CH07Exporting, Licensing, and Franchising(国际营销学厦门大学,黄维梁)概要1.ppt

Chapter 7 Why Firms Go International PROACTIVE Motivators Profit Unique products Technological advantages Exclusive information Managerial urge Tax Benefit Economies of scale REACTIVE Motivators Competitive pressures Overproduction Declining domestic sales Excess capacity Saturated domestic markets Proximity to customers and ports Change Agents in The Internationalization Process FIRM INTERNAL Enlightened management New management Significant internal event FIRM EXTERNAL Demand Other firms Domestic Distributors Banks Chamber of commerce Governmental activities Export Intermediaries Export Management Companies Trading Companies Export Intermediaries Specialize in bringing firms or their products and services to the global market. Cover the international marketing knowledge and performance gaps of firms. Provide contacts with buyers abroad, call on customers, and handle delivery of goods. Examples of facilitating intermediaries Export Management Companies Trading Companies Export Management Companies Domestic firms that specialize in performing international marketing services as commission representatives or distributors. Two primary forms of operation Take title to goods and operate internationally. Perform service as agents. Trading Companies The sogoshosha of Japan Sumitomo, Mitsubishi, Mitsui Reasons for the success of the sogoshosha Development of information systems to identify market opportunities. Economies of scale in the vast transaction volume to obtain preferential treatment. Large internal global markets creating opportunities for barter trade. Access to vast quantities of capital on a global scale. Export Trading Companies in the U.S. Bank participation in ETCs allows better access to capital. more trading transactions. easier receipt of title to goods. a wide variety of possible structures. ETC legislation has improved the performance of small- and medium-sized firms. ETC can deliver a wide variety of services. be an agent. purchase products. act as a