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Approaches licensing contractmanufacturing

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Unformatted text preview: keting Decisions 15-15 Market Entry Strategies 15-16 Market Entry Strategies • Exporting: – Indirect: working through independent international marketing intermediaries – Direct: company handles its own exports 15-17 Market Entry Strategies • Joint Venturing: – Joining with foreign companies to produce or market products or services. • Approaches: – Licensing – Contract manufacturing – Management contracting – Joint ownership 15-18 KFC • KFC entered Japan through a joint ownership venture with Japanese conglomerate Mitsubishi 15-19 Market Entry Strategies • Direct Investment: – The development of foreign­based assembly or manufacturing facilities. – This approach has both advantages and disadvantages. 15-20 Major International Marketing Decisions 15-21 Deciding on the Global Marketing Program • Standardized Marketing Mix: – Selling largely the same products and using the same marketing approaches worldwide. • Adapted Marketing Mix: – Producer adjusts the marketing mix elements to each target market, bearing more costs but hoping for a larger market share and return. 15-22 Marketing Mix Adaptation • McDonalds • “I’m lovin it” 15-23 Five Global Product and Promotion Strategies 15-24 Global Product Strategies • Straight Product Extension: – Marke...
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