Chapter 8 - Global markets

Question 1

Decisions in International Marketing

Answer 1

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
5. Deciding on the marketing organization

Question 2

International Process stages

Answer 2

1. No regular export activities
2. Export via independent representatives (agents)
3. Establishment of one or more sales subsidiaries
4. Establishment of production facilities abroad

Question 3

Developing Markets

Answer 3

BRICS & CIVETS

Question 4

Deciding how to enter the market

Answer 4

Indirect exporting - Working through independent intermediaries

Direct exporting - Handling one’s own exports

Licensing - Contract manufacturing, Franchising

Joint ventures - Foreign investors have often joined local investors in a joint venture company in which they share ownership and control

Direct investment -The foreign company can buy part or full interest in a local company or build its own manufacturing or service facilities

Acquisition - Acquiring local brands for their brand portfolio

Question 5

Adaption

Answer 5

Most products acquire at least some adaption.
“Think Global. Act Local”
- Making sure brands are relevant to consumers in every market they enter

Question 6

Global Distribution Strategy

Answer 6

• Channel entry
  Things to worry about is channel differences - Various distribution systems, Size and character of retail units

Links from seller, sellers international marketing headquarters, channels b/w nations, channels b/w foreign nations and final buyers

Question 7

Country-of-Origin Effects

Answer 7

Mental associations and beliefs triggered by a country