دانلود ترجمه مقاله انجام پژوهش مارکتینگ جهانی در قرن بیست و یکم – مجله امرالد

فهرست مطالب:

 چکیده
مقدمه
محیط جهانی متغیر
سیر تکامل تحقیق بازاریابی بین المللی
ناهمگنی زمینه های تحقیق
بازار جهانی در گذر
پیامدهای تحقیق بازاریابی بین المللی در قرن ۲۱
همتراز تلاش و قابلیت های تحقیق با پتانسیل رشد بازار
اجرا و هماهنگی تحقیق پوشش دهنده محیط های گوناگون
وارد کردن پیشرفت های تکنولوژیکی در طراحی و روش تحقیق
نتیجه گیری

بخشی از ترجمه:

نتیجه گیری
در واقع، تغییر در همه جنبه های کسب و کار( تجارت) و زندگی شخصی رخ می دهد. این تغییرات در بخشهای مختلف جهان با سرعت های گوناگونی به وقوع می پیوندند. بر این اساس، محققین بازاریابی شروع به اجرای تحقیقاتی با بالاترین کیفیت ممکن در محیط های گوناگون متعدد نموده اند. مسائلی که محققین بازاریابی با آنها مواجه هستند، چند منظوره بوده وبه مکان و چگونگی اجرای تحقیق ، پاسخ دهندگان و ابزارها و تکنیک های بکاررفته بستگی دارند.
محققین بازاریابی بایستی راههایی خلاقانه ای برای کنترل و مهار تکنولوژیهای جدید به منظور تسهیل روند اجرای تحقیق و بهبودارزششش برای ارباب رجوع ها بیابند. در همان زمان، سازمان های تحقیقاتی بایستی شروع به توسعه قابلیت اجرای همزمان تحقیق بازاریابی در جهان توسعه یافته و در حال توسعه نمایند. بازاریاب های چندملیتی مشغول طراحی و فروش برندهای جهانی بوده و برای هدایت روند تصمیم گیری در جهان متنوع و گوناگون به تحقیق نیاز دارند. به خاطر رقابت شرکت هادر قرن ۲۱، تحقیق بازاریابی درست و به موقع به ابزاری حساس تر برای آنها تبدیل می شود.

بخشی از مقاله انگلیسی:

Introduction Businesses preparing to compete in the twenty-first century are increasingly confronted with the task of crafting strategies that anticipate and respond to the rapid pace of change in global markets. As a result, their information needs are changing and becoming ever more complex and diverse. Timely, relevant information is essential to provide an adequate basis for day-to-day decision making as well as to chart the firm’s path in an increasingly fast paced, turbulent and competitive environment. Information needs are changing in both developed and developing countries. Established markets in industrialized countries are becoming more geographically integrated, as direct vertical links and information flows are established between customers, retailers and suppliers. As a result, there is a growing need to conduct research spanning country boundaries, in order to identify regional or global market segments, or to examine opportunities for integrating and better co-ordinating strategies across national boundaries. At the same time, speed in collection and interpretation of results from multiple and geographically diverse sources becomes imperative in order to anticipate market changes and devise an effective response strategy. As firms push the geographic frontiers of their operations to take advantage of growing opportunities, they need to collect information from a broader and more diverse range of markets. Increasingly, this entails conducting research in unfamiliar and distant markets in the Far East, the Middle East, Latin America and Africa. This in turn poses a number of challenges, not only in collecting The research register for this journal is available at http://www.mcbup.com/research_registers The current issue and full text archive of this journal is available at http://www.emerald-library.com/ft Conducting marketing research 81 accurate and reliable information on existing behavior patterns in an expeditious and cost-effective fashion, but also in predicting response to new and unfamiliar stimuli, and interpreting the implications for marketing strategy. Advances in technology both facilitate and at the same time render more complex the collection of data on a global basis. The growth and increasing technological sophistication of the communication infrastructure enable data collection on a much broader and diverse geographic scale and with a rapidity previously unthinkable. Yet, at the same time, management has to master these tools and understand their inherent limitations and implicit biases. The purpose of this paper is to explore these changes in information needs and technology and suggest the implications for conducting marketing research in the global environment. Specifically, the paper examines the capabilities and skills international researchers will need to acquire in order to conduct research in the increasingly diverse and rapidly changing marketplace of the twenty-first century. The changing global environment Evolution of international marketing research To understand the research needs of the twenty-first century it is important to consider how they have changed over the past four decades. In the 1960s and 1970s, many US firms, faced by slackening rates of growth in their domestic markets, began to venture into international markets. Japanese and European firms with smaller domestic markets also expanded internationally in order to broaden the geographic scope of their operations and take advantage of potential economies of scale or to respond to foreign competition entering their domestic markets (Douglas and Craig, 1989). In this initial phase of international market entry, firms were mostly concerned with collecting information to identify and assess market opportunities in other countries to determine which markets to enter, how to position products in these markets and how far to adapt different elements of the marketing mix to local market conditions.

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