1. Chapter 19 The Global Marketplace PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong

3. Decisions in International Marketing Looking at the Global Marketing Environment Deciding Whether to Go International Deciding Which Markets to Enter Deciding How to Enter the Market Deciding on the Global Marketing Program Deciding on the Global Marketing Organization

4. Looking at the Global Marketing Environment The International Trade System The World Trade Organization and GATT Regional Free Trade Zones

5. Economic Environmental Factors Country’s Industrial Structure Subsistence Economies Raw Material Exporting Economies Industrializing Economies Industrial Economies Income Distribution

6. Political-Legal Environmental Factors Government Bureaucracy Attitudes Toward International Buying Monetary Regulations Political Stability

7. Cultural Environmental Factors How Customers Think About and Use Products Business Norms and Behavior Cultural Traditions, Preferences, and Behaviors

9. Deciding Which Markets to Enter Marketer’s Checklist for Identifying Market 2. Geographic Characteristics. 3. Economic Factors. 4. Technological Factors. 5. Sociocultural Factors. 6. National Goals and Plans. 1. Demographic Characteristics. Potential

10. Deciding How to Enter the Market Direct Investment Joint Venturing Exporting Amount of Commitment, Risk, Control, and Profit Potential Greater Lesser

11. Deciding on the Global Marketing Program Five International Product and Promotion Strategies Straight Extension Communication Adaptation Product Adaptation Dual Adaptation Promotion Don’t Change Product Adapt Product Product Don’t Change Promotion Adapt Promotion Product Invention Develop New Product

12. Whole-Channel Concept for Distribution Seller Seller’s Headquarters Channels Between Nations Channels Within Nations Final User or Buyer

13. Deciding on the Global Marketing Organization Export Department International Division Global Organization Degree of Involvement in International Marketing Activities