Negocios

International Marketing – 2do Parcial
1. INFORMATION FROM INT. MARKETING RESEARCH:
1.1 Information
I. Economic Information:
*
* GDP
* Inflation
* Business Cycles
* Trade,
* Industry.
* Infrastructure
II.
III. Social/Culture:
*
* Religion
* Preferences
* Customs
* Government.
IV.
V.Market Conditions:
*
* Conditions
* Segments
VI.
VII. Technology:
how they embrace technology and the importance for the use (cellphones, internet)
VIII. Competition:
Price, sales, years in the market
Market share> tells you who is the most important competitor.
1.2 Research Process
1. Define the Problem & Establish Objectives
2. DetermineInformation Sources
* Primary
* Secondary
3. Consider Costs & Benefits (Budgeting)
How much cost the research (resources, money, time)
4. Data Collection from Primary & Secondary Sources (Gathering Information)
5. Analysis, Interpretation & Summary of Results
pie charts, graphs, easy to understand
6. Communication of results to Decision Makers.

*Quantitative Research vs Qualitative Research
* Primary Data vs Secondary Data

1.3 PROBLEMS IN DATA COLLECTING:
I. Communication:
having trouble to communicate and understand.
II. Willingness to respond:
doesn’t want to respond surveys.
III. Sampling
IV. Language & Comprehension
* Sources & Confidence.
Government sources aren’t reliable.World Bank, WTO, IMF, CIA FACTBOOK, OECD
1.4 INTERNET FOR MARKETING RESEARCH:
* Surveys Online
* Focus Groups Online
* Web Visitors Tracking
* Publicity Measurement
* User Identification Systems
* Marketing Emails List

2. EMERGING MARKETS
* Economic Development = Growth in GDP/Capita

2.1 Rostow’s Stages of Economic Growth:
*Traditional Society
Based in agriculture.
* Previous conditions to launching
know systems, technology in food and agriculture, factories, manufacture.
* Launching
good manufacture system
* Driving to Maturity
compete in global market; some countries are able to export
* Mass Consumption Stage
Developed countries. Enough money to buy luxury.

*This theory is widelydiscouraged since it’s based in western economies & does not explain the success of some countries like Asian nations. It also does not consider a go-back in the process, e.g. Russia.

2.2 UN’s stages of developments:
* More-Developed Countries (MDC)
Germany, US, Great Britain.
* Less-Developed Countries (LDC)
American Markets
* Least-Developed Countries (LLDC)
Noindustries, no expenses in education, bad health systems.

*Newly Industrialized Countries (NIC): Rapidly increasing economic development but don’t fit within MDC or LDC.

2.3 Development Factors for NICs:
I. Politic Stability:
Invest money where there’s stability
II. Economic & Politic Reforms:
change laws in order to attract foreign investment
III. Entrepreneurship:give education to people who want to build small business
IV. Planning:
master plan in development for decades.
V. International Trade Oriented
not afraid of importing/exporting
VI. Factor Endowments:
resources that a country has to produce. (Education, technology, water, lands)
VII. Specific Industries:
consider few industries as core industries and makesubsidies to those companies.
VIII. Incentives:
decrease taxes, free electricity, jobs for foreign investments.
IX. Privatization:
public industries open to business people. More quality, better prices, etc.
X. Infrastructure:
investments in buildings, highways, ships, airports, etc.

2.4 Big Emerging Markets (BEM):
* Asia:
China, India, Republic of Korea...