pemasaran global

7/18/2019 Pemasaran Global

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RESUME

MANAJEMEN PEMASARAN

PEMASARAN GLOBAL

Oleh :

KELOMPOK 2

1. GALIH CANDRA N. 13.0102.01392. DWI ISTRIYANI 13.0102.01403. M AIRU!I AI" 13.0102.0141

4. SLAMET DEDY #UNIAWAN 13.0102.0142$. ITRIA ULINNUHA 13.0102.014$%. ERLITA PRANAWENGRUM 13.0102.014&&. ANGGI ANGGRAENI A 13.0102.014''. HENDRA PURNAMA D.S 13.0102.01499. WARIH (AGAS W 13.0102.01$110.RENITA PRATI#ASARI 13.0102.01$211.RITA LISTIANA 13.0102.01$312.LINA NUR MARYANI 13.0102.01$4

UNI)ERSITAS MUHAMMADIYAH MAGELANG

201$

PEMASARAN GLOBAL

1. Sejarah Pemasaran Global



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Industry global adalh industry dimana posisi strategis pesaing dalam pasar geografi utama

atau nasional dipengaruhi secara mendasar oleh posisi global mereka secara keseluruhan,

De,8*, -//*, +*+ perusahaan global adalah perusahaan yang dalam operasinya lebih

dari satu egara, memperoleh keuntungan litbang, produksi logostik, pemasaran dan

finansial dalam biaya serta reputasinya yang tidak tersedia bagi pesaing domestic murni.

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2. Pengertian

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!imensi"dimensi utama dalam pemasaran global:

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2. Se8-e,*/ ** 8l56*l

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Berikut ini beberapa kuni penting !an tren! "ang harus !ipertimbangkan se#aktu

melakukan $global marketing%&

* Perhatikan Konteksnya

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6 Kebudayaan.

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7 Peraturan

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Gaya Komunikasi

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e Ekonomi

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http://www.iwon.com/





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3. Pemasaran & Suatu 'isiplin (ni)ersal

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* Konsep Pemasaran

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6 Konsep Strategis Pemasaran

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7 Tiga Prinsip Pemasaran

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ilai Pelanggan dan Persamaan ilai

*ntisari pemasaran a!alah meniptakan nilai pelanggan "ang lebih besar !aripa!a nilai

"ang !iiptakan oleh pesaing+

Seperti "ang !isarankan !alam persamaan ini, nilai untuk pelanggan !apat !inaikkan

!engan memperluas atau memperbaiki pro!uk !an atau man-aat jasa !engan

menurunkan harga atau gabungan !ari unsur ini+

Keunggulan Kompetitif atau !iferensial

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#okus



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4. 'ari Pemasaran 'omestik Ke Pemasaran Global./ransnasional * Pemasaran Domestik

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5-e/.

6 Pemasaran Ekspor

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7 Pemasaran Internasional

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Pemasaran Multinasional

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e Pemasaran Global / Transnasional

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$. Kekuatan 0ang Men!orong 'an 0ang Menghambat Bisnis Global A. Kekuatan $ang Mendorong

Kebutuhan Pasar

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Teknologi

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Biaya

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Mutu

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Komunikasi dan Transportasi

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Daya Tuas

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2. T*,<e /e-

3. Pe,8he-**, *l*

4. Pe,**8+,**, S+-6e **

$. S*e8/ 8l56*l

(. Kekuatan $ang Menghambat

Perbedaan Pasar

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Searah

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Ke!adokan Manaemen

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Budaya "rganisasi

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Kendali #asional/ $ambatan untuk masuk suatu negara



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%. Kekuatan 0ang Men!asari Bisnis *nternasional

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* "rientasi Manaemen

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6 Kerangka Kera Moneter Internasional

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7 Sistem Perdagangan Dunia

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6e**,. S/e- /,/ -+,7+l -el*l+/ GATT.

Perdamaian Global

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e Pertumbuhan Ekonomi Domestik

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e/,/ :

1. Pe+-6+h*, el*h -e,7/**, ee-**, **

2. Pe+-6+h*, el*h -e,8+*,8/ e,5l**,; *,8 -+,8/, el*h 6ee-6*,8; e6*8*/

e5, -*+,* e+*h**, */,8 e *l*- e5,5-/ 5-e/.

< Teknologi komunikasi dan Transportasi

Me,/,8*,* e7e**, *, **/* 5-+,/*/ 6e6/** e,*h -e+**, e+**,

+*-* +,+ -e-e-+*h el+**, 6/,/ /,e,*/5,*l.

8 Korporasi Global / Transnasional

#55*/ 8l56*l **l*h 58*,/*/ *,8 el*h 6ee*/ eh** e+**, *,8 -e,55,8;

-e,8h*-6* *, -el*,*/ +,/*.



&. Memutuskan Apakah Akan Bergerak 'iluar Negeri+

(*,* e+*h**, -e-/l/h +,+ e* 6e*h*, /** 5-e/7 **6/l* **

5-e/,* 7++ 6e*. M*,*e /* el+ -e-el**/ 6*h** *, h5+- Ne8** l*/,;

6e*,*/ e,8*, -** +*,8 */,8 *,8 85*h; -e,8h**/ 8*,88+*, *- e/**/*,

5l// h5+- **+ -e*,7*,8 e-6*l/ 5+ -ee* +,+ -e,e+*/*, e,8*, h***,

*, e6++h*, el*,88*, *,8 7++ 6e6e*. (/,/ **, le6/h -+*h *, *-*,.

Se-*e,** *+ e** <*75 *,8 -e,e6*6*, e+*h**, +,+ e+, e >5,*

/,e,*/5,*l. P** 5-e/7 e+*h**, /e6+ 5leh e+*h**, */,8 e,8*, -e,*=**,

5+ le6/h 6*/ e,8*, h*8* *,8 le6/h -+*h +l*; e+*h*, -+,8/, /,8/, -e,e*,8

6*l/ e+*h**, */,8 /,/ /** 5-e/7 -ee*, *, -e,8/* +-6e ** -ee*.

E+*h**, -/+,8/, -e,e-+*, 6*h=* 6e6e** ** */,8 -e-6e/ l*6* le6/h /6*,/,8

5-e/7. I* -+,8/, -e-6++h*, 6*/ el*,88*, e,8 le6/h 6e* +,+ -e,7**/ *l*

e5,5-/. Pe+*h**, -+,8/, /,8/, -e,8+*,8/ ee8*,+,8*,,* ** *+ **

eh/,88* -e,8+*,8/ +8* e/5,*. Pel*,88*, e+*h**, -+,8, el+* ,e8e/;

e+*h**, h*+ -e,/-6*,8 6e** e/5. Pe+*h**, -+,8/, /* -e,8e/ e<ee,/

el*,88*, l+* ,e8e/ *, 8*8*l -e,*=**, 5+ -e,*/ *,8 5-e//<. Pe+*h**,

-+,8/, /* -e,8e/ +l+ ,*8e* */,8 *, 5-+,/*/ e,8*, Ne8** */,8 *,8

+*,8 e<e/< +l*. Pe+*h**, +8* -+,8/, -ee-eh*, e*+*, Ne8** */,8 *,8

-e,/-6/l*, 6/** *,8 /* e+8*. Pe+*h**, -+,8/, ** 6*h=* /* e+*,8*,

-*,*e e,8*, e,8*l*-*, /,e,*/5,*l. Ne8** */,8 -+,8/, -e,8+6*h h5+-

e*8*,8*,,* e,8*, *,8 /* -e,8+,+,8*,. Me,++,*, -** +*,8,* **+

-e-ee,*l*, e,8*=**, e+**, **+ -e,8*l*-/ e@5l+/ 5l// *, -e,8*-6/l

*l/h -/l/ */,8.

#*e,* **,* e*/,8*, -*,<** *, e/5; e+*h**, 6/**,* 6e/,* *-*/

6e6e** e//=* *-*/ -e,55,8 -ee* e *l* /,e,*/5,*l. Se5*,8 e5/

5-e/7; /-5e */,8; e-e/,*h l+* ,e8e; e+*h**, +,+ -e,+*l e l+* ,e8e/.

A*+ e+*h**, /6e6*,/ e,8*, ele6/h*, **/* *, h*+ -e,e-+*, ** *-6*h*,

+,+ 5+,*.

'. Memutuskan Pasar Mana 0ang 'imasuki

D*l*- -e-++*, +,+ e l+* ,e8e/ e+*h**, h*+ -e,e</,//*, ** *,

e6/**, e-***, /,e,*/5,*l,*. Ne** 55/ e,+*l*, l+* ,e8e/ eh** 5*l

e,+*l*, *,8 /7*/,* #e6*,**, e+*h**, -+l*/ e,8*, 55/ e7/l ** 6e*l/h

e l+* ,e8e/. A* *,8 -ee,7*,**, +,+ e* *e,* -el/h* 5e*/ l+* ,e8e/ e6*h*/



6*8/*, e7/l */ 6/,/ -ee*. Pe+*h**, -e-/l// ee,7*,**, *,8 le6/h -+l+; -el/h*

6/,/ l+* ,e8e/ **,* *-* 6*h*, le6/h e,/,8 */** 6/,/ 5-e/,*.

Pe+*h**, h*+ -e-++*, ***h **, -e*/h ** /6e6e** **+ 6*,* Ne8**.

N+l5@* =*7h 75-*, -e-/l/h e+*,* */+ 6ee-6*,8 e le6/h */ 100 ,e8**.

Pe,e6**,,* el*l+ le-*h -e,8h*/l*, l*6* h*,* /+* Ne8** *, +8/ h*-e K40

+*; ** +-+-* le6/h 6e5e*/ /le6/h e// Ne8** e,8*, 5-/-e, *,8 le6/h

*l*- *, e,e6**, //* Ne8**. A*l *, !/< 6e*8+-e, 6*h=* sebuah perusahaan

harus memilih sedikit egara bila:

• (/** ***/ 5+ *, 5-+,/*/ /,88/

• U+*, 5+l*/ *, e,***, e* e+-6+h*,,* /,88/ / Ne8** e*-*

*,8 //l/h• Pe+*h**, */,8 *,8 5-/,**, ** -e-6+* h*-6**, -*+ /,88/.

Pe+*h**, +8* h*+ -e-++*, e,/ Ne8** *,8 /e/-6*,8*, T*/ Ne8**

/e,8*+h/- 5leh 5+; <*75 8e58*</; e,***, *, 5+l*/ 5l// e* <*75

l*/,,*. A,*/*, e+*h**, el*h -e,++, e6+*h *<* ** e5; 6*8*/-*,* /*

-e-/l/h /*,**,* (*,* Ne8** *,8 le6/h +* -e,+*l e Ne8** e*,88* *e,*

-ee* -e,8e/ Ne8** /,/ le6/h 6*/ *, -ee* ** -e,e*, 6/** le6/h 6*/ *e,*

e*,*.

Se**,8 /,e,*/5,*l h5+8h h*+ -e,/**, *,*l// </,*,/*l -el/h* ** *,8 **

/e5leh* */ /,@e*/ /+. D** e*/ 6*h=* /* ** Ne8** *,8 -e,*,/*,

e,8e-6*l/*, *,8 7++. A*+ e-+*,* -e,*,/*,.

Terdapat % langkah yang terlibat dalam mengestimasi kemungkinan tingkat pengambilan

in&estasi.

@ 'stimasi potensi pasar sekarang. L*,8*h e*-* **l*h -e,8e/-*/ e,+*l*,

/,+ //* **. T+8* /,/ -e-el+*, e,88+,**, ** +6l/7 *, ** /-e *,8

/+-+l*, 5eh e+*h**,.

@ Perkiraan potensi dan resiko pasar dimasa depan. Pe+*h**, +8* -e-e/**,

e,+*l*, /,+ /-** e*,; +*+ +8* *,8 +l/. I* h*+ -e-e//*,

ee-6*,8*, e5,5-/ *, 5l//*, e,8*+h,* eh** e,+*l /,+.

@ Perkiraan potensi penjualan. Me-e/**, 5e,/ e,+*l*, e+*h**, -e-6+*

e/**, e-+,8/,*, *,8* ** 6e***, e+,88+l*, 5-e//<,* 6*8/ +8* *,8

+l/.



@ Perkiraan biaya dan laba. (/** **, e8*,+,8 ** *e8/ e+*h**, e,+*l*, /

**. J/* /* -e,8e5 **+ -e-6e/ l/e,/; 6/**,* **, e/,7/ /5,*. I*

-e,e-**, <*/l/* -*,+<*+ /,e8** /+. E/-*/ 6/**,***, -e-el+*, 5,//

ee* l57*l **; *e e*8*,8*, *, ee+,*. Pe+*h**, -e,8+*,8*,

e/-*/ 6/** */ e/-*/ e,+*l*, +,+ -e-e/**, l*6* e+*h**, *, e/5,*.

@ Perkiraan tingkat pengembalian in&estasi. Pe/**, *+ e,***, /h/6+,8*, e,8*,

*+ /,@e*/ +,+ -e-e5leh /,8* e,8e-6*l/*,. T/,8* e,8e-6*l/*, /,/ h*+ 7++

/,88/ +,+ -e,++ *8e ,5-*l *, e/5.

9. Memutuskan Bagaimana Memasuki Pasar

A*6/l* e+*h**, el*h -e-++*, +,+ -*+ e Ne8** ee,+ -** /* h*+

-e-++*, 7** *,8 e6*/. P/l/h*,,* l+* */+ e5 /* l*,8+,8; e5 l*,8+,8

l/e,/; +*h* *+,8*, *, /,@e*/ l*,8+,8. T/* *e8/ -e-/l// 6*,* 5-/-e,;

e/5; 75,5l *, 5e,/ l*6*.

A. 'kspor tidak langsung

C** ,5-*l +,+ el/6* *l*- ** l+* ,e8e/ **l*h e5. E5 /*l*h /,8*

eel/6**, */< /-*,* e+*h*, -e,8e5 */ =*+ e =*+ 6e** /,/*/< e,//

**+ e5, eh** e*,*, *,8 /* /-/,* l+* ,e8e/. E5 */< e*/ **6/l*

e+*h**, -e-6e/ -5-/-e, +,+ -e,*-*/*, e5 e ** ee,+. D*l*- e+*

*+ e+*h**, -e-5+/ 6**,8 /,e8** **l. I* ** **+ /* -e,e+*/*,

e,8*, ** l+* ,e8e/. E5 *l/,8 e// -el/6**, *l*- l/,/ 5+ e+*h**,;

/,@e*/ **+ -//.

Pe+*h**, h++,* -+l*/ e,8*, e5 /* l*,8+,8 */+ 6ee* le=* e*,**

/,ee,e,.

'mpat jenis perantara bagi perusahaan:

* Pedagang ekspor berbasis domestic. Pe*,** /,/ -e-6el/ 5+ 5+/ *,

-e,+*l,* e l+* ,e8e/ **+ +*h* e6//.

6 (gen ekspor berbasis domestic. A8*, /,/ -e,7*/ *, -el*+*, ,e85/*/ ** l+*

,e8e/ *, -e,** 5-//. Te-*+ *l*- el5-5 /,/ **l*h e+*h**, e*8*,8*,.

7 )rganisasi kooperatif. Me,*l*,*, 6e6e** e5 e 6e6e** 5+e, e,

e6*8/*, /6*=*h 75,5l *-/,/*/ -ee*. (/**,* e/,8 /8+,**, 5leh 5+e,

/-e.

Perusahaan manajemen ekspor . Pe*,** /,/ e++ +,+ -e,8el5le e8/**, +,+

-e,** 6***,.



'kspor tidak langsung memiliki dua keuntungan:

• Mel/6**, e// e+*h**,; e+*h**, /* el+ -e-6e,+ e*e-e, e5

e,*8* e,+*l*, l+* ,e8e/ **+ e+-l*h h+6+,8*, l+* ,e8e/

• Mel/6**, e/ e/5 e*,** e-***, /,e,*/5,*l -e-6*=* ee*-/l*,*, el**,*, *l*- h+6+,8*, /+; e* e,+*l 6/**,* -e-6+* e// e*l*h*,.

(. 'kspor langsung

P** *h/,* e+*h**, **, -e-++*, -e,*,8*,/ e,// e5 -ee*. I,@e*/ *,

e/5,* le6/h 6e* e*/ 5e,/ e,8e-6*l/*,,* +8* le6/h 6e*.

Perusahaan dapat melakukan ekspor langsung dengan beberapa cara:

!epartemen atau di&isi ekspor berbasis demestik. M*,*e e,+*l*, e5

-el**,**, e,+*l*, *7+*l *, -e,*/ 6*,+*, ** ** /el+*,. I* **

6ee-6*,8 -e,*/ e*e-*, e5 -*,// *,8 -el*/*, e-+* e8/**, e5 *,

6e5e*/ e6*8*/ +* l*6*

(nak perusahaan atau cabang penjualan luar negeri. Me-+,8/,*, 5+e,

-e,7**/ e6e***, *, 58*- 75,5l *,8 le6/h 6e* / ** l+* ,e8e/. C*6*,8

e,+*l*, -e,8*l*-/ e,+*l*, *, //6+/ e* ** -e,*,8*,/ e,8+*,8*,; 5-5/.

C*6*,8 /,/ 6/**,* 6e8e* e6*8*/ +* *-e*, *, +* el**,*, el*,88*,.

Per*akilan penjualan ekspor keliling. Pe+*h**, ** -e,8//- =*/l e,+*l*, /,+

e l+* ,e8e/ +,+ -e,7*/ 6/=,/.

!istributor atau agen berbasis luar negeri. Pe+*h**, ** -e,e=* D//6+5 **+

*8e, 6e6*/ l+* ,e8e/ +,+ -e,+**l 6**,8 ** ,*-* e+*h**,. Mee* ** /6e/

h* ee+/< +,+ -e=*/l/ 5+e, /,e8** /,/ **+ h*,* h*?h* +-+-

C. +isensi

L/e,/ -e+**, 7** *,8 -+*h 6*8/ 5+e, +,+ el/6* *l*- e-***,

/,e,*/5,*l. Pe-,e/ l/e,/ -e-6e/ />/, e** e+*h**, */,8 +,+ -e,88+,**,

5e -*,+<*+; -ee *8*,8; *e,; *h*/* *8*,8 **+ e,/ ,/l*/ l*/, +,+

-e,***, <ee **+ 5*l. L/e,/ -*+ ** l+* ,e8e/ e,8*, e// e/5;

e-e8*,8 l/e,/ -e-e5leh e*hl/*, 5+/ e,8*, ,*-* ee,*l *,* h*+ -e-+l*/

*/ *=*l.

L/e,/ -e-+,*/ e-+,8/,*, +8/ *l*- h*l e+*h**, -e-/l// e// 75,5l l/e,/

/6*,/,8*, /* /* -e-6*,8+, <*/l/* 5+/,* e,//.ele6/h /* l/7e,e el*h

+e e+*h**, **, -e-6e/*, l*6* *, /* ** 5,* 6e*h/ e+*h**, -+,8/,

-e,e-+*, 6*h=* /* el*h -e,7/**, e5*,8 e*/,8. U,+ -e,8h/,*/ e*/,*



e*/,8 /-** e*, /h* e-6e/ l/e,/ 6/**,* -e-6e/ **+ -e-*5 6e6e**

5-5,e, e-/l/ *,8 /6++h*, *l*- 5+ /+. N*-+, h***, +*-*,* **l*h *8*

e-e8*,8 l/e,/ -e-/-/, *l*- /,5@*/ eh/,88* l/7e,7ee **, e+ 6e8*,+,8 **

l/7e,75 /,/.

Pe+*h**, ** -e-*+/ ** +* ,e8e/ e,8*, ** l*/,. Pe+*h**, ** -e,+*l

5,* -*,*e-e, +,+ -e,8el5l* +,+ -e,8el5l* +*+ 6**, +*h* +,+ -e,***,

<ee. D*l*- h*l /, I e+*h**, -e,85 ** 6+*, 5+. #5,* -*,*e-*,

-e+**, -e5e -*,*e-*, -e,+*l 5+ e ** l+* ,e8e/ e,8*, e/5 e,*h

*, -e,** e,8h*/l*, */ e,85,*. Me5e -*+ l*/,,* */+ e,8*, 56*

-*,+<*+. D/-*,* e+*h**, -e,88+,**, 5+e, l57*l +,+ -e,8h*5l*, 5+

/+. A*, e*/ 5,* -e-+,*/ e+*,8*, */+ 75,5l *,8 le6/h e// eh**

5e -*,+<*+ *, h/l*,8,* l*6* 5e,/*l */ e8/**, -*,+<*+. D/l*/, /h*

5,* /,/ -e,*=**, e+*h**, ee-**, +,+ e,8*, 7e*; e,8*, e/5 *,8

le6/h *, e,8*, el+*,8 +,+ -e-6e,+ ee++*, **+ -e-6el/ -*,+<*/ /+

l*/,,*.

D. Aliansi strategis

Al/*,/ *e8/ -e-+,8/,*, e+*h**, +,+ 6e6*8/ e/5 *, +-6e ** *,8

/el+*, +,+ -e-*+/ **?** /,e,*/5,*l; el*/, /+ ** -e-<*/l/*/

e,8e-6*,8*, 5-ee,/ /,/ 6*+ *,8 ** -e,e,+*, ** */,8 *e8/ e+*h**,

/ -** *,8 **, **,8. Al/*,/ ** /*=*l/ e,8*, 7** e+*h**, */ ,e8** +*,

+-*h *,8 -e,8e*h+/ *, -e-*h*-/ 5,//? 5,// e*/,8*,; h++- *, ,5-*?

,5-* 5/*l *, eh**, 6+** */ ,e8** ee6+ *,8 **, -e-6*,+ e+*h**,

*l*- -e-6+* *, -e-***, e6+*h 5+ *,8 5-e//<; e6*l/,* e+*h**,

+*, +-*h **, -el/h* *e e,5l58/,* *,8 6*+ *, 5+?5+ /,5@*/<,*

e6*8*/ h*l *,8 -e,*/. C5,5h *l/*,/ *e8/ */+ (//h Tele75--+,/7*/5,

6ee,7*,* +,+ -e-6*,8+, -*l 6el*,* @/+*l / S*,5l -el*l+/ +*h* 6e*-* e,8*

(*,75 P5+l* *,/ e6+*h 6*, S*,5l *,8 6e8e* /6/*,8 e7e*, e,8*, 6*/ l/e,

*,8 +* / *l*,8*, e+*h**,?e+*h**, 6e++*, e7/l *, e*,8; e+* e+*h**,

/,/ 6ee* *-* -e,8e-6*,8*, e6+*h /+ +,+ *,*/ 6/,/ +,+ 6/,/;

e+* e+*h**, /,/ -e,88+,**, 5*l A*/; 5e*/ /,e,e (//h

Tele75--+,/7*/5, / S*,5l e,8*, ++*, +,+ -e,8e-6*,8*, +*+ 6*/ l/e, *,8

e// */ 300.000 e+*h**, e7/l *, e*,8.

E. Akuisisi

De,8*, e-*/, -el+*,* e*8*,8*, 6e6* / ** 8l56*l; *+/// l/,* e6***,



el*h e-*/, e,/,8 e*,*,,*. A+/// e7** h++ e-*/, 5+le / E5*; *+///

/8+,**, e+*h**,?e+*h**, E5* +,+ -e-6*,8+, e+**, ** -ee* *,

-e-el+* *,8*+*, -ee / el++h U,/ E5*. Pe+*h**, e+*h**, */,8

-e,88+,**, *+/// +,+ -e-*+/ ** U,/ E5* *, -e,***, e++*, *l*-

e*8*,8*,.

Keuntungan akuisisi diantaranya adalah :

1. *+/// ** -e,e/**, *e 7e* e e6+*h ** *,8 6*+

2. *+/// ** -e-6e/*, *l*, +,+ e*,/ /,e,*/5,*l

e*,8*, kelemahan dari akuisisi adalah :

1. e,*,**, *,8 -*h*l eh/,88* e/,8*l/ /el+*, e,*,**, -el*l+/ +*,8.

2. ,e85/*/ /,e,*/5,*l +,+ *+// ** -e,*/ 5-le *e,* /h***,

** **?** h++- *, e+,*,8? +,*,8*, / ,e8** +*, +-*h *,

e+*h**, ***, *, -e,***, /,<5-*/ *,8 e* +,+ -e,e85/*/*,

e*,/*,

. Anak perusahaan baru "ang !imiliki sepenuhn"a

Pe-6e,+*, e6+*h *,* e+*h**, *,8 /-/l// ee,+h,* /e6+ e6*8*/ Gee,</el

)e,+e **+ +*h* l**,8?h/*+. T/,**, /,/ -e+**, e6+*h 5e *,8 5-le *,

6e5e,/ **, -e-**, 6/** 6e*; e*/ *e8/ /,/ -e-/l// e+,88+l*, *e,*

-e-/l// 5,5l -*/-+- e** e+*h**, eh/,88* /* 6eh*/l 6e5e,/

-e-6e/*, l*6* / ** **?**. H*l /,/ e7** h++ 6e,* +,+ e+*h**, *,8

-e-/l// **6/l/* /* 6e=++ .

P/l/h*, +,+ -*+ e ** /,e,*/5,*l 5leh e+*h**,?e+*h**, /<*,* /e+*/*,

e,8*, 5,// *,8 **; ee/ 5,// e*/,8*, /,+/; /+*/ ,e8** *, e6/**,

e-e/,*h e* +-6e **; **6/l/* *, 5-ee,/ /,/ e+*h**,. P*6/*, -56/l

Je*,8 ee/ H5,*; N/*, *, T55* el*h -e-/l// 5// *,8 +* / USA -el*l+/

+*h* l**,8?h/*+; e-e,** #5e* -*h/ -el*+*, *+/// *l*- ee5,5-/*, *,8

6ee-6*,8. Pe6e**,? e6e**, *l*- -e-*+/ ** *e,* ** *,8 -ee* ++

+8* 6e6e* eh/,88* -e-6++h*, *e8/ *,8 6e6e* +l*.

G. saha patungan -joint &entures

I,@e5 l+* ,e8e/ ** 6e8*6+,8 /,@e5 l*l +,+ -e-6e,+ +*h* *+,8*, /-*,*

-ee* -e-6*8/ ee-/l/*, *, 75,5l. Pe+*h**, l+* ,ehe/ -+,8/, e+*,8*,

+-6e ** </,*,/*l **+ -*,*e/*l **+ -*,*e/*l +,+ -e,*l*,*, +*h*,*.

#ee-/l/*, 6e*-* -e-+,*/ 6e6e** e+*,8*, *,** l*/, e++,* /* e++

eh** e6/**, /,@e*/; e-***, **+ l*/,,*; e++ /,8/, -e,8/,@e*/*, e-6*l/



e,***, +,+ -e,***, e+-6+h*,. L*/,,* ee-/l/*, 6e*-* **

-e,8h*-6* e+*h**, -+l/,*/5,*l *l*- -e,*l*,*, +*h*,* e,8*, 6*/ el++h

+,/*.

H. In&estasi langsung

(e,+ e*h/ */ eel/6**, l+* ,e8e/ **l*h ee-/l/*, l*,8+,8 */ e*/*, **+

-*,+<*+ 6e6*/ l+* ,e8e/. Pe+*h**, */,8 ** -e,+*l e6*8/*, **+ eel++h*,

ee-/l/*, e+*h**, +,+ -e-6*,8+, <*/l/*,* e,//. Pe*-* e+*h**, **

-e,8*-*,*, 6/** e5,5-/ *l*- 6e,+ e,*8* e* **+ *l*- 6e,+ -e,*h *,8

le6/h -+*h. #e+*; e+*h**, **, -e,** eh*/*, 6*/ */ +*, +-*h *e,*

-e,7/**, l**,8*, e*. #e/8*; e+*h**, ** -e,*l/, h+6+,8*, le6/h *l*-

e,8*, e-e/,*h; el*,88*,; e-*5 l5*l Ne8**; //6+5. #ee-*; e+*h**,

** -e,85,5l; e7** e,+h /,@e*/ *,8 ** -e,++,8 ***, ** /,e,*/5,*l

*,8* *,*,8,*. #el/-*; e+*h**, -e,*-/, *e,* e,// e **,* e*,*/,*

e-e/,*h Ne8** ++*, -+l*/ -e,+,+ *8* 6**,8 *,8 /6el/ -e-+,*/ *,+,8*,

l57*l.

A*+, ele-*h*, +*-*,* **l*h e+*h**, -e-6+* el+*,8 /,@e*/,* *,8 6e*

eh** e/5 e*/ e*h*, **+ ++,,* -** +*,8; ** *,8 6++ e*

e,8e-6*l/*,. (*8*/-*,*+, e+*h**, /* -e-+,*/ /l/h*, e7+*l/ -e,e/-* e/5

/,/.

I. Proses internasionalisasi

Se/* e+*h**, -e-/l// /l/h*, 6e6e* *l*- -e-*+/ ** /,e,*/5,*l. S*+

e+*h**, -e-/l/h e5 +,+ -e-/,/-*l// e/5. Pe+*h**, l*/,,* -e-/l/h l/e,/

*e,* 7** -+*h -e,***, +*,8 *,* el+ -e,hel+**, 6*,* -5*l +,+

/,@e*/. e+*h**, l*/, l*8/ -e-/l/h /,@e*/ l*,8+,8 +,+ -e,***, 75,5l

e,+h. S/-+l*,,* e/* e+*h**, h*+ ** -e,e+*/*, e,8*, /+*/.

M**l*h l*/,,* /*l*h +*,8,* *//*/ Ne8** **l *l*- e*8*,8*, l+* ,e8e/ *,8

6e*/6* e//* e@/* -*+; *,8 e/,8 /8+,**, +,+ -e-6** /-5.

#5,e+*,/,* e-e/,*h -e,55,8 58*- 5-5/ e5 *,8 *8e/<. J5h*,5, *,

e*,,* el*h -e-el**/ 5e /,e,*/5,*l/*/ /*,** e+*h**, / =e/*. Mee*

-el/h* perusahaan bergerak mele*ati / tahap:

• T/* ** e8/**, e5 *,8 e*+

• E5 le=* e=*/l*, /,ee,e,

• Pe-6+**, *+ **+ le6/h 7*6*,8 e+*h**,



• Pe,//*, <*/l/* 5+ /l+* ,e8e/

T+8* +*-* *l*h -e-6+* e+*h**, 6e/,*h */ *h* *+ e *h* l*/,,*. H*l /,/

/6*,+ e,8*, -e-el**/ 6*8*/-*,* e+*h**, -e-6+* e++*, e5 *,8

e*-*. #e-/*, /*, -e,//*, e*e-*, e5 +,+ -e,8h+6+,8/ e,8el5l* *8e,?*8e,,*. Sel*,+* e+*h**, -e,88*,/ *8e, e,8*, 7*6*,8 e,+*l*, e5 e,8*,

e5 *,8 le6/h 6e*. H*l /, I -e,/,8**, /,@e*/ *, e/5 e+*h**, e*/ +8*

-e,/,8**, 5e,/ e,***,,*. J/* ** ee,+ -e,*/ 6e* *, *6/l **+

5+ +*, +-*h -e,e* +,+ 5+/ l57*l; e+*h**, -e,8*-6/l l*,8*h */+

-e,e-**, <*/l/* 5+/ /** ee6+; *,8 -e,88*-6**, 5-/-e, *,8 le6/h

6e* */ 5e,/ e+,+,8*, *,8 le6/h 6e* +l*.

10. Membuat keputusan mengenai program pemasaran

Pe+*h**, *,8 6e5e*/ / *+ **+ le6/h ** l+* ,e8e/ h*+ -e-++*, e6***

6*,* e,e+*/*, 6*+*, *e8/ e-***, eh** 5,// l57*l *+ // e/- **l*h

e+*h** *,8 -e,88+,**, *,*/*/ 6*+*, e-***, /el++h +,/*. *,8 e//

*/ 5+; 5-5/; *l+ //6+/*, 5-5,e, l*/, */ 6**, e-***,. D/e/-

*,8 l*/, **l*h /e ***/ 6*+*, e-***, /-*,* 5+e, -e,e+*/*, ele-e,

6*+*, e-***, ,8*, /* ** ***, *,8 *,8 -e,8*,+,8 le6/h 6*,* 6/**

e,8*, h***, -e,***, e,8e-6*l/*, *,8* ** *,8 le6/h 6e*. D/*,** e+*

e/- /,/ e** 6*,* e-+,8/,*, -**l*h +*-* /* **, -e,8/ ***/

5e,/*l *,8 ** /l*/*, e+*h**, eh** 5+; 5-5/; h*8* *, //6+/

** -e-*+/ ** l+* ,e8e/.

* Produk

A**/ 5+ -e,7*+ e+6*h*, 5+

Pel+**, l*,8+,8 6e*/ -e-ee,*l*, 5+ e** l+* *,* e+6*h*, **+,.

L*,8*h e/-6*,8*, 6*8*/-*,*+,; h*+ -e,e,+*, el*,88*, l+* ,e8e/

-e,88+,**, 5+ /+. A**/ 5+ -e,7*+ e+6*h*, 5+ +,+ -e-e,+h/

5,// **+ e<ee,/ l57*l. Te** 6e6e** tingkat adopsi . Pe+*h**, **

-e-5+/ &ersi regional 5+,* e/ e5* 6**; *-e/* +** **+/* **

-e-5+/ &ersi egara. A*+ e+*h**, ** -e-5+/ 5+ &ersi kota atau

general .A*+l* *,8 -e-5+/ e,8*, &ersi pengecer yang berbeda. Pe +*h**, h*+

6e***/ *8* e+*/.

6 Penemuan produk



Me,7*+ e,7/**, e+*+ *,8 6*+; *,8 ** 6e+* +* 6e,+. Y*/+ e,e-+*,

e6*l**,8 *, e,e-+*, ee*,. Penamuan kebalakang **l*h -e-e*,*l*,

e-6*l/ 6e,+ 5+ e6el+-,* *,8 /e+*/*, e,8*, e6++h*, Ne8** */,8.

Penemuan kedepan **l*h -e,7/**, 5+ 6*+ +,+ -e-e,+h/ e6++h*, / Ne8**

l*/,.

7 Promosi

Pe+*h**, ** -el*+*, *-*,e e/l*,*, *, 5-5/ *,8 *-* e,8*, **

5-e/ **+ -e,8+6*h +,+ /* ** l5*l. Pe+*h**, ** -e,8+6*h e*, ** /8*

/,8**, *,8 6e6e*. Pe+*h**, ** -e,88+,**, *+ e*, /-*,* **; h*,*

-e,8+6*h 6*h**; ,*-*; *, =*,*.

#e-+,8/,*, 6e/+,* **l*h -e,88+,**, e-* *,8 *-* e7** 8l56*l ,*-+,

-e,8***/*, 75,5h,* +,+ e/* ** l5*l. C5,5h ** /l*, *6+, C*-*

-e-el/h**, e5*,8 =*,/* 7*,/ e*,8 -*,/. D/ )e,e>+el* el/h* e5*,8 /* /

*-* -*,/; / I*l/ *, P*,7/ h*,* el/h* *,8*, e5*,8 /*; *, / Je*,8 /*

ee6+ -e,+,88+ / l+*.

Pe,88+,**, -e/* +8* -e-6++h*, e,e+*/*, /,e,*/5,*l *e,* eee/**,

-e/* 6e6** */ *+ ,e8** e ,e8** l*/,. N5=e8/* *, S=e/* /* -e,8//,*,

/l*, ele@//; (el8/* *, P*,7/ /* -e-e65leh*, /l*, 55 *, -/,+-*,

6e*l5h5l / T). Pe-** +8* h*+ -e,e+*/*, e,/ 5-5/ e,+*l*,,*. Je-*,

*, Y+,*,/ e6*8*/ 75,5h -el**,8 +5,; e-e,** +5, -e-/-/, 6e,+ 5-5/

e,+*l*, / A-e/*.

0arga

Pe+*h**, -+l/,*/5,*l -e,8h**/ 6e6e** -**l*h e,e**, h*8* e/</

** -e,+*l6**,8 e l+* ,e8e/. Mee* h*+ 6eh+6+,8*, e,8*, e-/,8**, h*8*;

h*8* *,<e; ++h*, +-/,8; *, ** 8el*.

S** e+*h**, -e,+*l 6**,8 e l+* ,e8e/; -ee* -e,8h**/ -**l*h

e,/,8**, h*8*. C5,5h,* * *,8*, G+77/ -+,8/, /+*l 120 5l* / I*l/* e*,8*,

/ *-e/* 240 5l*. I,/ e*/ *e,* G+77/ -e,*-6*h 6/** *,5*/; */<; -*/,

/-5/; -*/, e*,8*, 85/; *, -*,/, e,8e7e ** h*8* *6/,*. De,8*, 6/**?

6/** *-6*h*, /,/ +8* e/5 <l++*/ -** +*,8; +*+ 5+ -+,8/, h*+ /+*l

e6*,* +* **+ l/-* *l/ / ,e8** l*/, +,+ -e,8h*/l*, l*6* *,8 *-* e6*8*/

5+e,.

Pe+*h**, -e-/l// /8* /l/h*, +,+ -e,e**, h*8* / ,e8**?,e8** *,8 6e6e*:

1. Me,e**, h*8* e*8*- / e-+* e-*.



2. Me,e**, h*8* 6e6*/ ** / e/* ,e8**.

3. Me,e**, h*8* 6e6*/ 6/** / /* ,e8**.

M**l*h l*/, /6+l ** ** e+*h**, -e,e**, h*8* *,<e +,+ 6**,8 *,8

///- e 7*6*,8 l+* ,e8e/. J/* e+*h**, -e-6e6*,*, h*8* *,8 el*l+ /,88/ **

7*6*,8; /* **, 6e*h/ e,8*, -e-6** 6e* */< *,8 le6/h /,88/ =*l*++, /*

-e-+,8/,*, -e-6** ** e,8h*/l*, *,8 le6/h e,*h / ,e8** */,8. J/*

e+*h**, -e-6e6*,*, h*8* el*l+ e,*h ** 7*6*,8; /* **, /+,+ -el*+*,

*-/,8. I,/*/ *-/,8 **l*h ** ** e+*h**, -e-6e6*,*, +*,8 */ 6/**,*

**+ +*,8 */ *,8 /6e6*,*, / ** 5-e/.

e 1aluran !itribusi

Pe+*h**, /,e,*/5,*l h*+ -e,8*-6/l *,*,8*, *l+*, e *l+*, */ -**l*h

e,//6+/*, 5+,* e e-**/ *h/.

Me,88*-6**, /8* *,*/ +*-* *,** e,+*l *, e-**/ *h/. D*l*- *,*/ e*-*

kantor pusat pemasaran internasional penualan; e*e-e, e5 *, e@// /,e,*/5,*l

-e-6+* e++*, -e,8e,*/ *l+*, *, el-e, 6*+*, e-***, l*/,,*. R*,*/ e+*

saluran antar negara; -e-6*=* 5+ e e-6***, /* ,e8** */,8. I,/ e// */

e++*, e,/ e*,**; e,/ *,5*/; e,8*+*, </,*,/*l *, e/5. R*,*/ e/8*

saluran dalam negara asing ; -e-6*=* 5+ */ // -*+ l+* ,e8e/ e e-6el/ *,

e-**/ *h/. S*l+*, //6+/ *l*- ,e8** *,8* 6e6e* / *,** 6e6*8*/ ,e8**.

S*l+*, *,*

,e8**

Pe-6el/ *h/



A* e6e**, *,8 -e,5l5 *l*- umlah dan enis perantara *,8 -el**,/ /* **

l+* ,e8e/; e6e** l*/, ele* ** ukuran dan karakter unit penge!er l+* ,ee/.

11. Memutuskan Mengenai Ogranisasi Pemasaran

Pe+*h**, -e,8el5l* */</* e-***, /,e,*/5,*l,* *l*- *l/,8 e// /8* 7**

* !eparteman 'kspor

Pe+*h**, 6/**,* e+, e e-***, /,e,*/5,*l e,8*, h*,* -e,8//- el+*

6**,8,*. J/* e,+*l*l*, /,e,*/5,*l,* 6ee-6*,8; e+*h**, -e-6e,+

e*e-*, e5 *,8 e// */ e5*,8 -*,*e e,+*l*, *, 6e6e** */*e,. (/l*

e,+*l*, le6/h -e,/,8* l*8/; e*e-*, e5 /e+l* +,+ -e,7,8+ 6e6*8*/ *

e-***, eh/,88* e+*h**, ** -e,8e* 6/,/ e,8*, le6/h *8e/<. J/* e+*h**,

6e8e* e +*h* 6e*-* **+ /,@e*/ l*,8+,8 e*e-*, e5 -** 7++ l*8/ +,+

-e,8el5l* 5e*/ /,e,*/5,*l.

6 !i&isi Internasional

(*,* e+*h**, -e,*/ el/6* *l*- 6e6e** ** *, +*h* /,e,*/5,*l.

Pe+*h**, ** -e,8e5 e *+ ,e8**; -e-6e/ l/e,/ e ,e8** l*/,,*; -e-/l//

+*h* 6e*-* / ,e8** e/8*; *, -e-+,* 7*6*,8 / ,e8** ee-*. Ce* **+

l*-6* /* **, -*-6e+ e6+*h e@// /,e,*/5,*l +,+ -e,*,8*,/ e-+* e8/**,

/,e,*/5,*l,*. De@// /,e,*/5,*l ee*l*/ *, 6e*,88+,8 *=*6 **, e+-6+h*,

e+*h**, / ** /,e,*/5,*l.

D/@// /,e,*/5,*l /el5l* e,8*, 6e6*8*/ 7**. S*< e+*h**, e@// /,e,*/5,*l

e/ */ ** e/*l/ *l*- e-***,; -*,+<*+; /e; e+*,8*,; ee,7*,**,; *,

ee5,*l/*. Mee* -ee,7*,**, +,+ -e-6e/ el**,*, ** 6e6*8*/ +,/ 5e*/.

U,/ 5e*/ /+ ** /*+ *+ **+ le6/h */ /8* /,/. U,/?+,/ /+ ** 6e+*

58*,/*/ 8e58*</; 6e+* el5-5 /,/*; *, 7*6*,8 /,e,*/5,*l.

7 )rganisai 2lobal

(e6e** e+*h**, el*h -ele=*/ *h* /@// /,e,*/5,*l *, el*h -e,*/ 58*,/*/

8l56*l *,8 e6e,*,*. Mee* el*h 6ehe,/ -e-//*, //,* e6*8*/ e-** 8l56*l.

M*,*e-*, *, e< e+*h**, +,7* ee,7*,**, <*/l/* -*,+<*+ / el++h +,/*;

e6/**, e-***,; *+ </,*,/*l; *, /e- l58//. U,/ 5e**/ 8l56*l -el*5

l*,8+,8 e e*l* ee+/< **+ 5-/ el+/<; 6+*, e+* e@// /,e,*/5,*l.

El+/< /l*/h *l*- 5e*/ el++h +,/*; /* h*,* 5-e/ *, /,e,*/5,*l.

M*,*e-*, /e+ /6*,* ,e8**; 5-5,e, *, ele,8**, /6el/ /-*,* **

/e5leh e,8*, 6/** ee,*h ; *, /,@e*/ /l*+*, / e-* *,//*/ e,8e-6*l/*,



*,8 /,88/. Se-e,** e+*h**, *,8 6e5e*/ / 6*,* ,e8** -e,8h**/ 6e6e**

5-le/* 58*,/*/.

12. Per!agangan Luar Negeri

Pe,8e/*, perdagangan internasional -e+**, h+6+,8*, e8/**, e5,5-/ *,*,e8**

*,8 /=++*, e,8*, **,* 5e e+**, 6**,8 **+ ** ** ** +* el* *,

*l/,8 -e,8+,+,8*,.

Perdagangan Internasional **l*h e*8*,8*, *,8 /l*+*, 5leh e,++ +*+ ,e8**

e,8*, e,++ ,e8** l*/, ** ** ee***, 6e*-*.

Penduduk yang dimaksud dapat berupa :

A,*e5*,8*, /,/@/+ e,8*, /,/@/+.

A,*** /,/@/+ e,8*, e-e/,*h +*+ ,e8** l*/,

D/ 6*,* ,e8**;e*8*,8*, /,e,*/5,*l -e,*/ *l*h *+ <*5 +*-* +,+

-e,/,8**, GDP. Me/+, e*8*,8*, /,e,*/5,*l el*h e*/ el*-* /6+*, *h+,;

*-*,* eh** ee,/,8*, e5,5-/; 5/*l; *, 5l//; e*/ 6*+ /***, 6e6e**

*6* 6el**,8*,. Pe*8*,8*, I,e,*/5,*l +, ++ -e,55,8 /,+/*l/*/; e-*+*,

*,5*/; 8l56*l/*/; *, eh*/*, e+*h**, -+l/,*/5,*l

*. /eori Per!agangan *nternasional

Menurut Amir M+S+, 6/l* /6*,/,8*, e,8*, el**,**, e*8*,8*, /*l*- ,e8e/;

e*8*,8*, /,e,*/5,*l *,8*l*h +-/ *, 5-le. #e+-/*, ee6+ *,** l*/,

/e6*6*, *e,* **,* 6**?6** 5l// *, e,e8***, *,8 ** -e,8h*-6*

e*8*,8*,; -/*l,* e,8*, **,* 6e*; */<; **+ +5* 6**,8 /-5. Sel*/, /+

e+ll/*, l*/,,* /-6+l *e,* **,* e6e**, 6+**;6*h**; -** +*,8; */*, *,

/-6*,8*,; *, h++- *l*- e*8*,8*,.

M5el R/7*/*, -e-<5+*, ** ele6/h*, 5-**/< *, -+,8/, -e+**, 5,e

*l/,8 e,/,8 *l*- e5/ e*8*,8*, /,e,*/5,*l.

Manfaat atau keuntungan perdagangan internasional dapat dijelaskan

dengan dua teori yaitu:

1 Teori keunggulan mutlak -absolut ad&antage theory

Te5/ /,/ /e-+**, 5leh A*- S-/h *l*- 6++,* The We*lh 5< N*/5, 1&&% *,8

-e,e6+*, 6*h=* +*+ ,e8** /***, -e-+,*/ e+,88+l*, -+l* ** 6**,8

ee,+ **6/l* ,e8** ee6+ -*-+ -e-5+/,* e,8*, 6/** le6/h e,*h

/6*,/,8 ,e8** l*/,. D*l*- *,8* -e,7**/ e+,88+l*, -+l*.



A*- S-/h -e,8e-+**, /e e,*,8 e-6*8/*, e* /,e,*/5,*le/*l/*/. De,8*,

**,* e/*l/*/ /,e,*/5,*l /,/ **, -e-/l// e+,+,8*,.

2 Teori keunggulan komparatif -comparati&e ad&antage theory

Te5/ e+,88+l*, 5-**/< e*-* *l/ /ee,*l*, ** *h+, 1'1& 5leh D*@/

R/7*5; *e,* /+ 6/** /e6+ +8* e6*8*/ /,/ e+,88+l*, 5-**/< R/7*/*,.

D*l*- e5/ /,/ R/7*5 -e** +*,8 +* e,8*, e5/ A*- S-/h; e-+/*, /e6*//

e,8*, -e,8*+*, +* e6e**, *l*- e*8*,8*,:

• Pe*8*,8*, *l*- ,e8e/

• Pe*8*,8*, l+* ,e8e/

6. Man-aat Per!agangan *nternasional

Me,++ S*5,5 S+/,5; -*,<** e*8*,8*, /,e,*/5,*l **l*h e6*8*/ 6e/+:

Me-e5leh 6**,8 *,8 /* ** /5+/ / ,e8e/ e,//; 6*,* <*5?<*5

*,8 -e-e,8*+h/ e6e**, h*/l 5+/ / e/* ,e8**.

*5?<*5 ee6+ /*,**,*:

#5,// 8e58*</; /l/-; /,8* e,8+***, /e *, l*/,?l*/, De,8*, **,*

e*8*,8*,/,e,*/5,*l; e/* ,e8** -*-+ -e-e,+h/ e6++h*, *,8 /* / 5+/

e,//.

1. a. Manfaat perdagangan internasional lainnya adalah sebagai berikut:

3 'fisiensi

Mel*l+/ e*8*,8*, /,e,*/5,*l; e/* ,e8** /* el+ -e-5+/ e-+*

e6++h*,,*; e*/ 7++ h*,* -e-5+/ ** *,8 6/* /5+/,* e,8*, 7**

*,8 *l/,8 e<//e, /6*,/,8*, e,8*, ,e8**?,e8** l*/,. De,8*, e-//*,; **, e7/*

e<//e,/ *l*- e,8*l5*/*, +-6e ** e5,5-/ +,/*.

4 Perluasan konsumsi dan produksi

Pe*8*,8*, /,e,*/5,*l +8* -e-+,8/,*, 5,+-/ *,8 le6/h l+* 6*8/ e,++

+*+ ,e8**.

5 Peningkatan produktifitas

Ne8**?,e8** *,8 6ee/*l/*/ *l*- -e-5+/ 6**,8 ee,+ **, 6e+*h*

-e,/,8**, 5+/@/*,*. De,8*, e-//*, -ee* **, e* +,88+l */ ,e8** l*/,

*l*- -e-5+/ 6**,8 ee6+.

/ 1umber penerimaan negara



D*l*- e*8*,8*, /,e,*/5,*l +8* 6/* -e,*/ +-6e e-*+*, * ,e8** */

**?** e5 *, /-5.

1. b. !ampak Positif Perdagangan Internasional

1. Me,/,8**, #ee*he**,

2. Me-e7e* Pe-6*,8+,*,

3. Me,/,8**, +-6e ** -*,+/*

4. Al/h Te,5l58/

1. c. !ampak egatif Perdagangan Internasional

1. Me,/-6+l*, ee8*,+,8*, e** ,e8** l*/,

2. Ce,e+,8 */

3. Pe,8+*h* *,8 /* 5-e//< e*,7*- 8+l+,8 /*

4. A*,* e+6*h*, ,/l*/ 5/*l 6+**

7. Ruang Lingkup Per!agangan *nternasional

See/ *,8 /el**, e6el+-,* 6*h=* *l*- e5,5-/ /,e,*/5,*l; h*l e*-* *,8

6e*/*, **l*h e*8*,8*, /,e,*/5,*l. Pe*8*,8*, /,e,*/5,*l /+ e,// 6e*/*,

e,8*, 6e6e** e8/**, */+ : e*8*,8*, /,e,*/5,*l -el*l+/ e/,*h*, 6**,8; **

*/ +*+ ,e8** e,e8** *,8 l*/,,* *,8 6/** /e6+ trans%er o% goods and ser&i!es

e*8*,8*, /,e,*/5,*l -el*l+/ e/,*h*, -5*l -el*l+/ /,@e*/ */,8 */ l+* ,e8e/

e*l*- ,e8e/ **+ *,8 /e6+ e,8*, trans%er o% !apital e*8*,8*, /,e,*/5,*l

-el*l+/ e/,*h*, e,*8* e* *,8 6ee,8*+h eh** e,***, ,e8** -el*l+/

e@/* *, +8* el+,* e,8*=**, -e*,/-e e/,*h*, e,*8* e* *,8 /e6+

e,8*, trans%er o% labour . e*8*,8*, /,e,*/5,*l *,8 /l*+*, -el*l+/ e/,*h*,

e,5l58/ */+ e,8*, 7** -e,//*, *6/?*6/ /,e8** l*/, **+ *,8 6/** /* e6+

trans%er o% te!hnology. Pe*8*,8*, /,e,*/5,*l *,8 /l*+*, e,8*, e,*-*/*,

/,<5-*/ e,*,8 e*/*, **,* 6*h*, 6*+ *, *,8* ** **+ *,8 /e6+ e,8*,

trans%er o% data e5,5-/ /,e,*/5,*l -e,*,8+ 6e6e** h*l *,8 6e*/*, e,8*,

,e8** ee/ :

M56/l/* <*5 5+/ ee/ e,*8* e* *, -5*l *,8 el*/< le6/h +* /-56/l/*

<*5 5+/

/e- e+*,8*,; e6*,*,; 6*h**; e6+***, e* 5l// *,8 6e6e* <*5?<*5

5+/ *,8 /-/l// <*5 e,5=-e, 6e6e* eh/,88* ** -e,/-6+l*, e6e**,

h*8* 6**,8 *,8 /h*/l*,. Oleh *e,* /+ ** **,* e5,5-/ /,e,*/5,*l

-e-6*h* e,*,8 ee8*,+,8*, e5,5-/ *,* ,e8** *,8 ** **,* /e,8*+h/

*, -e-e,8*+h/ h+6+,8*, 5l//; 5/*l; 6+** *, -/l/e *,* ,e8**. E5,5-/



/,e,*/5,*l 6e*/*, e,8*, e*8*,8*, *,* ,e8** **, -e-6*h* e,*,8 5l*

e*8,8*, /,e,*/5,*l; e5/ e*8*,8*,/,e,*/5,*l; 5e/8, D/e7 I,@e-e,; Ne*7*

Pe*8*,8*,; e**-* */<; 6l5 e*8*,8*,; e6/**, e5,5-/ /,e,*/5,*l; /e-

-5,ee /,e,*/5,*l *, -+l/,*/5,*l 755*/5, MNC.

. 3aktor4-aktor "ang mempengaruhi per!agangan internasional

(*,* <*5 *,8 -e,55,8 +*+ ,e8** -el*+*, e*8*,8*, /,e,*/5,*l; /

*,**,* e6*8*/ 6e/+ :

U,+ -e-e,+h/ e6++h*, 6**,8 *, ** *l*- ,e8e/

#e/,8/,*, -e-e5leh e+,+,8*, *, -e,/,8**, e,***, ,e8**

A*,* e6e**, e-*-+*, e,8+***, /l-+ e,8e*h+*, *, e,5l58/ *l*-

-e,85l*h +-6e ** e5,5-/ A*,* ele6/h*, 5+ *l*- ,e8e/ eh/,88* el+ ** 6*+ +,+ -e,+*l 5+

ee6+.

A*,* e6e**, e***, ee/ +-6e ** *l*-; /l/-; e,*8* e*; 6+**; *,

+-l*h e,++ *,8 -e,e6*6*, **,* e6e**, h*/l 5+/ *, **,*

ee6***, 5+/.

A*,* e*-**, ele* eh** +*+ 6**,8.

#e/,8/,*, -e-6+* e* *-*; h+6+,8*, 5l// *, ++,8*, */ ,e8** l*/,.

Te*/,* e* 8l56*l/*/ eh/,88* /* *+ ,e8** +, / +,/* ** h/+ e,//.

#aktor"faktor yang mendorong terjadinya perdagangan antarnegara, diantaranya:

-a Keanekaragaman Kondisi Produksi

#e*,e**8*-*, 5,// 5+/ -e++ e** 5e,/ <*5?<*5 5+/ *,8

/-/l// +*+ ,e8**. C5,5h,* I,5,e/*; -e-/l// 5e,/ 6e* *l*- -e-5+/

6**,8?6**,8 h*/l e*,/*,. De,8*, ** l*/,; -el*l+/ e*8*,8*,; +*+ ,e8** **

-e-e5leh 6**,8 *,8 /* ** /h*/l*,,* / *l*- ,e8e/.

-b Penghematan Biaya Produksi61pesialisasi

Pe*8*,8*, /,e,*/5,*l -e-+,8/,*, +*+ ,e8** -e-5+/ 6**,8 *l*- +-l*h

6e*; eh/,88* -e,8h*/l*, /,7e*/,8 e+, 5 7*le **+ 6/** 5+/ **?** *,8

e-*/, -e,++, e/* +-l*h 6**,8 *,8 /5+/ e-*/, 6e*. J*/; **6/l* +*+

,e8** 6ee/*l/*/ -e-5+/ 6**,8 ee,+ *, -e,8e5,*; 6/** 5+/ **?

**,* **, ++,.

-c Perbedaan 1elera



Se*l/+, 5,// 5+/ / e-+* ,e8** **l*h *-*; ,*-+, e/* ,e8** -+,8/, **,

-el*+*, e*8*,8*, /* ele* -ee* 6e6e*. C5,5h,*; N5=e8/* -e,8e5

*8/,8 *, S=e/* -e,8e5 /*,. #e+* ,e8** **, -e-e5leh e+,88+l*, */

e*8*,8*, /,/ *, +-l*h 5*,8 *,8 6e6*h*8/* -e,/,8*.

e. Kebijakan Per!agangan *nternasional

#e6/**, e*8*,8*, /,e,*/5,*l e/* ,e8** 6e6e* e,8*, ,e8** l*/,. A* ,e8**

*,8 -e-/l/h -e,*l*,*, e6/**, e*8*,8*, 6e6* <ee *e; ** *,8 -e-/l/h

-e,*l*,*, e6/**, e*8*,8*, 5e/5,/; *, ** +l* *,8 -e-/l/h 8*6+,8*,

e+*,*.

a. Perdagangan Bebas

Pe*8*,8*, 6e6* **l*h e***, e/* e+**, 6**,8** *,*,e8** 6el*,8+,8

e,8*, e// **++, *,* /,*,8*,.

Me,++ *l/*, <//5*/ *, *l/*, l/6e*l l*/; l/6e*l/*/ e*8*,8*, ** -e-*7+

/,e* e5 *, e+-6+h*, e5,5-/ *e,* 6e6e** *l**, 6e/+.

1 Pe*8*,8*, (e6* 7e,e+,8 -e-*7+ e*/,8*,; eh/,88* -e,e-+,**, *l*

e5,5-/ *, *l5*/ +-6e **.

2 Pe*8*,8*, 6e6* -e,55,8 e,/,8**, e<//e,/; e6*/*, -++ 5+; *,

e6*/*, e-*+*, e,5l58/ eh/,88* -e-*7+ 5+/@/* <*5 5+/.

3 Pe*8*,8*, 6e6* -e*,8*,8 e+-6+h*, e5,5-/ e7** eel++h*, e*

-e-++ /,8* l*6*; *6+,8*,; *, /,@e*/.

4 Pe*8*,8*, 6e6* **, le6/h -+*h -e,*/ -5*l */,8 *, e,*8* *hl/; l*6*;

*6+,8*,; *, /,@e*/.

$ Pe*8*,8*, 6e6* -e-+,8/,*, 5,+-e, -e,8h**/ +*,8 l/,8+ /l/h*, *,8

le6/h l+* ** 6**,8?6**,8 *,8 ee/*.

b. Perdagangan Proteksionis

S*l*h *+ ++*, e6/**, e*8*,8*, 5e/5,/ **l*h +,+ -e,/,8**, ** */,8

5+ /l+* ,e8e/. Me,++ e,8*+ e6/**, 5e/5,/; ,/l*/ +* e- 5< *e

6**,8 -*,+<*+; */+ e5 +*-* ,e8**?,e8** -*+; e/,8 /,/l*/ le6/h /,88/ */

,/l*/ +* 6**,8 /-e; */+ e5 +*-* ,e8**?,e8** 6ee-6*,8. I+l*h *,8

-e,*/ *l**, +*-* /-6+l,* e6/**, e*8*,8*, 5e/5,/.

D*l*- e,***,,*; e** 6e6e** *l* e6/**, e*8*,8*, 5e/5,/ *,8

/8+,**, 5leh h*-/ e-+* ,e8**. (e6e** /*,**,* **l*h */< **+ 6e* -*+;

+5*; +6//; *, l**,8*, /-5.

1 T*/< **+ (e* M*+



T*/< **+ 6e* -*+ **l*h ** *,8 /e,**, eh** 6**,8 *,8 /e*8*,8*,

6*/ 6**,8 /-5 -*++, e5.

2 #+5*

#+5* **l*h 6** -*/-+- +-l*h 6**,8 ee,+ *,8 6/* //-5 *l*- e/5e

ee,+; 6/**,* *+ *h+,.

3 S+6//

S+6// eh** 6/** 5+/ 6**,8 5-e/ **, -e,++,*, h*8*; eh/,88* 5+/

5-e/ ** 6e*/,8 e,8*, 6**,8 /-5 *, **, -e,55,8 5,+-e, -e-6el/,*.

4 L**,8*, I-5

#*e,* *l**,?*l**, ee,+; 6*/ *,8 6e/<* e5,5-/ -*++, 5l//; +*+ ,e8** /*

-e,8he,*/ /-5 6**,8 ee,+.

<. Masalah "ang !i bahas !alam Per!agangan international

(e6e** e-**l*h*, *,8 e*,8 /h**/ *l*- e5,5-/ /,e,*/5,*l ** /,/ **l*h

Me,/,8*,* 5e/ e*8*,8*, ,e8**?,e8** e,8*, -e-6e,+ 6l5 e*8*,8*,

ee/ U,/ E5*; (l5 Pe*8*,8*, A-e/* U** NATA; (l5 Pe*8*,8*, A-e/*

Se/* e,8*, A+*l/* *, Sel*,/* (*+ AN!US e* 6l5 e*8*,8*, A/* T/-+

*,8 /el55/ 5leh Je*,8.

Pe-**l*h*, e-//,*, / Ne8** D+,/* #e/8* *,8 /-*,8 e,8*, ee*he**, /

,e8**?,e8** -*+.

#e/**, *, e/*/**, ,e8**?,e8** *,8 -e,8h**/ ** 6e6* / *=**,.

<l++*/ ,/l*/ +* -** +*,8 ,e8**?,e8** *l*- /e- -5,ee *,8 -e,8*-6*,8 *,8

** -e,88+,7*,8 ee5,5-/*, 5-e/ +*+ ,e8** ee/ *,8 e*/ ** *=**,

A/* Te,88** ** *h+, 199&?199'.

Pe*/,8*, D5l* ) E+5 e6*8*/ -** +*,8 +,/*.

8. 5ubungan ilmu ekonomi .Per!agangan *nternational !engan ilmu ekonomi lain

Te** 6*,* e,8e/*, e,*,8 e5,5-/ /,e,*/5,*l *, 6*h*, +/ /,/ e/,8

/*-**, e,8*, e*8*,8*, /,e,*/5,*l **+ 6/,/ /,e,*/5,*l. H* W*l+*

-e,el**, e,8e/*, e5,5-/ /,e,*/5,*l e6*8*/ *l/*/ */ /l-+ e5,5-/ -/5 *,

e5,5-/ -*5; el*,+,* ** /l*+*, +*+ e,e**, e5/ *,8 h++ -e-el**/

-**l*h h+6+,8*, e5,5-/ *,* +*+ ,e8** e,8*, ,e8** l*/,,*; */+ *l*- 7*6*,8

/l-+ e5,5-/ /,e,*/5,*l e6*8*/ 7*6*,8 /l-+ e5,5-/ *,8 6e,*?6e,* el*h /e*

-e,*/ -*e/ ee,// *,8 /e6+ Te5/ M+,/ Pe*8*,8*, I,e,*/5,*l The P+e

The5 5,I,e,*/5,*l T*e. N5//, -e,e</,//*, e5,5-/ /,e,*/5,*l ee/ /l-+



e5,5-/ 6/** *,8 -e-el**/ *l5*/ +-6e ** *,8 l*,8* 8+,* -e-e,+h/

e6++h*, -*,+/*; h*,* ** 56le-*/*,* 6e** *l*- l/,8+ /,e,*/5,*l.

Il-+ e5,5-/ /,e,*/5,*l 6e+*h* -e-el**/ 6*8*/-*,* h+6+,8*, e5,5-/ *,* *+

,e8** e,8*, ,e8** l*/, *,8 ** 6ee,8*+h ** *l5*/ +-6e ** 6*/ /e+*

,e8** -*++, / ,e8** *,8 l*/,. =++ h+6+,8*, e5,5-/ *,* ,e8** /,/ ** 6e+*

e*8*,8*,; /,@e*/; /,*-*,; 6*,+*, e* e* *-* /,e,*/5,*l.

13. Mengelola pasar global

Se/* ,e8** -e-/l// 6*,* e6e**, *l*- 6e6*8*/ h*l ee/; 6+**; 5l//; /e-

e5,5-/; e*+*, h++- *, ee-6*,8*, e5,5-/ *,8 6e6e*.

D*l*- h*l /,/; e** empat hal "ang perlu !iperhatikan bisnis pasar !omestik

6lokal **6/l* /,8/, menja!i pemain bisnis pasar global; */+:

1. Ne8**?,e8** **l*h 6e6e*.

2. M**l*h *,8 **, /h**/ le6/h l+* *, 5-le */ 6/**,*.

3. Pe6/,/ /,e,*/5,*l h*+ -e,e-+*, 7** +,+ 6ee* e,8*, -e-6**/ e,8*+h

/,e@e,/ */ e-e/,*h ,e8** ee-*.

4. T*,**/ /,e,*/5,*l -el/+/ e*,e**8*-*, ,/l*/ -** +*,8.

14. Perbe!aan antar negara

Pe6e**, /e- 5l//; /e- e5,5-/; /e- h++-; e7** 6e*-* -e-e,8*+h/

ee-6*,8*, e5,5-/ *,* ,e8** 6*/ e7** +-+- -*++, h++. (e/+ e,el**,

-e,8e,*/ e6e**,?e6e**, ee6+:

* Perbedaan ekonomi politik

P5l// e5,5-/ ,e8** **l*h //l*h *,8 /*l*-,* e** /8* +,+ */+ /e-

e5,5-/; /e- 5l// *, h++- +*+ ,e8**.

S/e- 5l// *,8 /-*+ **l*h /e- e-e/,*h*, */ e6+*h ,e8**. A* +*

/-e,/ *,8 /8+,**, +,+ -e,8++ /e- 5l// */+; /,8* e,e*,*, **

5le/@/-e *, /,8* e,e*,*, ** e-5*/.

Kolekti)isme; /e- *,8 -e,*h+l+*, ee,/,8*, **+ ++*, 5le/<

6e*-*+-+- */** ee,/,8*,e6e6**, /,/@/+ /6*/. D*, l*=*, */

5le/@/-e **l*h /,/@/+*l/-e.

'emokrasi; /e- 5l// *,8 -e,8**h ** ee,+*, 6*h=* e-e/,*h*, /l*+*,

5leh 5*,8?5*,8 *,8 //l/h -el*l+/ e-/l/h*,. D*, l*=*, */ e-5*/ **l*h

5*l/*/*,/-e.



/otalitarianisme **l*h 6e,+ e-e/,*h*, *,8 -e,8+**/ e,8e,*l/*, e7** -+l*

**+ /*5.

D*l*- e-5*/ e** //l*h *,8 /e6+ Frepresentati&e demo!ra!y; /-*,* e6*8/*,

6e* ,e8** e-5*/ -e-*e*, //l*h ee6+; */+ /e- 5l// /-*,*

-****,* e7** e/5/ 6e***, *+*,?*+*, e-/l/h*, *,8 /e**/ 6e*-*

-el*+*, e-/l/h*, ** /,/@/+?/,/@/+ *,8 **, -e=*/l/,*; e-+/*, -e-6e,+

e-e/,*h*, 6e***, +** =*/l?=*/l **.

Se!angkan totalitarianisme memiliki empat bentuk, "aitu&

1. Totalitarianisme komunis, +*+ 6e,+ /e- *,8 /**h*, +,+ -e,7**/

5/*l/-e e7** /*5.

2. Totalitarianisme teokratik, +*+ 6e,+ /e- /-*,* e+**, 5l// /-5,55l/

5leh *+ 6*8/*, **+ el5-5; 75,5h: /,/@/+ *,8 -e-e/,*h 6e***, /,/

*8*-*; */+ *,8 eh*/ ** ,e8** I*,; I*; *, A*6 S*+/.

3. Totalitarianisme tribal, +*+ /e- /-*,* +*+ 6*8/*, 5l// -e-ee,*/*,

++ ee,+ e6*8*/ e+**, 5l//.

4. Totalitarianisme sayap kanan, +*+ /e- *,8 -e-/l// e6e6**, e5,5-/ /,/@/+

e*/ e6e6**, 5l//,* /6**/.

6 Perbedaan sistem ekonomi

S/e- e5,5-/ ** /6*8/ *l*- /8* e,/; */+ :

a+ 'konomi pasar ; /e- e5,5-/ *,8 -+,/; /-*,* 6**,8 *, ** el++h,*

/5+/ 5leh ,e8**; +-l*h,* /* /e,7*,**, 5leh /**+,; e8*,+,8 /,e*/

*,** e-/,**, *, e,*=**,.

b+ 'konomi komando; /e- e5,5-/ /-*,* 6**,8 *, ** *,8 /5+/ e* h*8*

/e,+*, 5leh e-e/,*h.

+ Mi7ed economy, /e- e5,5-/ *,8 6e** /*,** e5,5-/ ** *, e5,5-/

5-*,5; *l*- /e- /,/ e** e5?e5 ee,+ *,8 /*+ 5leh ** **+ e+*/

/,e*/ e-/,**, *, e,*=**, *, +8* ** e6*8/*, e5 l*/, *,8 /e,7*,**,

5leh e-e/,*h.

7 Perbedaan sistem legal

S/e- le8*l /,/ 6e*/*, e,8*, *+*,?*+*,; h++- *,8 -e,8*+ e/l*+; *, 5e

h++- +*+ ,e8**. D*l*- h*l 6/,/; 6e*/ sitem legal ini membahas mengenai&

Praktek bisnis,

?Me,e,+*, e,/ 6/,/ *,8 /l*+*,;

?Me,e,+*, h* *, e=*/6*, eh** 5*,8 *,8 el/6* *l*- 6/,/ ee6+;



S/e- le8*l +8* /e,8*+h/ 5leh /e- 5l// ee/ h*l,* /e- e5,5-/.

A* tiga isu "ang !i-okuskan +*+ ,e8** !alam mem)ariasikan sistem legaln"a;

a+ aturan terha!ap hak kepemilikan 6propert" right; */+ e+-l*h h* le8*l **

e,888+,**, +-6e **; 75,5,* ee-/l/*, /,ele+*l /-*,* ee-/l/*,,* **

/l/,+,8/ e,8*, h* ee-/l/*,;ee/

op"right; -e+**, h* le8*l el+/< *,8 /6e/*, e** e,+l/; */

5-5e *, e,e6/.

patents; 5+-e, *,8 /6e/*, e** e+*h**, e,e-+ 5+ 6*+ **+ 5e

el+/< +,+ /8+,**, **+ /+*l.

tra!emark ; ,*-* *, /*/, */ +*+ 5+ *,8 /*<**, e7** <5-*l 5leh

e*8*,8 **+ -*,+<*+ +,+ -e-6e**, 5+,* e,8*, 5+ l*/, *,8 ee,/.

b+ aturan keamanan pro!uk

+ aturan mengenai perbe!aan kontrak

Implikasi"implikasi untuk bisnis

I-l/*/ *l*- 6/,/ e** +* *e85/; */+:

• 'a"a tarik 6attrati)eness; -e+**, 5,e+e,/ */ l/,8+,8*, 5l//;

e5,5-/; *, le8*l *,8 6e+-6e */ ,e8** /+ e,// 6*/ el*+ ** -*++, e-*

6e/,@e*/.*5 e,e,+ *,8 /8+,**, e6*8*/ e,8++ */ ** */ /,/ **l*h 66:

Bene-it 6man-aat; -e+**, e+,+,8*, -5,ee e6*8*/

*-* ** 6/,/ *,8 /e**, / ,e8** ee6+.

7ost 6bia"a; -e+**, 6/** *,8 h*+ /e*h*, 5leh e6/,/ e** e-e/,*h

ee-*.

Resiko; e6*8/ *l*- +* 6e,+;

*. Resiko ekonomi; l/,8+,8*, e5,5-/ *,8 -e,8*/6**, e+6*h*, */ **

l/,8+,8*, 6/,/ e+*h**,.

6. Resiko politik ; l/,8+,8*, *,8 -e+**, e*,*, 5l// *,8 -e,8*/6**,

e+6*h*, */ ** l/,8+,8*, 6/,/ +*+ ,e8** *,8 6e*-* ** e+,+,8*,

e+*h**,.

U,+ meniptakan !a"a tarik +*+ ,e8** *,8 ** /*/*, e6*8*/ 5e,/ ** *,

e-* 6e/,@e*/ *l*- 6/,/ /,e,*/5,*l -** h*+ **keseimbangan antara resiko,

man-aat, !an bia"a.

• *su etika



Me+**, */6* **+ *-* */ e6e**, *,8 e*/ *,* ,e8** -** **,

-e,/-6+l*, 6e6*8*/ /+ *,8 6eh+6+,8*, e,8*, e/*.

1$. Strategi Global

D*l*- 6/,/ 8l56*l; el+ /*h*-/ l/,8+,8*, *,8 6e*/*, e,8*, e6e**, 5l//;

e5,5-/; 5/*l; 6+** +8* e*8*,8*, +,/* *, e*,8* /,@e*/ e* /e- -5,ee

8l56*l.

* Tujuan utama dari perusahaan **l*h 6*8*/-*,* e+*h**, -e,7/**, l*6* *,8

5/-*l; *,/ e,8*, +* 7**; 1 -e,*-6*h ,/l*/ 5+ *8* 5,+-e, -*+ -e-6**

le6/h; 2 -el*+*, e*/ ,/l*/ @*l+e 7e*/5, *8* ** -e,++,*, 6/** 5+/. Peningkatan laba melalui ekspansi global

U,+ -e,/,8**, l*6* e+*h**, 5-e/; *l*h *+,* e,8*, 7** -el*+*,

e,8e-6*,8*, e7** 8l56*l. De,8*, /,/ **, /e5leh :

1 Pe,***, *,8 le6/h 6e*; -el*l+/ e-*-+*, h++ **+ /,/.

2 Me,**/ e5,5-/ l5*/; /-*,* -e,55,8 e7/*,* e*/ ,/l*/ @*l+e

7e*/5, ** l5*/ *,8 -+,8/, *l/,8 e<//e,.

3 Me,**/ **,* +@* e,8*l*-*, *,8 le6/h 6e*; *,8 **, -e,8+*,8/ 6/**

@*l+e 7e*/5.

Tekanan"tekanan untuk mengurangi biaya dan local responsi&eness

D*l*- -e-*+/ ** 8l56*l; ** +* /e e*,*, e*/,8*, *,8 **, /h**/; */+:

1 Te*,*, +,+ e,8+*,8*, 6/**

Te*,*, /,/ ** /**/ e,8*, 7** -el*+*, 5+/ -** *, *,*/*/ 5+

** l5*/ *,8 e*.

2 Te*,*, +,+ *,88* **, l/,8+,8*, l5*l

Te*,*, l5*l e*/ *e,* h*l?h*l 6e/+ :

Pe6e**, ele* 5,+-e, *, /l/h*,

Pe6e**, /,<*++ *, *e *//5,*l

Pe6e**, *l+*, //6+/

Pe-/,**, e-e/,*h l5*l

6 Pemilihan Strategi

Pe+*h**, -e-/l// e-* e,/ *e8/ +,+ 6e*/,8 / ** 8l56*l */+ :

1trategi Internasional -International 1trategy



S*e8/ /,/ -e,*=**, 6*8*/-*,* e+*h**, -e,7/**, +*+ ,/l*/ *,8 +,88+l */

e*/,8 e,8*, *,<e e*hl/*, *, 5+ *,8 6e,/l*/ e** ** */,8; /-*,*

/6/*,8 /,/ -e+**, ele-*h*, e*/,8 *, 5-ee,/ /,/ /,/ /* /-/l// 5leh

e*/,8.

1trategi Multidomestik - Multidomestic 1trategy

D*l*- *e8/ /,/; e+*h**, e7** ee,/< -el*+*, 5+-/*/ eh** 5+ *,

*e8/ e-***,,* e**h 5,// ,*/5,*l *,8 6e6e* /-*,* &alue !reation +8*

/7/**, ** e8/**, 5+/; e-***,; RD e,el//*, e,8e-6*,8*, / e/*

,e8** *,8 / */*, ** 8l56*l.

1trategi 2lobal

S*e8/ 8l56*l -e-+**, ** e,/,8**, l*6*; /-*,* le6/h -e,8**h*, **

*,*/*/ +*l/* 5+ e7** 8l56*l; *, /* -el*+*, e,e+*/*, 5+

eh** 5,// l5*l; *e,* -e,88+,**, *e8/ lo' !ost eh/,88* -e,***, l*6*

*,8 -*/-*l.

1trategi Transnasional

S*e8/ /,/ -e,756* -e,7**/ e-+* *e8/ *,8 ** +,+ -e,***, 5l+/ +,+

e-+* -**l*h. D/-*,* e+*h**, -el*+*, e,8+*,8 6/** ** 5,// l5*l *, +8*

*,<e 5-ee,/ /,/ e* e*,*, l5*l. J*/ *e8/ /,/ 6e+*h* +,+ -e,8+*,8/

e*,*, e,8+*,8*, 6/** *, e*,*, lo!al responsi&eness *,8 /,88/ e7** 6e*-* *,

+8* -el*+*, /<ee,/*/.

M*/,8?-*/,8 *e8/ -e-+,*/ ele6/h*, *, e+*,8*,. U,+ /+; /* e6*8*/

e+*h**, h*+ 6/* -e-/l/h *e8/ *,8 e* +,+ 6e6*8*/ 5,// e,8*,

e/-6*,8*, e*,*, e,8+*,8*, 6/** *, e*,*, lo!al responsi&eness *,8 /h**/.

7 Aliansi Strategi

Al/*,/ *e8/ **l*h +*+ 5-5,e, e,/,8 *l*- e6+h *e8/ /-*,* 6ee,**,

e,8*, ee++*, 55e*/ **+ ee++*, 6e*-* *,** e*/,8 5e,/*l e,8*,

e*/,8 *,8 el*h **. D*l*- *l/*,/ *e8/ /,/ e** 6e6*8*/ e+,88+l*, *,

ele-*h*,. S*l*h *+ e+,88+l*, *l/*,/ *e8/ **l*h -+*h -e-*+/ **

/,e,*/5,*l e,8*, *l/,8 -ele,8*/ *l*- h*l e*hl/*, *, e,++,*, 6/** *, e/5

*l*- -e-***, 5+ e* -+*h *l*- e,e,+*, *,* e,5l58/ /,+/

/,e,*/5,*l.

(da tiga hal yang harus diperhatikan agar aliansi strategi ini berhasil, yaitu :



• Pemilihan partner ; /-*,* h*+ el* /** *,8 **, /* ** e**-*; ***h *,e

ee6+ ** 6ee**-* -e,7**/ ++*, *e8/ *, ++*, *l/*,/,* e* /*

-e-*,<***, *l/*,/,* /-** -e,**,8.

D*, e6*8*/ e+*h**, *,8 **, -el*+*, *l/*,/ *e8/; /* h*+ -el*+*, 6e6*8*/l*,8*h ee/; -e,7*/ /,<5-*/ -e,8e,*/ *,e *, -e,8+-+l*, ** e* -e,7*/

*h+ -e,8e,*/ *,e ee6+.

• 1truktur aliansi,

*/+ -e,e,+*, +*+ ++ h/,88* e*/ e*/l*, *l*- h*l e-6e6*,*, e/5 *,

-e,8h/,*/ e*/,* e-*,<***, */ *,e +,+ ee,/,8*,,* e,//.

• Penanganan aliansi

D*l*- h*l /,/ ** /l*+*, e,8*-*,*, e,8*, e,5l58/; **+ e,8*, e,e**,5,*; /-*,* e*/ ee++*, **+ ee***, *,8 el*; */l *,** e+*h**,

e,8*, *,e,* e,8*, 5-/-e, *,8 -*,* *8* /* e*/ e/5 *,8 /*

//,8/,*,.

1%. Manajemen Operasional Global

Pe6*/*, *l*- e,8e,*l/*, +*l/* **, -e,8+*,8/ 6/** -el*l+/ /8* 7** :

1. Pe,/,8**, 5+/@/* */6* e,/***, e-655*, *, e,8+*,8*, 7*7*.

2. Pe,/,8**, +*l/* 5+ */,* -e,8+*,8/ 6/** 7*7* *, 7*.

3. Me,++,*, *-/,*, *, 6/** e6*/*, **+ e,8e**, +l*,8 +,+ +*l/* 5+

*,8 le6/h 6*/.

D*l*- -*,*e-e, 5e*/5,*l 6e*/ e-+* /h* **+ e-+* 6/*,8 *,8 e/,e8*/

*l*- e+*h**, /+ e7** 6e*-* -e,*l*,*, +8* **+ 7**?7** /** e,8*, 6*/

*, 6e,* *8* ++*, e+*h**, */+ -e,***, e,/,8**, l*6* **, e7**/.

1&. Sumber 'a"a Manusia Global

(/*,8 /,/ **, -e-6*h* -e,8e,*/ 6*8*/-*,* e+*h**, -e,8*+ ++

5*8*,/*/,* */+ 6*8/*, +-6e** -*,+/* e7** e<e/<. D/*,**,* */+ *<</,8;

e@*l+*/ /,e*; e,8e-6*,8*, -*,*e-e,; 5-e,*/ *, h+6+,8*, *,* e,*8* e*.

#*e,* e,8*, e+*h**, -e-eh*/*, **=*,,* 6*/ /+ *,8 ** / 5-e/

-*++, ee* *,8 ** / ,e8** /-*,* e+*h**, -el*+*, e*8*,8*, **+ -*+

e ** /,e,*/5,*l -** **, -e-6*,+ e+*h**, *l*- -e,7**/ ++*,,*.

1'. Stan!arisasi atau A!aptasi Global

#5,e e-***, -e,***, 6*h=* 5,+-e, 6e6e* e6++h*,,* *, 58*-

e-***, **, le6/h e<e/< 6/l* /*,7*,8 +,+ /* el5-5 el*,88*, ***,. #*e,*



/,/ /e**, *l*- +*+ ,e8** -** eh*+,* /,/ +8* ** /e**, e,8*, le6/h

-e*/,*, / ** l+* ,e8e/ / -*,* 5,// e5,5-/; 5l// *, 6+** *,8*

6e6e*.

1tandarisasi global adalah proses untuk memasarkan produk yang dihasilkan oleh

perusahaan ke luar negeri dengan standar"standar atau tata cara atau standar yang sama

pada setiap negara yang dimasuki produk. Baik dari segi keseragaman logo, periklanan

perusahaan, lini produk dengan tujuan untuk mudah dikenal dunia.

Pe-//*, */ P5<e5 The55e Le@/ */ H*@*; -e,8+,8**, 6*h=*

Fdunia sedang menuu suatu pasar umum dimana orang dimanapun mereka tinggal

menginginkan produk dan gaya yang sama. Perusahaan global harus melupakan perbedaan

keistime'aan antar negara dan kultur dan sebaliknya berkonsentrasi untuk memuaskan

dorongan uni&ersal.(

P5<. Le@/ -e,8+,8**, 6*h=* e,5l58/; 5-+,/*/;*,5*/ 6*+ el*h

-e,7/**, ** +,/* *,8 le6/h h5-58e,. M*,+/* el++h +,/* -e,8/,8/,*, h*l?h*l

** *,8 *-* *,8 -e-6+* h/+ le6/h -+*h *, -e,/,8**, e6e6**, =*+ e*

** =*+ -ee*. Pe-+**, e6++h*, *, e/,8/,*, /,/ el*h -e,7/**, ** 8l56*l

+,+ 5+?5+ *,*.

Pe+*h**, 8l56*l *,8 -e,+*l 5+ *,8 *-* e,8*, 7** *,8 *-* e e-+*

5,+-e,. I* 6e<5+ ** e*-**, ** 8l56*l *, e7** *8e/< -e,*l*,*, F8**

*,8 *,* 5+ *, el**,*, *,8 *,* *,8 e+*/ / el++h +,/*

#ele6/h*, S*,*/*/ Gl56*l:

1. Pe,8he-**, 5+/; //6+/; e-***, *, -*,*e-e,.

2. E<//e,/ ** h*8* *, +*l/*

3. (**,8 6*,* e6el/ e,8*, 7e* 5leh 5,+-e,

4. P5+ -+*h /e,*l 5leh -**** /,e,*/5,*l

$. #e-+*h*, 5-5/

#ele-*h*,:

1. Pe*/,8 /* -e,*/,8/ e,8*, e,*=**, 5+ *,8 *-* *,8 le6/h 6*,*

*/** *,8 //,8/,*, el*,88*, / /* ,e8**.

2. Pel+ le6/h *+h -e-6*7* ** ** e/* ,e8** *,8 **, /-*+/.

3. Pel+ e,7*,* *e8/ *, */ 6*+ -e-*+/ ** 8l56*l.

(daptasi 2lobal adalah proses pemasaran global dengan penyesuaian"penyesuaian

yang sesuai dengan negara yang dimasuki dengan lebih memperhatikan pendapatan

tambahan dibandingkan biaya tambahan.



Pe+*h**, **, le6/h 6*/ e,8*, -e-el**/ e-+* e-+,8/,*, ele-e, ***/ *,

-e,e,+*, ***/ -*,* *,8 **, -e,*-6*h le6/h 6*,* e,***, */** 6/**.

Ele-e, ***/; */+:

C// P5+ W*,* Te-* Il*,

N*-* Me (*h*, Me/* Il*,

Pel*6el*, H*8* Pel**,**, Il*,

Pe,8e-**, P5-5/ Pe,+*l*,

19. Menja!i 8uara Pemasar, Belajar !ari 8epang

(e6e** e,/ *,8 /8+,**, Je*,8 +,+ -e,7**/ e+e*, e-***,:

1. P*e 6/,/ *,8 +,/; ee/ :

1. Pee**, e+-+ h/+

2. L/,8**, +*l/*

3. M*,*e-e, 5,e,+

4. P5+/ e* =*+ ust)in)time*

$. Pe*,*, *,8 -e++,8 */ e6/**, *, +6// e-e/,*h

%. #e6e***, e+*h**, e*8*,8*, *,8 +*

&. Ae 6/,/ e e-6/***, 6*, e,8*, 6/** *,8 e,*h

Kunci utama kinerja 8epang:

1. #e*hl/*, *l*- <5-+l*/ *, /-le-e,*/ *e8/ e-***,.

2. D**,8 e A-e/* Se/*?6el** e-***,?+l*,8?-e-*h*-/ /,/?/,/

le6/h 6*/ */ A-e/* Se/*?e,e**, *, /-le-e,*/ /,5@*/<.

3. M*-+ -e-/l/h e6+*h **?-*+ e *l*-,*?-e-6*,8+, *,8* **?

-el/,+,8/ 5// ee-/-/,*, eh** e*/,8*, e*/,8.

Triknya untuk kesuksesan perdagangan:

o Memilih Pasar

Pe-e/,*h *, e+*h**, Je*,8 6ee* e* +,+ -e,8/e,/</*/ ** 8l56*l *,8

-e,*/. Mee* -e,++,8 /,+/ 8l56*l *,8 ** -5*l *, e,8e*h+*, ,*-+,

h*,* -e-6++h*, e// **+ e+-l*h e7/l +-6e ** *l*-.

Mee* -e,8/e,/</*/ ** 5+ / -*,* 5,+-e, /* +*. Mee* -e,7*/

/,+/ / -*,* /-/,*, ** 6e+* // **+ +*,8 *,*. Mee* -e,*l*,*, *e8/

*,8 /-*+*, +,+ -e,5-/,*/ /,+/?/,+/ /,/ *, -e,8+*,8/ **+

-e,8h*,7+*, e*/,8*,.

o Memasuki pasar



Mee* -e,8//- /- e,el// e ,e8** ***, +,+ -e,8h*6/*, 6e6e** -/,88+

**+ 6+l*, -e,8e@*l+*/ ** *, -e,e**, *e8/. Mee* -e-el**/ *,

-e-e5leh l/e,/ e,5l58/ *,8 el*h ** */ l+* ,e8e/.

Pe*-*; -ee* -e-5+/ / Je*,8 *, -e-6*,8+, 6*/ -ee*; -e,8h*-6*

e*/,8 */,8 *,8 -e,+*l / Je*,8 le=* 6e6*8*/ h*-6**, */< *, ,5, */<. Mee*

e/,8 -e-*+/ ** l+* ,e8e/ e,8*, -e,+*l 5+ ** -ee ee,//. #e-+/*,

-ee* **, -e-ee,*l*, -ee -ee* e,// e,8* 5+ 6eh*8* e,*h; **+

5+ *,8 e6*/ e*/,8 */ /6e/ h*8* le6/h e,*h; **+ 5+ *,8 -e,+,+*,

+*l/* /,88/ 7// **+ *,7*,8*, 6*+. L*,8*h el*,+,* **l*h -e-6e,+ //6+/

*,8 6*/ +,+ -e,e/**, el**,*, *,8 le6/h *,*l 6*8/ el*,88*,,*. Mee*

-e,88+,**, -e/* /l*, +,+ l*h*, 5-5/ **+ -e,*/ eh*/*, +6l/.

#**e// +*-* */ *e8/ -*+ -ee* **l*h -e-6*,8+, *,8* ** 6+*, l*6*

*=*l. O*,8 Je*,8 **l*h */*l/ *,8 *6* *,8 **, -e,+,88+ 6*h*, *-*/ *+

e*e e6el+- -ee*l/*/ l*6* -ee*.

o Membangun pangsa pasar

Seel*h -ee* -e-e5leh /**, **; -ee* -e,8**h*, e+**,,* +,+

-e-el+* *,8* **. Mee* 6e8*,+,8 ** *e8/ e,8e-6*,8*, 5+ *,

*e8/ e,8e-6*,8*, **. Mee* -e,7+*h*, *,* +,+ e6*/*, 5+;

e,/,8**, 5+ *, ee-6*,8*, 5+ eh/,88* -ee* ** -e,*=**, 6**,8

le6/h 6*,* *, le6/h 6*/ */** e*/,8. Mee* -e,e-**, el+*,8 6*+ le=*

e8-e,*/ ** *, -el*,8+,8*, e,8e-6*,8*, ** e e+-l*h ,e8** e,8*, ++*,

-e-6*,8+, */,8*, ** *, l5*/ 5+/ +,/*. Mee* -e-e5leh 5+/ le6/h

*+h le=* 58*- *8e/< e,8*, -e-6el/ e*/,8 **+ -el*+*, +*h* 6e*-* e,8*,

-ee*.

o Melindungi pangsa pasar

Seel*h -ee* -e,7**/ 5-/,*/ **; -ee* 6e*h*, */** 6ee*, e6*8*/

e,e*,8. S*e8/ e*h*,*,,* **l*h e*,8*, *,8 6*/ le=* e/,*-6+,8*,

e,8e-6*,8*, 5+ *, e8-e,*/ ** *,8 /eh*l+. Mee* +8* -e,88+,**, 2

/,/ *,8 6e5/e,*/ ** +,+ -e-e*h*,*, ee-/-/,*, -ee*; */+:

1. W*+ +-*, 6*l/ el*,88*, ,5l

D/-*,* -ee* -el*+*, +@e el*,88*, e**,8 +,+ -e,e-+*, 6*8*/-*,* -ee*

-e,+*/ 5+ ee6+ *, ** e6*/*, *,8 //,8/,*, -ee*.

2. W*+ e6*/*, 5+ ,5l



D/-*,* -ee* -e,*-6*h e6*/*, 5+ *,8 6e-*,<** e7** e+ -e,e+;

eh/,88* 5+ /+ e* -e,*/ e-/-/,. Mee* +8* -el/,+,8/ //,* e,8*,

-e,e=* e,8*7** A-e/*; *hl/ h+6+,8*, -**** *, -*,*, e*6* ,e8** +,+

-e-6el* ee,/,8*, -ee* / A-e/* Se/* *, -e-e6*// e*, -ee*.

o Menanggapi Pesaing

Mee* -e,*,88*/ e,8*, /,5@*/ *, e*/@/* e* -e,*-6*h 5+ 6*+ *,

-e,855-*/*/ *6/,*.

20. Strategi Organisasi )ersi Bartlett !an Groshal 6 Managing (cross Borders

Pe6*,/,8*,,* **l*h integrasi global + 5+/ ** -5*l; e-/,**, h5-58e, *,

l*/,?l*/, e,8*, kepekaan nasional h*-6**,; *,* l5*l; +*,* e<ee,/ l5*l.

1trategi 2lobal

Y*,8 -e-el*+*, +,/* e6*8*/ ** +,88*l.

S*e8/ /,/ 7575 *, /6e,**, 6/l* 55,8*, +,+ /,e8*/ 8l56*l +* *, 55,8*,

+,+ ee**, ,*/5,*l le-*h. S*e8/ /,/ -e,*/ 7// */ 5,+-e, ele5,/. Se6*8*/

75,5h 6*h=* Pe+*h**, M*+h/* el*h 6ee* le6/h 6*/ */** GE *, Ph/l/ /

** 5,+-e, ele5,/ *e,* M*+h/* 6e5e*/ e,8*, 7** *,8 le6/h *,* *,

e55/,*/ e,8*, 7** *,8 le6/h *,* *, e55/,*/ e7** 8l56*l

1trategi Multinasional

Y*,8 -e-el*+*, +,/* e6*8*/ 55<5l/5 el+*,8 ,*/5,*l.

S*e8/ /,/ 7575 *, /6e,**, 6/l* 55,8*, *,8 -e,++,8 ee**, ,*/5,*l +*

*, 55,8*, *,8 -e,++,8 /,e8*/ 8l56*l le-*h. S*e8/ /,/ -e+**, **e 6/,/

-**,*, e-**, 6e-ee e,8*, 5+ -**,*,,*; 5+ e-6e/h. Se6*8*/ 75,5h

U,/le@e e6*8*/ el*+ *,8 le6/h 6*/ */ #*5 *, PG *e,* U,/@ele -e-6e/ le6/h

6*,* 55,5-/ *l*- e-6+**, e++*, e** 7*6*,8 l5*l,*.

1trategi 2lokal

Y*,8 -e,*,*/*/ ele-e, /,/ ee,+ *, -el5*l/*/ ele-e, l*/,,*.

S*e8/ /,/ l58/ +,+ /,+/ ele5-+,/*/ /-*,* /* ,e8** -e-el+*, 6e6e**

***/ +,+ e*l**, ,*-+, e+*h**, e,e/* +8* ** -e,*,**, 6e6e**

5-5,e, /,/. Se6*8*/ 75,5h E/75, *,8 le6/h 6*/ e,8*, -e,e/-6*,8*, */**

NEC6e5/e,*/ 8l56*l *, ITT6e5/e,*/ l5*l.

M** e+*h**, /,e,*/5,*l h*+ -e,8+l* ***h -ee* -e,8*+ 5e*/ *,

58*- e-***, /,e,*/5,*l,* e,8*, e* -e,++ **e// /,+/ 8l56*l *,

** 8l56*l e-* -ee* 6e5e*/.



21. Pemberian Merek Global

P** -** l*l+; +-+-,* e+*h**, -e-6+* -ee 6*+ *,8 h*,* -e-+,*/ */ /

,e8** **l,*. #e/* -ee* e-+/*, 6e+*h* -e-ee,*l*,,* / l+* ,e8e/;

6e6e** e+*h**, -e,**/ 6*h=* -ee,* /* e*. N*-* ee6+ +l/ /+7**,;

5<e,/<; l+7+; *,* */ **+ +*h /8+,**, 5leh 5*,8 l*/,. M** e+*h**, e**

-e-6+* -ee 6*+ +,+ 5+ *,8 *-* e/* **, / ***, / ,e8** l*/,.

Me,88+,**, ,*-* l5*l *,8 6e6e* +,+ 5+ *,8 *-* -e-6++h*, 6/** *,8

/,88/. Pe+*h**, h*+ -e-e/**, l*6el; e-**, *, /l*, *,8 6e6e*.

Te, e**,8 /,/ -e,++ ** 8l56*l *,8 e-*/, -e,8e7/l F+,/* *,* e6***,. I,/

e+*-* e6+/ / E5* /-*,*; 6e* 7+*/; e,+,**, e-6***, *, h*-6**,?

h*-6**, e*8*,8*, l*/,,* el*h 6e+*,8. Jel* 6*h=* -ee el*h -e-e5leh

e,e/-**, -e,+,/*. Pe,++ +,/* -e,*/ e-*/, h5-58e, *l*- h*l ele* */6*

*/ 5-+,/*/ -5e, *, e*l*,*, *, **, e-*/, -e,*,88*/ -ee 8l56*l.

Keuntungan Merek 2lobal:

1. S*l* e5,5-/ *l*- -e-e/**, e-**,; l*6el; 5-5/ *, /l*, *,8

*,*.

2. Pe,+*l*, ** -e,/,8* *e,* -**** *,8 -el/h* -ee <*@5/,* *,8

//l*,*, *, ///6+/*, / e-* l*/,.

3. S*l+*, e*8*,8*, le6/h 6ee/* -e,e/-* -e 8l56*l *,8 el*h //l*,*, /

** -ee*.

4. Mee *,8 /e,*l / el++h +,/* e,8*, e,//,* **, -e-/l// e+**,;

h++,* /* ,e8** **l,* *,8* /h*8*/.

Kerugian Merek 2lobal:

1. Me-6++h*, 6/** *, 6ee/5

2. N*-* +,88*l -+,8/, /* 6e8/+ -e,*/ /6*,/,8*, ,*-* *,8 //l/h e7**

l5*l

3. J/* e+*h**, -e,88*,/*, -ee l5*l *,8 +*h /e,*l 6*/ e,8*, -ee

8l56*l; 6/** e,88*,/*, ee6+ 7++ 6e*.

4. Pe+*h**, h*+ -e-6e/*h+*, +**, 5*,8 6*h=* -ee -ee* -*/h **

h*,* -e,88+,**, ,*-* *,8 6*+.

22. 7ara Negara4negara Melakukan Pertukaran& Barter



(*e -el/6**, e+**, l*,8+,8 6**,8 e,8*, 6**,8 *,* +*,8 *, *,*

eel/6**, /h* e/8*. C5,5h Je-*, (** e++ +,+ -e-6*,8+,*, *6/ 6** /

/,5,e/* e6*8*/ e+**, -/,* I,5,e/*.

Transaksi Kompensasi

Pe,+*l -e,e/-* e6*8/*, ee,*e e-6***, 6e+* +*,8 *, /*,* *l*- 6e,+

5+. C5,5h,* 5+e, e*=* e6*,8 I,88/ -e,+*l e*=* e6*,8 e (*/l

+,+ &0Q 6e+* +*,8 +,*/ *, /*,* *,8 l*/,.

Persetujuan Pembelian Kembali

Pe,+*l -e,+*l *6/; e*l**, **+ e,5l58/ e ,e8** l*/, *, e++ +,+ -e,e/-*

e6*8*/ 6*8/*, e-6***, 5+ *,8 /5+/ e,8*, e*l**, *,8 /*5 ee6+.

C5,5h,*: e+*h**, /-/* AS -e-6*,8+, *6/ +,+ e+*h**, I,/* *, -e,e/-*

e6*8/*, e-6***, *l*- 6e,+ +*,8 *, /*,* *l*- 6e,+ 6*h*, /-/*.

)ffset

Pe,+*l -e,e/-* e-6***, e,+h *l*- 6e,+ +*,8 +,*/ e*/ e++ +,+

-e,88+,**, e6*8/*, 6e* +*,8 /+ / ,e8** ee6+ +,++*+ e/5e ee,+. C5,5h

Pe/ C5l* -e,+*l /+ 75l* e R+/* *, -e-e5leh -** +*,8 +6el *, e++ +,+

-e-6el/ @5* R+/* e,8*, h*8* ee,+ +,+ /+*l / A-e/* Se/*.

23. Menggunakan Ga"a (ntuk Membe!akan Pro!uk Global & 8am /angan S9A/75

I,+/ *- S=/ e,*h -e,*/ 5+e, *- +*-* / +,/*; e-* 85*h /e*,8

e*/,8 *,8 -ee6+ *- -+*h. M+l*?-+l* TIME e+*h**, A-e/* Se/*;

e-+/*, -e-ee,*l*, *- Je*,8; l*l+ H5,8 #5,8 *,8 -e-6*,// ** +,/* ;

S=/ h*,* ** -e-e*h*,*, *- eh/**, el* /,88/ ee/ R5le; P/e8e;

L5,8/,e ll.

#e-+/*, *h+, 19'1 ETA *,* e+*h**, e6e* S=/; -e-+l*/ 5e S=*7h 9S=/

W*7h *- ele5,/ *,*l58 *,8 /,8*,; *h*, */; *h*, 85,7*,8*, *, *l/ l*/

6e=*,* =*,/. H*8*,* */ 40 5l* *-*/ 100 5l* *, /++*, ** 5*,8 -+*

,8 */< *, e,.

Se**,8 S=*7h /+*l / 30 ,e8**; $0Q e,+*l*,,* / AS. P** *=*l,* S=*7h /+*l

/ 55 eh/**, *, 6+*,* / A-e/* Se/*; e**,8 S=*7h /+*l /,55 e6* **;

,*-+, /* //5 /5,; S=*7h +8* -e-6+* 55 e6* ** *,8 -e,+*l 5+l l*/,

*7* -** h/*-; e-* *7* -**. S*l*h *+ e+**, S=*7h **l*h e-*-+*,

5-5/ *, e,8el5l**, 5+:

1. S=*7h -e,8el+**, -5el 6*+ *l*- e/* *h+,.



2. S=*7h +8* -e,8el+**, e// h++ +* *l/5 e*h+,.

3. R+-*h lel*,8 Ch//7 +8* -elel*,8 *- S=*7h #l*/.

4. D/ -+/+- L/65, /*-e*, *- S=*7h l*,8* /* *l*- *7* *,/ el++.

$. (*,* e+*h**, /8/, /6+**, *- S=*7h e8*, l585 -ee* e+*h**, C57*

C5l*

S=*7h el*h -e,+,+*, 7** -e,***, e,8/+ e,8*, -e,88+,*, 8**;

e,8el5l**, 5+; *, 5-5/ *,8 +,88+l.

24. Sebaikn"a Pro!uk Baru 'iranang (ntuk Pasar 'omestik Ataukah Pasar 'unia:

U-+-,* e+*h**, -e*,7*,8 5+ 6*+,* +,+ /+*l / ** 5-e/; /*

e,+*l*,,* 6*/ e+*h**, 6*+ -e-e/6*,8*, +,+ -e,8e5 e ,e8** e*,88*

**+ e ** +,/*; *, *,7*,8 +l*,8 /* el+.

C55e *, #le/,7h-/; *l*- e+/,* -e,8e,*/ 5+ /,+/ -e,e-+*, 6*h=*

5+ 5-e/ *,8 /*,7*,8 h*,* +,+ ** 5-e/ 7e,e+,8 -e,+,+*,

/,8* e8*8*l*, *,8 /,88/; *,8* ** *,8 e,*h *, e+-6+h*, *,8 e,*h.

Se*,8*, e+*h**, *,8 -e*,7*,8 5+,* +,+ ** +,/* **+ e/*,*

+8* +,+ ,e8** e*,88* -e-e5leh l*6* *,8 *+h le6/h 6e*; 6*/ / *l*- -*++, /

l+* ,e8e/. A*, e*/ *l*- +/ C55e *, #le/,7h-/ h*,* 1& Q *,8 -e*,7*,8

e,8*, 5/e,*/ e-//*,.

#e/-+l*, -ee* 6*h=* e+*h**,?e+*h**, -e,7**/ /,8* e6eh*/l*, 5+

6*+ *,8 le6/h /,88/ /* -e,e**, <5+ e7** /,e,*/5,*l *l*- e*,7*,8*, *,

e,8e-6*,8*, 5+ 6**+,*. Mee* **, le6/h 7e-* *l*- -e,*-*/ 5+,*; *,

l*/,?l*/,; *, e+6*h*, 6e/+,* **, le6/h -+*h.

2$. SikluS hi!up Pro!uk *nternasional

S*l*h *+ *l*, e+*h**, 5-e/ h*+ -e-6e/ eh*/*, ** ee-6*,8*, **

l+* ,e8e/ ele* ** <e,5-e,* siklus hidup produk internasional ; -e,++ Well 6*,*

5+ -el*l+/ /l+ e*8*,8*, / -*,* A-e/* -+l*,* -e+**, e5/;

e-+/*, eh/l*,8*, ** e5,* *, * *h/,* -e,*/ /-5/ 5+ ee6+.

#ee-* *h* *l*- /l+ h/+ 5+ /,e,*/5,*l **l*h:

1. Produsen ,merika mengekspor produk : /,5@*/ /l+,7+*, *, 6eh*/l *e,*

6e*,* ** *, /,<*++ *,8 *,8* -*+; e-+/*, A-e/* -+l*/

-,8e5 5+ e ,e8** l*/,.

2. Produk luar negeri dimulai- 6e8/+ 5+e, l+* ,e8e/ -e,8e,*l 5+ ee6+;

6e6e** */ -ee* -e-+l*/ -e-5+/,* +,+ ** *l*- ,e8e/ -el*l+/



l/e,/ **+ ee++*, +*h* 6e*-* h*,* e,8*, -e,/+ 5+. Pe-e/,*h

-e,++,8 e,8*, -e,8e,**, */< **+ +5* ** 5+ /-5.

3. Produk luar negeri menadi kompetiti% dalam pasar ekspor- 5+e, l+* ,e8e/

el*h -e-e5leh e,8*l*-*, -e-5+/ *, e,8*, 6/** *,8 le6/h e,*h

-ee* -e-+l*/ -e,8e5 5+ e l+* ,e8e/.

4. Persaingan impor dimulai- 5+e, l+* ,e8e/ e,8*, +-l*h *,8 6e*-6*h *,

6/** *,8 le6/h e,*h -e-+,8/,*, -ee* -e,8e5 5+ ee6+ e

A-e/* -el*l+/ e*/,8*, l*,8+,8 e,8*, 5+e, A-e/*.

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