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Top 10 Concepts – Chapter 21Chapter 21 - Top Ten Concepts:
Tapping into Global Markets
Yashmin B. LumbaoAteneo Graduate School of Business
April 2010
Outline: Tapping into Global Markets…
1. meet demands & business opportunities (why?)
2. entry strategy (how?)
3. 3 criteria in choosing a country (where?)
4. mode of entry (how?)
5. product marketing program (what?)
Outline: Tapping into Global Markets…
6. marketing communication program
7. price level decisions
8. country differences
9. country-of-origin perception
10. manage marketing activities
Tapping into Global Markets… - meet demands & business opportunities
Business opportunities
Meet customer demands
Tapping into Global Markets… - entry strategy
Business opportunities
Meet customer demands
waterfall
sprinkler
Tapping into Global Markets… - 3 criteria in choosing a country
Business opportunities
Meet customer demands
waterfall
sprinkler
Market attractiveness
risk
Tapping into Global Markets… - mode of entry
Business opportunities
Meet customer demands
waterfall
sprinkler
Market attractiveness
risk
export
joint venture
direct investment
licensing
.
Tapping into Global Markets… - product marketing program
Business opportunities
Meet customer demands
waterfall
sprinkler
Market attractiveness
risk
Straight extension
Product adaptation
Product invention
direct investment
joint venture
export
licensing
.
Tapping into Global Markets… - marketing communication program
Business opportunities
Meet customer demands
waterfall
sprinkler
Market attractiveness
risk
Straight extension
Product adaptation
Product invention
direct investment
joint venture
export
licensing
.
bola ball
smiley 名词
Communicationadaptation
Dual adaptation
Tapping into Global Markets… - price level decisions
Business opportunities
Meet customer demands
waterfall
sprinkler
Market attractiveness
risk
Straight extension
Product adaptation
Product invention
direct investment
joint venture
export
licensing
.
bola ball
smiley 名词
Communicationadaptation
Dual adaptation
Tapping into Global Markets… - country differences
Business opportunities
Meet customer demands
waterfall
sprinkler
Market attractiveness
risk
Straight extension
Product adaptation
Product invention
direct investment
joint venture
export
licensing
.
bola ball
smiley 名词
Communicationadaptation
Dual adaptation
differences
origin perception
Made in ???
Tapping into Global Markets… - country-of-origin perception
Business opportunities
Meet customer demands
waterfall
sprinkler
Market attractiveness
risk
Straight extension
Product adaptation
Product invention
direct investment
joint venture
export
licensing
.
bola ball
smiley 名词
Communicationadaptation
Dual adaptation
differences
origin perception
Made in ???
Tapping into Global Markets… - manage marketing activities
Business opportunities
Meet customer demands
waterfall
sprinkler
Market attractiveness
risk
Straight extension
Product adaptation
Product invention
direct investment
joint venture
export
licensing
.
bola ball
smiley 名词
Communicationadaptation
Dual adaptation
3 ways
differences
Tapping into Global Markets…
meet demands & business opportunities (why?) entry strategy (how?) 3 criteria in choosing a country (where?) mode of entry (how?) product marketing program (what?)
Tapping into Global Markets…
marketing communication program price level decisions country differences country-of-origin perception manage marketing activity
Top 10 Concepts – Chapter 21Chapter 21 - Top Ten Concepts:
Tapping into Global Markets
Yashmin B. LumbaoAteneo Graduate School of Business
April 2010