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International Marketing Planning
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International Marketing Planning
16 Pages

Importance of Planning
Domestic versus International Planning
Short-Range Planning
Elements of the Marketing Plan
Developing Plans for Individual Markets Level of Involvement
The Plan for the National Market
Division of Labor in International Planning
International Coordination of National Plans
Comparative Analysis for International Planning
Comparative Analysis for Export Market Planning
Long-Range Planning Some Distinctions
Time Span
The Link of Long to Short
The Long-Range Planning Process Situation Analysis
Setting Objectives
Formulating Strategies
Organisational Participation
Further Readings

International Market Structure Profile Analysis: A Systematic Approach to Assessing Growth Opportunities in the International Marketplace*

Planning activities represent an expenditure of company resources. Such an expenditure can be justified only if the benefits outweigh the costs. Although the benefits of planning are hard to quantify, they are nonetheless real. For one thing, the costs of planning are small relative to operating costs in foreign markets, which means that a small improvement in effectiveness or a new opportunity uncovered can easily offset the costs of planning. Furthermore, the costs of planning can be compared to the costs of insuring against serious errors or missed opportunities in the marketplace. Being first down the road is of little advantage if the road runs in the wrong direction. Planning aids in the selection of the roads that lead to company goals. The need for planning is thus twofold: first, to avoid errors in the market, and second, to recognise opportunities and challenges.

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