Assignment An exercise You are currently working for a Taiwanese based company, specializing in canned tropical fruits( such as mango, leech, guava and banana), as a marketing researcher. Your boss is contemplating the opportunity of going abroad and would like to ask you to undertake market researches among target markets of the UK and Italy. Q1. Please outline the information sources which you could consult for and the information to be obtained through desk research and/ or interview. 一 the internet, google, 或是电子期刊与图书馆 二 各国国贸局 三 热带水果罐头进出口商，或是公会找资料 Q2. Based on the result of the research in Q1, you need to decide whether a further investigation is needed. If additional research is not needed, please justify your suggestion/recommendation of the marketing opportunities that might be presented in these two countries. 要先考虑自己决定投入多少资本，该项 投资占公司资本比的百分比。还要决定进入时要求的该市场占有率要多高，两者皆会影响 到公司是否要花更多钱再做进一步研究。至於从第一题可以找到的资料，应该与该地人民 对水果罐头的需求以及偏好口味，还有当地是否已经有先进入的厂商可做学习，或是相关 产业的外商已涉足该地。 Q3. If a further investigation is suggested, please suggest types of additional researches that might be useful for you to determine the marketing opportunities. 在当地超市，学校，市集等潜在消费者聚集处试吃以及做问卷。此时应 该考虑从该国国民角度看此市场，例如国民旅游网站，报章杂志，特别要注意的地方是该 国的target market 可能跟本国有差异，所以在做深一步的探讨时此点应列入考虑。 Q4. If direct investigation( i.e., you will visit the market in person) is involved, please outline steps to prepare for an overseas market research. What problems might be encountered in undertaking the marketing research overseas in person and how would they be overcome? What would help you adapting to an unfamiliar environment? 一 列出欲研究的问题与研究目标 二 雇用当地人试填问卷与试做访问 三修正问题与访谈题目 四雇用当地人做问卷调查或是找当地的市调公司 另外，亦可用课本学到的方法，做出较不偏颇的问卷。 --

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