科特勒营销管理.ppt

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1、Chapter12DesigningGlobalMarketOfferingsObjectivesFactorstoConsiderBeforeGoingGlobalSelectingForeignMarketsForeignMarketEntryProductAdaptionforGlobalMarketingManagement&OrganizationofGlobalActivitiesMajorDecisionsinInternationalMarketingDecidingwhethertogoabroadDecidingwhichmarketsto

2、enterDecidinghowtoenterthemarketDecidingonthemarketingprogramDecidingonthemarketingorganizationChallengesinGoingGlobalShiftingbordersUnstablegovernmentsForeign-exchangeCorruptionTechnologicalpiratingCriteriaforEntryMarketAttractivenessRiskCompetitiveAdvantageFiveModelsofEntryIntoFo

3、reignMarketsDirectinvest-mentJointventuresLicensingDirectexportingIndirectExportingAmountofcommitment,risk,control,andprofitpotentialJointVentureLicensing:Sellrightstonamebrand.ContractManufacturing:makeiteminhostcountry;manufacturerofproductonly.ManagementContracting:hiredasMgmt.Co

4、nsultanttohostcompanyJointOwnership:trulypartneringwithacompanyinhostcountry,toshareexpertiseandmutualgains.InternationalizationProcessNoExportExportviaAgentsSalesSubsidiariesProductionAbroadFiveInternationalProductandPromotionStrategiesDualadaptationPromotionProductProductadaptati

5、onAdaptproductStraightextensionDonotchangeproductDonotchangepromotionCommuni-cationadaptationAdaptpromotionDevelopnewproductProductinventionPricingChallenges>PriceEscalation>Dumpingcharges>Graymarkets>TransferpricesWhole-channelConceptforInternationalMarketingSellerSeller’sinternati

6、onalmarketingheadquartersChannelsbetweennationsChannelswithinforeignnationsFinalbuyersMarketingOrganizationExportDepartmentInternationalDivisionGlobalOrganization