undergraduate international

undergraduate international - and Promotion Strategies...

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Marketing in an International Environment
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Major “Going-International” Decisions Look at the Global Environment Deciding to Go International Deciding Which Markets to Enter Deciding How to Enter the Market Deciding on the Global Marketing Program Deciding on the Global Marketing Organization
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Evaluating Which Markets to Enter Market Attractiveness Competitive Advantage Risk High (H) China Czech Republic Germany Poland Romania Medium (M) Low (L) H H L M L H M L Ease of Entry
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Five Models of Entry Into Foreign Markets Direct invest- ment Joint ventures Licensing Direct Exporting Indirect Exporting Amount of commitment, risk, control, and profit potential
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Five International Product
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Unformatted text preview: and Promotion Strategies Product Product Straight extension Dual adaptation Communi-cation adaptation Product adaptation Adapt Adapt product product Promotion Do not change Do not change product product Develop new Develop new product product Do not change Do not change promotion promotion Adapt Adapt promotion promotion Product invention Whole-channel Concept for International Marketing Seller Sellers international marketing headquarters Channels between nations Channels within foreign nations Final buyers or users...
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This note was uploaded on 10/13/2010 for the course MKT B280 taught by Professor Lawrence during the Fall '08 term at Loyola New Orleans.

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undergraduate international - and Promotion Strategies...

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