PART THREE ASSESSING GLOBAL MARKET OPPORTUNITIES 8 Developing a Global xxx Vision through Marketing Research 230 Breadth and Scope of International Marketing Research 233 The Research Process 234 Defining the Problem and Establishing Research Objectives 234 Problems of Availability and Use of Secondary Data 235 Availability of Data 236 Reliability of Data 237 Comparability of Data 237 Validating Secondary Data 238 Gathering Primary Data: Quantitative and Qualitative Research 238 Problems of Gathering Primary Data 240 Ability to Communicate Opinions 241 Willingness to Respond 242 Sampling in Field Surveys 243 Language and Comprehension 244 Multicultural Research: A Special Problem 247 Research on the Internet: A Growing Opportunity 248 Estimating Market Demand 249 Expert Opinion 250 Analogy 250 Problems in Analyzing and Interpreting Research Information 252 Responsibility for Conducting Marketing Research 253 Communicating with Decision Makers 255 Appendix: Sources of Secondary Data 258 Websites for International Marketing 258 U.S. Government Sources 259 Other Sources 260 9 Economic Development and the Americas 262 Marketing and Economic Development 264 Stages of Economic Development 266 Economic Growth Factors 267 Information Technology, the Internet, and Economic Development 269 Objectives of Developing Countries 270 Infrastructure and Development 270 Marketing’s Contributions 272 Marketing in a Developing Country 272 Level of Market Development 272 Demand in Developing Countries 275 Big Emerging Markets (BEMs) 277 The Americas 278 North American Free Trade Agreement (NAFTA) 278 United States–Central American Free Trade Agreement– Dominican Republic Free Trade Agreement (DR-CAFTA) 283 Southern Cone Free Trade Area (Mercosur) 283 Latin American Progress 285 Latin American Economic Cooperation 286 NAFTA to FTAA or SAFTA? 286 Strategic Implications for Marketing 286 10 Europe, Africa, and the Middle East 290 La Raison d’Etre 293 Economic Factors 293 Political Factors 294 Geographic and Temporal Proximity 294 Cultural Factors 294 Patterns of Multinational Cooperation 294 Global Markets and Multinational Market Groups 296 Europe 296 European Integration 296 European Union 300 Eastern Europe and the Baltic States 302 The Commonwealth of Independent States 303 Africa 305 Middle East/North Africa (MENA) 308 Implications of Market Integration 311 Strategic Implications 311 Market Metrics 312 Marketing Mix Implications 313
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