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MKTG 649 CHAPTER 18 NOTES

MKTG 649 CHAPTER 18 NOTES - Marketing 649 Marketing...

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Marketing 649 Marketing Management 9-15-11 Chapter 18 Managing Marketing in the Global Economy What is a Global Firm? A global firm is one that operates in more than one country and captures R&D,  production, logistical, marketing, and financial advantages in its costs and  reputation that are not available to purely domestic competitors. Major Decisions in International Marketing Deciding whether to go Deciding which markets to enter Deciding how to enter Deciding on the marketing program how should we sell to the marketplace? Differences we need to consider? Deciding on the marketing organization Sales force, warehousing Reasons for Pursuing Global Markets Better profit opportunities Larger customer base to achieve economies of scale Less dependence on any one market
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