Date post: | 29-Jan-2016 |
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3-1
Global StrategiesGlobal Strategies
3-2
Reasons for International TradeReasons for International Trade
Access to products
Comparative Advantage
3-3
Factors Affecting International TradeFactors Affecting International Trade
TechnologyConsumer Preferences
Trade Barriers
Subsidized Industries
Tax Structure
Marketing Capability
3-4
Why International MarketingWhy International Marketing
PotentialDemand
MarketSaturation
CustomerExpectations
3-5
Strategic Planning for Strategic Planning for International MarketingInternational Marketing
RegionalStrategy
LocalStrategy
Global Strategy
3-6
Market DemandMarket Demand
Number of
people
Buying behavior
Ability to buy
3-7
Social and Cultural EnvironmentSocial and Cultural Environment
Family
Customs and Behavior
Education
Language Differences
3-8
Economic EnvironmentEconomic Environment
Infrastructure
Competition
Level of Economic Development
3-9
Political and Legal ForcesPolitical and Legal Forces
Trade Barriers
• Tariff• Import quota• Local-content law• Local operating laws
• Standards and certification
• Boycott
3-10
Political and Legal ForcesPolitical and Legal Forces
Trade AgreementsTrade AgreementsTrade AgreementsTrade Agreements
World Trade Organization
European Union
North American Free Trade Agreement
Asia-Pacific Economic Cooperation forum
Association of Southeast Asian Nations
Common Market of the South
WTO
EU
NAFTA
APEC
ASEAN
MERCOSUR
3-11
Structures for OperatingStructures for Operating in Foreign Markets in Foreign Markets
Exporting Directly, or
through Import-Export
Middlemen
Company Sales
Branches
Licensing Foreign
Producers
Contract Manufactur
ing by Foreign
producers
Joint Ventures &
Strategic Alliances
Wholly Owned
Subsidiaries
MNC’s
Low Involvement
Abroad
High Involvement
Abroad
3-12
DesigningDesigning the Marketing Mixthe Marketing Mix
Advertising
Pricing
Distribution Systems
ProductPlanning
Market Research
3-13
International Product & International Product & Communication StrategiesCommunication Strategies
Do Not Change Product
Adapt product Develop New product
Do Not Change Communications
Straight extensions
Product Adaptation
Product Invention
Adapt Communications
Communication Adaptation
Dual Adaptation
Product
Communications
3-14
International Pricing StrategiesInternational Pricing Strategies
• Uniform price everywhere• Market based price in each country• Cost-based price in each country
Some Issues:• Transfer Price• Dumping• Gray Market