Global Marketing Online
The GMSS Export Tutorial
   Select Here 
       Introductory

Welcome to Export TutorialNotes on Contents of Tutorial  Core Processes

Export Development RoadmapBuild Export AwarenessDevelop/Assess Export ReadinessConduct Export Operations     Techniques 
        & Resources

Apply E-commerce LeverageConsider Strategic AlliancesTap Third-party Service ProviderrsAppendicesTable of Contents


 
 
 
 
 
 

 
4. Conduct Export Operations

4.2 Market Development Program
4.3 Specialized Topics

4.1 Marketing Research
| Introduction | Marketing Mix | 
| Definitions and Methods | Step-by-Step Approach | 
| Sources | 

 
Introduction to Marketing Research


Marketing research is the systematic collection, recording, analysis and distribution of data and information about marketing problems and opportunities. 

These pages apply to each step of the strategic marketing planning process: identifying environmental threats and opportunities, comparing potential of international markets, selecting target markets, establishing realistic missions and goals, formulating and implementing goal-oriented strategic plans, and controlling marketing performance. 


 
Marketing Research and the 
Marketing Mix
When performing marketing research, it is important to take the marketing mix* into consideration.  This allows you to paint a clear picture of your company’s current economic situation and export prospects. 

Click here for details of the marketing mix. 

* "Marketing Mix" is shorthand for a group of related marketing concepts often referred to as the "four P's": 
Product, Price, Place, and Promotion.

 
Definitions and Methods
Information sources used by market researchers are classified as Primary or Secondary.  Since secondary sources are more easily and economically accessed, evaluation of a prospective market or marketing campaign usually begins there. 
Under this topic, we offer brief descriptions of the main market research techniques, and insights to "sources and methods" 
- though not of the cloak and dagger genre. 

Please click here for details.


 

Step-by-Step Approach to 
Marketing Research


Having laid out definitions and methods above, here is a basic procedure for applying them to select and qualify an initial set of high-potential target markets.
First: Screen and Short-list Potential Markets 

Second: Rigorously Assess Your Short-list 

Finally: Draw Conclusions on How Best to 
      Focus Resources for Realistic Targets 


  Please click here for details. 


 
Sources for Marketing Research


Sources for marketing research information are nearly unlimited.  We provide some sample online sources to help get a project underway  productively. 

Of course there are also many print sources, available in libraries or from specialized publishers. 

Beyond these, the researcher is invited to rely on networking and on Google.

Please click here for links to the GMSS list of sample sources. 
 

©2005 The Board of Trustees of the University of Arkansas
3/21/2005