Objectives
Objectives
Objectives
Objectives
Factors to Consider Before Going Factors to Consider Before Going
Global Global
Selecting Foreign MarketsSelecting Foreign Markets Foreign Market EntryForeign Market Entry
Product Adaption for Global MarketingProduct Adaption for Global Marketing Management & Organization of Global Management & Organization of Global
©2000 Prentice Hall
Major Decisions in
Major Decisions in
International Marketing
International Marketing
Major Decisions in
Major Decisions in
International Marketing
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
Challenges in Going Global
Challenges in Going Global
Challenges in Going Global
Challenges in Going Global
Shifting bordersShifting borders
Unstable governmentsUnstable governments Foreign-exchangeForeign-exchange
CorruptionCorruption
©2000 Prentice Hall
Criteria for Entry
Criteria for Entry
Criteria for Entry
Criteria for Entry
Market AttractivenessMarket Attractiveness RiskRisk
Direct
invest-ment Joint
ventures Licensing
Five Models of Entry
Five Models of Entry
Into Foreign Markets
Into Foreign Markets
Five Models of Entry
Five Models of Entry
Into Foreign Markets
Into Foreign Markets
Direct exporting Indirect
Exporting
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Joint Venture
Joint Venture
Joint Venture
Joint Venture
Licensing:Licensing: Sell rights to name brand. Sell rights to name brand.
Contract Manufacturing:Contract Manufacturing: make item in host make item in host
country; manufacturer of product only.
country; manufacturer of product only.
Management Contracting:Management Contracting: hired as Mgmt. hired as Mgmt.
Consultant to host company
Consultant to host company
Joint Ownership:Joint Ownership: truly partnering with a truly partnering with a
company in host country, to share expertise
company in host country, to share expertise
and mutual gains.
Internationalization Process
Internationalization Process
Internationalization Process
Internationalization Process
No Export
Export via Agents
Sales Subsidiaries
©2000 Prentice Hall
Five International Product
Five International Product
and Promotion Strategies
and Promotion Strategies
Five International Product
Five International Product
and Promotion Strategies
and Promotion Strategies
Dual adaptation Promotion Promotion Product Product Product adaptation Adapt Adapt product product Straight extension Do not change
Do not change
product
product
Do not change
Do not change
Pricing Challenges
Pricing Challenges
Pricing Challenges
Pricing Challenges
>Price Escalation
>Dumping charges >Gray markets
©2000 Prentice Hall
Whole-channel Concept for
Whole-channel Concept for
International Marketing
International Marketing
Whole-channel Concept for
Whole-channel Concept for
International Marketing
International Marketing
Seller
Seller’s international marketing headquarters
Channels between nations
Channels within foreign nations
Marketing Organization
Marketing Organization
Marketing Organization
Marketing Organization
Export Department
International Division
Global Organization
RUSSIA ASIA EUROPE
M I D D LE EAST AFRI CA USA
©2000 Prentice Hall
Review
Review
Review
Review
Factors to Consider Before Going Factors to Consider Before Going
Global Global
Selecting Foreign MarketsSelecting Foreign Markets Foreign Market EntryForeign Market Entry
Product Adaption for Global MarketingProduct Adaption for Global Marketing Management & Organization of Global Management & Organization of Global