科特勒营销管理下载_Marketing_Management12

ObjectivesFactorstoConsiderBeforeGoingGlobalSelectingForeignMarketsForeignMarketEntryProductAdaptionforGlobalMarketingManagement&OrganizationofGlobalActivitiesMajorDecisionsinInternationalMarketingDecidingwhethertogoabroadDecidingwhichmarketstoenterDecidinghowtoenterthemarketDecidingonthemarketingprogramDecidingonthemarketingorganizationChallengesinGoingGlobalShiftingbordersUnstablegovernmentsForeign-exchangeCorruptionTechnologicalpiratingCriteriaforEntryMarketAttractivenessRiskCompetitiveAdvantageFiveModelsofEntryIntoForeignMarketsDirectinvest-mentJointventuresLicensingDirectexportingIndirectExportingAmountofcommitment,risk,control,andprofitpotentialInternationalizationProcessNoExportExportviaAgentsSalesSubsidiariesProductionAbroadFiveInternationalProductandPromotionStrategiesDualadaptationPromotionProductProductadaptationAdaptproductStraightextensionDonotchangeproductDonotchangepromotionCommuni-cationadaptationAdaptpromotionDevelopnewproductProductinventionPricingChallengesPriceEscalationDumpingchargesGraymarketsTransferpricesWhole-channelConceptforInternationalMarketingSellerSeller’sinternationalmarketingheadquartersChannelsbetweennationsChannelswithinforeignnationsFinalbuyers