CH-5 PPT - Global Marketing Chapter 5 Professor Whitney...

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© 2011 Robert H. Smith School of Business University of Maryland Global Marketing Chapter 5 Professor Whitney Fall 2011
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© 2011 Robert H. Smith School of Business University of Maryland Major Decisions in International Marketing 1. Deciding Whether to Go Abroad 2. Deciding Which Markets to Enter 3. Deciding How to Enter the Market 4. Deciding on the Marketing Program
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© 2011 Robert H. Smith School of Business University of Maryland Should the Firm “Go Global”? Rewards Earn additional revenue & profits Reduce dependence on one market Expand beyond saturated domestic markets Gain economies of scale with a larger customer base Use excess capacity Risks Failure to understand foreign preferences Lack of knowledge of foreign regulations Changes in foreign currency, political climate, etc.
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© 2011 Robert H. Smith School of Business University of Maryland Which Market(s) to Enter? Evaluate a country’s attractiveness
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CH-5 PPT - Global Marketing Chapter 5 Professor Whitney...

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