市场营销英文版 十二教学 讲义.pptVIP

?2000 Prentice Hall 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 Direct invest- ment Joint ventures Licensing Direct exporting Indirect Exporting Amount of commitment, risk, control, and profit potential Joint Venture Licensing: Sell rights to name brand. Contract Manufacturing: make item in host country; manufacturer of product only. Management Contracting: hired as Mgmt. Consultant to host company Joint Owners