Principles of Marketing (16th Edition)
Principles of Marketing (16th Edition)
16th Edition
ISBN: 9780133795028
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
Question
Chapter 19, Problem 19.1DQ
Summary Introduction

To discuss: The term 'global firm' and the major decisions involved in international marketing.

Introduction:

A firm that operates in more than one country is termed as global firm.

Expert Solution & Answer
Check Mark

Explanation of Solution

Global firm and major decisions midst international marketing:

Global firm operates in multiple countries. It gains marketing, production, research development, and financial department that are unavailable to domestic competitors. The company views world globally as a single market. It decreases the importance in national boundaries that develop transnational brands. It increases capital obtaining materials, components, and manufacturers to market goods where it can carry out the best job.

The six important decisions midst international marketing:

  1. 1. Understand the environment of global marketing
  2. 2. Establish globalization for products
  3. 3. Decide market penetration and factors of entry
  4. 4. Frame methods for market entry
  5. 5. Set a global marketing program
  6. 6. Decide organizational global marketing

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