Term
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Definition
| what is used to penetrate a target country |
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Term
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Definition
| what is used to penetrate a target market |
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Term
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Definition
| international marketing channel is a system of marketing organizations connecting manufacturer to end user |
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Term
| structure of distribution includes |
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Definition
| intermediary organization, their capacities and capabilities, and geographical coverage |
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Term
| two flows of channel structure |
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Definition
1. transaction (ownership)
2. physical flow |
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Term
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Definition
| independent companies who direclty participate in these flows |
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Term
| facilitating or service organizations |
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Definition
| banks, transportation companies, and advertising agencies which provide useful and necessary services but not members of the marketing channel |
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Term
| importance of entry decision: entry mode selection |
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Definition
- influence the price that consumers will pay
- slow and costly procedure
- limit other activities in marketing mix
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Term
| importance of entry decision: channel decision |
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Definition
- location of production is first channel decision
- selective distribution (utulizing only the most profitable outlets and ignoring all others) may not provide the outlets needed to compete effectively.
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Term
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Definition
| integrated system with the manufacturer on one end and the final user or buyer on the other end to find the best international channel |
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Term
| 3 basic components of international marketing channel system |
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Definition
- the headquarter's organization
- channels between nations
- channels within nations
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Term
| entry strategy requires decisions on the following: |
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Definition
- objective and goals in the target market
- policies and resources allocations
- choice of entry modes to penetrate the market
- control system to monitor performance
- a time schedule
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Term
| 1st decision: where the production base is located |
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Definition
- in the home country
- overseas
- in a free area
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Term
| channel between nation choices: |
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Definition
- direct or indirect
- others: licensing, contract manufacturing, management contracting, manufacturing, assembly operations, joint venture
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Term
| Channel within nations choices: |
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Definition
- foreign agent
- distributor
- foreign branch
- wholesaler
- retailer
- consumer
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Term
| types of marketing policies |
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Definition
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Term
| problems (communication gaps) |
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Definition
| culture, nationality, environmental, and distance gaps |
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Term
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Definition
| marketer merely sells to an intermediary and lets the product find its own way to the consumer |
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Term
| push (promotion through the marketing channel) |
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Definition
| channel members must aggressively sell and promot the product to other channel members at lower levels |
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Term
| pull (distribution is bought) |
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Definition
| the marketer engages in mass advertising to the target market so that consumers are presold; consumer then pull the product through the channel |
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Term
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Definition
| same entry mode for all foreign markets; tunnel vision |
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Term
| entry modes: pragmatic rule |
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Definition
| workable entry mode for each market |
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Term
| entry modes: strategy rule |
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Definition
| conduct analysis to determine right entry mode for each product in each market |
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