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Going Global by Mind Map: Going Global
5.0 stars - 1 reviews range from 0 to 5

Going Global

Global Marketing Strategy

Market-Entry Strategy

Exporting, merchants?

Contracutal Agreements, licensing, franchising

Strategic Alliances

Direct Investment

Born-Global Firms

global from beginning

Road Blocks at the Borders


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

countertrade, goods paid for with goods

GATT/WTO, treaty to reduce taxes + restrictions

Economic Communities, EU,APEC,NAFTA

Global Marketing Environment

Economic Environment

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

GNP, GDP, national firms outside

economic infrastrucutre, quality of distribution, financial + communication system

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

Business cycle, prosperity, recession, recovery

The Competitive Environment

analyzing, competitive intelligence, analyzing publicly available info about rivals

microenvironment, product alternatives, discretionary income, income left, product competition, brand competition

macroenvironment, monopoly, oligopoly, monopolistic competition, perfect competition

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

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

Marketing Mix Strategy

localization strategy

specified marketing mix

standardization strategy

same mix everywhere

Product Decisions

straight extension, same product

product adaptation, kellogs loops

product invention, new product

Promotion Decisions

Price Decisions

Distribution Decisions