Author
Released
2/18/2015The course also investigates options for global expansion, such as exporting, licensing, joint ventures, and direct investment, and details how to put together a successful marketing mix using distribution, promotional methods, and translation. Plus, learn where to turn for more information about your specific target markets.
- The rise of the global consumer
- Learning about customers in global markets
- Accessing foreign markets
- Adapting products
- Diversification
- Balancing risks and rewards
Skill Level Appropriate for all
Duration
Views
- International marketing isn't just about translating your brochures into another language or all about spending more of your company's resources. It's about having a solid plan based upon a realistic assessment of what your company wants to accomplish and analysis of which markets may make the most sense in a framework for how you're going to get the work done. My name is Doug Ladd. And I'm glad you're engaging in this course with me. I've been teaching, writing, working for and consulting with companies all over the world for more than 25 years.
I'll talk about the changing global economy, how to learn more about foreign customers, options for global expansion. You'll get to learn more about the PESTCL framework, which is a powerful tool for selecting a market. I'll also talk about adapting existing products and developing new products for a market. I'll cover the pros and cons of different international marketing models such as exporting, licensing, joint ventures and direct investment. Finally, I'll provide you with several resources and places to gather information to help you make your decisions.
These systems and tools are easy to use. So I'm confident that you can learn and do the necessary work to help your company grow in international markets. Let's get started.
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Introduction
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Welcome1m 15s
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1. The Importance of International Marketing
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The growing global economy3m 28s
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2. Strategic Considerations for Your Company
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Options for global expansion4m 14s
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3. Assessing Markets Outside Your Home Country
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E is for "economic"2m 32s
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S is for "social"3m 29s
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T is for "technological"2m 53s
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C is for "competitive"2m 50s
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L is for "legal'2m 50s
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4. Market-Development and Product-Development Decisions
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Market development2m 45s
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Diversification2m 57s
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5. Options for Global Expansion
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Exporting3m 16s
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Licensing or franchising4m 27s
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Joint ventures4m 4s
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Direct investment4m 3s
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6. Resources to Help Gather Information and Make Decisions
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Industry trade groups3m 33s
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7. Marketing-Mix Considerations
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The 4Ps of marketing4m 1s
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Distribution issues4m 2s
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Promotional methods4m 34s
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Conclusion
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Wrapping up1m 34s
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Video: Welcome