Marketing- C570

Beware and manage Country of Origin perceptions

Challenges

Unstable Govts

Forex

Corruption

Pirating

Criteria

Market Attractivensess

Risk

Competitive Advantage

Modes of entry (in order of increasing Risk, Control, Committment and Profit Potential)

Indirect Exporting

Direct Exporting

Licensing

Joint Venture

Direct Investment

Adaptive Marketing Program

Product Level

Straight Extention - no change

Regional, country retailer, city version

Backward Invention

Communication Level

Price Level

Distribution Level

Be Cognizant of Cutural Social, Political Technological environmental legal limitations

Cultural Differences

Individualism vs Collectivism

High vs Low Power distance

Masculine vs feminine

Weak vs Strong uncertainty avoidance

Market Targeting

Single Segment

Niche

Internet enabled

Local

Grassroots

Individual

Mass customiztion

Market Segmentation

Bases for Mkt Segmentation

Consumer Responses

Consumer Characterestics

Variables

Geographic

Culture

Country

Demographic

Income

Age

Etc

Psychographic

Behavioral

To be useful, segmentation must be

measurable

Actionable

substantial

accessible

differentiable

Market Positioning

Single segment

Selective Segments

Product Specializtion

Market Specialization

Full Market coverage

Marketing Concept

Subtopic