4820ch13 - Ch 14 - International Marketing...

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03/09/98 Ch 14 - International Marketing Domestic Market Extension Multi-domestic Global Marketing 3
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03/09/98 Domestic Market Extension Sales of domestic products in int. markets. Domestic orientation International Market secondary Firm seeks markets similar to domestic. Little adaptation of product or marketing mix. Usually produced domestically 4
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03/09/98 Multi-Domestic Orientation Separate operations in each country -  production, marketing etc.  Different strategies and marketing mixes Very little interaction Markets could be very different. 5
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03/09/98 Global-Marketing Orientation Views the world as one market. Develop product and marketing strategies  for world markets. Standardize as far as possible, adapt  where necessary. Economies of scale, transfer of knowledge  and technology, global image, and better  competitive position. 6
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03/09/98 International vs. Domestic - Marketing Mix. Standardization/Differentiation mainly in terms  of Product and Promotions. Product and Promotion Extension  (Standardization) Product Extension/Promotion Adaptation  Product Adaptation/Promotion Extension Dual Adaptation (Differentiated) Product Invention
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03/09/98 Five International Product 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
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4820ch13 - Ch 14 - International Marketing...

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