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Import Export SFSU IBUS 430
Chapter 6: Export Market Strategies
23
Business
Undergraduate 4
12/18/2011

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Term
entry mode
Definition
what is used to penetrate a target country
Term
marketing plan
Definition
what is used to penetrate a target market
Term
Channel Structure
Definition
international marketing channel is a system of marketing organizations connecting manufacturer to end user
Term
structure of distribution includes
Definition
intermediary organization, their capacities and capabilities, and geographical coverage
Term
two flows of channel structure
Definition

1. transaction (ownership)

2. physical flow

Term
marketing organizations
Definition
independent companies who direclty participate in these flows
Term
facilitating or service organizations
Definition
banks, transportation companies, and advertising agencies which provide useful and necessary services but not members of the marketing channel
Term
importance of entry decision: entry mode selection
Definition
  • influence the price that consumers will pay
  • slow and costly procedure
  • limit other activities in marketing mix
Term
importance of entry decision: channel decision
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.
Term
Whole Channel Concept
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
Term
3 basic components of international marketing channel system
Definition
  1. the headquarter's organization
  2. channels between nations
  3. channels within nations
Term
entry strategy requires decisions on the following:
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
Term
1st decision: where the production base is located
Definition
  • in the home country
  • overseas
  • in a free area
Term
channel between nation choices:
Definition
  • direct or indirect
  • others: licensing, contract manufacturing, management contracting, manufacturing, assembly operations, joint venture
Term
Channel within nations choices:
Definition
  • foreign agent
  • distributor
  • foreign branch
  • wholesaler
  • retailer
  • consumer
Term
types of marketing policies
Definition
gravity, push, pull
Term
problems (communication gaps)
Definition
culture, nationality, environmental, and distance gaps
Term
gravity (non-promotion)
Definition
marketer merely sells to an intermediary and lets the product find its own way to the consumer
Term
push (promotion through the marketing channel)
Definition
channel members must aggressively sell and promot the product to other channel members at lower levels
Term
pull (distribution is bought)
Definition
the marketer engages in mass advertising to the target market so that consumers are presold; consumer then pull the product through the channel
Term
Entry mode: naive rules
Definition
same entry mode for all foreign markets; tunnel vision
Term
entry modes: pragmatic rule
Definition
workable entry mode for each market
Term
entry modes: strategy rule
Definition
conduct analysis to determine right entry mode for each product in each market
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