10.16 : 국제 마케팅 연구

International marketing research involves gathering and analyzing data from global markets to inform business decisions.

It is crucial because it enables companies to understand diverse consumer behaviors, preferences, cultural dynamics, legal and regulatory environments, economic conditions, and competitive landscapes.

This understanding allows businesses to tailor their strategies to fit various cultural and economic contexts.

For instance, McDonald's conducts international market research to customize its menu and marketing strategies to align with local tastes and preferences in different countries.

Beauty brands like L'Oréal must consider diverse beauty standards and regulatory requirements when researching markets in Asia, Europe, and the Americas.

At the same time, this type of research faces several challenges, including language barriers, cultural misunderstandings, data comparability issues, and varying market regulations.

Despite these challenges, effective international marketing research is vital for businesses to navigate global challenges, make informed decisions, and succeed internationally.