Ch 16 - International Marketing

Ch 16 - International Marketing - CHAPTER 16 INTERNATIONAL...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
CHAPTER 16 INTERNATIONAL MARKETING Marketing = process of planning & executing the conception, pricing, promotion & distribution of INTERNATIONAL MARKETING AS AN INTEGRATED FUNCTIONAL AREA: MARKETING MIX: How to develop the firm’s product(s) How to price those products How to sell those products How to distribute those products to the firm’s customers ELEMENTS OF MARKETING MIX FOR INTERNATIONAL FIRMS: Product Pricing Promotion Place KEY DECISION MAKING FACTORS: Standardization versus customization Legal forces Economic factors Changing exchange rates Target customers Cultural influences Competition STANDARDIZATION vs CUSTOMIZATION Should the firm adopt an ethnocentric approach? Should it adopt a polycentric approach? Should it adopt a geocentric approach? Standardization
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/18/2008 for the course MGCR 383 taught by Professor Karlmoore during the Winter '08 term at McGill.

Page1 / 3

Ch 16 - International Marketing - CHAPTER 16 INTERNATIONAL...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online