Câu hỏi trong chương: Chương câu hỏi • Những yếu tố công ty cần xem xét lại trước khi quyết định đi thị trường nước ngoài? • Làm thế nào công ty có thể đánh giá và lựa chọn cụ thể thị trường nước ngoài nào để nhập? • những đường lối, chính sách nào tại thị trường nước ngoài ? • Để công ty ở mức độ nào phải thích ứng sản phẩm của nó và chương trình nào để tiếp thị đến từng nước? • Làm thế nào công ty quản lý và tổ chức các hoạt động quốc tế của mình?. | Tapping Into Global Markets Marketing Management, 13th ed 21 Chapter Questions What factors should a company review before deciding to go abroad? How can companies evaluate and select specific foreign markets to enter? What are the major ways of entering a foreign market? To what extent must the company adapt its products and marketing program to each foreign country? How should the company manage and organize its international activities? What is a Global Firm? A global firm is one that operates in more than one country and captures R&D, production, logistical, marketing, and financial advantages in its costs and reputation that are not available to purely domestic competitors. Major Decisions in International Marketing Deciding whether to go Deciding which markets to enter Deciding how to enter Deciding on the marketing program Deciding on the marketing organization Four Stages of Internationalization No regular export activities Export via independent agents Establish sales . | Tapping Into Global Markets Marketing Management, 13th ed 21 Chapter Questions What factors should a company review before deciding to go abroad? How can companies evaluate and select specific foreign markets to enter? What are the major ways of entering a foreign market? To what extent must the company adapt its products and marketing program to each foreign country? How should the company manage and organize its international activities? What is a Global Firm? A global firm is one that operates in more than one country and captures R&D, production, logistical, marketing, and financial advantages in its costs and reputation that are not available to purely domestic competitors. Major Decisions in International Marketing Deciding whether to go Deciding which markets to enter Deciding how to enter Deciding on the marketing program Deciding on the marketing organization Four Stages of Internationalization No regular export activities Export via independent agents Establish sales subsidiaries Establish production facilities abroad Top Global Firms Based in Developing Markets America Movil Cemex China Mobile CNOOC Embraer Gazprom Haier Hisense Huawei Technologies Infosys Technologies Koc Holding Lenovo Group MMC Norilsk Nickel Mahindra & Mahindra Regional Free Trade Zones European Union NAFTA MERCOSUL APEC ASEAN Key Developing Markets Brazil Russia India China South Africa Desired Country Characteristics for Market Entry Rank high on market attractiveness Rank low in market risk Possess a competitive advantage Five Modes of Entry into Foreign Markets Indirect exporting Direct exporting Licensing Joint ventures Direct investment Direct Exporting Methods Domestic-based export department Overseas sales branch or subsidiary Traveling export sales representatives Foreign-based distributors or agents Table Global Marketing Advantages Economies of scale Lower marketing costs Power and scope Consistency in brand image Ability to leverage Uniformity of marketing .
