Oguzhan Turan Article

Oguzhan Turan Article - GOLDEY-BEACOM COLLEGE MKT 626 P...

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G OLDEY- B EACOM C OLLEGE MKT 626 P - INTERNATIONAL MARKETING (MBA) By Dr. Hibbi M. Omar Summer 2012 – Session I TERM PROJECT 1- Marketing In Turkey 2-An Important Market for Global Submitted by : Oguzhan Turan Student ID No--297760
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Summary-1 In article of “Marketing in Turkey-Business Education, International Marketing”? “There are a variety of cultural issues to consider when marketing in Turkey. Culture can affect what products and services are needed, how to reach a target market and act as a predictor of product success or failure. By examining the cultures of potential markets, companies can be more prepared for what to expect.” To determine the types of information that exporters perceive to be important in evaluating and selecting foreign markets and to explore the potential differences among exporters when they are compared across industries and principal export destinations, 22 exporting enterprises that are members of the Foreign Trade Association of Turkey were surveyed. The overall mean ratings of the information categories studied reveal that information concerning the target market's financial structure, competition within the target market, and market entry conditions are the most important, and information concerning market research in the target market, the demographic environment, and the cultural-social environment of the importing country are the least important for the exporters examined. The findings reveal that significant differences exist in the perceived importance of different types of information across industries and principal export destinations. Specifically, principal export destination is found to be an important determinant of the information preferences of exporters In order to determine whether the informational needs of exporters differ, the relative importance of the information categories as perceived by the exporters was analysed across industries and export destinations. The industrie analysed were: textiles, steel and iron, glass, electronics and communications, and pharmaceuticals, chemicals, plastics and fertilizers. Those which had more than one principal export product line were assigned to a separate category called "more than one product". The principal export markets constituting the export destinations analysed were: the European Community (EC) countries, Islamic countries, socialist countries, and more than one country group. The last category was for those companies which principally exported to more than one country group. To summarize, information on the demographic, political, economic, cultural and legal environments, as well as information on market entry conditions and information on the market structure
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(in aggregate or disaggregate form) are emphasized in the literature as the principal information requirements in country selection. However, the proposed frameworks tend not to be comprehensive in defining information requirements for evaluating the market structure. Moreover, the empirically tested frameworks do not incorporate all of the information categories outlined above or their levels of aggregation differ.
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