Chapter Five

Global Markets and

Buyers

Figure 5.1:
Internation
al Market
Selection

Figure 5.2:
A Model for
Selecting
Foreign
Markets

Screening Global
Marketing Opportunities (contd)
Filter 1: Macrolevel Research (General
Market Potential)
Economic Statistics
Political Environment
Social Structure
Geographic Features

Screening Global
Marketing Opportunities (contd)
Filter 2: Macrolevel Research (General
Market Potential)
Growth Trends for Similar Products
Cultural Acceptance of Such Products
Availability of Market Data
Market Size
Stage of Development
Taxes and Duties

Screening Global
Marketing Opportunities (contd)
Filter 3: Microlevel Research (Specific Factors
Affecting the Product)

Existing and Potential Competition

Ease of Entry
Reliability of Information
Sales Projections
Cost of Entry
Probable Product Acceptance
Profit Potential
Feel

Screening Global
Marketing Opportunities (contd)
Criteria for Selecting Target Countries
Market Size and Growth

Screening Global
Marketing Opportunities (contd)
Criteria for Selecting Target Countries
Political Conditions

Screening Global
Marketing Opportunities (contd)
Criteria for Selecting Target Countries
Competition

Screening Global
Marketing Opportunities (contd)
Example Sources of Information
The International Market Research Mall
(ecnext.imrmall.com)
U.S. Department of Commerce
U.S. State Department
U.S. Embassy Commercial Attach in Foreign
Country
Foreign Country Commercial Attach in Host Country
World Wide Web

Techniques of Making Market Selection

Decisions
List of Selection Criteria
Macrolevel Gross National Product
General Market Factors Related to the
Product: Medical Concentration
Microlevel Factors Specific to the Product
Final Screening of Target Markets

Techniques of Making Market Selection

Decisions (contd)
Market Indexes for Country Selection
Market Size
Market Growth
Market Intensity

Ongoing Market Screening

Figure 5.4: Global Buyer Analysis Process

The Consumer Market

The Ability of People to Buy
Consumer Needs

The Consumer Market (contd)

Buying Motives
Family Structure

Source: Robert T. Green and Isabella Cunningham, Family Purchasing Roles in Two Countries, Journal of International Business
Studies, Spring-Summer 1980, p. 95. Reprinted by permission.

The Consumer Market (contd)

Buying Motives
Religion
Educational Systems

The Buying Process