Which of the following steps of the market screening process examines the effects of country image on market-entry decisions?
A) identification of basic appeal of a market
B) measurement of market or site potential
C) assessment of the national business environment
D) selection of the market or site

Question

Quizplus · Accepted Answer

The assessment of the national business environment examines factors such as political stability, legal systems, and cultural differences that could impact market-entry decisions, including the country image. Therefore, choice C is correct. The identification of basic appeal of a market examines the attractiveness of a market based on factors such as size and growth potential. The measurement of market or site potential examines the potential demand for a product or service in a market. The selection of the market or site involves choosing a specific location or market to enter based on the previous screening steps. Therefore, choices A, B, and D do not directly examine the effects of country image on market-entry decisions.

Which of the Following Steps of the Market Screening Process