Chapter 12 Designing Global Market Offerings Marketing Management Tenth Edition Philip Kotler
Factors to Consider Before Going Global
Selecting Foreign Markets
Foreign Market Entry
Product Adaption for Global Marketing
Management & Organization of Global Activities
Major Decisions in International Marketing Deciding whether to go abroad Deciding which markets to enter Deciding how to enter the market Deciding on the marketing program Deciding on the marketing organization
Challenges in Going Global
Criteria for Entry
Five Models of Entry Into Foreign Markets Indirect Exporting Amount of commitment, risk, control, and profit potential Direct invest- ment Joint ventures Licensing Direct exporting
Licensing: Sell rights to name brand.
Contract Manufacturing: make item in host country; manufacturer of product only.
Management Contracting: hired as Mgmt. Consultant to host company
Joint Ownership: truly partnering with a company in host country, to share expertise and mutual gains.
Internationalization Process No Export Export via Agents Sales Subsidiaries Production Abroad
Five International Product and Promotion Strategies Dual adaptation Promotion Product Product adaptation Adapt product Straight extension Do not change product Do not change promotion Communi- cation adaptation Adapt promotion Develop new product Product invention