This document discusses key considerations and decisions for companies pursuing global marketing. It covers major factors to evaluate before going global like market attractiveness, competitive advantage, and risks. It also outlines different models for entering foreign markets ranging from indirect exporting to direct investment or joint ventures. Additionally, it presents strategies for adapting products and promotions internationally and challenges of pricing across borders. The document emphasizes evaluating markets, adapting offerings, and establishing effective global organizational structures for international marketing.

1. Chapter 12 Designing Global Market Offerings Marketing Management Tenth Edition Philip Kotler

3. 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

6. 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

8. Internationalization Process No Export Export via Agents Sales Subsidiaries Production Abroad

9. 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

10. Pricing Challenges > Price Escalation > Dumping charges > Gray markets > Transfer prices $

11. Whole-channel Concept for International Marketing Seller Seller’s international marketing headquarters Channels between nations Channels within foreign nations Final buyers

12. Marketing Organization Export Department International Division Global Organization