G:\Marketing\Tapping Into Global Markets

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G:\Marketing\Tapping Into Global Markets

  1. 1. Top 10 Concepts – Chapter 21 Chapter 21 - Top Ten Concepts: Tapping into Global Markets Yashmin B. Lumbao Ateneo Graduate School of Business April 2010
  2. 2. Outline: Tapping into Global Markets… <ul><li>meet demands & business opportunities (why?) </li></ul><ul><li>entry strategy (how?) </li></ul><ul><li>3 criteria in choosing a country (where?) </li></ul><ul><li>mode of entry (how?) </li></ul><ul><li>product marketing program (what?) </li></ul>
  3. 3. Outline: Tapping into Global Markets… <ul><li>marketing communication program </li></ul><ul><li>price level decisions </li></ul><ul><li>country differences </li></ul><ul><li>country-of-origin perception </li></ul><ul><li>manage marketing activities </li></ul>
  4. 4. Tapping into Global Markets… - meet demands & business opportunities Business opportunities Meet customer demands
  5. 5. Tapping into Global Markets… - entry strategy Business opportunities Meet customer demands waterfall sprinkler
  6. 6. Tapping into Global Markets… - 3 criteria in choosing a country Business opportunities Meet customer demands waterfall sprinkler Market attractiveness risk
  7. 7. Tapping into Global Markets… - mode of entry Business opportunities Meet customer demands export joint venture waterfall sprinkler Market attractiveness risk direct investment licensing .
  8. 8. Tapping into Global Markets… - product marketing program Business opportunities Meet customer demands waterfall sprinkler Market attractiveness risk Straight extension Product adaptation Product invention direct investment joint venture export licensing .
  9. 9. Tapping into Global Markets… - marketing communication program Business opportunities Meet customer demands bola ball smiley 名词 Communication adaptation Dual adaptation waterfall sprinkler Market attractiveness risk Straight extension Product adaptation Product invention direct investment joint venture export licensing .
  10. 10. Tapping into Global Markets… - price level decisions Business opportunities Meet customer demands bola ball smiley 名词 Communication adaptation Dual adaptation waterfall sprinkler Market attractiveness risk Straight extension Product adaptation Product invention direct investment joint venture export licensing .
  11. 11. Tapping into Global Markets… - country differences Business opportunities Meet customer demands bola ball smiley 名词 Communication adaptation Dual adaptation differences waterfall sprinkler Market attractiveness risk Straight extension Product adaptation Product invention direct investment joint venture export licensing .
  12. 12. Tapping into Global Markets… - country-of-origin perception Business opportunities Meet customer demands bola ball smiley 名词 Communication adaptation Dual adaptation differences origin perception Made in ??? waterfall sprinkler Market attractiveness risk Straight extension Product adaptation Product invention direct investment joint venture export licensing .
  13. 13. Tapping into Global Markets… - manage marketing activities Business opportunities Meet customer demands bola ball smiley 名词 Communication adaptation Dual adaptation 3 ways differences origin perception Made in ??? waterfall sprinkler Market attractiveness risk Straight extension Product adaptation Product invention direct investment joint venture export licensing .
  14. 14. Tapping into Global Markets… <ul><li>meet demands & business opportunities (why?) </li></ul><ul><li>entry strategy (how?) </li></ul><ul><li>3 criteria in choosing a country (where?) </li></ul><ul><li>mode of entry (how?) </li></ul><ul><li>product marketing program (what?) </li></ul>
  15. 15. Tapping into Global Markets… <ul><li>marketing communication program </li></ul><ul><li>price level decisions </li></ul><ul><li>country differences </li></ul><ul><li>country-of-origin perception </li></ul><ul><li>manage marketing activity </li></ul>
  16. 16. Top 10 Concepts – Chapter 21 Chapter 21 - Top Ten Concepts: Tapping into Global Markets Yashmin B. Lumbao Ateneo Graduate School of Business April 2010

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