菲利普.科特勒的“市场营销”讲义（12）英文.pptx

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1、2000 Prentice HallObjectivesObjectivesFactors to Consider Before Going GlobalFactors to Consider Before Going GlobalSelecting Foreign MarketsSelecting Foreign MarketsForeign Market EntryForeign Market EntryProduct Adaption for Global MarketingProduct Adaption for Global MarketingManagement&Organizat

2、ion of Global ActivitiesManagement&Organization of Global Activities2000 Prentice HallMajor Decisions in International MarketingMajor Decisions in International MarketingMajor Decisions in International MarketingDeciding whetherto go abroadDeciding whichmarkets to enterDeciding how toenter the marke

3、tDeciding on themarketing programDeciding on themarketing organization2000 Prentice HallChallenges in Going GlobalChallenges in Going GlobalShifting bordersShifting bordersUnstable governmentsUnstable governmentsForeign-exchangeForeign-exchangeCorruptionCorruptionTechnological piratingTechnological

4、pirating2000 Prentice HallCriteria for EntryCriteria for EntryMarket AttractivenessMarket AttractivenessRiskRiskCompetitive AdvantageCompetitive Advantage2000 Prentice HallFive Models of EntryFive Models of EntryInto Foreign MarketsInto Foreign MarketsDirectinvest-mentJointventuresLicensingDirectexp

5、ortingIndirectExportingAmount of commitment,risk,control,and profit potential2000 Prentice HallInternationalization ProcessInternationalization ProcessInternationalization ProcessNo ExportExport via AgentsSales SubsidiariesProduction Abroad2000 Prentice HallFive International ProductFive Internation

6、al Productand Promotion Strategiesand Promotion StrategiesDualadaptationPromotionProductProductadaptationAdaptAdaptproductproductStraightextensionDo not changeDo not changeproductproductDo not changeDo not changepromotionpromotionCommuni-cationadaptationAdaptAdaptpromotionpromotionDevelop newDevelop

7、 newproductproductProductinvention2000 Prentice HallPricing ChallengesPricing ChallengesPrice EscalationDumping chargesGray marketsTransfer prices2000 Prentice HallWhole-channel Concept for Whole-channel Concept for International MarketingInternational MarketingSellerSellers internationalmarketing headquartersChannels betweennationsChannels withinforeign nationsFinal buyers