The company representative will learn firsthand about the market, meet important customers face to face,
7. What are the two principal kinds of complications that researchers face when they collect primary data
in a foreign market? Give examples.
Cultural problems (foreign language, interviewing wrong people, receiving wrong answers from
8. Consider the market segment screening method. Take a lifestyle segment—say, people who like
do-it-yourself home decorating. How would the segment screening method suggest that you go about
identifying potential foreign markets?
These consumers may reside in different countries and speak different languages but they have similar
9. You are a consultant to the developers of the Spiderman computer game. You will tell the CEO where
the likely overseas markets are. What do you do?
The first thing one might do is look into the demographics of the countries, as the main target will be the
younger generation. In this situation we will be interested in estimating the market based on age, income
10. Assume that your academic unit (probably a college of business) wants to open a campus in a foreign
country and that the dean has asked you to prepare a list of possible countries. How would you go about
fulfilling the dean’s requirement?
The analysis will begin with studying the number of business colleges/number of business students that