小威廉·D·佩罗-市场营销学基础（英文版·第18版）Chap011.pptVIP

Summary Overview All the strategy decisions for Place apply whether a firm is just focused on its domestic market or if it is also trying to reach target customers in international markets. Key Issues What are the five basic ways to enter international markets? ?Exporting often comes first. Usually get started by working with intermediaries- they are typically specialists in international marketing and the target country. Often allows a firm to test an international market with low investment of time and money. ?Licensing is often an easy way. The licensee in the foreign market takes