INBS 346--Chapter 14, Ball et al

INBS 346--Chapter 14, Ball et al - Chapter Fourteen Chapter...

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Unformatted text preview: Chapter Fourteen Chapter Fourteen Assessing and Analyzing Markets 1-2 14-2 Assess and Analyze Markets Assess and Analyze Markets h Environmental Scanning h Firm scans the world for changes in the environmental forces that might affect it 4 Market Screening h Firm identifies desirable markets: uses the environmental forces to identify desirable markets. 4 Similar to environmental scanning 1-3 14-3 Market Screening Market Screening 1-4 14-4 Two Types of Market Screening Two Types of Market Screening h Country Screening h Uses countries as focus of analysis for market selection 4 Segment Screening h Uses market segments as the focus of analysis for market selection 1-5 14-5 5 5 Data Analysis Data Analysis Table 13.2 Table 13.2 1-6 14-6 First Step: Initial Screening First Step: Initial Screening h A firm must assess if there is a basic need potential for its goods or services in question 4 If the need is lacking, then no reasonable expenditure of effort and money will enable the firm to market its goods and services 4 Assessment of basic need potential 4 Easier for producers of specialized industrial materials or equipment 4 More difficult for specialized consumer products 1-7 14-7 Initial Screening Initial Screening h Imports don’t fully measure market potential 4 Flow can be influenced by government policy regardless of import potential 4 Import data are a first indicator 4 Price level for imported product sales helps the market entry mode decision 1-8 14-8 Second Screening...
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This note was uploaded on 12/17/2010 for the course INBS 346 taught by Professor Ike during the Fall '10 term at Montclair.

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INBS 346--Chapter 14, Ball et al - Chapter Fourteen Chapter...

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