Review the International Marketing Research at the Mayo Clinic case study.
Assume you are the new marketing vice president at the Mayo Clinic. The CEO and the board have decided to expand their international sales revenues by 100% over the next five years. Write a business-formatted memorandum to your staff. (See the reference in the Required Readings for the correct business memorandum format.) This should minimally include the following:
Begin with an overview of the state of affairs with respect to Mayo Clinic and its international markets.
Explain the research that will be needed to support this research strategy. Be specific about sources of secondary data and the best places and media for gathering primary data.
Explain the rationale for this type of research strategy.
Distinguish the contributions of your staff by soliciting their ideas and comparing them to your ideas.
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