文档介绍：Case经过24年的努力,1995年美国果农终于了通过日本海关的检查,如愿以偿地向日本出口苹果,当年日本人对美国苹果的消费量达8500吨;可是第二年销售量剧减到800吨,是什么原因造成如此的变化?美国果农忽略了日本的文化环境,当时世界的经济形势和竞争对手的实力市场调研的重要性Chapter5InternationalMarketingResearch国际市场调研§1TheContentofInternationalMarketingResearchⅠ.Outline:?Marketingresearchisthesystematicdesign,collection,?(1)Todescribeandanalyzeexistingmarketconditionssothatfindnewmarketopportunityandexplorepotentialmarket(2)Toexplaincertainmarketbehaviorssothatformingreasonablemarketingmixstrategy(3)Topredicthowconsumersmightrespondtonewproductsandchangesinmarketingmixes(4)Toevaluateandsupervisetheimplementofmarketingactivities(5)Toofferthere-?pany:(1)Todeterminehowtocorrectlytargetyourmarketingcampaigns(2)Toidentifyopportunitiesinthemarket(3)panyisdoingwrongaswellaswhatitisdoingright(4)Touncoverproblemswithyourbusinessthatmaynothavesurfacedotherwise(5)?panyusessomecertainandscientificapproachesorwaystocollection,note,settleandanalysesallrelatinginternationalmarketinginformationfromtheinternationalmarketandtheforeignconsumersorusers’?(1)Internationalmarketingresearchneedsmoresufficient,timelyandveraciousinformation(2)Internationalmarketingresearchneedsdifferentinformation(3)plexthanmarketingresearchⅡ.(moninformationrelatingtothehostcountry,areaormarket(2)Necessaryinformationtopredictfuturemarketingdemandsthroughanalyzingthedevelopmenttrendsofspecificmarketorthesocial,culture,consumerandindustryofthehostcountry(3)Necessaryinformationneededtomakemarketingdecisionandplanaboutproduct,price,(