CH 12 International business

1. Amira Abaza Donia salama
Esraa Bella Hesham Elnashar
Mai Abd Elwahed yosra Hossam

2. The cultural differences
of supermarkets

3. Assessing international markets
Marketing screening
Firm uses
environmental forces
to identify desirable
markets
Environmental screening
Firm scans world for
changes in
environmental forces
that might affect it

4. Two Types of Market Screening:
Country Screening:
-Uses countries as basis for market selection
Segment Screening:
-Uses market segments as basis for market
selection

5. Dependent on– Basic Needs Potential
Climate
Topography
Natural resources
Initial Screening – Basic Needs Potential

6. What about less specialized products that
are widely consumed ?

7. Foreign trade
The department of commerce has the report of exports &
merchandise on (NTDB) Which is available online for
subscription fee
The report’s information is especially useful because it
include units & dollar values, Permitting the average price
of the unit exported

8. Report’s information
•Indicate major
markets for productInternational market
research reports
•Indicate products for
which there is good
established in a given
country
Country market
surveys

9. Imports Do Not Completely Measure
Market Potential why ?
Reasons
1- poor marketing
2- lake of foreign exchange
3- high prices ( from effects of transportation,
duties & markups )

10. Reasons continued
4- imports cannot give much indicated of the
potential demand for a really new product
5- changes in countries political structure may also
reduce or eliminate imports
No guarantee that imports will continue

11. Positive reasons of using import data
Import data provide the firm with an indication
of how much product is currently being
purchased & provide mangers with a
conservation estimation of the immediate
market potential at the going price .