WHY UNITED-STATES FIRMS DONT BUY FROM LATIN-AMERICAN COMPANIES

The poor economic status of Latin America and the magnitude of its foreign debt have made exports vitally important to the development and prosperity of the region. latin America however, has not performed well in succesfully marketing its manufactured products internationally and particularly in the United States. The reluctance of American buyers to deal with Latin America may be partly due to their lack of knowledge of the region or to bias against the products of the region. To examine the situation, over 300 members of the International Committee of the National Association of Purchasing Managers were surveyed. Their opinions reveal some serious problems with the industrial marketing mix management of Latin America. © 1991.