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10 global marketing strategy and management (where? (external factors…
10 global marketing strategy and management
global marketing
performance of activities designed to plan, price, promote, and direct the flow of an organizations offerings in more than one country for a profit
why?
four major reasons
gain access to new buyers
spread business risk across a wider market base
capitalize on an organizations distinctive competencies and capabilities
to achieve lower costs and enhance an organizations competitiveness
where?
external factors
quantitative factors
market and profit potential
qualitative factors
country economic and technological infrastructure
regulations
marketing prowess of competitors
sociocultural nuances that underlie business and consumer behavior
internal
SW competences
organizational fit, begin close to home
how?
modes of market entry
exporting
licensing
joint venture
direct investment