Transnational Marketing in the Information Age by Desimone Diane M.;

Author:Desimone, Diane M.;
Language: eng
Format: epub
Publisher: Taylor & Francis Group
Published: 2013-08-15T00:00:00+00:00

CHAPTER 6 Customer Targets

DOI: 10.4324/9781315053226-8

“Good morning!” Phil almost shouted the normal greeting as the other team members entered the room.

“Wow! You’re certainly ‘chipper’ this morning. Anything special causing this attitude?” Bob had to chuckle at his old colleague.

“Well, I received some answers from my research requests. The World Bank very politely declined to do any research since I am not part of the bank staff or the IMF; but they did send a list of related agencies in Mexico that we may want to contact—out of courtesy, the note said. I thought that was pretty considerate of them. I also got some great reports from the Department of Commerce ‘Flash Facts’. That was pretty amazing. I punched document numbers over the touch-tone phone along with my fax number—and, lo and behold, the reports I requested showed up in about 30 minutes. I was really impressed. It does seem that there are a lot of resources out there to access.”

“Boy, that’s no kidding.” It was Joe who sounded enthusiastic now. “I received a fax from the American Chamber of Commerce, too. A one day turn-around, can you believe that! They sent about ten pages listing manufacturers and distributors of computer and data communications equipment. The list gives the company name and address, the products they make or sell, and the head person’s name— or maybe the person who is the member of the Chamber. In any case, it identifies a person to call.

“I think they will be invaluable as a resource from which to get a list of companies that will be our prospective customers. I haven’t called yet to ask for that. We have to decide on the industries and the criteria first. The people at the American Chamber are very helpful, but I have to be able to narrow the search—short of everyone in Mexico who is a member company.”

“You’re right, Joe. I have found out a little more about customer requirements from some of the reports, but we still have to decide which industries we want to start with. Also, we need to consider some of the other potential screening criteria to narrow the customer list.” Marlena was thinking of her past marketing experience and processes that had been used before to target specific customers. “Are we going to target medium sized companies or large? Shall we set a minimum annual revenue and growth rate that we will look for in a company? Of course, come to think of it, I am not certain that we can get things like annual reports or 10K reports on Mexican companies. They don’t exactly have to publish for the New York Stock exchange or the SEC, do they? I wonder who conducts credit checks in Mexico, if anyone?”

“Another consideration we have to look at is the geography of the country.” The team looked at Phil, a bit puzzled. “Well, do we want to concentrate on customers in Mexico City only? Do we want to sell product in Monterey, Guadalajara, Queretaro, or

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