What are the three points that define a global approach to international marketing?
Major objective for MNC is the discipline imposed by the process. Once you've already planned, you have the framework for analyzing marketing problems and opportunities and a basis for coordinating info from different country markets. Process of planning as important as the plan itself because you must take all factors into account.
1. Define company's objectives and resources. May need to change objectives for foreign market, must reconcile differences.
2. Must decide if ready for level of commitment regarding money, amount of personnel, and determination to stay in market long enough to receive return on investments
3. Planning is essential to success.