As a novice in global marketing, which alternative for global market-entry strategy would you be likely to start with? Why? What other alternatives do you have for a global market entry?
(Marketing: The Core, 2nd ed.)

It appears as though the choices from the book are the following:

-international firm
-multinational firm (with a multidomestic marketing strategy)
-transnational firm (with a global marketing strategy)

"The types of companies compete in the global marketplace: (1) international firms, (2) multinational firms, and (3) transnational firms. All three employ people in different countries, and many have administrative, marketing, and manufacturing operations (often called divisions or subsidaries) around the world. However, a firm's strategy for global markets and marketing defines the type of company it is.
An international firm markets its existing products and services in other countries the same way it does at home. Avon, for example, successfully distributes its product line through direct selling in Asia, Europe, and South America, using nearly the same marketing strategy used in the United States.
A multinational firm views the world as consisting of unique parts and markets to each part differently. Multinationals use a multidomestic marketing strategy, which means that they have as many different product variations, brand names, and advertising programs as countries in which they do business. For example, Unilever markets its fabric softener known as Snuggle in the United States in 10 different European countries under seven brand names, including Kuschelweich in Germany, Coccolino in Italy, and Mimosin in France. These products have different packages, different advertising programs, and occasionally different formulas. Proctor and Gamble markets Mr. Clean, its multipurpose cleaner, in North America and Asia. But you won't find Mr. Clean in other parts of the world. In Latin America, Mr. Clean is Mastro Limpio. Mr. Clean is Mr. Proper in Europe, Africa, and the Middle East.
A transnational firm views the world as one market and emphasizes universal consumer needs and wants more than differences among cultures. Transnational marketers employ a global marketing strategy-the practice of standardizing marketing activities when there are cultural similarities and adapting them when cultures differ."

  1. 0
  2. 10
asked by Caitlin
  1. thnocent

    posted by Anonymous

Respond to this Question

First Name

Your Response

Similar Questions

  1. accounting

    MKTG205-1101B-07 Principles of Marketing Assignment Name: Unit 5 Individual Project Deliverable Length: 2-3 pages Details: Select a global company of your choice in the service industry. Using your selected global company as the
  2. marketing

    The types of companies compete in the global marketplace: (1) international firms, (2) multinational firms, and (3) transnational firms. All three employ people in different countries, and many have administrative, marketing, and
  3. marketing

    13) The main difference between a marketing strategy and a marketing plan is that: A. Time-related details are included in a marketing plan. B. A marketing strategy omits pricing plans. C. A marketing strategy provides more
  4. Marketing

    What are the strategies for entering into the global market? What are some strengths and limitations?. Do you know a company who has done well in a global economy?
  5. management of international business

    1)what are the main changes in this current global market? 2) how do you define a global manager?
  6. calculus

    Find the points at which y = f(x) = 5x−ln(5x) has a global maximum, a global minimum, and a local, non-global maximum on the interval .1 ≤ x ≤ 2. Round your answers to two decimal places. Global Minimum: (x,y) = (,) Global
  7. Calculus

    Use analytical methods to find the exact global maximum and minimum values of the function f(x)=8x-ln(4x) for x >0. If a global maximum or minimum does not exist, enter the word NONE. For the global maximum at x=none, But for the
  8. Business

    Assignment is: One organization must compete in the domestic market and one in the global market, such as Southwest Airlines and Lufthansa. I want to do my paper on something else besides airlines like drug manufacturing but I do
  9. Maths

    An Investment Fund manager is required to maximise the return on a portfolio of bonds given the following information: Bond types Projected rate of return Benchmark government 9.1 UK gilts 10.3 Global investment grade (US $) 6.7
  10. Quality Management and Productivity

    (Effects of Quality Management on Domestic and Global Competition Paper) - Write a 700-word paper in which you compare and contrast quality management at two organizations in the same industry. - One organization must compete in

More Similar Questions