MARK 201 Lecture Notes - Lecture 14: Global Marketing, North American Free Trade Agreement, Trade Secret
Document Summary
Example: dell- adjusted product for emerged market (india) Economic considerations : global marketing is also affected by economic considerations. Therefore, a scan of the global marketplace should include : (1) an assessment of the economic infrastructure in these countries, (2) measurement of consumer income in different countries, and (3) recognition of a country"s currency exchange rates. Global competition: international firms, multinational firms,transnational firm, global firm. Global consumers: consumer groups in different countries with similar needs. Political stability: political stability in a country is affected by numerous factors, including a government"s orientation toward foreign companies and trade with other countries. These factors combine to create a political climate that is favorable or unfavorable for marketing and financial investment in a country or region of the world. Global market-entry strategies (1) exporting, (2) licensing, (3) joint venture, and (4) direct investment. Exporting: a global market-entry strategy in which a company produces products in one country and sells them in another country.
