Page 321 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing Hitesh Jhanji, Lovely Professional University

Notes Unit 14: The Global Marketplace

CONTENTS
Objectives

Introduction
14.1 Levels of Global Marketing Involvement
14.2 International Market Entry Strategies

14.2.1 Exporting
14.2.2 Contracting
14.2.3 Joint Venture

14.2.4 Direct Ownership
14.3 Opportunity Analysis
14.3.1 Political/Legal Considerations

14.3.2 Economic Considerations
14.3.3 Social/Cultural Considerations
14.3.4 Technological Considerations
14.4 Key Decision Areas

14.4.1 Product
14.4.2 Advertising and Promotion
14.4.3 Price

14.4.4 Distribution
14.5 Summary
14.6 Keywords

14.7 Review Questions
14.8 Further Readings

Objectives

After studying this unit, you will be able to:
Identify the levels at which companies may decide to get involved in international
marketing
Describe the different approaches to entering foreign markets
Discuss the important factors that companies must consider before deciding to enter foreign
market(s)
Know the special considerations in choosing the marketing mix elements

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