Kotler21_basicMarketing management课件.ppt

MARKETING MANAGEMENT12th edition 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? Global Firm Major Decisions in International Marketing Four Stages of Internationalization Regional Free Trade Zones European Union NAFTA MERCOSUL APEC Five Modes of Entry into Foreign Markets Indirect exporting Direct exporting Licensing Joint venture Direct investment Direct Exporting Methods Domestic-based export department Overseas sales branch or subsidiary Traveling export sales representatives Foreign-based distributors or agents Table 21.1 Global Marketing Advantages Economies of scale Lower marketing costs Power and scope Consistency in brand image Ability to leverage Uniformity of marketing practices Disadvantages Differences in consumer needs, wants, usage patterns Differences in consumer response to marketing mix Differences in brand development process Differences in environment Cultural Dimensions Individualism vs. collectivism High vs. lower power distance Masculine vs. feminine Weak vs. strong uncertainty avoidance International Product and Communication Strategies Straight extension Communication adaptation Product adaptation Dual adaptation Product invention Price Choices Whole-Channel Concept for International Marketing Global Organization Strategies World as single market Multinational Glocal * * Kotler Keller 21 Tapping Into Global Markets A firm that operates in more than one country and captures RD, production, logistical, marketing, and financial advantages in its costs and reputation that are not available to purely domestic competitors. Deciding whether to go Deciding which markets to enter Deciding how to enter Deci