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According to Hollensen (2014), the role of marketing research is becoming more integral to marketing strategies. The distinction between marketing researchers and marketing managers, has become thinner and thinner. You are required to write an academic essay on this topic: • Identify and analyse the major group of factors that must be taken into account when conducting a foreign market assessment. (25%) • Critically discuss the importance of relying on primary and secondary marketing research for international marketing managers (25%) • Discuss the major considerations for international marketing managers in deciding whether research should be centralised or decentralised. (25%) • Provide a logically structured and well-presented piece of work, citing relevant academic theory and other sources of relevance to the topic. The assignment should be well referenced in the Harvard style. (25%) The deadline for this assignment is: January 1, 2016 (11pm UK time) Additional Guidance • 2500 words • An academic essay, drawing on examples from global businesses and informed by the relevant literature. • Explore the significance of market research and its implications in international marketing context. • Critically review the downside of relying heavily on market research and provide recommendations. • Provide a logically structured and well-presented piece of work, citing relevant academic theory and sources of relevance to the industry and market covered. • Ensure that the essay is fully referenced (at least ten references) in the Harvard style. Using examples form global companies is a must.



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