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Understanding a competitive environment and customer differentiation

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1. The competitive environment is often overlooked as a component of marketing research. In what way does knowledge of the competitive environment contribute to a more complete understanding of multinational and global market research?

2. Discuss how the inclusion of customer differentiation and measuring customer satisfaction contribute to a comprehensive knowledge of multinational and global marketing fundamentals.

3. The notion of "risk" versus "RISC" (research, involvement and investigation, strategy, and control) is an essential part of multinational and global marketing research. How might components of global marketing research be applied to risk and RISC characteristics?

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A competitive environment and customer differentiation are analyzed.

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1. The competitive environment is often overlooked as a component of marketing research. In what way does knowledge of the competitive environment contribute to a more complete understanding of multinational and global market research?

A company knows its products, the product value, the reason for the product, and it uses market research to understand the external environment including the consumer. However, it must also consider all aspects of the external environment to gain success with its marketing. This includes knowing and understanding the competition. Competition is important because ...

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