Chapter 8Global Market Research Issues

Comments on textbook materialsSalvador Trevino-Martinez Ph. D.

Global Market Research

• Process of data collection to support decision making.

• Fairly technical and therefore, methodologically standardized

• What kind of information do I need• Quality and quantity of information are

determined by budget and calendar considerations

Global Market Research

• The marketing process is heavily dependent in insightful consumer knowledge

• Attitudes and Intentions are indicators of a brand´s success in persuading consumers to adopt it…

• In a global environment, cultural considerations create different attitudinal networks

Chapter Nine

• The Polarized, cold-war driven world• The 80’s and the triad, four Asian dragons• NAFTA and EU• BRIC• CK Prahalad and his influence…

Developing Nations

• Four Billion People• 60% of world´s economic product• Consumption shifting from Developed countries

to Develop+ing ones…• Emerging versus developing countries• In Mexico an Emergent or a developing country• Are there any REAL opportunities for Mexico in

developing countries?