国际贸易专业英语第二版课件檀文茹主编 ISBN9787811343076lesson 3.pptVIP

Unit Three Modes of International Business Pre-reading Questions In what way can a firm engage in international business? What is the easiest way for a firm to do international business? What risks do international business involve? What is the least risky way to do international business? To your knowledge, what is the most common modes Chinese firms adopt in doing international business? Exporting and Importing Most firms enter international business through exports, for it is the simplest and least risky way. Licensing and Franchising Technology licensing is a contractual arrangement in which the licensers patents, trademarks, service marks, copyrights, or know-how may be sold or otherwise made available to a licensee for compensation negotiated in advance between the parties. Joint Ventures the parent company owns only a partial interest in the foreign enterprise. The host country may require that a certain percentage (often 51 percent) of manufacturing or mining operations be owned by nationals of that country, thereby requiring firms to operate through joint ventures. Wholly Owned Subsidiaries This is the most popular form of for US-based multinational organizations. Traditionally, this form of direct investment abroad has been looked at as an international movement of capital accompanied by managerial control, technology, and access to resources that might not otherwise be available. Key Terms marketing mix The marketing mix includes all activities controllable by the organization and include the product, service, or idea offered, the manner in which the offering will be communicated to customers, the method for distributing or delivering the offering, and the price to be charged for. licensing A business arrangement in which the manufacturer (the licensor) of a product (or a firm with proprietary rights over certain technology trademarks, etc.) grants permission to some other group or individual to manufacture that product (or make use of that proprieta