Documente Academic
Documente Profesional
Documente Cultură
Phillip
Kevin Lane
Discussion Questions
1. What factors should a company review before deciding to go abroad? 2. How can companies evaluate and select specific foreign markets to enter?
3. What are the differences between marketing in a developing and a developed market?
4. What are the major ways of entering a foreign market?
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 31
Discussion Questions
5. To what extent must the company adapt its products and marketing program to each foreign country? 6. How do marketers influence country-of-origin effects? 7. How should the company manage and organize its international activities?
Slide 4 of 31
Slide 5 of 31
Deciding which markets to enter Deciding how to enter the market Deciding on the marketing program Deciding on the marketing organization
Slide 6 of 31
Foreign country may: Change commercial laws Devalue its currency Undergo political revolution
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 31
ASEAN MERCOSUR
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 31
Licensing
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall
Direct Investment
Slide 12 of 31
Direct
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 31
Licensing
Management Contracts
Contract Manufacturing
Franchising
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 31
Joint Venture
Direct Investment
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 31
Slide 17 of 31
Disadvantages
Ignores differences in: Consumer needs, wants, and usage patterns Consumer response Brand and product development Legal environment Marketing institutions Administrative procedures
Slide 18 of 31
Median Age
25 China, India
Cultural Differences
Masculine versus feminine Collectivism
Individualism
Heineken
Netherlands - Mid-tier
Slide 21 of 31
Marketing Adaptation
Product
Communications
Distribution
Price
Slide 22 of 31
Slide 24 of 31
Coca-Cola
(Spain)
Pop-Tarts
(Britain)
Phillips
(Japan)
Crest
(Mexico)
Tang
(France)
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 31
Channel Differences
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 31
Seller
Sellers marketing headquarters Channels between nations Channels within foreign nations Final buyer
Slide 27 of 31
Country-of-Origin Effects
Building Country Images
Slide 28 of 31
Country-of-Origin Effects
Consumer Perceptions
Ford Mustang
Toyota Sienna
Ethnocentric
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 29 of 31
Toyota Sienna
Slide 30 of 31
Marketing Organization
Global Organization
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 31 of 31