It is the mark of an educated mind to be able to entertain a thought without accepting it.”  (Aristotle)
Dr. Steven J. Clarke
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Asian Market Entry

Entering foreign markets is a daunting and risky business, combining opportunity with important culturally diverse and unique country environments, requiring research and knowledge based marketing mix decisions.

Teaching
Course Description:     This course will present an overview of the unique aspects of marketing in the international business environment and provide the framework upon which multinational marketing management can be based.  Emphasis will be placed on the role of the international marketing manager in the development of marketing strategies for a variety of markets in diverse cultural, political and economic situations.  Focus will be on the decision making process in the areas of foreign market analysis, target identification, product planning, promotion and channels of distribution

Course Objectives:     Understand how the basic principles of marketing are applied in a variety of diverse cultural, political, legal and economic environments. Be able to analyze foreign markets to determine their overall export potential

  • Overview and Research of Asian Markets
  • The Cultural Environments of Asian Markets
              Economic Environments
              Political Environments
              Cultural Environments
              Legal and Regulatory Environments and Organizations
  • Assessing Asian Market Opportunities
  • Developing and Implementing Asian Marketing Strategies     
              Developing Strategic Alliances    
              Market and Distribution Channels
              Consumer Behavior and Decision Making Process
              Promotion



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Foreign Market Entry Considerations
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