1. Global Marketing

2. Identification and Screening
Preliminary Screening
Estimating Market Potentials by Product Type
Estimating Sales Potential for Company’s Product
Identifying Segments in Target Market

3. Preliminary Screening
This process must rely chiefly on secondary data for country-specific factors as well as product and industry specific factors.

4. Estimating Market Potential
The international marketer needs to assess the size of existing markets and forecast the size of future markets.
The marketer uses both quantitative and qualitative techniques for assessment.

5. Estimating Sales Potential
Collect product and market specific data
Competition
Market
Consumers
Product
Channel structure

6. Identifying Segments
Individuals and organizations vary in their wants, resources, geographical locations, buying attitudes, and buying practices.

7. Concentration Versus Diversification Major alternatives for choosing an expansion policy:
Concentration on a small number of markets.
Diversification is growth in a relatively large number of markets in early stages.

8. Marketing Management Standardization Adaptation
The extent to which elements of the marketing mix should be standardized.
Adaptation
Marketers may consider every situation independently, or rely on decision-support systems to aid in program adaptation.

9. Product Policy The Core of the Firm’s Operations
Goods
Services

10. Is It Worth It?

11. E-Commerce