Export Marketing Strategies

  • Explain the strategy of direct and indirect exporting, and licensing and franchising, and how the company you selected above used these strategies when entering the global economy.
    • What prior research was conducted?
    • How well did they understand their target marketing environment?
  • Analyze the export marketing strategies the companies used.
    • What decisions were made concerning product design, pricing, distribution channels, advertising, and communications—the marketing mix?
    • What lessons did they learn from their success in the global marketplace?


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