Chapter Questions What factors should a company review before deciding to go abroad? How can companies evaluate and select specific foreign markets to.
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1 Chapter QuestionsWhat factors should a company review before deciding to go abroad?How can companies evaluate and select specific foreign markets to enter?What are the major ways of entering a foreign market?Should the company adapt its products and marketing program to each foreign country?How should the company manage and organize its international activities?
2 Global Firm A firm that operates in more than one country and captures R&D, production,logistical, marketing, andfinancial advantages in its costs andreputation that are not available to purelydomestic competitors.
3 Regional Free Trade Zones European UnionNAFTAMERCOSULAPEC
4 Major Decisions in International Marketing Deciding whether to goDeciding which markets to enterDeciding how to enterDeciding on themarketing programDeciding on themarketing organization
5 Choosing countries strategically 3 main criteria:market attractiveness,risk, andcompetitive advantageDeveloping countries offer a unique set of opportunities and risks.
6 Four Stages of Internationalization No regular export activitiesExport via independent agentsEstablish sales subsidiariesEstablish productionfacilities abroad
12 Global Marketing Advantages Economies of scale Lower marketing costs Power and scopeConsistency in brand imageAbility to leverageUniformity of marketing practicesDisadvantagesDifferences in consumer needs, wants, usage patternsDifferences in consumer response to marketing mixDifferences in brand development processDifferences in environment
21 Price Choices Set a uniform price everywhere Set a market-based price in each countrySet a cost-based price in each country
22 Whole-Channel Concept SellerInternational headquartersChannels between nationsChannels within nationsFinal buyers
23 Global Organization Strategies World as Single MarketMultinational“Global”Click on the video icon to launch a video snippet about Nivea’s philosophy on international marketing.
24 Marketing Discussion Think of some of your favorite brands. Do you know where theycome from? Where and how theyare made or provided? Do youthink it would affect your perceptionsof quality or satisfaction?