©2000 Prentice Hall ObjectivesObjectives ä Factors to Consider Before Going Global ä Selecting Foreign Markets ä Foreign Market Entry ä Product Adaption.

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Presentation transcript:

©2000 Prentice Hall ObjectivesObjectives ä Factors to Consider Before Going Global ä Selecting Foreign Markets ä Foreign Market Entry ä Product Adaption for Global Marketing ä Management & Organization of Global Activities

©2000 Prentice Hall 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 marketing organization

©2000 Prentice Hall Challenges in Going Global ä Shifting borders ä Unstable governments ä Foreign-exchange ä Corruption ä Technological pirating

©2000 Prentice Hall Criteria for Entry ä Market Attractiveness ä Risk ä Competitive Advantage

©2000 Prentice Hall Direct invest- ment Joint ventures Licensing Five Models of Entry Into Foreign Markets Direct exporting Indirect Exporting Amount of commitment, risk, control, and profit potential

©2000 Prentice Hall Joint Venture ä Licensing: Sell rights to name brand. ä Contract Manufacturing: make item in host country; manufacturer of product only. ä Management Contracting: hired as Mgmt. Consultant to host company ä Joint Ownership: truly partnering with a company in host country, to share expertise and mutual gains.

©2000 Prentice Hall Internationalization Process No Export Export via AgentsSales SubsidiariesProduction Abroad

©2000 Prentice Hall Five International Product and Promotion Strategies Dual adaptation PromotionProduct Product adaptationAdaptproduct Straight extension Do not change product promotion Communi- cation adaptation Adaptpromotion Develop new product Product invention

©2000 Prentice Hall Pricing Challenges >Price Escalation >Dumping charges >Gray markets >Transfer prices

©2000 Prentice Hall Whole-channel Concept for International Marketing Seller Seller’s international marketing headquarters Channels between nations Channels within foreign nations Final buyers

©2000 Prentice Hall Marketing Organization Export Department International Division Global Organization

©2000 Prentice Hall ReviewReview ä Factors to Consider Before Going Global ä Selecting Foreign Markets ä Foreign Market Entry ä Product Adaption for Global Marketing ä Management & Organization of Global Activities

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