It is important to understand market needs to ensure that the market mix—including product, price, promotion, and place (distribution)—meets market needs. This task is difficult in a domestic setting, but global marketing adds many new dimensions to the task.
How are the processes of market screening and selection, including country and segment screening techniques, used to select markets for entry and the proper market mix? What additional problems arise in the international market screening process? What are some ways to overcome the problems?