The Global Marketplace - PowerPoint PPT Presentation

Loading...

PPT – The Global Marketplace PowerPoint presentation | free to view - id: 72b4c9-YzdlZ



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

The Global Marketplace

Description:

The Global Marketplace Chapter 19 – PowerPoint PPT presentation

Number of Views:128
Avg rating:3.0/5.0
Slides: 36
Provided by: Kare4199
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: The Global Marketplace


1
The Global Marketplace
  • Chapter 19

2
Objectives
  • Understand how the international trade system,
    economic, political-legal, and cultural
    environments affect a companys international
    marketing decisions.
  • Learn three key approaches to entering
    international markets.

3
Objectives
  • Understand how companies adapt their marketing
    mixes for international markets.
  • Learn how to identify the three major forms of
    international marketing organizations.

4
c
Coca-Cola
  • 1900 Coca-Cola was available in foreign
    countries
  • Early branding efforts placed logo prominently
    abroad
  • 1971 Id like to buy the world a Coke TV ad
  • Coca-cola has recently entered India, China and
    Indonesia
  • Consistent positioning and taste worldwide
  • Ads and promotions are adapted to local markets
  • Sprite a global success

5
Definition
  • Global Firm
  • A firm that, by operating in more than one
    country, gains RD, production, marketing, and
    financial advantages in its costs and reputation
    that are not available to purely domestic
    competitors.

6
Global Marketing in the 21st Century
  • International trade is booming
  • Many U.S. firms are successful international
    marketers
  • Global competition is intensifying
  • Global companies face several problems
  • Companies face six major decisions in
    international marketing

7
Figure 19-1 Major Decisions in International
Marketing
8
Looking at the Global Marketing Environment
  • The International Trade System
  • Tariffs, quotas, embargos, exchange controls,
    nontariff trade barriers
  • World Trade Organization and GATT
  • Regional free trade zones
  • European Union
  • North American Free Trade Agreement
  • Other free trade areas

9
(No Transcript)
10
Mercosur
11
Looking at the Global Marketing Environment
  • Economic Environment
  • Industrial structure
  • Subsistence economies
  • Raw material exporting economies
  • Industrializing economies
  • Industrial economies
  • Income distribution

12
(No Transcript)
13
Looking at the Global Marketing Environment
  • Political-Legal Environment
  • Attitudes toward international buying
  • Government bureaucracy
  • Political stability
  • Monetary regulations
  • Countertrade
  • Barter
  • Compensation
  • Counterpurchase

14
Looking at the Global Marketing Environment
  • Cultural Environment
  • Impact of Culture on Marketing Strategy
  • Cultural traditions, preferences, behavior
  • Impact of Marketing Strategy on Cultures
  • Globalization vs. Americanization

15
Overlooking cultural differences can result in
embarrassing mistakes. Nike found that this
stylized Air logo resembled Allah in Arabic
script
16
Deciding Whether to Go International
  • Not all companies need an international presence
  • Globalization may be triggered by several factors
  • Risk and the ability to operate globally must be
    carefully assessed

17
Deciding Which Markets to Enter
  • Define international marketing polices and
    objectives, and sales volume goals
  • Decide how many countries to target
  • Decide on the types of countries to enter

18
(No Transcript)
19
Deciding Which Markets to Enter
  • Screen and rank each of the possible
    international markets using several criteria
  • Market size, market growth, cost of doing
    business, competitive advantage, risk level

20
Discussion Question
Consider beauty products such as anti-aging
creams, cosmetics, and hair dyes. What
International markets would offer an attractive
target. What particular markets should your
company avoid?
21
Figure 19-2 Market Entry Strategies
22
Tokyo Disneyland is owned and operated by a
Japanese development company under license from
Walt Disney Company
23
(No Transcript)
24
Deciding How to Enter the Market
  • Exporting
  • Direct vs. indirect
  • Joint Venturing
  • Licensing, contract manufacturing, management
    contracting, joint ownership
  • Direct Investment
  • Assembly facilities, manufacturing facilities

25
Figure 19-3 Five International Product and
Promotion Strategies
26
Deciding on the Global Marketing Program
  • Standardized Marketing Mix
  • Same basic product, advertising, distribution,
    and other elements of the marketing mix are used
    in all international markets.

27
Deciding on the Global Marketing Program
  • Adapted Marketing Mix
  • The marketing mix elements are adjusted for
    each international target market.

28
Deciding on the Global Marketing Program
  • Global Market Product Strategies
  • Straight product expansion
  • Marketing the product with no changes
  • Product adaptation
  • Altering the product to meet local conditions
    or the wants of the foreign market
  • Product invention
  • Creating new products or services for foreign
    markets

29
Deciding on the Global Marketing Program
  • Global Promotion Strategies
  • Standardized global communication
  • Advertising themes are standardized from
    country to country with slight modifications
  • Communication adaptation
  • Advertising messages are fully adapted to
    local markets

30
Guy Laroche standardizes global advertising but
adapts to meet cultural differences. The Arabian
version is less sensual.
European
Arabian
31
Deciding on the Global Marketing Program
  • Global Pricing Strategies
  • Companies face many problems
  • Price escalation
  • Pricing to foreign subsidiaries
  • Recent economic and technological forces
  • The Internet

32
Discussion Question
What adjustments might need to be made to the
pricing, promotion, or product itself if Cracker
Jack were marketed in Japan, England, and Egypt?
33
Figure 19-4 Whole-Channel Concept for
International Marketing
34
Deciding on the Global Marketing Program
  • Global Distribution Channels
  • Whole-channel view
  • Sellers headquarters organization
  • Channels between nations
  • Channels within nations
  • Numbers types of intermediaries

35
Deciding on the Global Marketing Organization
  • Managing International Marketing Activities
  • Step 1 Organize export department
  • Step 2 Create an international division
  • Step 3 Become a global organization
About PowerShow.com