Assessing Global Market Opportunities: Information
Assessing Global Market Opportunities: Information
Assessing Global Market Opportunities: Information
• Information needs range from the general data required to assess market opportunities to
specific market information for decisions about the 4Ps (product, promotion, place
[distribution], and price).
2. A marketer must find the most accurate and reliable data possible within the limits imposed
by time, cost, and the present state of art. The measure of a competent researcher is twofold:
• The ability to utilize the most sophisticated and adequate techniques and methods available
within these limits, and
• The environments within which the research tools are applied are often different in foreign
markets.
4. Breadth and Scope of International Marketing Research The basic difference between
domestic and foreign market research is the broader scope needed for foreign research,
necessitated by higher levels of uncertainty. In domestic operations, most emphasis is placed
on the third type, gathering specific market information, because the other data are often
available from secondary sources.