1. MARKETING GLOBALLY

2. WHY GO GLOBAL Build more brand and shareholder value, Add revenue sources and growth markets, Reduce dependence on your home market, Leverage existing corporate technology, supply chains, know-how and intellectual property.

3. COMPANIES Established Domestic Expand existing market International New Venture International in Inception/Global vision and experience The advantage of starting internationally is that you establish an international spirit from the very beginning” (Mamis 1989:38) INVs prefer to use hybrid structures (i.e., strategic alliances and networks) for their international activities as a way to overcome the usual poverty of resources at the time of start-up.

4. ASSESSING COUNTRIES Screen Identify Select

5. CRITERIA FOR SCREENING Market size Growth rate Fit between customer preferences and the product Competitive rivalry constitute proposed screening criteria.

6. SCREENING MARKETS/COUNTRIES Countries Close at Hand Countries with similar language Countries with similar business culture Countries that are opening up Countries far away geographically, and psychologically, culturally

7. COMMODIFICATION Customer Organization Economic Factors Institutions Technological Factors Currency Environmental Factors Competition Legal Factors Ethical Factors Socio-cultural Factors Political Factors

8. IDENTIFICATION Assessment of industry attractiveness Forecasts of costs and revenues

9. DEGREE OF ATTRACTIVENESS Accessibility Tariffs and or Treaties Costs of transport and or distribution Governmental Regulations Customers Perception of product Influences on buying decisions Accessibility Means Profitability Disposable income Competition Brand Loyalty Sales promotional practices Costs Pricing

10. SELECTION The final selection stage determines the country market which best matches the company's objectives and available resource leverages ([67] Johanson, 1997).

11. EMERGING MARKETS long-term growth opportunity that no longer exists in saturated and highly competitive developed markets. Long-term growth in markets such as Argentina, Brazil, China, Indonesia and Turkey is fuelled by their less competitive markets, increasing disposable incomes, large populations of young consumers and economic liberalization ([142] US Department of Commerce, 1996; [9] Arnold and Quelch, 1998; [114] Reda, 1998; [129] Sowinski, 2000). Despite the lack of a commonly accepted definition, these high-growth, high-potential, high-risk markets have been categorized as "emerging markets" (EM), "emerging financial markets" (EFM) or "big emerging markets" (BEM). Criteria to classify these markets include level of economic development as expressed by: the average gross domestic product (GDP) per capita the balance of agrarian and industrial/commercial activity, the pace of economic development reflected in GDP growth rate, the system of market governance the extent and stability of a free market system.

12. BRICS Brazil Russia India China South Africa

13. BUSINESS PORTFOLIO MATRIX PrimarySecondaryTertiary SecondaryTertiary Tertiary Company CompatibleCompany Compatible Country Attractiveness High Low High Low

14. PLANNING FOR INTERNATIONAL MARKETS: LEVEL 1 Stimulus Decision to Go International Mission/Objectives Country Information Internal Information Viable Short List Of Opportunities

15. PLANNING FOR INTERNATIONAL MARKETS: LEVEL 2 The Market The Company Level of Involvement Entry Strategy

16. PLANNING FOR INTERNATIONAL MARKETS: LEVEL 3 Local Market Objectives Operations Human Resources Local Marketing Plan Finance

17. PLANNING FOR INTERNATIONAL MARKETS: LEVEL 4 Overall International Business Plan International Business Organizational Structure The Corporate Plan

18. LEVEL 2: ENTRY STRATEGY Licensing NBA currently Does with mediated images No Direct Investment Franchise Pay for right to be part of brand League v Team Greater degree of involvement Contract out Pay Entity to Produce product NBA pays entity in Turkey to put on league TBL becomes NBA Turkey

19. ENTRY CONT. Joint Venture TBL and NBA form third entity with each having equity share TBL product, NBA marketing to make NBA Turkey Merger/Acquisition New Company created NBA Turkey NBA buys TBL or visa versa Partners (Unequal vs Equal)

20. THE PRODUCT The Product Center of Marketing Effort The Need being met The Product Extension That which enhances the product Those things present that if not present, product could still exist

21. PRICE Penetration Pricing Volume Ward of competition What Market will bear Customer, environment etc. Covering Expenses Tariffs, Taxes etc.

22. PROMOTION Means of Promotion Understand customer Understand culture Understand Promotional Methods Effectiveness Selling Advertising Price Tele marketing Direct Mailing Promotions

23. PLACE Where product is distributed Accessibility Modern Amenities Extensions Safety

24. PUBLIC RELATIONS Reaching out to important publics Media Government Important Causes/Organizations Community Stakeholders