Chapter 7

Question 1

what are the market entry strategy options available to a company seeking to enter the global market place?

Answer 1

1. exporting
2. licensing
3. joint venture
4. direct investment

Question 2

list the 5 strategies global companies have for matching products with their promotional efforts to global markets

Answer 2

1. product extension - same product, same promotion
2. product adaptation - adapt product, same promotion
3. communication adaptation - same product, adapt promotion
4. dual adaptation- adapt product, adapt promotion
5. product invention - create new product, same/ adapt promotion