Last Weeks Lecture: TECHNOLOGICAL ENVIRONMENT

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Last Weeks Lecture TECHNOLOGICAL ENVIRONMENT

• Infrastructure
• Transportation
• Technical services
• Business services

• New Technologies
• Internet
• Satellite Video
• Mobile
• Software
• Digital divide

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Market Selection Summary

• Marketing Research Sources
• Marketing Research Problems
• Market Selection Process
• Ad-hoc or Systematic
• Macro and Micro Filters
• Final Criteria

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Marketing Research www.tradepartners.gov.
uk/

• Secondary research
• On-line
• Government
• International
• Published reports
• Trade bodies

• Primary research
• Questionnaire
• Interview
• Experimentation
• Observation

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Marketing Research Problems

• Secondary
• Dated
• Measuring different characteristics
• No data
• Costly
• Bias

• Primary
• Translation
• Bias
• Availability
• Cultural barriers

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Market Selection Options

• Ad-hoc
• Chairmans Villa
• Agent/Distr
• Adjacent Mkt

• Systematic
• Macro Filtering
• Micro Filtering

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Macro Micro Filtering

• Macro Filtering
• PEST/Segmentation Analysis
• Political/Legal
• Economic/Competitive
• Social/Cultural/Ethical
• Technological

• Micro Filtering
• Segmentation within the market
• B2C Demographics
• B2B Demographics
• Segment Needs
• Location Advantages
• Segment Size
• Segment Reach
• Segment Trends

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Final Market Selection www.sbaer.uca.edu/Re
search/1993/SBIDA/93sbi177.txt

• Similarity or Difference to Home Market ?
• Costs Localisation/Transportation/Bribery
• Time period required
• Seek Expert Opinion
• Visit the Market
• Company Resources

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Market Selection Summary www.intlms.com.au/

• Marketing Research Sources
• Marketing Research Problems
• Market Selection Process
• Ad-hoc or Systematic
• Macro and Micro Filters
• Final Criteria