CH.9 MKT461 - 1 Global Marketing Management 5e Chapter 9...

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Global Marketing Management, 5e Chapter 9 1 Chapter 9 Global Market Entry Strategies
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Chapter Overview A. Target Market Selection B. Exporting C. Licensing D. Franchising E. Joint Ventures F. Wholly Owned Subsidiaries G. Strategic Alliances H. Choosing the Mode of Entry I. Exit Strategies Chapter 9 2
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A. Target Market Selection A four-step procedure for the initial screening process: 1. Select indicators and collect data 2. Determine importance of country criteria 3. Rate the countries in the pool on each criteria 4. Compute overall score for each country Chapter 9 3
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B. Exporting 1. Indirect Exporting : Through export merchants (buy goods outright and then resell), export agents (receive commission), export management companies (solicit orders in foreign markets in the name of the manufacturer) 2. Cooperative Exporting: Often through piggyback exporting (uses distribution network of another company) 3. Direct Exporting: Firms set up their own exporting depts. Chapter 9 4
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C. Licensing 1.What is it? Contract that involves some kind of royalty paid to licensor for proprietary intangible property including: inventions formulas, processes, designs, patterns, brand names, systems, etc. 2.Major Motives: l Lower cost, appealing to small companies that lack resources h Faster access to the market and to cash h Lower operating risk (no inventory, etc.) 3.Potential Downsides: l Biggest danger is the risk of opportunism, Licensee may become a future competitor Chapter 9 5
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D. Franchising
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