Title: (Optional) Develop an international marketing strategy for a specific product or service.
Course: Marketing Management (12166) > Section: Marketing Products and Services Internationally

Development should include research and decisions related to the following strategic steps:

- Analyzing the global market environment (e.g., economics, political, legal, cultural environments)
- Deciding whether to expand abroad based on identified advantages and disadvantages
- Deciding which markets to enter (e.g., demographics, geographic factors, economic factors, technological factors, sociological factors, and national goals and plans)
- Deciding how to enter the market (e.g., exporting, joint venturing, direct investment)
- Deciding on the marketing program (e.g., product, price, place, promotion)
- Deciding on the marketing organization (e.g., export department, global organization)

Process/Skill Questions:

- Why is it important to examine the domestic marketing strategy and how it will need to be tailored to be effective in the proposed international markets?
- What are the steps in developing an international marketing strategy for a specific product?
- What characteristics should a global marketing manager demonstrate when marketing a specific product?
- What are the consequences of a poorly planned international marketing strategy?