Marketing and Globalization PPT

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Marketing and GlobalizatioSubtitle


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Marketing the activities that are involved in makinpeople aware of a company's products,making sure that the products are avaito be bought, etc.(Merriam ebster!

the action or business of promoting andselling products or services, includingmarket research and advertising ( #$fo%ictionaries!
http://www.oxforddictionaries.com/http://www.oxforddictionaries.com/http://www.oxforddictionaries.com/http://www.oxforddictionaries.com/


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Globalization Globalizationis the tendency of businesses

technologies, or philosophies to spreadthroughout the world, or the process of makinthis happen. &he global economy is sometimereferred to as a globality, characterized as a

totally interconnected marketplace, unhampeby time zones or national boundaries.(searchcio.techtarget.comdefnitionglobalon

Globalization(or globalisation! is the proc

of international integration arising from theinterchange of world views, products, ideas a


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ene)ts of Going global

*dditional revenue

+ew insights into customer behavior

*lternative distribution strategies

*dvance notice of new products * maor key to achieving success in foreigmarkets

*bility to adapt products to local prefereand culture


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-easons for marketers to go global

Saturation of the target market

Strong domestic market share

Globalization of customers

+ew customers in emerging market

Globalization of competitors-educed trade barriers

*dvances in technology

nhanced customer responsiveness


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Strategies for ntering /oreign Markets

&hree basic choices 0mporting and e$porting

1ontractual agreements such as franchising, licensing, and subcont

0nternational direct investment


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/igure 3.4 5 6evels of 0nvolvement inGlobal Marketing


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0mporting and $porting

%ecision to import, or bring in foreign goods to sell domesticallas component parts, depends on7

*bility of supplier to maintain 8uality

/le$ibility in )lling orders that vary

-esponse time in )lling orders

&otal costs


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0mporting and $porting

/irst5time e$porters can reach foreign customers through7 $port5trading companies

$port5management companies

#:set agreement


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/ranchising

1ontractual arrangement in which a wholesaler or retailer agremeet the operating re8uirements of a manufacturer or otherfranchiser

ene)ts are risk reduction, standardized operations, and greaterecognizability

Success depends on ability to adapt to local customer preferen


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/oreign 6icensing

*greement that grants foreign marketers the right to distribute)rm=s merchandise or to use its trademark, patent, or process speci)ed geographic area

Gives access to local partner=s marketing information and distrchannels, and protection from legal barriers

*llows 8uick entry into a foreign market with a known product


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Subcontracting

1ontractual agreements that assign the production of goods orservices to local or smaller )rms

1an prevent mistakes involving local culture and regulations

1an provide protection from import duties


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0nternational %irect 0nvestment

?igh involvement and high risk are the maor characteristics /irms choosing this method often have a competitive advantag

Several forms

*c8uisition

@oint venture


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/rom Multinational 1orporation to GlobMarketer

Multinational corporation 5 Signi)cant operations and marketinactivities outside its home country

$amples7 General lectric, Siemens, Mitsubishi

0mportant changes since ;9B;st 1entury

Marketers are pioneers in bringing new technologies to developnations

Greatest competitive advantage belongs to marketers who capon the similarities of their target markets and adapt to the di:e

+ew and better products in developing markets will create andmaintain relationships for the future


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10 Lessons From Steve Jobs That very Marketer Must Le ritten by %an 6yons
http://blog.hubspot.com/marketing/author/dan-lyonshttp://blog.hubspot.com/marketing/author/dan-lyons


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1! Find good mentors"


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#! Make a great $roduct"


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%! Stand &or something"


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'! S$end money"


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(! )reate e*$eriences"


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+! ,ee$ secrets and build mystery


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-! Find an enemy"


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.! Turn customers into evangelists


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! on2t talk about $roducts"


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10! 3se $ictures4 not 5ords"


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+ederlander Hideo

Scri$$s 6et5orks 7nteractive 8Food 6et5ork 9ideo

http7www.cengage.commarketingbookIcontentbooneI923;;44B>3AB.html

http7www.cengage.commarketingbookIcontentbooneI923;;44B>3AB


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Marketing and Globalization PPT

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