Assessing and Analyzing MarketsMarketing Research Market Screening
Two Types of Screening
Initial Screening
Second Screening—Financial and Economic Forces
Building Your Global Résumé
Acquiring and Using Your Global Analytical Tool Kit
Third Screening—Political and Legal Forces
Fourth Screening—Sociocultural Forces
Fifth Screening—Competitive Forces
Final Selection of New Markets
MINI MNE
Some Tips on Market Research WORLDVIEW
"Demon Wife," Blooks, YouTube Segment Screening
Two Screening Methods, Reconsidered
Summary
Key Words
Questions
Research Task globalEDGETM.msu.edu
MINICASE 15.1: THE SUGAR DADDY CHOCOLATE COMPANY
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