International Marketing

Modes of entry

The firm has a number of choices when it is attempting to evaluate a mode of market entry. It should be remembered that there is no one method which is suitable for all firms under a particular set of circumstances. Instead there are a number of options which companies and the individuals within them have to weigh up under the pertaining market situation. Box 4,5 highlights those favoured by exporters in Canada and Latin America. 4 5 MARKcl SNlllY A LANADA LATll AM Wr.A '.,-.'1 ii ' ' i.miil'--...

Success and failure in the internationalization process

There is often almost an obsession with trying to know in advance if a venture is going to be successful. Partly the attitude of an individual relates to their own perception of risk. Some decision makers are prepared to jump with only 50 certainty or less, while others are highly risk averse and will only jump when they think they have 95 certainty or more Nothing ventured, nothing gained is not a bad maxim for business. If taking risks is not for you, try a. different career. On the other...

Market research

Within this context, market research becomes the crucial tool with which to understand the customer. Thus market research has the following goals It helps create accurate judgements It provides an understanding of customers' needs It allows marketers to identify and analyze potential markets It provides an assessment of global demand. The key aims of international market research are to provide reliable information, insight and consistency. These will change little - however, in the future it...

Country Attractiveness And Competitive Strength

Immature economies while those falling into the 40-54 category are high risk countries. A score of less than 40 suggests that no serious consideration should be given to such a market. A second macro screening technique is the shift-share approach (Green and Allaway, 1985 Papadopoulos and Denis, 1988). Using this technique, the average growth in the rate of imports for a particular product in a group of countries cart be calculated. Each country's actual growth is compared to the average growth...

Confirming house

A confirming house is effectively an agent for an overseas buyer. The confirming house, acting for the buyer, places an order with an exporter and deals directly with the exporter to complete the contract. In this case there is no international credit risk or financial burden for the exporter, because the confirming house gives short-term credit to the international buyer who pays a commission for the services provided. A specialized form of a confirming house is a buying house, which makes...