Bölümümüz öğretim elemanlarından Arş. Gör. İbrahim Sabuncu’nun “A cost effective method of international marketıng research for Turkish exporter SMEs: a Japanese market case study” başlıklı makalesi; 30 Haziran–3 Temmuz 2015 tarihlerinde Londra’da düzenlenecek olan “3rd International Conference on Contemporary Marketing Ussues (ICCMI 2015)” konferansına (http://www.iccmi2015.org.uk/ ) kabul edilmiştir. Makale özeti aşağıdadır.
Kendisini tebrik eder, başarılarının devamını dileriz.
A COST EFFECTIVE METHOD OF INTERNATIONAL MARKETING RESEARCH FOR TURKISH EXPORTER SMES: A JAPANESE MARKET CASE STUDY
Prof. Dr. Cemal ELİTAŞ[1] , Res. Assist. İbrahim Sabuncu[2]
International Marketing research is an essential tool to develop international marketing strategy. Basically, it is developing of a survey, applying it to consumers and drawing valuable information from the results. But many exporter small and medium enterprises (SMEs) in Turkey cannot use it because of high costs, complexity, and lack of expert staff as it is described in introduction section below. So, is there any simple and low cost marketing research method for them? Our answer is yes. We think, as a lower cost and simpler method, instead of developing and applying a survey for consumer at targeted country; a modified consumer survey which is applied to enterprises such as importers at projected export market can be used for international marketing research. In other words, on the purpose of decreasing budget and complexity, a business to business international marketing research can be used even for a consumer product. We believe, not same, but at least enough results and information can be acquired with this method as it is described in logic of the method below. So, in this paper we propose a method of international marketing research which is easier and lower cost method than marketing research on consumer and even provide nearly same valuable data. We hope this kind of method is especially very useful and important for SMEs that generally don’t have enough budgets to perform an international marketing research on consumers. The main aim of this paper is to start a debate and increase studies on cost effective and simple international marketing research method that can be used by SMEs.
In order to test our method effectiveness, we had developed a survey for Turkish olive oil at Japan market. We had made a lot of interview with Japanese importers and Turkish exporters to take their opinion about this method and questionnaire. It seems applying developed questionnaire to enterprises in Japan can provide us enough useful information to develop a marketing strategy. So this cost effective method can be used by SMEs for international marketing research to develop marketing strategy for their targeted country.
Key words: International Marketing Research, Survey, Turkey, Japan, Cost Effective
[1] University of Yalova, Faculty of Economics and Administrative Sciences, International Trade & Finance Department, Safran Campus, 77200 Yalova, Turkey, Phone: +90 226 815 5218, Fax: +90 226 814 6089 Email: cemalelitas@gmail.com
[2]University of Yalova, Faculty of Engineering, Industrial Engineering Department, Email: isabuncu@yalova.edu.tr
