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10 Cards in this Set
- Front
- Back
Major Decisions in International Marketing
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1. Deciding whether to go
2. Deciding which markets to enter 3. Deciding how to enter 4. Deciding on the marketing program 5. Deciding on the marketing organization |
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Four stages of internalization
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1. No regular export activities
2. Export via independent agents 3. Establishing sales subsidiaries 4. Esatblishing production facilities abroad |
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Five modes of entry into Foreign Markets
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1. Indirect Exporting
2. Direct Exporting 3. Lisencing 4. Joint Ventures 5. Direct Investment ----> commitment, risk, control, profit potential |
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Direct Exporting Methods
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1. Domestic-based export department
2. Overseas sales branch or subsidiary 3. Traveling Exports Sales Representatives 4. Foreign Based Distributors or agents |
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Advantages of Global Marketing
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1. Economies of Scale
2. Lowering Marketing Kosts 3. Power and Scope 4. Consistency in brand image 5. Ability to Leverage 6. Uniformity of Marketing Practices |
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Disadvantages of Global Marketing
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1. Differences in consumer needs, wants, usage patterns
2. Differences to consumer response to marketing mix 3. Differences in brand developement process 4. Differences in environment |
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Cultural Dimensions
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1. Individualism vs. Collectivism
2. High vs. Low Power Distance 3. Feminine vs. Masculine 4. Weak vs. Strong Uncertainty Avoidance |
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Price Choices
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1. Set Uniform Prices Everywhere
2. Set market-based price in each country 3. Set a cost-based price in each country |
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Globalizatoin Oragnization Strategies
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1. World as Single Market
2. Multinational 3. Glocal |
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Marketing Debate
Is the world coming closer together? |
1. People are becoming more and more similar
2. The differences between people of different cultures far outweigh their similarities |