国际营销管理ch06.pptVIP

5. Market Size Assessment 2) Trade Audit (商业稽核法) Market Size in Country A = Local Production + Imports - Exports 3) Chain Ratio Method (连锁比率法) (Example: 213) 4) Cross-Sectional Regression Analysis (横截面回归分析) a) choose a set of indicators that are closely related to demand for the product of interest b) collect data on theses variables and market size figures for a set of countries where the product has already been introduced c) fit a regression that will allow you to predict the market size (Example: Page 213) Chapter 6 * 5. Market Size Assess