Deciding Which Markets to Enter Need to first define international marketing objectives and policies Generally, company should enter fewer countries with a deeper commitment and penetration in each when market entry control costs high product communication adaptation costs high population, incomesize growth high in initial countries chosen Dominant foreign firms establish high barriers to entryDeciding Which Markets to Enter • Need to first define international marketing objectives and policies • Generally, company should enter fewer countries with a deeper commitment and penetration in each when – market entry & control costs high – product & communication adaptation costs high – population, income size & growth high in initial countries chosen – Dominant foreign firms establish high barriers to entry