TAILIEUCHUNG - Lecture International business (11/e) - Chapter 15: Assessing and analyzing markets

The goals of this chapter are: Discuss environmental analysis and two types of market screening, explain market indicators and market factors, describe some statistical techniques for estimating market demand and grouping similar markets, discuss the value to businesspeople of trade missions and trade fairs, | Assessing and Analyzing Markets McGraw-Hill/Irwin International Business, 11/e Copyright © 2008 The McGraw-Hill Companies, Inc. All rights reserved. chapter fifteen Learning Objectives Discuss environmental analysis and two types of market screening Explain market indicators and market factors Describe some statistical techniques for estimating market demand and grouping similar markets Discuss the value to businesspeople of trade missions and trade fairs 15- Learning Objectives Discuss some of the problems market researchers encounter in foreign markets Explain the difference between country screening and segment screening Identify sources of information for the screening process Discuss the utility of the Internet as a source of market research data 15- Assessing and Analyzing Markets Market Screening A version of environmental scanning in which the firm identifies desirable markets by using the environmental forces to eliminate the less desirable markets Environmental Scanning A procedure in which a firm scans the world for changes in the environmental forces that might affect it 15- Market Screening Permits management to identify a small number of desirable by eliminating those judged to be less attractive 15- Market Screening Two Types of Screening Country Screening Using countries as the basis for market selection Segment Screening Using market segments as the basis for market selection 15- Initial Screening Basic Need Potential If the need is lacking, then no reasonable expenditure of effort and money will enable the firm to market its goods and services Easier for producers of specialized industrial materials or equipment than for widely consumed products 15- Initial Screening Imports Don’t fully measure market potential Resources to establish need potential International Trade Administration site on the Internet () . Exports of Merchandise on the National Trade Data Bank . International Trade in Goods and .

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