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Financial Markets and Resource Mobility
Marketing Management Chapter-21 Tapping into Global Markets
Marketing Management
1
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MARKETING MANAGEMEN 12th edition
21
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Chapter Questions
What factors should a company review before deciding to go abroad?
How can companies evaluate and select specific foreign market to enter? What are the major ways of entering a foreign market? To what extent must the company adapt its products and marketing program to each foreign country?
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Global (International ) Company Global (International) Company : A Global Firm is a firm that operates/sells in more than one country; and captures R&D,
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Five Modes of Entry into Foreign Markets
Indirect
Direct
Exporting Exporting
Licensing
Joint
Direct
Ventures Investment
Commitment, Risk, Control, Profit Potential
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Deciding How to Enter the Global Market Exporting
Direct Investment
Mode of Entry
Licensing
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Deciding How to Enter the Global Market Once a company decides to target a particular country, it has
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Deciding How to Enter the Global Market a.
Exporting : The normal and the least risky way to get involved in an international market is through exporting.
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Deciding How to Enter the Global Market
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McDonald s Franchises Are Sold Worldwide
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Deciding How to Enter the Global Market c.
Joint Ventures : Foreign investors may join with local investors to create a joint venture company in which they
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