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 marketing organization

Challenges in Going Global Shifting borders Unstable governments Foreign-exchange Corruption Technological pirating

Criteria for Entry Market Attractiveness Risk Competitive Advantage

Five Models of Entry Into Foreign Markets Direct invest- ment Joint ventures Licensing exporting Indirect Exporting Amount of commitment, risk, control, and profit potential

Internationalization Process No Export Export via Agents Sales Subsidiaries Production Abroad

Five International Product and Promotion Strategies Straight extension Do not change product promotion Develop new product Product invention Product adaptation Adapt product Communi- cation adaptation Adapt promotion Dual adaptation

$ Pricing Challenges >Price Escalation >Transfer prices >Dumping charges >Gray markets

Whole-channel Concept for International Marketing Seller Seller’s international marketing headquarters Channels between nations Channels within foreign nations Final buyers