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With global marketing becoming more important, companies and marketers are attempting to determine which international markets they would like to penetrate and the appropriate marketing strategy.
Using the market potential indicator countries are distinguished by the recent progress they have made in economic liberalization using eight dimensions. Each dimension is given a weight to contribute to the overall market potential index.
Construction of the index
The market potential index was first constructed using only seven dimensions and was given the following weights: Market Size (4/20), Market Growth Rate (3/20), Market Intensity (3/20), Market Consumption Capacity (2/20), Commercial Infrastructure (2/20), Economic Freedom (2/20), Market Receptivity (4/20)...
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