文档介绍：Part Six
Managing International Operations
CHAPTER SIXTEEN
MARKETING GLOBALLY
OBJECTIVES
To understand a range of ports women and their needs. It relies heavily on independent salespersons who sell directly to individual customers. Avon emphasizes standardized products that carry its global brand, but allows product lines and brand names to vary by country if needed. In addition, each country operation sets its own prices to reflect local market conditions and strategic objectives. Whenever possible, Avon transfers organizational learning and successful practices from one country to another.
Teaching Tip: Review the PowerPoint slides for Chapter Sixteen and select those you find most useful for enhancing your lecture and class discussion. For additional visual summaries of key chapter points, also review the figures and tables in the text.
FILLING GLOBAL NEEDS AND WANTS
Although basic marketing principles are the same in both domestic and foreign markets, environmental differences often require those principles be applied in different ways.
MARKETING STRATEGIES
International marketing orientations help determine the degree to which companies follow either a globally integrated or locally responsive strategy.
Marketing Orientations
The international applications of five common product policies are highlighted below.
Production Orientation. A production orientation indicates a firm is more concerned about production variables such as efficiency, quality and/or capacity than it is about marketing. Firms assume customers want lower prices and/or higher quality. Such an approach is still used internationally for selling commodities, for passive exports and for serving foreign-market segments that resemble domestic markets.
Sales Orientation. A sales orientation indicates a firm assumes global customers are reasonably similar and it can therefore sell abroad the same product it sells at home. A firm will be aided in this approach when there is also a spillov