Professional Documents
Culture Documents
American Firms?
U.S. Companies
Bestfoods (foods) Ben & Jerrys (ice cream) Alpo (pet food) Pillsbury (food) Burger King (fast food) Random House (publishing) Chrysler (autos) TV Guide (magazine) New York Post (newspaper) LA Dodgers (sports) Arco (gasoline) CompUSA (retailing) Seagram (alcoholic beverages)
Foreign Owner
U.K. U.K. Swiss U.K. U.K. Germany Germany Australia Australia Australia U.K. Mexico France
Uncertainty
Controllable elements - (always?)
P P
P P
Economy
Competition
Political/ Legal
P P
P P
Economy
Competition
Political/ Legal
P P
P P Customer
Competition Economy
PP
Technology Social/ Culture
PP
Foreign environment (uncontrollable) 1 Economic Political/legal forces forces Domestic environment (uncontrollable) Political/ legal Cultural forces forces
Price
Product
Promotion Channels of
distribution
6
Geography and Infrastructure Level of Technology
Economic climate
5
Structure of distribution
Levels of Involvement
No direct foreign marketing Infrequent Regular International Global Marketing
Orientations
Domestic Extension Multidomestic Global Marketing
(definition on p.21)
EPRG
ethnocentric polycentric regiocentric Geocentric
Concept