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Marketing Management Kotler 8
Marketing Management Kotler 8
8
Tapping into Global
Markets
Stage 3: Establishment of
sales subsidiaries
Stage 4: Establishment of
production facilities abroad
Copyright © 2016 Pearson Education Ltd. 7-7
Deciding Which
Markets to Enter
• How many markets to enter
Waterfall Approach
Sprinkler Approach
Born Global
• Psychic
proximity/cultural
distance
• Fewer countries
Copyright © 2016 Pearson Education Ltd. 7-9
Succeeding in Developing Markets
• BRICS
– Brazil, Russia, India,
China, and South Africa
• CIVETS
– Columbia, Indonesia,
Vietnam, Egypt, Turkey,
and South Africa
Cooperative Export-management
organizations companies
Domestic-based export
Overseas sales branch
department
Market-based price
Cost-based price