MT330International Marketing

Unit 6

MT330International Marketing

Unit 6

All the World is a Stage

MT330 – International Marketing Unit 6

Global Market Entry and Ethics

READINGS

Read the following chapters in your text:  

•  Chapter 11: Global Marketing Management: Planning and

Organization

MT330 – International Marketing Unit 6

KEY CONCEPTS

• New manufacturing techniques and the Internet have allowed products to be localized and have decreased the trend towards mass customization.

• Companies that market globally often fare better in economic downturns precisely because they are diversified.

• Selecting an appropriate market entry and partner greatly helps decrease the risk in penetrating new international markets.

MT330 – International Marketing Unit 6

DISCUSSION QUESTIONS

• Given the different ways that the text and video give to enter a foreign market, what might be the best way for Otsuka Pharmaceutical Company to enter the US market? Think about the way that similar beverages are marketed in the US and its culture. Why did you select this method of market entry into the US?

• Why did you reject the other ways that companies enter foreign markets?

MT330 – International Marketing Unit 6

ASSIGNMENT

Ultrasound Machines, India, China, and a Skewed Sex Ratio

• In this assignment, you will be following several steps to complete your final work.   Download the document above for the assignment's instruction.   Further instructions can be found on the next page.   Make sure to use the concepts you have learned from the text and that you have answered the questions thoroughly.

MT330 – International Marketing Unit 6

1.  Read Case 4-7, Making Socially Responsible and

Ethical Marketing Decisions: Selling Tobacco to

Third World Countries” on page 675 in your

textbook.

2. Read Case 2-8, “Ultrasound Machines, India, China,

a Skewed Sex Ratio,” on page 636 of your text.

3.  Visit the East-West Center and read the article.

MT330 – International Marketing Unit 6

Based on the readings, what you have learned in the text readings up to this point, and the model that was presented in Case 4-7, answer the questions regarding the marketing of ultrasound machines in India, China and Korea

Remember to write the assignment in narrative form

MT330 – International Marketing Unit 6

UNIT OUTCOMES

• Explain the differences between global and international marketing management.

• Outline the tradeoffs involved with the different international market-entry strategies.

• Relate the increasing importance of international strategic alliances.

• Compare the business ethics in foreign markets.

Thank You!

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