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Global Marketing
- 1. Chapter 12 Designing Global Market Offerings Marketing Management Tenth Edition Philip Kotler
- 3. 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
- 6. Five Models of Entry Into Foreign Markets Indirect Exporting Amount of commitment, risk, control, and profit potential Direct invest- ment Joint ventures Licensing Direct exporting
- 8. Internationalization Process No Export Export via Agents Sales Subsidiaries Production Abroad
- 9. 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
- 10. Pricing Challenges > Price Escalation > Dumping charges > Gray markets > Transfer prices $
- 11. Whole-channel Concept for International Marketing Seller Seller’s international marketing headquarters Channels between nations Channels within foreign nations Final buyers
- 12. Marketing Organization Export Department International Division Global Organization