SlideShare a Scribd company logo
1 of 13
Download to read offline
Chapter 12 Designing  Global Market Offerings Marketing Management Tenth Edition Philip Kotler
Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Criteria for Entry ,[object Object],[object Object],[object Object]
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
Joint Venture ,[object Object],[object Object],[object Object],[object Object]
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
Pricing Challenges > Price Escalation > Dumping charges > Gray markets > Transfer prices $
Whole-channel Concept for International Marketing Seller Seller’s international marketing headquarters Channels between nations Channels within foreign nations Final buyers
Marketing Organization Export Department International Division Global Organization
Review ,[object Object],[object Object],[object Object],[object Object],[object Object]

More Related Content

What's hot

Promotional strategies in international marketing
Promotional strategies in international marketingPromotional strategies in international marketing
Promotional strategies in international marketingDr. Sneha Sharma
 
Market Selection Decision
Market Selection DecisionMarket Selection Decision
Market Selection DecisionAkash Srivastav
 
International marketing strategies.
International marketing strategies.International marketing strategies.
International marketing strategies.MANISH SHUKLA
 
Market entry strategies
Market entry strategiesMarket entry strategies
Market entry strategiesVineet Sansare
 
International product policy ppt
International product policy pptInternational product policy ppt
International product policy pptMdMoinUddin17
 
Marketing channels, retailers and wholesalers
Marketing channels, retailers and wholesalersMarketing channels, retailers and wholesalers
Marketing channels, retailers and wholesalersMayanka Singh
 
International distribution system: International distribution channels, types...
International distribution system: International distribution channels, types...International distribution system: International distribution channels, types...
International distribution system: International distribution channels, types...viveksangwan007
 
ROLE OF EXPORT MARKETING IN INTERNATIONAL TRADE
ROLE OF EXPORT MARKETING IN INTERNATIONAL TRADEROLE OF EXPORT MARKETING IN INTERNATIONAL TRADE
ROLE OF EXPORT MARKETING IN INTERNATIONAL TRADEsushmitha7
 
Types of retailers
Types of retailersTypes of retailers
Types of retailersAmy Cole
 
International Promotion
International PromotionInternational Promotion
International PromotionManav Agarwal
 
Comparison between international marketing and domestic marketing
Comparison between international marketing and domestic marketing Comparison between international marketing and domestic marketing
Comparison between international marketing and domestic marketing Rohit Kochhar
 
Global marketing
Global marketingGlobal marketing
Global marketinggyaanmasti
 
International marketing mix: global products and services
International marketing mix: global products and servicesInternational marketing mix: global products and services
International marketing mix: global products and servicesluispachon
 
Foreign market selection
Foreign market selectionForeign market selection
Foreign market selectionVijyata Singh
 
Modes of entry to international business
Modes of entry to international businessModes of entry to international business
Modes of entry to international businessHarsh Bansal
 
International distribution
International distributionInternational distribution
International distributionManav Agarwal
 

What's hot (20)

Promotional strategies in international marketing
Promotional strategies in international marketingPromotional strategies in international marketing
Promotional strategies in international marketing
 
Market Selection Decision
Market Selection DecisionMarket Selection Decision
Market Selection Decision
 
Global Marketing
Global  Marketing Global  Marketing
Global Marketing
 
INTERNATIONAL BUSINESS MANAGEMENT
INTERNATIONAL BUSINESS MANAGEMENTINTERNATIONAL BUSINESS MANAGEMENT
INTERNATIONAL BUSINESS MANAGEMENT
 
International marketing strategies.
International marketing strategies.International marketing strategies.
International marketing strategies.
 
Market entry strategies
Market entry strategiesMarket entry strategies
Market entry strategies
 
International product policy ppt
International product policy pptInternational product policy ppt
International product policy ppt
 
Marketing channels, retailers and wholesalers
Marketing channels, retailers and wholesalersMarketing channels, retailers and wholesalers
Marketing channels, retailers and wholesalers
 
Product line
Product lineProduct line
Product line
 
Global Marketing
Global MarketingGlobal Marketing
Global Marketing
 
International distribution system: International distribution channels, types...
International distribution system: International distribution channels, types...International distribution system: International distribution channels, types...
International distribution system: International distribution channels, types...
 
ROLE OF EXPORT MARKETING IN INTERNATIONAL TRADE
ROLE OF EXPORT MARKETING IN INTERNATIONAL TRADEROLE OF EXPORT MARKETING IN INTERNATIONAL TRADE
ROLE OF EXPORT MARKETING IN INTERNATIONAL TRADE
 
Types of retailers
Types of retailersTypes of retailers
Types of retailers
 
International Promotion
International PromotionInternational Promotion
International Promotion
 
Comparison between international marketing and domestic marketing
Comparison between international marketing and domestic marketing Comparison between international marketing and domestic marketing
Comparison between international marketing and domestic marketing
 
Global marketing
Global marketingGlobal marketing
Global marketing
 
International marketing mix: global products and services
International marketing mix: global products and servicesInternational marketing mix: global products and services
International marketing mix: global products and services
 
Foreign market selection
Foreign market selectionForeign market selection
Foreign market selection
 
Modes of entry to international business
Modes of entry to international businessModes of entry to international business
Modes of entry to international business
 
International distribution
International distributionInternational distribution
International distribution
 

Viewers also liked

Designing global market offerings BY KOTLER
Designing global  market offerings BY KOTLERDesigning global  market offerings BY KOTLER
Designing global market offerings BY KOTLERAnshul Sharma
 
Global marketing
Global marketingGlobal marketing
Global marketingshr3k1090
 
Global Marketing
Global MarketingGlobal Marketing
Global Marketingbabai46242
 
Global marketing-strategies-1226141468587718-9
Global marketing-strategies-1226141468587718-9Global marketing-strategies-1226141468587718-9
Global marketing-strategies-1226141468587718-9Devi Priya
 
Strategic management and competitive dynamics
Strategic management and competitive dynamics Strategic management and competitive dynamics
Strategic management and competitive dynamics Hamzah Rehail
 
Competitive Dynamics (Chapter 11 Kotler-Keller) 14th
Competitive Dynamics (Chapter 11 Kotler-Keller) 14thCompetitive Dynamics (Chapter 11 Kotler-Keller) 14th
Competitive Dynamics (Chapter 11 Kotler-Keller) 14thAsri Aini
 
INTEGRASI NASIONAL PERLU DIPUPUK DI PERINGKAT PENDIDIKAN RENDAH HINGGA KE TAH...
INTEGRASI NASIONAL PERLU DIPUPUK DI PERINGKAT PENDIDIKAN RENDAH HINGGA KE TAH...INTEGRASI NASIONAL PERLU DIPUPUK DI PERINGKAT PENDIDIKAN RENDAH HINGGA KE TAH...
INTEGRASI NASIONAL PERLU DIPUPUK DI PERINGKAT PENDIDIKAN RENDAH HINGGA KE TAH...Kalai Shan
 
Chapter 13 Media Economics and the Global Marketplace
Chapter 13  Media Economics and the Global MarketplaceChapter 13  Media Economics and the Global Marketplace
Chapter 13 Media Economics and the Global MarketplaceLindsey Conlin Maxwell
 
CCommunication and consumer behavior
CCommunication and consumer behaviorCCommunication and consumer behavior
CCommunication and consumer behaviorDinesh Bargotra
 
marketing management
marketing managementmarketing management
marketing managementanand_singh
 
Devising brand strategy
Devising brand strategyDevising brand strategy
Devising brand strategySameer Mathur
 
Chapter10referene group-and-family-reference-091011084922-phpapp02
Chapter10referene group-and-family-reference-091011084922-phpapp02Chapter10referene group-and-family-reference-091011084922-phpapp02
Chapter10referene group-and-family-reference-091011084922-phpapp02Dr. Ravneet Kaur
 

Viewers also liked (20)

Designing global market offerings BY KOTLER
Designing global  market offerings BY KOTLERDesigning global  market offerings BY KOTLER
Designing global market offerings BY KOTLER
 
Global Marketing
Global MarketingGlobal Marketing
Global Marketing
 
Global marketing
Global marketingGlobal marketing
Global marketing
 
Global Marketing
Global MarketingGlobal Marketing
Global Marketing
 
Global marketing-strategies-1226141468587718-9
Global marketing-strategies-1226141468587718-9Global marketing-strategies-1226141468587718-9
Global marketing-strategies-1226141468587718-9
 
Global marketing
Global marketingGlobal marketing
Global marketing
 
Global marketing
Global marketingGlobal marketing
Global marketing
 
Strategic management and competitive dynamics
Strategic management and competitive dynamics Strategic management and competitive dynamics
Strategic management and competitive dynamics
 
INTERNATIONAL MARKETING
INTERNATIONAL MARKETINGINTERNATIONAL MARKETING
INTERNATIONAL MARKETING
 
Competitive Dynamics (Chapter 11 Kotler-Keller) 14th
Competitive Dynamics (Chapter 11 Kotler-Keller) 14thCompetitive Dynamics (Chapter 11 Kotler-Keller) 14th
Competitive Dynamics (Chapter 11 Kotler-Keller) 14th
 
INTEGRASI NASIONAL PERLU DIPUPUK DI PERINGKAT PENDIDIKAN RENDAH HINGGA KE TAH...
INTEGRASI NASIONAL PERLU DIPUPUK DI PERINGKAT PENDIDIKAN RENDAH HINGGA KE TAH...INTEGRASI NASIONAL PERLU DIPUPUK DI PERINGKAT PENDIDIKAN RENDAH HINGGA KE TAH...
INTEGRASI NASIONAL PERLU DIPUPUK DI PERINGKAT PENDIDIKAN RENDAH HINGGA KE TAH...
 
Chapter 13 Media Economics and the Global Marketplace
Chapter 13  Media Economics and the Global MarketplaceChapter 13  Media Economics and the Global Marketplace
Chapter 13 Media Economics and the Global Marketplace
 
CCommunication and consumer behavior
CCommunication and consumer behaviorCCommunication and consumer behavior
CCommunication and consumer behavior
 
Integrasi nasional
Integrasi nasionalIntegrasi nasional
Integrasi nasional
 
marketing management
marketing managementmarketing management
marketing management
 
Introduction
IntroductionIntroduction
Introduction
 
Devising brand strategy
Devising brand strategyDevising brand strategy
Devising brand strategy
 
Communication
CommunicationCommunication
Communication
 
Chapter10referene group-and-family-reference-091011084922-phpapp02
Chapter10referene group-and-family-reference-091011084922-phpapp02Chapter10referene group-and-family-reference-091011084922-phpapp02
Chapter10referene group-and-family-reference-091011084922-phpapp02
 
Market Environment
Market EnvironmentMarket Environment
Market Environment
 

Similar to Global Marketing

Global markets
Global marketsGlobal markets
Global marketsNilkeshvc
 
Modes Of International Business
Modes Of International BusinessModes Of International Business
Modes Of International Businessitsvineeth209
 
Modes Of International Business
Modes Of International BusinessModes Of International Business
Modes Of International Businessitsvineeth209
 
Entering the CIS market for export
Entering the CIS market for exportEntering the CIS market for export
Entering the CIS market for exportKaveh Yazdifard
 
International Marketing: An Introduction
International Marketing: An IntroductionInternational Marketing: An Introduction
International Marketing: An Introductionarciagarj
 
Global marketing
Global marketingGlobal marketing
Global marketingshr3k1090
 
International Business Dynamics module 2 by Nagarjun Reddy
International Business Dynamics module 2 by Nagarjun ReddyInternational Business Dynamics module 2 by Nagarjun Reddy
International Business Dynamics module 2 by Nagarjun ReddyPNagarjunReddyReddy
 
Chapter 21 Tapping Into Global Markets
Chapter 21 Tapping Into Global MarketsChapter 21 Tapping Into Global Markets
Chapter 21 Tapping Into Global MarketsDiarta
 
Mba 1 mm-1 u-4.3 international market entry strategies
Mba 1 mm-1 u-4.3 international market entry strategiesMba 1 mm-1 u-4.3 international market entry strategies
Mba 1 mm-1 u-4.3 international market entry strategiesRai University
 
Mba 1 mm-1 u-4.3 international market entry strategies
Mba 1 mm-1 u-4.3 international market entry strategiesMba 1 mm-1 u-4.3 international market entry strategies
Mba 1 mm-1 u-4.3 international market entry strategiesRai University
 
International strategic business management
International strategic business managementInternational strategic business management
International strategic business managementHasan Furqan
 
Introduction to-international-marketing (1)
Introduction to-international-marketing (1)Introduction to-international-marketing (1)
Introduction to-international-marketing (1)RamSingh945512
 
Chapter15 The Global Market Place
Chapter15 The Global Market PlaceChapter15 The Global Market Place
Chapter15 The Global Market Placedr_ahmadov
 
Exporting Is Fun Workshop Presentation To Ukti Cim Seminar (V2) June 2009
Exporting Is Fun   Workshop Presentation To Ukti Cim Seminar (V2)   June 2009Exporting Is Fun   Workshop Presentation To Ukti Cim Seminar (V2)   June 2009
Exporting Is Fun Workshop Presentation To Ukti Cim Seminar (V2) June 2009University of Buckingham
 
International marketing
International marketingInternational marketing
International marketingNaresh Bangeja
 

Similar to Global Marketing (20)

21
2121
21
 
Global markets
Global marketsGlobal markets
Global markets
 
Modes Of International Business
Modes Of International BusinessModes Of International Business
Modes Of International Business
 
Modes Of International Business
Modes Of International BusinessModes Of International Business
Modes Of International Business
 
Tapping Global Market
Tapping Global MarketTapping Global Market
Tapping Global Market
 
Entering the CIS market for export
Entering the CIS market for exportEntering the CIS market for export
Entering the CIS market for export
 
International Marketing: An Introduction
International Marketing: An IntroductionInternational Marketing: An Introduction
International Marketing: An Introduction
 
4604455
46044554604455
4604455
 
Competitivenesss s7
Competitivenesss s7Competitivenesss s7
Competitivenesss s7
 
Foreign-Market Entry
Foreign-Market EntryForeign-Market Entry
Foreign-Market Entry
 
Global marketing
Global marketingGlobal marketing
Global marketing
 
International Business Dynamics module 2 by Nagarjun Reddy
International Business Dynamics module 2 by Nagarjun ReddyInternational Business Dynamics module 2 by Nagarjun Reddy
International Business Dynamics module 2 by Nagarjun Reddy
 
Chapter 21 Tapping Into Global Markets
Chapter 21 Tapping Into Global MarketsChapter 21 Tapping Into Global Markets
Chapter 21 Tapping Into Global Markets
 
Mba 1 mm-1 u-4.3 international market entry strategies
Mba 1 mm-1 u-4.3 international market entry strategiesMba 1 mm-1 u-4.3 international market entry strategies
Mba 1 mm-1 u-4.3 international market entry strategies
 
Mba 1 mm-1 u-4.3 international market entry strategies
Mba 1 mm-1 u-4.3 international market entry strategiesMba 1 mm-1 u-4.3 international market entry strategies
Mba 1 mm-1 u-4.3 international market entry strategies
 
International strategic business management
International strategic business managementInternational strategic business management
International strategic business management
 
Introduction to-international-marketing (1)
Introduction to-international-marketing (1)Introduction to-international-marketing (1)
Introduction to-international-marketing (1)
 
Chapter15 The Global Market Place
Chapter15 The Global Market PlaceChapter15 The Global Market Place
Chapter15 The Global Market Place
 
Exporting Is Fun Workshop Presentation To Ukti Cim Seminar (V2) June 2009
Exporting Is Fun   Workshop Presentation To Ukti Cim Seminar (V2)   June 2009Exporting Is Fun   Workshop Presentation To Ukti Cim Seminar (V2)   June 2009
Exporting Is Fun Workshop Presentation To Ukti Cim Seminar (V2) June 2009
 
International marketing
International marketingInternational marketing
International marketing
 

Recently uploaded

How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17Celine George
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsEugene Lysak
 
CapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptxCapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptxCapitolTechU
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17Celine George
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxAditiChauhan701637
 
Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.raviapr7
 
Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational PhilosophyShuvankar Madhu
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfMohonDas
 
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxPractical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxKatherine Villaluna
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfYu Kanazawa / Osaka University
 
3.19.24 Urban Uprisings and the Chicago Freedom Movement.pptx
3.19.24 Urban Uprisings and the Chicago Freedom Movement.pptx3.19.24 Urban Uprisings and the Chicago Freedom Movement.pptx
3.19.24 Urban Uprisings and the Chicago Freedom Movement.pptxmary850239
 
How to Print Employee Resume in the Odoo 17
How to Print Employee Resume in the Odoo 17How to Print Employee Resume in the Odoo 17
How to Print Employee Resume in the Odoo 17Celine George
 
Practical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptxPractical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptxKatherine Villaluna
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationMJDuyan
 
3.21.24 The Origins of Black Power.pptx
3.21.24  The Origins of Black Power.pptx3.21.24  The Origins of Black Power.pptx
3.21.24 The Origins of Black Power.pptxmary850239
 
What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?TechSoup
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17Celine George
 
Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfMohonDas
 
UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE
 

Recently uploaded (20)

How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George Wells
 
CapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptxCapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptx
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptx
 
Prelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quizPrelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quiz
 
Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.
 
Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational Philosophy
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdf
 
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxPractical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
 
3.19.24 Urban Uprisings and the Chicago Freedom Movement.pptx
3.19.24 Urban Uprisings and the Chicago Freedom Movement.pptx3.19.24 Urban Uprisings and the Chicago Freedom Movement.pptx
3.19.24 Urban Uprisings and the Chicago Freedom Movement.pptx
 
How to Print Employee Resume in the Odoo 17
How to Print Employee Resume in the Odoo 17How to Print Employee Resume in the Odoo 17
How to Print Employee Resume in the Odoo 17
 
Practical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptxPractical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptx
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive Education
 
3.21.24 The Origins of Black Power.pptx
3.21.24  The Origins of Black Power.pptx3.21.24  The Origins of Black Power.pptx
3.21.24 The Origins of Black Power.pptx
 
What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17
 
Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdf
 
UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024
 

Global Marketing

  • 1. Chapter 12 Designing Global Market Offerings Marketing Management Tenth Edition Philip Kotler
  • 2.
  • 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
  • 4.
  • 5.
  • 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
  • 7.
  • 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
  • 13.