Onemba june 20 class notes

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Onemba june 20 class notes

  1. 1. Chapter 8Global Market Research Issues<br />Comments on textbook materials<br />Salvador Trevino-Martinez Ph. D.<br />
  2. 2. Global Market Research<br />Process of data collection to support decision making.<br />Fairly technical and therefore, methodologically standardized<br />What kind of information do I need<br />Quality and quantity of information are determined by budget and calendar considerations<br />
  3. 3. Global Market Research<br />The marketing process is heavily dependent in insightful consumer knowledge<br />Attitudes and Intentions are indicators of a brand´s success in persuading consumers to adopt it…<br />In a global environment, cultural considerations create different attitudinal networks <br />
  4. 4. Chapter Nine<br />The Polarized, cold-war driven world<br />The 80’s and the triad, four Asian dragons<br />NAFTA and EU<br />BRIC<br />CK Prahalad and his influence…<br />
  5. 5. Developing Nations<br />Four Billion People<br />60% of world´s economic product<br />Consumption shifting from Developed countries to Develop+ing ones…<br />Emerging versus developing countries<br />In Mexico an Emergent or a developing country<br />Are there any REAL opportunities for Mexico in developing countries?<br />

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