文档介绍：Chapter 12
Designing
Objectives
Factors to Consider Before Going Global
Selecting Foreign Markets
Foreign Market Entry
Product Adaption for Global Marketing
Management & Organization of Global Activities
Major Decisions in International Marketing
Deciding whether
to go abroad
Deciding which
markets to enter
Deciding how to
enter the market
Deciding on the
marketing program
Deciding on the
anization
Challenges in Going Global
Shifting borders
Unstable governments
Foreign-exchange
Corruption
Technological pirating
Criteria for Entry
Market Attractiveness
petitive Advantage
Five Models of Entry Into Foreign Markets
Direct
invest-
ment
Joint
ventures
Licensing
Direct
exporting
Indirect
Exporting
Amount mitment, risk, control, and profit potential
Joint Venture
Licensing: Sell rights to name brand.
Contract Manufacturing: make item in host country; manufacturer of product only.
Management Contracting: hired as Mgmt. Consultant to pany
Joint Ownership: truly partnering with pany in host country, to share expertise and mutual gains.
Internationalization Process
No Export
Export via Agents
Sales Subsidiaries
Production Abroad
Five International Product and Promotion Strategies
Dual
adaptation
Promotion
Product
Product
adaptation
Adapt
product
Straight
extension
Do not change
product
Do not change
promotion
Communi-
cation
adaptation
Adapt
promotion
Develop new
product
Product
invention
Pricing Challenges
>Price Escalation
>Dumping charges
>Gray markets
>Transfer prices
$