4.7 International Marketing

Question 1

International Marketing

Answer 1

Selling products in a market other than the original domestic market

Question 2

Pros and Cons of international marketing

Answer 2

Question 3

Methods of entry into new international markets

Answer 3

Exporting:
Direct to customers, or through export agents

Joint Venture/ Strategic alliance:

International Franchising:
A person/ business uses the name of a brand and its processes, but pays a licence fee and a royalty payment

Licensing:
Giving another firm the right to use one or some of the following:
Brand name, logo, production process, intellectual property rights.

Direct Investment:
Set up factory, retail outlet in a foreign country
Or mergers and acquisitions with foreign businesses

Question 4

Pan-Global Marketing:

Answer 4

Sell the exact same products in every market

Question 5

Pan-Global Marketing:

Answer 5

Sell the exact same products in every market

Question 6

Global Localization:

Answer 6

• Adapting the Marketing mix to each country
• Product - e.g religion, local tastes
• Pricing - e.g to reflect average income levels
• Place - e.g good internet access, focus on smaller shops, use of retailers?
• Promotion - e.g Restrictions on advertising, (above the line/ below the line)

Question 7

Pros of Pan-Global and Global Localization

Answer 7