tailieunhanh - Ebook International business (4th edition): Part 2

(BQ) Part 2 ebook "International business" has contents: Marketing strategy, human resource management strategy, political risk and negotiation strategies, international financial management, corporate strategy and national competitiveness, emerging economies, ethics and the natural environment,.and other contents. | 11/11/05 12:11 AM Page 310 Chapter 11 MARKETING STRATEGY Objectives of the chapter Every multinational has a marketing strategy designed to help identify opportunities and take advantage of them. This plan of action typically involves consideration of four primary areas: the product or service to be sold, the way in which the output will be promoted, the pricing of the good or service, and the distribution strategy to be used in getting the output to the customer. The primary purpose of this chapter is to examine the fundamentals of international marketing strategy. We will look at five major topics: market assessment, product strategy, promotion strategy, price strategy, and place strategy. We will consider such critical marketing areas as product screening, modification of goods and services in order to adapt to local needs, modified product life cycles, advertising, personal selling, and ways in which MNEs tailor-make their distribution systems. Contents Introduction 312 International market assessment Product strategies Promotion Pricing Place The specific objectives of this chapter are to: 312 315 320 324 326 Strategic management and marketing strategy 328 ■ ACTIVE LEARNING CASE Volkswagen in the United States 311 ■ INTERNATIONAL BUSINESS STRATEGY IN ACTION Kola Real Group 318 IKEA in international markets 322 ■ REAL CASES Citigroup in China 334 Brazilian soap operas: a world market 335 1 Examine the process used to conduct an international market assessment of goods and services. 2 Study the criteria that affect an MNE’s decision to alter a good or service in order to adapt it to local market tastes. 3 Describe some of the ways in which MNEs use advertising and personal selling techniques to promote their products in worldwide markets. 4 Review some of the major factors that influence international pricing and distribution strategies. 11/11/05 12:11 AM Page 311 MARKETING .