Forecasting Sales In Undeveloped Countries.

The article focuses on sales forecasting in undeveloped countries. Underdeveloped countries require new attitudes toward marketing research. In the highly industrialized countries, marketing research can discover or observe specific sales opportunities or marketing channels amidst the complex structure of known needs and requirements. But in underdeveloped countries, where progress occurs at much more rapid, marketing research must probe more deeply into underlying economic structures. Here the marketing researcher must combine his commercial know-how with a broad knowledge of basic economic facts and theory. Marketing research in underdeveloped countries cannot easily discover or observe specific sales possibilities or marketing channels. The marketing requirements of the underdeveloped countries are complex and not easily accessible to survey. The task is to discover, and perhaps to define for the first time, the most urgent requirements of the developing economy.