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REACHING GLOBAL MARKETS University of San Diego到达全球市场圣地亚哥大学
TRENDS Protectionism Tariffs/Quotas WTO Economic Integration European Union NAFTA TRENDS Networked marketplace Global competition among global companies for global consumers International firms – same strategy as home country Multinational firms – multidomestic marketing strategy Transnational firms – global marketing strategy Environmental ScanRisk Assessment Cross cultural analysis Values, customs, cultural symbols, and language Economic situation GDP, purchasing power, exchange rates Political situation Regulatory – trade regulations Market Entry Strategies Exporting Licensing Joint Venture Direct Investment Marketing Program Design, implement, and control the marketing program Product and Promotion Extension Adaptation Invention Distribution Pricing * * MATTEL’S GLOBAL MARKETING IS MORE THAN CHILD’S PLAY FIGURE 7-A Global companies and marketing strategies FIGURE 7-B Cultural appreciation *
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