《市场营销》（英文版） Chapter 12 Objectives

Objectives Factors to Consider Before Going Global Selecting Foreign Markets Foreign Market Entry Product Adaption for Global Marketing Management Organization of global Activities @2000 Prentice Hall

©2000 Prentice Hall Objectives Factors to Consider Before Going Global Selecting Foreign Markets Foreign Market Entry Product Adaption for Global Marketing Management & Organization of Global Activities

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 @2000 Prentice Hall

©2000 Prentice Hall 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

Challenges in Going Global Shifting borders Unstable governments Foreign-exchange Corruption Technological pirating @2000 Prentice Hall

©2000 Prentice Hall Challenges in Going Global Shifting borders Unstable governments Foreign-exchange Corruption Technological pirating

Criteria for Entry Market Attractiveness Risk Competitive Advantage @2000 Prentice Hall

©2000 Prentice Hall Criteria for Entry Market Attractiveness Risk Competitive Advantage

Five Models of Entry Into Foreign Markets Indirect Joint Direct Direct Exporting Licensing ventures invest- exporting ment Amount of commitment, risk, control, and profit potential @2000 Prentice Hall

©2000 Prentice Hall Five Models of Entry Into Foreign Markets Direct invest￾ment Joint ventures Direct Licensing exporting Indirect Exporting Amount of commitment, risk, control, and profit potential

Internationalization Process No Export Export via Agents Sales subsidiaries Production abroad @2000 Prentice Hall

©2000 Prentice Hall Internationalization Process No Export Export via Agents Sales Subsidiaries Production Abroad

Five International Product and Promotion Strategies Product Do not change Adapt Develop new product product product Do not change Product promotion Straight extension adaptation Promotion Product invention Adapt Communi Dual promotion cation adaptation adaptation @2000 Prentice Hall

©2000 Prentice Hall Five International Product and Promotion Strategies Dual adaptation Promotion Product Product adaptation Adapt product Straight extension Do not change product Do not change promotion Communi￾cation adaptation Adapt promotion Develop new product Product invention

Pricing Challenges >Price Escalation >Transfer prices >Dumping charges Gray markets @2000 Prentice Hall

©2000 Prentice Hall Pricing Challenges >Price Escalation >Dumping charges >Gray markets >Transfer prices

Whole-channel Concept for International Marketing Seller Sellers international marketing headquarters Channels between nations Channels within foreign nations Final buyers @2000 Prentice Hall

©2000 Prentice Hall Whole-channel Concept for International Marketing Seller Seller’s international marketing headquarters Channels between nations Channels within foreign nations Final buyers