Lecture 16 - International Marketing Flashcards
1
Q
Decision process for “Going International”
A
Appraise the international market Decide whether or not to go abroad Decide which markets to enter Decide how to enter the markets Plan the marketing program Decide on the marketing organization
2
Q
Appraising the international marketing environment
A
- International trade sysstems - Tariffs, quotas, trade agreements
- Economic Environment - Subsitence, raw material exporting, industrialization
- Political/Legal Environment - Attitudes twoard international buying, stability, monetary regs.
3
Q
Decide whether or not to go abroad
A
Defining international marketing objectives
How many countries to enter
Types of countries to enter
4
Q
Decide which markets to enter
A
Estimate current market potential Forecasing future market potential risks Forecast sales potential Forecast costs and profits Estimate ROI or Net present value
5
Q
Decide how to enter the market
A
Export - indirect/direct
Joint venture - licensing, Contract manufacturing, management contracting, joint ownership ventures
Direct Investment
6
Q
Deciding on the marketing program
A
- Product - Straight extension, product adaption, product invention
- Promotion
- Price
- Distribution Channels
7
Q
Deciding on the Marketing Organization
A
- Export Department
- International Division - Geographic, Product Group Div, International subsidiaries
- Multinational
