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1、21Tapping into Global Markets1Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-2Chapter QuestionsWhatfactorsshouldacompanyreviewbeforedecidingtogoabroad?Howcancompaniesevaluateandselectspecificforeignmarketstoenter?Whatarethedifferencesbetweenmarketinginadevelopingandadevelopedmarket?Wha
2、tarethemajorwaysofenteringaforeignmarket?Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-3Chapter QuestionsTowhatextentmustthecompanyadaptitsproductsandmarketingprogramtoeachforeigncountry?Howdomarketersinfluencecountry-of-origineffects?Howshouldthecompanymanageandorganizeitsinternation
3、alactivities?Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-4What is a Global Firm?Aglobal firmisonethatoperatesinmorethanonecountryandcapturesR&D,production,logistical,marketing,andfinancialadvantagesinitscostsandreputationthatarenotavailabletopurelydomesticcompetitors.Copyright2011Pe
4、arsonEducation,Inc.PublishingasPrenticeHall21-5Major Decisions in International MarketingDecidingwhethertogoDecidingwhichmarketstoenterDecidinghowtoenterDecidingonthemarketingprogramDecidingonthemarketingorganizationReasons for Pursuing Global MarketsBetterprofitopportunitiesLargercustomerbasetoachi
5、eveeconomiesofscaleLessdependenceonanyonemarketDesiretocounterattackglobalcompetitorsintheirhomemarketsCustomersrequireinternationalserviceCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-6Risks to Going AbroadLackofknowledgeofforeigncultureLackofunderstandingofforeignneedsLackofundersta
6、ndingofforeignregulationsLackofmanagerswithinternationalexpertiseChangesinthecountryenvironmentCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-7Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-8Four Stages of InternationalizationStage1:NoregularexportactivitiesStage2:Exportv
7、iaindependentagentsStage3:EstablishsalessubsidiariesStage4:EstablishproductionfacilitiesabroadMomentum in Market EntryCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-9WaterfallApproachSprinklerApproachBornGlobalLocal DynamosCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-10
8、Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-11Regional Free Trade ZonesEuropeanUnionNAFTAMERCOSULAPECASEANKey Emerging MarketsBrazilRussiaIndiaChinaIndonesiaSouthAfricaCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-12Copyright2011PearsonEducation,Inc.PublishingasPrenti
9、ceHall21-13Five Modes of Entry into Foreign MarketsIndirectexportingDirectexportingLicensingJointventuresDirectinvestmentCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-14Indirect Exporting MethodsCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-15Direct Exporting MethodsDom
10、estic-basedexportdepartmentOverseassalesbranchorsubsidiaryTravelingexportsalesrepresentativesForeign-baseddistributorsoragentsLicensing Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-16Joint VenturesCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-17Direct InvestmentCopyrig
11、ht2011PearsonEducation,Inc.PublishingasPrenticeHall21-18Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-19Table 21.2 Global MarketingAdvantagesEconomiesofscaleLowermarketingcostsPowerandscopeConsistencyinbrandimageAbilitytoleverageUniformityofmarketingpracticesDisadvantagesDifferencesin
12、consumerneeds,wants,usagepatternsDifferencesinconsumerresponsetomarketingmixDifferencesinbranddevelopmentprocessDifferencesinenvironmentCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-20Cultural DimensionsIndividualismvs.collectivismMasculinevs.feminineHighvs.lowpowerdistanceWeakvs.stro
13、nguncertaintyavoidanceCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-21What Marketing Aspects Might Be Adapted for International Marketing?ProductfeaturesLabelingColorsMaterialsSalespromotionAdvertisingmediaBrandnamePackagingAdvertisingexecutionPricesAdvertisingthemesCopyright2011Pears
14、onEducation,Inc.PublishingasPrenticeHall21-22Commandments of Global BrandingUnderstandsimilaritiesanddifferencesintheglobalbrandinglandscapeDonottakeshortcutsinbrandbuildingEstablishamarketinginfrastructureEmbraceintegratedmarketingcommunicationsEstablishbrandpartnershipsCopyright2011PearsonEducatio
15、n,Inc.PublishingasPrenticeHall21-23Commandments of Global Branding BalancestandardizationandcustomizationBalanceglobalandlocalcontrolEstablishoperableguidelinesImplementaglobalbrand-equitymeasurementsystemLeveragebrandelementsFigure 21.3 Five International Product and Communication StrategiesCopyrig
16、ht2011PearsonEducation,Inc.PublishingasPrenticeHall21-24Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-25Levels of Product AdaptationProductionofregionalproductversionsProductionofcountryversionsProductionofcityversionsProductionofretailerversionsCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-26Price ChoicesSetauniformpriceeverywhereSetamarket-basedpriceineachcountrySetacost-basedpriceineachcountryCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall21-27What is
