I (Meaning and importance of Exports) Unit Structure

5.1 INTRODUCTION 
TO 
OVERSEAS 
MARKET 
RESEARCH 

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Overseas market research is a must for successful and 
profitable export marketing. This is the most promising way of 
making 
company‟s marketing operations sensitive to the changing 
requirements of international markets. Published data on different 
aspects of global marketing are now available easily for the conduct 
of overseas market research. Field research is required when 
published data are not available as per the need of the research 
project. The popularity of overseas market research is fast growing 
along with the globalization of business. 
Preliminaries for export business are related to 
different aspects of export management such as products, markets, 
buyers, marketing channels and the methods of exporting. Deciding 
preliminaries for export business is similar to broad decision to be 
taken while constructing a very big tower of 15 to 20 floors. Actual 
construction work will be as per the preliminary decision taken. 
Similarly, export marketing activities of a firm will be conducted as 
per the preliminaries decided. The decision on preliminaries for 
starting export business is important as fault decisions may lead to 
difficulties while conducting export business. 
5.2 MARKETING RESEARCH 
 
5.2.1 DEFINITION 
(a) 
According to Donald s. Tull and Del. I. Howkins 
“Marketing research is a formalized means of obtaining 
information to be used in maki
ng marketing decisions.” 
(b) 
According to the American marketing association 
Marketing research refers to the systematic gathering, 
recording and analysis of data about problems relating to the 
marketing of goods and services.