国际营销（英文）国际营销 (16).pdf

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1、Tapping into Global MarketsChapter 8Deciding How to Enter the MarketIndirect exportingWorking through independent intermediariesDomestic-based export merchantsCooperative organizationsDomestic-based export agentsExport-management companiesDeciding How to Enter the MarketDirect exportingHandling ones

2、 own exportsDomestic-based export departmentTraveling export sales representativesOverseas sales branchForeign-based distributorsFree information about trade and exportingDeciding How to Enter the MarketLicensingLicensor issues a license to a foreign company to use a manufacturing process,trademark,

3、patent,trade secret,or other item of value for a fee or royaltyDeciding How to Enter the MarketJoint venturesForeign investors have often joined local investors in a joint venture company in which they share ownership and controlDirect InvestmentThe foreign company can buy part or full interest in a

4、 local company or build its own manufacturing or service facilitiesDeciding How to Enter the MarketAcquisitionAcquiring local brands for their brand portfolioFree information about trade and exportingDeciding on the Marketing ProgramGlobal similarities and differencesThe Internet,cable and satellite

5、 TV,and global linking of telecommunications networks have led to a convergence of lifestylesHofstede four cultural dimensionsIndividualism versus collectivismHigh versus low power distanceMasculine versus feminineWeak vs.strong uncertainty avoidanceMarketing AdaptationProduct featuresLabelingColors

6、MaterialsSales promotionPricesAdvertising mediaBrand namePackagingAdvertising executionAdvertising themesMarketing adaptationGlobal product strategiesProduct standardizationFigure 8.3Product&Communication StrategiesGlobal product strategiesProduct inventionBackward invention:reintroduces earlier pro

7、duct forms well adapted to a foreign countrys needsForward invention:creates a new product to meet a need in another countryGlobal Pricing StrategiesCompanies have three choices for setting prices in different countriesUniform price everywhereMarket-based priceCost-based priceGlobal Pricing Strategi

8、esTransfer priceDumpingArms-length priceGray marketsCounterfeit productsGlobal Distribution StrategiesChannel entryFigure 8.4:Whole-Channel Concept for International MarketingChannel differencesVarious distribution systemsSize and character of retail unitsCountry-of-Origin EffectsMental associations and beliefs triggered by a country