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1、 2000 Prentice HallObjectivesFactors to Consider Before Going GlobalSelecting Foreign MarketsForeign Market EntryProduct Adaption for Global MarketingManagement manufacturer of product only.Management Contracting: hired as Mgmt. Consultant to host companyJoint Ownership: truly partnering with a comp
2、any in host country, to share expertise and mutual gains.2000 Prentice HallInternationalization ProcessNo ExportExport via AgentsSales SubsidiariesProduction Abroad2000 Prentice HallFive International Product and Promotion StrategiesDual adaptationPromotionPromotionProductProductProduct adaptationAd
3、aptAdapt productproductStraight extensionDo not changeDo not change productproductDo not changeDo not change promotionpromotionCommuni- cation adaptationAdaptAdapt promotionpromotionDevelop newDevelop new productproductProduct invention2000 Prentice HallPricing ChallengesPrice EscalationDumping char
4、gesGray marketsTransfer prices2000 Prentice HallWhole-channel Concept for International MarketingSellerSellers internationalmarketing headquartersChannels between nationsChannels within foreign nationsFinal buyers2000 Prentice HallMarketing OrganizationExport DepartmentInternational DivisionGlobal Organization
