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1、MARKETINGMANAGEMENT12feqlitionlTappingInto【GlobalMarketsJKotlerRKeller-“。ChapterQuestions口Whatfactorsshouldacompanyreviewbeforedecidingtogoabroad?目Howcancompaniesevaluateandselectspecificforeignmarketstoenter?目Whatarethemajorwaysofenteringaforeignmarket2目Towhatextentmustthecompanyadaptitsproductsand
2、marketingprogramtoeachforeignCountry?口Howshouldthecompanymanageandorganizeitsinternationalactivities2GlobalFirmAfirmthatoperatesinmorethanonecountryandcapturesR&D,production,logistical,marketing,andfinancialadvantagesinitscostsandreputationthatarenotavailabletopurelydomesticcompetitors:.213“MajorDec
3、isionsinInternationalMarketingDecidingwhethertogoDecidingwhichmarketstoenterDecidinghowtoenterDecidingonthemarketingprogramDecidingonthemarketingorganization214FourStagesofInternationalizationNoregularexportactivitiesExportviaindependentagentsEstablishsalessubsidiariesEstablishproductionfacilitiesab
4、road2“ERegionalFreeTradeZones目EuropeanUnion目NAFT人目MERCOSUL目人PEC216“uFiveModesofEntryintoForeignMarkets目Indirectexporting目Directexporting目Licensing目Jointvsnture目Directinvestment“EDirectExportingMethodsDomestic-basedexportdepartmentOverseassalesbranchorsubsidiaryTravelingexportsalesrepresenhtalives目Fo
5、reign-baseddistributorsoragents2“。真固国国国国园明明0Table21.1GlobalMarketingAdvantagesDisadvantages目EconomiesofscaleDifferencesin口LOwermarketingconsumerneeds,costswants,usagepatterns目Powerahdscope毛Differencesin口Consistencyinbrand蔗需亭喜霍菖碧矗菖需艮nseimage目Differencesinbranddevelopmentprocess目Differencesinenvironment目Abilitytoleverage目Uniformityofmarketingpractices2“。咏命命国国国园明0CulturalDimensions目Individualismvs.collectivism目Highvs.lowerpowerdistanceMasculinevs.feminine目VWeakv5:strorlguncertaintyavoaidance2M0
