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1、Chapter9GlobalMarketingManagement:PlanningandOrganizationDiscussionQuestions1.Define:GlobalmarketingmanagementLicensingCorporateplanningFranchisingDirectexportingJointVentureStrategicplanningGlobalmarketconceptIndirectexportingSIATacticalplanning2.Definestrategicplanning.Howisstrategi
2、cplanningdifferentforinternationalmarketingthandomesticmarketing?Strategicplanningisasystemizedwayofrelatingtothefuture.Itisanattempttomanagetheeffectsofexternaluncontrollablefactorsonthefirm’sstrengths,weaknesses,objectives,andgoalstoattainadesiredend.Further,itisacommitmentofresourc
3、estoacountrymarkettoachievespecificgoals.Theprinciplesofplanningarenotinthemselvesdifferentbetweeninternationalanddomesticmarketing,buttheintricaciesoftheoperatingenvironmentsoftheMNC(hostcountry,home,andcorporateenvironments),itsorganizationalstructure,andthetaskofcontrollingamultico
4、untryoperationcreatedifferencesinthecomplexityandprocessesofinternationalplanning.Strategicplanningonaninternationallevelallowsforrapidgrowthoftheinternationalfunction,changingmarkets,increasingcompetition,andtheever-varyingchallengesofdifferentnationalmarkets.Theplanblendsthechanging
5、parametersofexternalcountryenvironmentswithcorporateobjectivesandcapabilitiestodevelopasound,workablemarketingprogram.3.Discusstheeffectofshorterproductlifecyclesonacompany’splanningprocess.Globalcompetitionisplacingnewemphasisonsomebasictenetsofbusiness.Itisreducingtimeframesandfocus
6、ingontheimportanceofquality,competitiveprices,andinnovativeproducts.Timeisbecomingapreciouscommodityforbusiness,andexpandingtechnologyisshorteningproductlifecyclesandcreatinggreateropportunitiesforinnovativeproducts.Acompanynolongercanintroduceanewproductwiththeexpectationofdominating
7、themarketforyearswhiletheideaspreadsslowlythroughworldmarkets.Inanygivenyear,forexample,twothirdsofHewlett-Packard’srevenuecomesfromproductintroducedinthepriorthreeyears.Shorterproductlifecyclesmeanthatacompanymustmaximizesalesrapidlytorecoverdevelopmentcostsandgenerateaprofitbyofferi
8、ngits
