1. 研究目的与意义（文献综述包含参考文献）
AbstractThe purpose of this thesis is to study what kind of international telemarketing calls the Russian small-and medium sized companies and entrepreneurs are receiving. Supported by literature and research, this thesis looks into world of international telemarketing and the ways of doing that kind of business. Furthermore, the thesis studies what is bought and how often. The data for this thesis are collected through a questionnaire, whose purpose was to find out the answers to questions like how often SMEs get those marketing calls, what is offered and how time consuming the handling of those calls is. The questionnaire was sent to 50 companies and entrepreneurs from advertising-and content creation-sector. Companies were picked throughout Russia, but mostly from Southwest Russia. Response rate was 30%. The survey covered thirteen questions and it included both close- and open-ended questions. The main finding of the survey was that services and software, but not physical products are often offered to companies. Another finding of the research was that there was a wide variety of what is offered to companies in those B2B-telemarketing calls. One could say that sky is the limit when keen telemarketers are conducting business. One more finding was that is not as time consuming to handle telemarketing calls as one could expect.LIST OF ABBREVIATIONSB2B Business-to business, commerce transactions between businesses B2C Business-to consumer, transactions between a company and consumerCold Call Salesperson contacts individuals who have not previously expressed an interest in the products or service in hand (Investopedia, 2017) SMEsSmall-and Medium Sized Enterprises Telemarketing The act of marketing goods or services to potential customers over the telephone (Investopedia, 2017) 2 LITERATURE REVIEWInternational telemarketing is a growing business, (The MarketingSite.com, 2017) English-language is a global language of business, so called lingua franca, (Communicaid.com, 2011) and there are many places in the English-speaking world where relatively cheap labor is available. Many of the younger generation in those places are highly educated and they will work on cheap. In India, for example, there are many large call centers where hundreds of workers are making outbound and inbound phone calls to everywhere in the world. (Quora.com, 2017) When call centers are placed in the countries like India and Bangladesh, companies could operate with cheap labor, cheap phone calls and be very productive and efficient. (John Burgess, 2007)2.1 Roles of telemarketingTelemarketing is a business where a salesperson reaches customer via phone, and try to sell products or services. Salesperson could make a call by himself, or in many cases, it can happen automatically. It means there are software behind which makes a call instead. These calls are called robocalls. (Investopedia, 2017) There are four major roles in telemarketing. First one is Direct selling, when a salesperson is trying to sell products or services to a client via phone call, then supporting the salesforce is the way where telemarketers are calling to potential, or existing customers and make enquiries. These telemarketers are usually well trained and motivated (Isoviita, 1994). A third role relates to generating and screening leads as the way of making contact to potential customers, and then arranging the salespeople visit in target company. In this regard, telemarketers are supporting force to sales division, and they will work for common goal. Last role is marketing database building and updating, when calls to the customer may be needed when updating marketing databases for the future (Jobber, 2010). In addition to these roles, one of the most known activities of telemarketing is Cold calling. Cold calling is defined as the solicitation of business from potential customers who have had no prior contact with the salesperson conducting the call. (Investopedia, 2017) Cold calling is used to attempt to convince potential customers to purchase either the salespersons product or service. It is generally referred to as an over-the-phone process, making it a source of telemarketing.2.2 Internet and the global telemarketingThe Internet has provided many new opportunities to a global telemarketing business, but also challenges. (Stinson, 2012) Nowadays most of the calls from call centers internationally are made via Internet connection, and that means major downsizing to the cost-structure of telemarketing business. Over the last decades, the global world has grown smaller and faster at the same. Because of the Internet, we can reach out and be connected to distant places and each other, at the speed of light (technically, a little bit slower, but that makes no difference to us humans) (Laine, 2008).In this regard, the coming of Internet has really change our World, and the ways of making business also. Companies could participate in business no matter where they are located. This is one big global megatrend, mention also by Philip Kotler in his books (Kotler, 2005).Moreover, in business-life we can now be connected to our business partners, no matter how far they are, or in what time zone. E-mails, phone calls, instant messages will bind us together. (Wadhwa, 2014) It is very easy to use a mobile phone application like Alibaba, and order things directly from seller in China, and paying is as easy also, like applications like Alipay. (Alipay, 2017) The procedure is almost instant, only the waiting of your order is still relatively time-consuming happening. The rapid development of telecommunication has impacted to business like telemarketing. Nowadays telemarketing is global, and because the English is the global language of business, operators could use English-based services when outsourcing services. These services are provided by countries like India, Singapore, Hong Kong or Philippines, (BBC.com, 2012) which all has a history of English spoken influence. The people in those countries are skilled, educated and fluent in English. That is most true in India, (Times of India, 2013) where the labor force is also relatively cheap. They got a large call center, (www.callcentersindia.com, 2017) where hundreds of people are making calls everywhere in the world, 24/7. Because in the global world there is always a day somewhere. The coming of Internet has also changed the structure of cost efficiency. Why using a landline when Skype and other applications are making calling so much cheaper via Internet-connections? Technically, in many parts of the world the connection is still done using landlines, (Akamai, 2017) but there are no teleoperators in the middle charging fees. This all together is one of the reasons why large number of call services in USA have been transfer to India, among other reasons. But there are other examples too. In Italy they have a pilot program about technical support where operators are answering and serving people in Italian, while operators are in South-Africa. (Worldwide Call Centers, Inc., 2017) Could we imagine something like this to happen before the era of Internet? No, we cannot.In many cases, people do not mind where the service is located. The only need is to get a certain service, and the language matter, of course. This is another important reason for large US-based companies have outsourced their service centers to India, for example. And not just ordinary companies from consumer goods-business, but medical services also. X-ray from a patient in United States could be examined by a doctor in India. (Outsource2India, 2017) It is the same idea behind the telemarketing business. No matter where the service provider is located, as long as the connections are secured, and we have a common language. We should not forget the cost efficiency also.When companies in Russia are getting telemarketing calls from abroad, they do not know where those calls are coming from. Traces from calls are easy to change, when most of these telemarketing calls are routed via Internet connections. That is why the country code of an inbound call could be 44, for example, which is United Kingdom, but the actual call is coming from India or Pakistan. It is just routed. (Voipfone, 2017) The importance in this matter is, that when entrepreneur or company CEO is watching the inbound call, he or she does not put the effort to answer the call when they got no idea Who, why or where this call is coming from. This is the case when we are speaking of SMEs, when bigger companies got phone calls from everywhere outside Russia, and they got personnel to answer and handle those calls. Sometimes they will use outsourced services.2.3 Impact of callsOne of the most important problems with telemarketing calls are that they often come when you least expect them. When someone is busy and working with some important project in mind you are answering questions in the phone and trying to understand what is going on simultaneously. In many businesses, it is relevant to answer any calls from abroad, because you do not know which is the important one. If you just hang up the phone, it could be a sign for telemarketers to call back. (Elson, 2014) Another issue with telemarketing calls is the trustworthiness. It is not easy to do business with some unknown voice over the phone, and you cannot even trust that this person really is who he/she claims to be. You cannot even trust the callers phone number. As already stated, it is very easy to reroute phone calls made via Internet to look like they are coming from United Kingdom, when they really are coming from India. (Voipfone, 2017) This fact makes them very hard to trace. (Saltzman, 2015)What is a robocall? It means a phone call made by an automated system, which records the calls. (Rouse, 2014) Because of advanced technology it is cheap and easy to maintain, and is usually used in scams, not in real telemarketing calls. During the last years so-called robocalls have increased rapidly. In year 2016 alone over 29 billion robocalls were made in United-States alone, and last April 2,5 billion calls were made to an Americans (Nicole Lyn Pesce, 2017). This is not a problem in Russia yet, because we are still relatively small market. If we think more of the legal status of the SMEs considering the telemarketing in Russia, the situation is that companies and entrepreneurs do have the same juridical protection against telemarketing than individuals, but it is more difficult to acquire (Data Protection Ombudsman, 2013).Most of the phone calls received from telemarketers are purely marketing calls. Answering those phone calls are time consuming, and sometimes annoying. There are still some calls which are hoaxes according the law. Some calls coming from Russia and some from abroad. A usually hoax-call is when telemarketer is phishing the word yes, or closes the deal without really mattering what you say. Almost every marketing call is recorded automatically, and if the caller is doing something illegal, they could just pick up the yes-word from the tape and use it as a proof that deal has been made. (Finnish Entrepreneurs 2017)In order to analyze the importance of telemarketing is relevant to analyze the impact of these calls, both hoaxes and legitimate. What is the impact of calls? Are telemarketing calls so-called cold calls, when the telemarketer just trying to offer products or services to any one affords to buy, or targeted calls, when caller has knowledge about the target beforehand? Then telemarketer also offers something which is especially designed to these companies which they are targeting and is likely lead to sales.Cold calling is very common in global business life, especially in B2B-sales, which favors a direct contact. (www.paperlessproposal.com, 2017). It is said that cold calling is dying out because now we have a social media and other platforms which help us making contact in business life. Still, many large companies all over the world strongly rely in cold calling. (Ramin Assemi, 2017) From Forbes 500-list we could find companies like Uber and Twitter. They have a lot of eager sales representatives in payroll making calls every day, and these are companies which are very innovative in nature. The future of telemarketing has been here several years already. It is just adjusting itself, and moving towards e-mailing and social media platforms. Phone calls are not vanishing but more and more information is provided to a potential customer via e-mails and targeted campaigns which could take a form in environments like LinkedIn or Facebook. (Reardon, 2017)2.4 B2B - sales and marketing B2B-sales are commercial transactions between businesses. (SearchCio, 2013) They are essential to a global and local commerce, because companies and entrepreneurs need a solid flow of materials and services when producing their products and services. Actually, all the organizations that buy goods and services to use in production of goods or services their own are included here. It is said that business markets involve far more money than consumer markets. (Armstrong, 2008)When thinking about the mechanics of B2B-sales, we often think it is just shaking hands in business meetings and conferences. This is only a partial truth about the case, because you cannot be everywhere. In the world of global business, people and companies are very far from each other, and you cannot be very effective with your customers if you spend your business days just flying around the world. So, what you going to do then? You will make a call, send email or arrange a video conference with your client. (Conversion Sciences, 2017) It is simple, but at the same time it means you have to bring cold facts in the conversation. There are no shortcuts to successful business endeavor otherwise. In this thesis I concentrate on telemarketing and I will therefore concentrate on this aspect of B2B sales. It is very effective way to reach out and getting contact with customers, already existing and the new ones. In B2B-sales making first hand contact is essential, because customers need to know who they are dealing with. No e-mails could do that what the voice of other human being could. Being convincing. Telling the facts regarding the service or product offered and advertise, of course. (Bizibl.com, 2014)In this regard, international telemarketing is a part of B2B-sales and marketing. Outbound calls are made from amass because those are very effective (Sara Longini, 2017). Nowadays the social media is highly respected when talking about reach people and companies, but in the B2B-area old ways are still most effective. Moreover, some researches claime (Griffin, 2013) the outbound marketing is still most effective, and the social media least effective.In B2B-sales creating a dialog between the seller and the client is crucial, and therefore the telemarketing is a good way to acquire it. You could raise the awareness of your product and your credibility in the eyes of potential customers also and we should not forget the fact that customers appreciate the expertise what a good salesperson has considering his product and its properties. (MarketingMo, 2017)People in the B2B-sales business are often educated, and they know a lot of details and information about their products and services. Conducting successful sales required this expertise. Many salespersons had a long history in area of business, and a good sales representative usually earns well also. Last but not least, the most fundamental skill what people in B2B-sales need, is an understanding of customers needs. (Albro, 2015) CONCLUSIONThe objective of this thesis was to find out how international telemarketing is targeting the Russian SMEs. In addition, this thesis aimed to point out what kind of methods the international telemarketers are using and what kind of products and services are offered. The three research questions are:1. How much time are Russian SMEs spending in phone with international telemarketers? 2. How many of the Russian SMEs answered in questionnaire had activity abroad? 3. Which type of services or products are offered to Russian SMEs by international telemarketing? The first question measured the time spent in phone with international telemarketers. We find out that the answer to this question is that it is not as time consuming as one could think. Many of those who answered stated that this was no more than 15 minutes per week. The second question was about how many of the companies had activities outside Russia. 2/3 answered they had. Are there differences in the amount of international telemarketing calls received for those SMEs with activities abroad and those with no international activity. Third question was asking what kind of products or services were offered by international telemarketers, and we were able to find that variety is large from insurances to books. There was nothing special service or product among these answers over others, but services were offered more often. References:1. Akamai. 2017. www.akamai.com. [Online] 2017. https://www.akamai.com/us/en/about/our-thinking/state-of-the-internet-report/state-ofthe-internet-connectivity-visualization.jsp2. BBC.com. 2012. www.bbc.com. [Online] 12 11 2012. [Cited: 29 10 2017.] http://www.bbc.com/news/business-20066890.3. Bizibl.com. 2014. https://bizibl.com/. [Online] 2014. https://bizibl.com/marketing/download/human-factor-what-makes-b2b-telemarketingeffective4. Communicaid.com. 2011. www.communicaid.com. [Online] 2011. [Cited: 29 10 2017.] https://www.communicaid.com/business-language-courses/blog/english-as-the-linguafranca-for-business/.5. Conversion Sciences. 2017. https://conversionsciences.com/. [Online] 2017. https://conversionsciences.com/blog/tactics-increasing-b2b-telephone-sales/.6. Elson. 2014. https://lifehacker.com/. [Online] 2014. https://lifehacker.com/im-atelemarketer-heres-how-to-get-rid-of-me-15409114017. European Union. 2017. What is an SME? [Online] 7 10 2017. [Cited: 7 10 2017.] http://ec.europa.eu/growth/smes/business-friendly-environment/sme-definition_fi.8. Griffin. 2013. www.insidesales.com. [Online] 2013. https://www.insidesales.com/insider/lead-generation/why-social-media-is-overrated-forlead-generation/.9. Investopedia. 2017. Investopedia.com. [Online] 2017. [Cited: 29 10 2017.] http://www.investopedia.com/terms/c/coldcalling.asp. . 2017. Investopedia.com. [Online] 2017. [Cited: 29 10 2017.] http://www.investopedia.com/terms/t/telemarketing.asp. . 2017. www.investopedia.com. [Online] 2017. https://www.investopedia.com/terms/t/telemarketing.asp. . 2017. www.investopedia.com. [Online] 2017. https://www.investopedia.com/terms/t/telemarketing.asp.10. Isoviita, Antti Lahtinen, Jukka. 1994. Customer Relationship Marketing. 1. Kokkola : Avaintulos Oy, 1994. p. 220. ISBN 952-9631-01-4.11. Jobber, David. 2010. Principles and Practice of Marketing. Berkshire : McGraw-Hill Higher Education, 2010. pp. 563-564. ISBN-13 978-0-07-712330-7.12. John Burgess, Julia Connell. 2007. Globalisation and Work in Asia. Oxford : Chandos Publishing, 2007. p. 71. ISBN: 978-1-84334-217-5.13. Kotler, Philip. 2005. Kotlerin Kanta-Markkinoinnin maailmanauktoriteetti vastaa kysymyksiin (According to Kotler-the world's foremost authority on marketing answers your questions. [trans.] Mauri Laukkanen. Helsinki : Rastor Oy, 2005. p. 22. ISBN 952- 5024-74-1.14. Laine, Petteri. 2008. Myynnin anatomia- Anna asiakkaan ostaa. Helsinki : Talentum Media Oy, 2008. pp. 24-25. ISBN 978-952-14-1300-1.15. MarketingMo. 2017. www.marketingmo.com. [Online] 2017. http://www.marketingmo.com/campaigns-execution/telemarketing-for-b2b/.16. Nicole Lyn Pesce. 2017. www.moneyish.com. [Online] 16 5 2017. https://moneyish.com/ish/heres-why-youre-getting-so-many-spam-phone-calls/.17. Outsource2India. 2017. www.outsource2india.com. [Online] 2017. https://www.outsource2india.com/services/healthcare.asp.18. Quora.com. 2017. www.quora.com. [Online] 2017. https://www.quora.com/Why-aremost-call-centers-in-India19. Reardon. 2017. http://blog.gcldirect.com/blog. [Online] 2017. http://blog.gcldirect.com/blog/the-future-of-b2b-telemarketing.20. Saltzman. 2015. http://www.cbc.ca/news. [Online] 2015. http://www.cbc.ca/news/business/telcos-telemarketing-scams-spam-1.3334194.21. Sara Longini. 2017. https://www.upcall.com. [Online] 3 2 2017. https://www.upcall.com/en/blog/2017/02/03/10-reasons-outbound-calls-remaineffective-way-reach-new-leads/.22. SearchCio. 2013. http://searchcio.techtarget.com/. [Online] 2013. http://searchcio.techtarget.com/definition/B2B.23. Stinson, Max. 2012. www.business2community.com. [Online] 29 11 2012. [Cited: 29 10 2017.] http://www.business2community.com/sales-management/the-internet-vs-leadgeneration-telemarketing-0339397#cBs2hkB14jU1TBy2.97.24. The MarketingSite.com. 2017. www.themarketingsite.com. [Online] 2017. http://www.themarketingsite.com/knowledge/3351/what-is-the-future-of-telemarketing.25. Wadhwa. 2014. www.slideshare.net. [Online] 17 7 2014. [Cited: 29 10 2017.] https://www.slideshare.net/aashimawadhwa37/global-e-business26. Voipfone. 2017. www.voipfone.co.uk. [Online] 2017. https://www.voipfone.co.uk/PB_Incoming_International_Phone_Numbers.php.
2. 研究的基本内容、问题解决措施及方案
２．本课题要研究或解决的问题和拟采用的研究手段（途径）：Research topic:I am very interested in how time-consuming is to answer international telemarketing calls, and if those salespeople are just trying to sell random services or tangible products. In other words, is telemarketing coming from abroad somehow targeted? Is there common logic behind? Keeping up contacts - for example? Is it also the case here in Russia Are we different than others? We also had to remember, that even if it may feel uncomfortable and annoying to get telemarketing calls in person, as a consumer, that may not be a case in business life, were direct contact is very important, especially in B2B-sales. The question why Russian SMEs were chosen, is relevant also. Because my background in work life is mostly done here in Russia, I chose companies from Russia. The idea of writing this thesis came from my work. One relevant reason is that the smaller enterprise or companys CEO or entrepreneur is easy to reach. This is also known by telemarketers, who will always try to reach people who have influence to make business via phone, directly. Telemarketers do not want to call secretaries (gatekeeper) or other people, who usually do not pass on the message. In large, international or multinational companies CEOs and the entire field of upper management is oftentimes not available directly via phone, or e-mails. Usually, a caller could not get farther than switchboard, and if you are calling from telemarketing company trying to reach a purchasing manager, your chances are not high. The reason why I chose small-and medium sized companies as an interesting group for this study, is because there are a major group of companies and entrepreneurs in Russia which conduct business here in Russia. They produce an important portion of taxes and so called common good in our society. This is also the case in other major EU-countries (European Union, 2017). An important aspect is also a question, what do telemarketers from abroad are selling to Russian SMEs? I hope this thesis would also bring some light to this question, and I hope the reader of this work will also find the question intriguing. I have found that some entrepreneurs are surprised or even amazed to get calls from telemarketers from abroad. They cannot imagine what kind of useful proposals or deals they could get. Alas, I do not go in a field of Russian telemarketing in Russia in this work. Because of its relevance I should notice that some Russian telemarketing companies targeting Russian markets, are working outside Russia. Also, people in Russia do not know that calls are coming from Costa del Sol because calls are routed, and it look like coming from Russia instead.
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