market essay

Describe the difference between macro-segmentation and micro-segmentation in international marketing.

Macro- countries based on factors like GDP, political stability, and marketing infrastructure to identify attractive markets.

Micro- consumers within those markets, grouping them by traits like demographics, psychographics, or product usage.

Explain the three targeting strategies used by international companies and give one example for each.

• Differentiated- Targets multiple segments with different products

• Concentrated- Focuses on one niche market

• Undifferentiated- one marketing mix for all markets

Compare franchising and joint ventures as international entry modes.

Franchising is ideal for service industries and offers quick expansion with lower risk

joint ventures involve equity sharing and local collaboration, giving firms greater control and access to local expertise.

However, joint ventures carry higher risk and can lead to conflict or competition with the partner.

What are ethnocentrism and the self-reference criterion, and how do they hinder international marketing?

• Ethnocentrism: The belief that one’s own culture is superior and that domestic marketing strategies will work abroad.

• Self-Reference Criterion (SRC): The unconscious tendency to interpret other cultures through one’s own cultural lens.

Describe the main types of research used in international marketing and provide examples.

• Exploratory Research –

• Descriptive Research –

• Causal Research –

Describe the different types of international strategic alliances.

• Manufacturing Alliances:

• Technological Alliances:

• Marketing Alliances:

• Distribution Alliances:

Outline the steps in the international marketing research process.

• Define the Problem and Objectives

• Develop the Research Plan

• Decide on Information Sources

• Determine Research Approaches

• Design Data Collection Instruments

• Decide on Sampling Plan

• Collect, Analyze, and Interpret Data

Discuss the main challenges and constraints in conducting international marketing research.

• Conceptual Equivalence:

• Functional Equivalence:

• Availability and Reliability of Data:

• Cost and Time Constraints:

• Cultural Barriers:

• Translation and Measurement Issues:

Give examples of the types of research conducted in international marketing and their applications.

• Buyer Behavior Research:
  

• Product Research:
  

• Distribution Research:
  

• Promotion and Pricing Research: