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页数:12页
时间:2020-04-02
《国外商学院原版教材(英文版)12(PPT 12).ppt》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、Chapter12DesigningGlobalMarketOfferingsObjectivesFactorstoConsiderBeforeGoingGlobalSelectingForeignMarketsForeignMarketEntryProductAdaptionforGlobalMarketingManagement&OrganizationofGlobalActivitiesMajorDecisionsinInternationalMarketingDecidingwhethertogoabroadDe
2、cidingwhichmarketstoenterDecidinghowtoenterthemarketDecidingonthemarketingprogramDecidingonthemarketingorganizationChallengesinGoingGlobalShiftingbordersUnstablegovernmentsForeign-exchangeCorruptionTechnologicalpiratingCriteriaforEntryMarketAttractivenessRiskComp
3、etitiveAdvantageFiveModelsofEntryIntoForeignMarketsDirectinvest-mentJointventuresLicensingDirectexportingIndirectExportingAmountofcommitment,risk,control,andprofitpotentialJointVentureLicensing:Sellrightstonamebrand.ContractManufacturing:makeiteminhostcountry;ma
4、nufacturerofproductonly.ManagementContracting:hiredasMgmt.ConsultanttohostcompanyJointOwnership:trulypartneringwithacompanyinhostcountry,toshareexpertiseandmutualgains.InternationalizationProcessNoExportExportviaAgentsSalesSubsidiariesProductionAbroadFiveInternat
5、ionalProductandPromotionStrategiesDualadaptationPromotionProductProductadaptationAdaptproductStraightextensionDonotchangeproductDonotchangepromotionCommuni-cationadaptationAdaptpromotionDevelopnewproductProductinventionPricingChallenges>PriceEscalation>Dumpingch
6、arges>Graymarkets>TransferpricesWhole-channelConceptforInternationalMarketingSellerSeller’sinternationalmarketingheadquartersChannelsbetweennationsChannelswithinforeignnationsFinalbuyersMarketingOrganizationExportDepartmentInternationalDivisionGlobalOrganization
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