Kulturowe uwarunkowania badań marketingowych na rynkach zagranicznych

• Autorzy: Małgorzata Bartosik-Purgat

Warianty tytułu

Cultural Conditions of Marketing Research on Foreign Markets

• Języki publikacji: PL

Abstrakty

Różnice kulturowe wpływają na konieczność adaptacji strategii przedsiębiorstw międzynarodowych. Znajduje to odzwierciedlenie szczególnie w przypadku działalności marketingowej, w tym także badawczej. Wśród czynników kulturowych warunkujących dobór odpowiednich respondentów, metod badawczych czy konstrukcji instrumentów na rynkach zagranicznych wyróżnia się między innymi: zwyczaje konsumpcyjne, wartości, religię, poziom edukacji, język czy nastawienie respondentów.(abstrakt oryginalny)

EN

Cultural differences influence the necessity of adaptation of international companies' strategy. It is reflected especially in case of marketing activity, including research activity. Among cultural factors conditioning a selection of adequate respondents, research methods or tools' construction on foreign markets there are among others consumption patterns, values, religion, education level, language or respondents' attitude towards participating in the research.(original abstract)

Słowa kluczowe

PL

Kultura narodowa; Badania marketingowe; Rynki zagraniczne

EN

National culture; Marketing research; Foreign markets

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2010
• Numer: nr 96 Badania marketingowe - nowe wyzwania
• Strony: 106--114

Twórcy

autor

Małgorzata Bartosik-Purgat

• Uniwersytet Ekonomiczny w Poznaniu

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