1. Global Market Offerings
Chapter 12
Designing
Global Market Offerings
Marketing Management
Tenth Edition
Philip Kotler

2. Objectives Factors to Consider Before Going Global
Selecting Foreign Markets
Foreign Market Entry
Product Adaption for Global Marketing
Management & Organization of Global Activities

3. 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

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

5. Criteria for Entry
Market Attractiveness
Risk
Competitive Advantage

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

7. 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 host company
Joint Ownership: truly partnering with a company in host country, to share expertise and mutual gains.

8. Internationalization Process
No Export
Export via Agents
Sales Subsidiaries
Production Abroad

9. 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

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

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

12. Marketing Organization
Export Department
International Division
Global Organization

13. Review Factors to Consider Before Going Global
Selecting Foreign Markets
Foreign Market Entry
Product Adaption for Global Marketing
Management & Organization of Global Activities