Arrange the following steps of Global marketing process in a correct order : A. Implement the marketing strategy B. Decide on market entry strategy C. Monitor and control D. Identify and evaluate marketing opportunities E. Develop a marketing program Choose the correct answer from the options given below :
D, B, E, A, C
The correct sequence is D, B, E, A, C — option 2.
| Order | Step | Question it answers |
|---|---|---|
| 1 | D — Identify and evaluate marketing opportunities | Which market ? Assess the international environment and screen countries on size, growth, competition, risk and cost of doing business |
| 2 | B — Decide the market entry strategy | How to enter ? Exporting, licensing, franchising, contract manufacturing, joint venture or direct investment |
| 3 | E — Develop the marketing programme | What offering ? The marketing mix — and how far to standardise it or adapt it to local conditions |
| 4 | A — Implement the strategy | Putting it into effect — the organisation, people and systems to run it |
| 5 | C — Monitor and control | Measuring results and correcting course |
The logic. Opportunity precedes entry decision; entry mode precedes programme, because the mode determines how much control the firm has over the mix — a licensor cannot dictate a marketing programme the way a wholly owned subsidiary can; the programme precedes implementation; and control comes last. C must be last and D must be first, which alone identifies option 2.
The entry modes, in ascending order of commitment.
| Mode | Investment | Control | Risk |
|---|---|---|---|
| Indirect and direct exporting | Lowest | Low | Low |
| Licensing / franchising | Low | Limited — and the licensee may become a competitor | Low |
| Contract manufacturing | Low | Over marketing, yes; over quality, less | Moderate |
| Joint venture | Shared | Shared — partner supplies local knowledge | Shared |
| Direct investment | Highest | Full | Highest |
The standing question at the programme stage is standardisation versus adaptation. Standardising the mix gives economies of scale and one consistent global brand; adapting it respects differences in taste, income, culture, language and regulation. Most firms settle on “glocalisation” — a global strategy with local adaptation of product, promotion and price.
Hence, the answer is D, B, E, A, C.
Similar Questions
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When the total market expands, the _________ usually gains the most.
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Choose the most appropriate answer from the options given below:
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When the total market expands, the _________ usually gains the most.
