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Chapter 6 Global Information Systems and Market Research - page 26 / 48

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26 / 48

6-26

Identifying the Information Requirement

What information do I need?

Existing Markets – customer needs already being served by one or more companies; information may be readily available

Potential Markets

Latent market – an undiscovered market; demand would be there if product was there

Incipient market – market will emerge as macro environmental trends continue

Why do I need this information?

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