Marketing 466: Class 1 International Marketing - PowerPoint PPT Presentation

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Marketing 466: Class 1 International Marketing

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'Boundaryless' marketing. What is a global company? Focus: core competency ... Theodore Levitt's 1983 'The Globalization of Markets' Think globally act locally ... – PowerPoint PPT presentation

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Title: Marketing 466: Class 1 International Marketing


1
Marketing 466 Class 1International Marketing
  • Overview of marketing
  • Firm's value chain (Price and/or Value)
  • Boundaryless marketing
  • What is a global company?
  • Focus core competency
  • Global marketing crafting strategies in the
    broader context adds value

2
Marketing 466 Class 1International Marketing
  • Global market participation
  • Standardization vs. Adaptation
  • Marketing mix
  • Price
  • Product
  • Concentration of marketing activities
  • Coordination of marketing activities
  • Integration of competitive moves
  • Promotion
  • Place

3
Marketing 466 Class 1International Marketing
  • Theodore Levitts 1983 The Globalization of
    Markets
  • Think globally act locally
  • Kenichi Ohmae create a tension between one size
    fits all and endless customization

4
Marketing 466 Class 1International Marketing
  • Globalization of Management
  • Ethnocentric management
  • Intl company Standardized
  • Polycentric management
  • Multinational co localized
  • Regiocentric
  • Global company integrated regionally
  • May have global suppliers
  • Geocentric
  • Functions integrated on global scale

5
Marketing 466 Class 1International Marketing
  • Global forces of integration
  • Multilateral and regional pacts
  • Convergence theory of markets
  • Technology trumps barriers
  • Email, telephony internet
  • Air travel shipping
  • Increased costs of new products
  • Emergence of huge new markets
  • Resistance to opening diminishing
  • Deregulation

6
Marketing 466 Class 1International Marketing
  • Forces resisting globalization
  • Energy crisis global warming
  • Sustainability emphasis on local
  • Post Enron ebb in deregulatory tide
  • Terrorism and global instability
  • Backlash against consumerism
  • Indie movement

7
Jobs lost to outsourcing
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