TAILIEUCHUNG - Lecture Marketing management: Chapter 21 - Phillip Kotler, Kevin Lane Keller

Chapter 21 - Tapping into global markets. In this chapter, we will address the following 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 differences between marketing in a developing and a developed market? What are the major ways of entering a foreign market? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Tapping into Global Markets Chapter 16 Discussion 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 differences between marketing in a developing and a developed market? What are the major ways of entering a foreign market? Discussion Questions To what extent must the company adapt its products and marketing program to each foreign country? How do marketers influence country-of-origin effects? How should the company manage and organize its international activities? Competing on a Global Basis Otis Elevator Door system – France Small gear parts – Spain Electronics – Germany Motor drives – Japan Systems integration – . Global competition is intensifying in more product categories as new firms make their mark on the international stage. A global firm operates in more than one country and captures R&D, production,

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