Why is International Market Why is International Market Research So Important?Research So Important?

Kaitlan LockeKaitlan LockeKiersten SambrailoKiersten Sambrailo

Jill SawatzkyJill Sawatzky

Why Market Research?

• To learn what you can hope to accomplish • To learn what not to do and avoid cross

cultural blunders

International vs. Domestic• May use product differently• Respond to marketing differently• The smallest details can influence your

success

Advertising Translation Errors

Pepsi

Gerber

ElectroluxSchweppes Tonic Water

Matsushita Electric

Locum

How to Avoid These Blunders

• Schedule more time for market research prior to any international launch

• Diversify your market research channels• Use web marketing to stimulate international

market feedback• Question everything possible• Be methodical

Relation to Class• Translation issues

• Global marketer’s dilemma

• Adapting to local markets

Offer the same product, marketing, and advertising everywhere?

Adapt the product, marketing, and advertising to each society?

Sources• http://cindyking.biz/why-is-international-market-resea

rch-so-important/• http://baetzler.de/humor/ads_gone_wrong.html• http://ohsunews.com/?p=29• http://www.kids-n-fun.com/coloringpages/kleurplaat_

Woody-Woodpecker_90.aspx• http://www.uselog.com/2005/10/nothing-sucks-like-

electrolux.html• http://cnettv.cnet.com/poison-baby-food/9742-1_53-

50018415.html• http://www.businessadministration.org/blog/60-

unintentionally-offensive-business-and-product-names