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chapter 18, Global marketing, control risk profit potential …
chapter 18
Global marketing
global basis
global industry
global firm
Framework of globalization
Whether to internationalize?
Drivers
Higher profit
Larger customer base
Less dependent on single mkt
Counterattack competition
Serving customers
Risks
Fail to understand customers and business culture
Lack international experiences
Legal-political environment changes
Which market to go?
entry strategy
waterfall strategy
sprinkler strategy
Evaluating potential markets
How to enter?
five models
Indirect exporting
Direct exporting
Licensing
Joint ventures
Foreign Direct Investment
Global marketing program
Standardization
Adaptation
product
straight extension
product adaptation
regional
country
city
different retailer
product invention
backward
forward
brand element
Pricing
Price escalation
Transfer Price
Distribution
whole channel concept for international marketing
Implement & coordinate
control
risk
profit potential
flexibility :