International Marketing Review
International Marketing Exam 2 Review
Chapter 6 Global Marketing Research and Data Sources
Marketing Decisions Intelligence Needed 1) Go international or remain a domestic marketer? | Assessment of global market versus domestic marker (demand & competition) and internal assessment of company readiness to go international? | 2) Which markets to enter? | Assessment of individual market potential (demand, local competition, political environment) | 3) How to enter target markets? | Market size, trade, barriers, transportation costs, requirements and standards, and political environment | 4) How to market in target markets? | Buyer behavior, competitive practices, distribution channels, promotional media, market experience, and company expertise |
The Firm’s Corporate Environment | The Marketing Environment | The Competition | The Product | Marketing Mix | Firm- Specific Historical Data | Internal strengths to expand internationally | Political context: leaders, national goals, ideology, and key industries | Relative market shares | Industrial and consumer buyer characteristics | Channels of distributions: evolution and performance | Sales trends by: * Product and product line * Sales force * Customer | Internal weaknesses regarding international expansion | Economic growth prospects and business cycle stage | New products introductions | Size, age, sex, and segment growth rates | Relative pricing, elasticities, and pricing tactics | Trends by country and region | Level of current international expertise | Per capita income levels and purchasing power | Image and brand recognition | Purchasing power and intentions | Advertising and promotion: choices and impacts on customers | Contribution margin | Management commitment to internationalize | End-user industry growth trends | Quality: its attributes and positioning relative to that of its competitors | Customer responses to new products, price,
Chapter 6 Global Marketing Research and Data Sources
Marketing Decisions Intelligence Needed 1) Go international or remain a domestic marketer? | Assessment of global market versus domestic marker (demand & competition) and internal assessment of company readiness to go international? | 2) Which markets to enter? | Assessment of individual market potential (demand, local competition, political environment) | 3) How to enter target markets? | Market size, trade, barriers, transportation costs, requirements and standards, and political environment | 4) How to market in target markets? | Buyer behavior, competitive practices, distribution channels, promotional media, market experience, and company expertise |
The Firm’s Corporate Environment | The Marketing Environment | The Competition | The Product | Marketing Mix | Firm- Specific Historical Data | Internal strengths to expand internationally | Political context: leaders, national goals, ideology, and key industries | Relative market shares | Industrial and consumer buyer characteristics | Channels of distributions: evolution and performance | Sales trends by: * Product and product line * Sales force * Customer | Internal weaknesses regarding international expansion | Economic growth prospects and business cycle stage | New products introductions | Size, age, sex, and segment growth rates | Relative pricing, elasticities, and pricing tactics | Trends by country and region | Level of current international expertise | Per capita income levels and purchasing power | Image and brand recognition | Purchasing power and intentions | Advertising and promotion: choices and impacts on customers | Contribution margin | Management commitment to internationalize | End-user industry growth trends | Quality: its attributes and positioning relative to that of its competitors | Customer responses to new products, price,