Kotler Keller 21 Wright State University科特勒基底21莱特州立大学.pptVIP

Tapping Into Global Markets Chapter Questions What 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? To what extent must the company adapt its products and marketing program to each foreign country? How should the company manage and organize its international activities? What is a Global Firm? A global firm is one that operates in more than one country and captures RD, production, logistical, marketing, and financial advantages in its costs and reputatio