International Marketing

2. A model of Market Entry
and Expansion
Stimuli:
Proactive
Reactive
Change Agent
and
Intermediaries:
External
Internal
Information
Experience
Perception
Concerns:
•Information
•Mechanics
•Communication
•Sales Effort
•Service
•Delivery
•Regulations
Corporate Export
Stages:
Awareness
Interest
Trial
Evaluation
Adaptation
Time
Domestic focus
Further
International
Expansion:
•Franchising
•Licensing
•Foreign Direct
Investment

3. Proactive Stimuli
• Profit advantage
• Unique Products
• Technological Advantage
• Exclusive Information
• Economic of Scale
• Market size

4. Reactive Stimuli
 Competitive Pressure
 Overproduction
 Declining Domestic Sales
 Excess Capacity
 Saturated Domestic Markets
 Proximity to Customers and Ports

5. External Change Agent and
Intermediaries
 Demand
 Other Firms
 Domestic Distributors
 Banks
 Chamber of Commerce
 Governmental Activities
 Export Intermediaries
-Export Management Companies
-Trading Companies

6. Internal Change Agents
 Enlighten Management
 New Management
 Significant Internal Event