Going Global

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Going Global by Mind Map: Going Global

1. Global Marketing Strategy

1.1. Market-Entry Strategy

1.1.1. Exporting merchants?

1.1.2. Contracutal Agreements licensing franchising

1.1.3. Strategic Alliances

1.1.4. Direct Investment

1.2. Born-Global Firms

1.2.1. global from beginning

2. Road Blocks at the Borders

2.1. Trade

2.1.1. Protected Trade protectionism by government import quotas limited amount of products expensive products embargo completely prohibiting import tariffs taxes on imports

2.1.2. countertrade goods paid for with goods

2.1.3. GATT/WTO treaty to reduce taxes + restrictions

2.1.4. Economic Communities EU,APEC,NAFTA

3. Global Marketing Environment

3.1. Economic Environment

3.1.1. GDP value of all produced g&s per capita: /inhabitants

3.1.2. GNP GDP, national firms outside

3.1.3. economic infrastrucutre quality of distribution, financial + communication system

3.1.4. level of ec. development LDCs Developing Countries Developed Countries

3.1.5. Business cycle prosperity recession recovery

3.2. The Competitive Environment

3.2.1. analyzing competitive intelligence analyzing publicly available info about rivals

3.2.2. microenvironment product alternatives discretionary income income left product competition brand competition

3.2.3. macroenvironment monopoly oligopoly monopolistic competition perfect competition

3.2.4. Political + Legal Environment political constraints on trade war regulatory constraints human rights issues

3.2.5. Sociocultural Environment basic beliefs demographics size/age/gender etc cultural values collectivist cultures individualist cultures norms customs mores conventions ethnocentrism tendency to prefer own products

4. Marketing Mix Strategy

4.1. localization strategy

4.1.1. specified marketing mix

4.2. standardization strategy

4.2.1. same mix everywhere

4.3. Product Decisions

4.3.1. straight extension same product

4.3.2. product adaptation kellogs loops

4.3.3. product invention new product

4.4. Promotion Decisions

4.5. Price Decisions

4.6. Distribution Decisions