C19 The Global MarketPlace (Deciding on the Global Marketing Program…
C19 The Global MarketPlace
Looking at the global marketing environment
Global Marketing Today
Elements of the Global Marketing Environment
The International Trade System
Regional Free Trade Zones
The World Trade Organization
Deciding How to Enter the Market
Deciding on the Global Marketing Program
price escalation issue
Deciding on the Global Marketing Organization
Decide whether to go global or not
Weigh several risks
answer many question about its ability to go global
Can the company learn to understand the preferences
and buyer behavior of consumers in other countries?
Can it offer competitively
attractive products? Will it be able to adapt to other countries’ business cultures and deal
effectively with foreign nationals?
Do the company’s managers have the necessary international
Has management considered the impact of regulations and the political
environments of other countries?
Decide which market to enter