1. Marketing Management 2 Miss/ Eman Elfar
Section 4
Spring 2017/2018

2. Marketing Mix Adaptation
Deciding on the Global Marketing Program
Marketing Mix Adaptation
Standardized marketing mix involves selling the same products and using the same marketing approaches worldwide
Adapted marketing mix involves adjusting the marketing mix elements in each target market, bearing more costs but hoping for a larger market share and ROI

3. Deciding on the Global Marketing Program
Product
Straight product extension means marketing a product in a foreign market without any changes
Product adaptation involves changing the product to meet local conditions or wants
Product invention consists of creating something new for a specific country market
Maintain or reintroduce earlier products
Create new products

4. Deciding on the Global Marketing Program Promotion
Companies can either adopt the same communication strategy they use at home or change it for each market.

5. Product and comunication strategies

6. True or false:
When entering new foreign country, the company try to impose their own culture on it’s foreign market.
Population's traditions affect the company’s decision wither to go global or not.
When the local market of the company shrink, the company should invest in other company
Stable political environment in a country attract foreign investors
In joint venturing global firm produce its products in hosting country

7. True or false:
In Licensing, the global firm may give the production right to local licensee.
In Management contracting, the domestic firm produces the foreign firm’s product .
Foreign firms depend on direct investment to take advantage of lower cost of raw material.
Exporting is a the highest risk way to enter the global market.
Joint venturing involves the greater level of commitment than direct investment
In Direct investment, the global firm can achieve the highest profit comparing to others ways