Environmental differences must be taken into account if firms are to market products and services at a profit in other countries Laws Customs Cultures Self-reference criteria and ethnocentrism limit t0 check international marketer’s abilities to understand and adapt to differences prevalent in foreign markets Best organizational setup -to implement its global plans effectively, a company needs to reflect on the best organizational setup that enables it to successfully meet the threats and opportunities posed by the global marketing arena. International Planning Process Major International Marketing Decisions Looking at Global Marketing Environment Deciding which markets to enter Deciding how to enter the markets Deciding on the Marketing Program Marketing Mix Standardised Marketing Mix Adapted Marketing Mix Pricing Distribution Channels Deciding on the Marketing OrganizationsĤ Introduction Strategic/Marketing plan.-the capstone of a company’s global marketing activities will be its marketing plan. Subject to corrections on Being brought to notice”ģ Agenda Introduction Internationalization Strategies
Use your current working environment and experience to relate to situations. Ravindra Pratap GuptaĪdvisable “All material in slides need not be understood. Presentation on theme: "Strategic Market Management 7th Edition – David Aaker"- Presentation transcript:ġ Strategic Market Management 7th Edition – David Aaker
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