《科特勒的“市场营销”（7）》由会员分享，可在线阅读，更多相关《科特勒的“市场营销”（7）（12页珍藏版）》请在金锄头文库上搜索。
1、Chapter 12,Designing Global Market Offerings,Objectives,Factors to Consider Before Going Global Selecting Foreign Markets Foreign Market Entry Product Adaption for Global Marketing Management & Organization of Global Activities,Major Decisions in International Marketing,Challenges in Going Global,Sh
2、ifting borders Unstable governments Foreign-exchange Corruption Technological pirating,Criteria for Entry,Market Attractiveness Risk Competitive Advantage,Five Models of Entry Into Foreign Markets,Joint Venture,Licensing: Sell rights to name brand. Contract Manufacturing: make item in host country;
3、manufacturer of product only. Management Contracting: hired as Mgmt. Consultant to host company Joint Ownership: truly partnering with a company in host country, to share expertise and mutual gains.,Internationalization Process,Five International Product and Promotion Strategies,Dual adaptation,Pricing Challenges,Price Escalation,Dumping charges,Gray markets,Whole-channel Concept for International Marketing,Marketing Organization,
