市场营销Chapter 12.pptVIP

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 Challenges in Going Global Shifting borders Unstable governments Foreign-exchange Corruption Technological pirating Criteria for Entry Market Attractiveness Risk Competitive Advantage Five Models of EntryInto Foreign Markets Joint Venture Licensing: Sell rights to name brand. Contract Manufacturing: make item in host country; manufacturer of product only. Management Cont