What are the real marketing intelligence needs?
The marketing experts we interviewed noted that targeting the US as an export market has become even more prevalent for non-Americans than in the past. Although major opportunities exist in the US for exporters of all sizes and in a wide range of industries, the large number of failed attempts at US marketing should be a signal to exporters worldwide to do their “homework”. Companies that truly understand the market for their products, the strengths and weaknesses of their competitors, and their own relative advantages have a reasonable chance to generate sales and gain respectable market share for their products in the United States. Conversely, exporters whose entire US marketing strategy is based on surfing the Net and sending e-mails are doomed to clicking at their keyboard rather then filling export orders and building a profitable market for their products in the United States.
