Global Marketing Copy

8/6/2019 Global Marketing Copy

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GLOBAL MARKETING

Global marketing can be defined as marketing

carried on across national boundaries spanning a

number of countries.

Global marketing ,consider home and all foreign

market as one marketing segment or one target

market

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GLOBAL CONSUMERS

Customer groups living in many countries or

regions of the world who have similar needs or

seek similar features and benefits from productsand services.

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GLOBAL MARKETING DECISIONS

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LOOKING AT THE GLOBAL MARKETING

ENVIRONMENT

Economic analysis

Infrastructure and technological capabilities

Government actions

Socio cultural factors

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CULTURAL DIFFERENCES

When Nike learned

that this stylizedAir logo resembled

Allah in Arabic

script, it apologized

and pulled theshoes from

distribution.


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DECIDING WHETHER TO GO

GLOBAL

Bulk sales

Relative profitability

Insufficiency of domestic demands

Increased productivity

Legal restriction for internal group

Reasons to consider going global

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DECIDING WHICH MARKETS TO

ENTER

What Volume of Foreign Sales is Desired?

How Many Countries to Market In?

What Ty es of Countries to Enter?

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DECIDING HOW TO ENTER GLOBAL

MARKET

Exporting

-Producing goods in one country and selling them

in another.

Strategic Alliance

-Collaborative relationship between independent

firms.E.g.: star alliances

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Franchising

-A contractual agreement between the franchisor and

franchisee.

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KFC entered Japan through a joint ownership venture with Japanese

conglomerate Mitsubishi.

Joint venture

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GLOBAL PRODUCT STRATEGIES

Straight Product Extension:

y Marketing a product in a foreign market without any

change.

Product Adaptation:y Adapting a product to meet local conditions or wants in

foreign markets.

Product Invention:

y Creating new products or services for foreign markets.

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GLOBAL PROMOTION STRATEGIES

Can use a standardized theme globally, but may have

to make adjustments for language or cultural

differences.

Communication Adaptation:

y Fully adapting an advertising message for local markets.

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GLOBAL PRICING STRATEGIES

Possible approaches include:

y Charge a uniform price all around theworld.

y Charge what consumers in eachcountry will pay.

y Use a standard markup of costseverywhere. 16


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Thank you

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Global Marketing Copy

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