MSc International Marketing Management Essay Example | Topics and Well Written Essays - 4000 words

manuscript International Marketing Management - Essay Exampleise has two--and only these two--basic functions merchandiseing and innovation. Chadwick (1998) predicted that merchandising inquiry would make grow from the role of merely providing merchandise and opinion research to a more vital function of furnishing a companys tactical data, consultation, and communication with clients.Marketing research is a superior management proficiency that collects and analyses customer requirements and desires within the marketplace in an effort to ascertain how to satisfy them. Higgins (2008) defines marketing research as, solely techniques used to provide information that assists the firm in all of its decision-making processes relevant to customers or clients (Higgins 4). Marketing research is one of the main branches of marketing which the American Marketing Association (2007) describes it as, the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and bon ton at large.(AMA 1). AMA characterizes marketing research as the systematic gathering, recording, and analyzing of data about problems relating to the marketing of goods and services. Kumar (2000), classifies international market research as market research conducted either simultaneously or sequentially to facilitate marketing decisions in more than one country (Kumar, 2000 p2).An exceptional export market research therefore involves assembling appropriate market information that enhances the export decisions to be undertaken. This includes unearthing the economic, socio-political and cultural factors that either encourage or lug market penetration in the foreign market. Comprehensive market research assist the corporation justly decide on, the fragmentation, zero in or position their merchandise in a foreign market appropriately. Market research consequently embraces the creation of goals, collecti ng information, analyzing and disseminating the