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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?