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Unformatted text preview: e on the global market.
Second, the company has to try to define their international marketing objectives and
policies, and decide upon which market to enter. Then the company must choose how
many countries to enter. In the initial stage of their internalization many companies
choose to enter either one or a few countries in order to create a deep relationship. After
selecting markets, the company has to decide how to enter that/those markets. There are
several market entry modes a company can chose from, for example export, strategic
alliances and foreign direct investment (FDI). Each entry mode contains commitments
and risks as well as control and potential profits. The next stage is to decide on a global
marketing program and adjust their national marketing program to international
standards. This is a question of using either a standardized marketing mix or an adapted
marketing mix, adjusted for each new market. The final stage of the internalization
process is to decide upon a global marketing organization, most companies have at least...
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- Summer '14
- The Land