1)Global Marketing decision:
The initial decision point choosing an international market regarding entry or expansion in global marketing must be based on the opportunities (customer needs not yet satisfied) open to the firm abroad. These opportunities will b the more than those available in the home country. Even if opportunities appear very favorable, the firm must have resources in men, money and materials to capitalize them.
2) Market Selection Decision:
The next decision is the market selection decision, A marketer has three alternatives to enter the market-undifferentiated marketing, differentiated marketing, and concentrated marketing, i.e., concentrating on one or a few market segments. Globally, most companies should prefer a strategy of concentration on a limited number of key markets (market segments).. This approach will be Feasible and they can operate only in narrow fields in the beginning. Global marketing research can help a firm to select a few key markets which will offer highest profitability.
3) Market Entry Decision:
when making decisions for international marketing managers should have to determine the most appropriate method of entering into those global markets which offer good and feasible marketing opportunities. There are many methods of market entry open to a firm in a provided country are exporting, licensing, manufacture abroad (through a foreign subsidiary or a joint venture) or entering into turn-key projects in foreign countries.
4) Marketing-Mix Decision:
Finally the decision on market entry is taken, the firm or business will now have to plan and implement or apply a marketing-mix which will be perfectly for the all demands of the marketing environment of the all foreign target markets. Marketing mix decision include the following:
- Product decision
- Distribution decision
- Global pricing decision
- Promotion decision
5) Organization for Global Marketing:
Marketing activities are usually organized on the basis of:
- Marketing functions
- Marketing regions
- Product groups
In global marketing, there are three stages in organization structure:
- Marketer enters global marketing by establishing an export department.
- In due course, there may be a global divisional organisation.
- Finally, there may be a full-fledged multinational Organization.
