTA upon being admitted to
this block. It is currently one of the largest free trade areas in the world.
The Agreement on the Common Effective Preferential Tariff (CEPT) Scheme for the
ASEAN Free Trade Area requires that tariff rates levied on a wide range of products
traded within the region be reduced to no more than five percent. Quantitative
restrictions and other non-tariff barriers are to be eliminated.
The elimination of tariffs and non-tariff barriers among the ASEAN members has
served as a catalyst for greater efficiency in production and long-term
competitiveness. Moreover, the reduction of barriers to intraregional trade gives
ASEAN consumers a wider choice of better quality consumer products.
The free trade area covers all manufactured and agricultural products. However, 734
tariff lines in the General Exception List, representing about 1.09 percent of all tariff
lines in ASEAN, are permanently excluded from the free trade area for reasons of


national security, protection of human, animal or plant life and health, and of artistic,
historic and archaeological value.
1.2. WTO free trade area
The World Trade Organization (WTO) is the only global international organization
dealing with the rules of trade between nations — is the international organization

whose primary purpose is to open trade for the benefit of all. WTO is the only global
international organization dealing with the rules of trade between nations. At its
heart are the WTO agreements, negotiated and signed by the bulk of the world’s
trading nations and ratified in their parliaments.. The WTO (World Trade
Organization) has many Free Trade Areas (FTAs) established by member countries.
Here are some prominent WTO FTAs:
1. NAFTA: The North American Free Trade Agreement is an FTA between the United
States, Canada and Mexico, signed in 1994.
2. CAFTA-DR: The Central American Free Trade Agreement-Dominican Republic is
an FTA between the United States and Central American countries and the Caribbean
Community, signed in 2004.
3. EU-Korea FTA: Free Trade Agreement between the European Union and Korea,
signed in 2011.
4. TPP: The Trans-Pacific Partnership is an FTA between 12 countries, including
Australia, Brunei, Canada, Chile, Korea, Mexico, Japan, New Zealand, Peru,
Singapore, USA and Vietnam, signed in 2016.
5. CPTPP: The Comprehensive and Progressive Agreement for Trans-Pacific
Partnership is a new version of the TPP after the US withdrew from it, still includes
the remaining 11 countries and was signed. ends in 2018.
The WTO is run by its member governments. All major decisions are made by the
membership as a whole, either by ministers (who usually meet at least once every two
years) or by their ambassadors or delegates (who meet regularly in Geneva).
The WTO agreements are lengthy and complex because they are legal texts covering a
wide range of activities. But a number of simple, fundamental principles run
throughout all of these documents. These principles are the foundation of the
multilateral trading system.
+ Trade without discrimination
+ Freer trade: gradually, through negotiation
+ Predictability: through binding and transparency
+ Promoting fair competition

+ Encouraging development and economic reform
There are a number of ways of looking at the World Trade Organization. It is an
organization for trade opening. The goal is to help producers of goods and services,
exporters, and importers conduct their business. It is a forum for governments to


negotiate trade agreements. It is a place for them to settle trade disputes. It operates a
system of trade rules. Essentially, the WTO is a place where member governments try
to sort out the trade problems they face with each other.
1.3. EVFTA free trade
EU-Vietnam Free Trade Agreement (EVFTA) is a new generation FTA between
Vietnam and 27 European Union member states. EVFTA and Trans-Pacific
Partnership (TPP) are two of the largest new generation free trade agreements that
Vietnam's largest ever negotiated.
On December 1st, 2015, the negotiation rounds of EVFTA was officially announced
to be concluded, and its official full text was published on February 1st, 2016. On
June 26, 2018, EVFTA was split into two agreements, one is the Trade Agreement
(EVFTA), and the other is the Investment Protection Agreement (EVIPA); at the same
time officially ended the legal review process for the EVFTA Agreement. In August
2018, the legal review process for EVIPA was also completed.
The two Agreements were signed on June 30, 2019. On January 21, 2020, the
International Trade Committee of the European Parliament (INTA) approved the
Agreement, the European Parliament on February 12, 2020 officially approved both
agreements.
According to the European Commission, the agreements will provide opportunities to
increase trade and support jobs and growth on both sides, through
+ Eliminating 99% of all tariffs
+ Reducing regulatory barriers and overlapping red tape
+ Ensuring protection of geographical indications
+ Opening up services and public procurement markets

+ Making sure the agreed rules are enforceable
Key areas of commitment in EVFTA include: trade in goods, rules of origin, customs
and trade facilitation, the Sanitary and Phytosanitary measures (SPS), The Technical
Barriers to Trade (TBT),...



To sum up, the implementation of the EVFTA allows not only tariffs reduction, but
also removes regulatory barriers and eases all aspects of the import/export process.
2. List the opportunities and threats when Vietnam became a member of
Asean and WTO.
2.1. Opportunities and Threats of being a ASEAN’s member
2.1.1. Opportunities:
- Participate in all ASEAN activities
Vietnam has the opportunity to participate in all ASEAN activities in various fields
including economics, culture, education, and technology.
- Attract foreign direct investment
As a WTO member, Vietnam is allowed to use 10 percent of its investment capital to
develop the agricultural sector.
Joining the ASEAN Economic Community (AEC) and participating in free trade
agreements with ASEAN's partners have provided both opportunities for Vietnam to
attract foreign direct investment and serve as a bridge for Vietnam to access potential
markets within and outside the region.
The most anticipated opportunity, not only for Vietnam but for all ASEAN countries,
is investment and cooperation from large and developed economies. The connectivity
and establishment of a more unified and integrated ASEAN will make major investors
see ASEAN as a common playing field, a shared workshop where there is a unified
pool of resources, especially skilled labor at relatively lower costs. Attracting more
investment implies a faster and more active process of technology transfer.
- Expand the market

Having a larger market is another advantage of the AEC through the liberalization of
goods and services within the ASEAN region. This will encourage larger business
activities and investments in the region. Increased foreign direct investment and
economic activities in the region will naturally lead to an increase in insurance
demand in Southeast Asia. Vietnamese enterprises will invest more in production,
business, and service activities in other ASEAN countries. This presents a great
opportunity for Vietnamese businesses to seize the chance to expand their market.
What is more, Vietnam has constantly improved its status in the world. It was elected
a non-permanent member of the UN Security Council for a two-year term from 2008
to 2009. This year, as ASEAN chair, it represented the group at the recent G20 summit
in Toronto and last month, Ho Chi Minh city hosted the World Economic Forum on
East Asia.
- Expand exports and contributes to the growth of Vietnam's economy
The AEC helps to expand exports and contributes to the growth of Vietnam's
economy. ASEAN is currently Vietnam's leading and important trading partner, and it
serves as a driving force for maintaining the country's growth and exports.


With the formation of the AEC, Vietnamese businesses can sell their products to
ASEAN countries almost as easily as selling domestically. This is a significant
advantage for the movement of goods for businesses. Moreover, import-export
procedures will be streamlined, and the reform of rules of origin, aiming to allow
businesses to self-certify origin, will create favorable conditions for businesses to
facilitate the customs clearance of goods to ASEAN markets.
2.1.2. Threats:
- Compared to the original six ASEAN member countries
One of the biggest challenges for Vietnam when joining the AEC is the development
gap compared to the original six ASEAN member countries (ASEAN-6).
- The issue of low labor productivity
The second challenge for Vietnam is the issue of low labor productivity. According to

the International Labour Organization (ILO) report on labor productivity, Vietnam has
the lowest labor productivity among the Asia-Pacific APEC region. Compared to
other ASEAN countries, the average labor productivity of Vietnamese workers is less
than half of that in the Philippines, equivalent to 2 workers in Thailand, and only 5
workers in Malaysia. Furthermore, the productivity of one worker in Singapore is
equivalent to that of 15 workers in Vietnam.
- Challenge is the increasing competition
The third challenge is the increasing competition faced by Vietnamese businesses.
With the promotion of trade liberalization within the ASEAN Economic Community
(AEC), trade barriers and non-tariff barriers among member countries will gradually
be eliminated. Vietnamese export products will have to face competition from goods
produced by other countries in the ASEAN market. The formation of the AEC will
create a common market without trade barriers, services, and capital barriers, thereby
intensifying competition for Vietnamese businesses.
2.2. Opportunities and Threats of being a WTO’s member
Member countries utilize the WTO as a forum for the negotiation of trade agreements
and as the arbitrator of trade disputes. The WTO is often associated with the removal
of trade barriers. At the same time, the organization supports some such barriers, such
as those designed to protect consumers, prevent the spread of disease, to serve as
punishment for failing to follow WTO trade rules, or to assist developing markets. In
cases where barriers exist, the WTO encourages transparency and consistency.
Together, these forces increase predictability for outside businesses and investors.
2.2.1. Opportunities
- Can access to latest technological advances for national modernisation and
industrialisation, enjoy ensured equal access to all member country
markets


Vietnam joins the WTO to avoid being solitary in the business world. As a MFN
status country, it is in conformity with the current trend of international trade and

Vietnam’s interests of national construction and economic development.
Exports bring home capital to import advanced equipment and technologies and other
products of an intellectual-based economy. Being admitted to the WTO, the tariff
barriers will be removed or reduced, so as the quotas.
Products that Vietnam has advantages such as textiles and garments, footwear, coffee,
rubber, processed seafood, furniture, electronics appliances will have more
opportunities on the world market.
- Attract foreign investment:
Membership in the WTO has made Vietnam an attractive destination for foreign
investors, particularly those looking to take advantage of the country's low-cost labor
and favorable business environment.
- More transparent trade practices:
The WTO focuses on transparency. The WTO asks member states to set ceilings on
tariffs for specific goods. Admission to the WTO requires countries to adhere to
certain rules and regulations, which can help to improve transparency and reduce
corruption in international trade.
- Greater competitiveness:
Once tariff barriers are reduced for removed and quotas abolished, there’re many
opportunities for Vietnam to succeed in global marketplace
By joining the WTO, Vietnam has been forced to become more competitive in order to
succeed in the global marketplace. This has led to improvements in productivity,
efficiency, and innovation.
- Improved legal framework:
The WTO membership has encouraged Vietnam to develop stronger legal and
regulatory frameworks that are compatible with international standards, which can
help to attract more foreign investment and create a more stable and predictable
business environment.
2.2.2. Threats
- Integration but not dissolvent
Vietnam integrates but has to maintain national identity as well as the regime’s

identity, always following the policy of independence and self-reliance in economic
development.
- Competition are more severe
Once tariff barriers are reduced and quotas abolished, we have to be more competitive.
Products of low competitiveness can not be exported. On the other hand they will be
defeated by foreign products. Thus, domestic businesses might face bankruptcy and
the unemployment rate might rise.
- The difference in development level


The development gap between Vietnam and the other ASEAN-6 countries is evident
in various aspects such as the size of the economy's capital, the scale of enterprises,
the level of scientific and technical advancements, and labor skills. With the
implementation of ASEAN Community Points since 2015, Vietnamese businesses are
expected to encounter intensified competitive pressure from imported goods, products,
services, and investments of other ASEAN nations, particularly when non-tariff
barriers are lifted. This may lead to certain industries having to downsize production
or even cease operations altogether.
- Labor productivity
One of the challenges faced by Vietnam is its low labor productivity. The International
Labor Organization (ILO) report on labor productivity indicates that Vietnam has the
highest productivity in the Asia-Pacific Economic Cooperation (APEC) region.
However, compared to other countries in ASEAN, the average productivity of
Vietnamese workers is less than half of that of Philippine workers and only one-fifth
of Thai and Malaysian workers. In comparison, one worker in Singapore is as
productive as fifteen Vietnamese workers. Many people assume that low productivity
is advantageous because it is often linked to low wages. However, the reality is more
complex. Low salaries are only attractive when they are lower than the actual
productivity level, allowing employers to gain an advantage by paying lower wages.
Nevertheless, the cost of living in Vietnam has been steadily rising, causing wages to

increase at a faster rate than productivity. This trend has eroded the once significant
advantage of cheap labor in the region.
References
CƠ HỘI VÀ THÁCH THỨC CỦA VIỆT NAM KHI GIA NHẬP CỘNG ĐỒNG KINH
TẾ ASEAN. (n.d.). VNU. Retrieved June 16, 2023, from
/>0Tam.pdf
Cộng đồng Kinh tế ASEAN - Cơ hội và thách thức. (2021, August 11). Báo điện tử Đảng Cộng sản Việt Nam. Retrieved June 16, 2023, from
/>

Duong, B. (2010, July 11). Vietnam as WTO member – advantages and challenges.
Báo Bình Dương. Retrieved June 16, 2023, from
/>s-a8851.html
Ngozi Okonjo-Iweala (Director-General). (1995, January 01). WTO | What is the
WTO? World Trade Organization. Retrieved June 16, 2023, from
/>Vietnam’s joining WTO: opportunities and challenges. (n.d.). Smartex. Retrieved June
16, 2023, from
/>oining-wto-opportunities-and-challenges
WTO AND INTERNATIONAL TRADE CENTER VCCI – SUMMARY OF EVFTA.
(n.d.). Trung tâm WTO. Retrieved June 16, 2023, from
/>
EXERCISE 3: 30/6/2023
1. Describe the basic market research process. What types of issues should a
researcher consider during each phase with regard to international market
research? Which phase is most important?
Describe the basic market research process
The market research process includes 7 steps:
Step 1: Define the problem or situation
The process of correctly defining a company's key situation or problem is crucial for
effective research and decision-making. Inadequate problem definition can lead to
flawed data and conclusions. Cultural differences also need to be considered early on,

as what may be a problem in one market may not be relevant in another due to varying
marketing practices and consumer behaviors.
Language, behavioral, and cultural differences pose challenges in communicating and
understanding problems across different markets and stakeholders. Identifying the
problem accurately becomes more complex when evaluating products, as consumers
in different countries may have different criteria for satisfaction. This can result in
confusion and misunderstandings when analyzing product performance in various
markets.
To overcome these challenges, researchers need to ensure that problem statements
consider the cultural context and accurately reflect how products are evaluated in each
specific market. By addressing these factors, market researchers can enhance their
understanding of the problem and generate more effective solutions.
Step 2: Complete a cost/ benefit analysis
In most business decisions, managers assess the costs and benefits of an activity early
in the process. The same holds true for international market research. Some
international research projects may be performed at a relatively low cost. Other
research techniques involve significant monetary investments.
Making the decision to proceed with research requires the marketing team to compare
the importance of obtaining the required information and the time frame within which
the information will be collected against the value of the benefits of acquiring the
information and the overall difficulty in obtaining the data. The availability and type
of information needed to address the problem can drive up costs. The overall research
budget influences these decisions. Sufficient resources should be available to conduct
quality research.
Step 3: Develop a research design
Several issues emerge when developing the design of the research,in both domestic
and international markets. Decisions will be made regarding the use of primary and/or

secondary research techniques,a micro- or macro-level analysis, and whether to
employ quantitative or qualitative methods.
Step 4: Develop a sample
Sampling is a process wherein members of a population are selected for inclusion in a
research study because they will be representative of the larger group. Deriving the
correct type of sample based on the information needed remains a key part of
international marketing research.
Step 5: Collect data
- Primary data (data that are gathered by the researcher or research team for a specific
project)
Primary data take many forms, including:
● Questionnaires: The items should be carefully translated to the language of the
target market to make certain no confusion emerges.
● Telephone and Internet Survey: The data gathered through an interview process
will only be as effective as the skill levels of those conducting the interviews.
● Interview of Customer: Primary data may be collected by interviewing
customers in a store after they have purchased items, a technique known as the
mall intercept method, or by questioning members in a focus group.
● Ethnographic Studies: An ethnographic study takes place when a researcher
studies respondents in their native environment by living with them
● Observational Studies: Observational studies focus on observing consumers as
they shop, as they interact in the marketplace, or as they use products in the
home
- Secondary data (data that have already been collected by an agency and are made
available either free of charge or for a fee)
Secondary Sources for International Market Research including:
● U.S. Department of Commerce

● U.S. Department of Commerce International Trade Association
● Euromonitor
● Organization of Economic Co-operation and Development
● International Monetary Fund
● CIA-The World Factbook
● …
Although secondary data sources offer convenience, these types of data might present
problems when used to make many marketing decisions.
Step 6: Analyze and interpret data
- Micro-Level Analysis
A micro-level analysis helps the research team understand the attitudes, preferences,
motivations, lifestyles, and intentions of individual consumers. Micro-level analysis
accounts for language, culture, and other factors that affect or influence individual
consumers.
- Macro-Level Analysis
A macro-level analysis often occurs at the national level. The Selection of a country to
enter requires research devoted to political and legal risk, which, in turn, affects the
selection of target market in various countries. Most research projects that assess other
countries require both micro- and macro-level data collection.
Step 7: Formulate conclusions and write a report
The final step in the international market research process is formulating conclusions
and writing the research report. It would be the responsibility of the marketing
researcher to present this information in a manner that earns the executive’s
confidence.


What types of issues should a researcher consider during each phase with regard to
international market research?
In international marketing, conducting quality research requires objectivity and the
ability to adapt to a changing global environment.

● Objectivity: Researchers should strive for impartiality and avoid personal
biases or preconceived notions that may influence data collection, analysis, and
interpretation. Objectivity helps ensure that research findings accurately reflect
the reality of the international market and minimize potential errors or
distortions.
● The Pace of Change: The global business environment is dynamic and
constantly evolving. Researchers should be aware of the rapid changes in
consumer preferences, market trends, technology advancements, and
competitive landscapes. They need to adapt research methodologies and stay
updated with the latest developments to provide relevant and timely insights.
Research techniques and conclusions must exhibit reliability and validity to be of use.
● Reliability and Validity: Research techniques should be designed to generate
reliable and consistent results. This involves using standardized data collection
methods, ensuring data accuracy, and conducting rigorous analysis. Validity
refers to the extent to which research measures what it intends to measure.
Researchers should use valid research instruments and methodologies that
capture relevant and meaningful data.
Other obstacles include political and legal risks that might occur to obstruct research
efforts.
● Political Risk: Political factors, such as changes in government policies, trade
regulations, or political instability, can pose risks to research efforts.
Researchers need to be aware of these factors and their potential impact on data
collection or access to information.


● Legal Risk: Legal considerations, including intellectual property rights, privacy
regulations, and data protection laws, vary across countries. Researchers must
adhere to legal requirements and ethical guidelines in data collection, storage,
and analysis. They should also be aware of any potential legal risks that could
hinder or impact their research activities

Which phase is most important?
All phases of international market research are important and interconnected. Each
phase contributes to the overall success of the research process and provides valuable
insights for decision-making. However, the first stage problem definition is the most
important. If you have the wrong problem identified, you can do every other step
perfectly, but your results will be meaningless.
2. Discuss the advantages and disadvantages of secondary and primary research.
Which type of research is probably best for micro-level analysis? For a
macro-level analysis?
Primary research
Primary research is also called field research. According to Gratton & Jones (2009)
primary research refers to research that has involved the collection of original data
specific to a particular research project, for example through using research methods
such as questionnaires or interviews.
Secondary research
Secondary research is also called desk research. In this type of research, the researcher
will not collect any primary data and rely on existing sources of data. Marketing
research reports, census, company websites, news reports, magazine articles are some
of the sources of secondary data. Secondary research is usually carried out at home or
library with the help of both the Internet and printed materials.

Advantages

Disadvantages


Primary

-

Research

-

-

-

-

Originality:

Primary

research -

Time- consuming: Collecting

provides fresh and unique data that

primary

hasn't

time-consuming and difficult.

been

collected

before,

data

is

allowing researchers to explore new

PPrimary

areas of study and generate novel

time-consuming due to the

insights.

need for planning, participant

Specific: Primary research meets the

recruitment,

specific needs of the researchers. As

analysis, and interpretation. It

it is based on the collection of

requires substantial resources

original data, the researchers can be

and may delay the research

very

process.

specific

about

its

aims,

research

often
can

be

data collection,

objectives, and rationale (Young, -

Costly: Primary research is

2022). It is up to date and provides

often more expensive than

more detailed insights as well.

secondary research because it

Accuracy

requires

and

Reliability:

more

time

and

Researchers can ensure the accuracy

resources to collect the data.

and reliability of the data by directly

Conducting primary research

collecting it themselves, reducing the

often involves expenses such as

potential

participant

for

errors

or

biases

incentives,

introduced by secondary sources.

equipment,

materials,

Greater control: Researchers have a

personnel. These costs can be

good level of control in primary

significant,

research. They may decide who the

large-scale studies.

especially

and
for

research respondents are, how they

Misleading information: If the

are hired, the size of sample,

sample is not big enough, the

sampling strategies etc.

results of the research may be

Flexibility:

Primary

research

misleading.

Therefore,

the

methods offer flexibility in terms of

researcher has to select a good

data collection techniques, sample

research

sizes, and customization, allowing

biasness may occur as well

sample.

Similarly,


-

researchers to adapt and modify their

raising

approach as needed.

validity of the research.

Proprietary

rights:

The

concerns

about

the

data

- Potential bias: Researchers

obtained through primary research is

may introduce unintentional bias

owned by the researcher or the

during

organization funding the research,

analysis, which can affect the

making it inaccessible to others.

validity and objectivity of the

Additionally, researchers can derive

findings. Careful design and

a sense of accomplishment from

rigorous

their work.

necessary to minimize bias
.-

data

collection

methodology

Limited

or

are

generalizability:

Since primary research focuses
on

specific

samples

or

populations, the findings may
lack generalizability to larger
populations or different contexts.
The

sample

size

and

characteristics may limit the
external validity of the results.
Secondary

-Time and Cost-Efficient: Secondary -

Research

research saves time and resources since
the data already exists and does not

require the researcher to collect new
information.

It

can

be

more

cost-effective compared to primary
research, which may involve expenses such as participant recruitment or data
collection.
- Affordable: Secondary research is
usually cheaper than primary research.

-

Lack of Control: Researchers
have limited control over the data
collection process in secondary
research. The data may have been
collected using methods that don't
align
perfectly
with
the
researcher's specific objectives,
leading to potential limitations or

biases.
Not specific: Secondary data may
not be specific sometimes. In
many cases, it is not presented in a
way that would exactly address
the researchers’ needs.
Data Quality: The quality and
accuracy of secondary data can


As the research is carried out mostly
indoors, it does not usually cost that
much. Similarly, a lot of online data
and

information

are

now-a-days

available free of cost.
- Supplementing Primary Research:
Secondary
primary

research
research

complements

by

providing

background information, context, or
validation for primary findings. It can
support or enrich the insights gained
through primary research.
-

Accessibility:

Many

-

vary. Depending on the source,
secondary data may be outdated
or incomplete, particularly in
rapidly evolving fields. It may not
capture
the
most
recent
developments or changes, leading
to potential gaps in knowledge.
Researchers
must
carefully
evaluate the reliability and

validity of the sources they use to
ensure the credibility of the data.
Insufficient
Contextual
Information: Secondary research
often provides summarized or
generalized data without detailed
contextual information specific to

secondary

research sources are readily available
and accessible, such as published

the researcher's needs. This may
limit the depth of analysis or
understanding.

books, articles, or online databases.
Researchers can access a wide range of
information conveniently.
- Large Sample Size: Secondary
research often utilizes large datasets,
allowing

for

broader

population

representation and enabling researchers
to draw conclusions with greater
statistical power.

-

For micro - level analysis : Primary research is often regarded as the most
suitable method. Micro-level analysis involves closely studying specific
individuals, small groups, or localized phenomena. Primary research enables
researchers to directly collect firsthand data from the target population or


individuals of interest, leading to a deeper understanding of their attitudes,
behaviors, and experiences.Primary research techniques like surveys,
interviews, observations, or experiments can be customized to capture precise
details and subtle nuances at the micro-level. Researchers have the ability to
control the data collection process, allowing for in-depth examination of
specific data points or variables. This level of control and customization is
essential when conducting micro-level analysis to gain insights into
individual-level characteristics, interactions, or contextual factors.Furthermore,
primary research empowers researchers to investigate emerging or unique
micro-level phenomena that may not have been extensively explored before. It
facilitates the collection of original data, which can contribute to the
development of new theories or models at the micro-level.
-

For Macro - level analysis: Secondary research is often considered the most
suitable approach. Macro-level analysis involves studying large-scale
phenomena, trends, or patterns across populations, regions, or countries.

Secondary research involves utilizing existing data collected by others for
various purposes, such as government reports, statistical databases, academic
publications, or market research reports.By using secondary research,
researchers gain access to extensive datasets that encompass broad populations
or geographic areas. This allows them to analyze trends, correlations, or
associations at a macro-level. Secondary research provides a cost-effective and
time-efficient method to examine large samples and draw conclusions that can
be generalized.Through secondary research, researchers can make use of
historical or longitudinal data to investigate changes over time and make
comparisons between different periods. They can identify overarching patterns
or trends in social, economic, or demographic indicators.Furthermore,
secondary research enables researchers to capitalize on the expertise and
knowledge accumulated from previous studies conducted by experts in the
field. They can build upon existing theories or models and extract insights from
a wide range of sources without the need for extensive primary data collection.

3.Using reliable online resources, prepare a critical review of big data. (lanh)


Big data is a term that describes the large volume of data that an organization receives
on a daily basis. Big data is being generated at all times. Data can either be created by
people or generated by machines, such as sensors gathering climate information,
satellite imagery, digital pictures and videos, purchase transaction records, GPS
signals, etc. It covers many sectors, from health care to transport and energy. Systems,
sensors, and mobile devices transmit it. Big data arrives from multiple sources at a
large velocity, volume, and a wide variety.
The amount of data available may not be the most crucial factor in marketing
programs. Instead, what organizations do with the data is what matters. Two common
problems at this point include linguistic difficulties and metric equivalence issues
(Okazaki and Mueller, 2007) and more

Benefits:
1. Data-driven decision making:
Big data provides organizations with vast amounts of information that can be analyzed
to make well-informed decisions. By analyzing patterns, trends, and correlations
within the data, businesses can gain valuable insights, identify opportunities, and
make data-driven decisions to improve their operations, products, and services.
2. Improved operational efficiency:
Big data analytics can help optimize and streamline business processes by identifying
bottlenecks, inefficiencies, and areas for improvement. By analyzing large volumes of
data in real-time, organizations can make adjustments and optimizations to enhance
operational efficiency, reduce costs, and increase productivity.
3. Enhanced customer experiences:
Big data allows businesses to gain a deeper understanding of customer behaviors,
preferences, and needs. By analyzing customer data from various sources such as
social media, online interactions, and purchase history, companies can personalize