Resources:
Marketing an Introduction / Gary Armstrong, Philip Kotler
The Global Market Place
Global Marketing
Global firm – a firm that, by operating in more than one country, gains R&D, production, marketing and financial advantages in its costs and reputation that are not available to purely domestic competitors.
Major International Marketing Decisions
Looking at the Global Marketing
Environment
Looking at the Global Marketing
EnvironmentDeciding whetherto go international
Deciding whetherto go international
Deciding whichmarkets to enter
Deciding whichmarkets to enter
Deciding how to enter the market
Deciding how to enter the market
Deciding on theGlobal Marketing
program
Deciding on theGlobal Marketing
program
Deciding on the Global Marketing
organization
Deciding on the Global Marketing
organization
Looking at the Global Marketing Environment
The InternationalTrade Systems
The InternationalTrade Systems
GATT and WTORegional Free Trade Zones
(EU, NAFTA)
GATT and WTORegional Free Trade Zones
(EU, NAFTA)
EconomicEnvironment
EconomicEnvironment
Political – LegalEnvironment
Political – LegalEnvironment
Cultural Environment
Cultural Environment
Subsistence economiesRaw Material Exporting economiesIndustrializing economiesIndustrial economies
Subsistence economiesRaw Material Exporting economiesIndustrializing economiesIndustrial economies
Attitudes toward international buyingGovernment bureaucracy Political stabilityMonetary regulations
Attitudes toward international buyingGovernment bureaucracy Political stabilityMonetary regulations
Folkways, Norms and TaboosBusiness Norms and Behavior
Folkways, Norms and TaboosBusiness Norms and Behavior
Deciding How to Enter the Market
ExportingExporting IndirectDirect
IndirectDirect
Joint VenturingJoint Venturing
Direct InvestmentDirect Investment
LicensingContract ManufacturingManagement conrtactingJoint ownership
LicensingContract ManufacturingManagement conrtactingJoint ownership
Assembly facilitiesManufacturing facilities
Assembly facilitiesManufacturing facilities
Deciding on the Global MarketingProgram
StandardizedMarketing Mix
StandardizedMarketing Mix
AdaptedMarketing Mix
AdaptedMarketing Mix
International Marketing Strategy for using same Marketing Mix in all company’s international
markets
International Marketing Strategy for using same Marketing Mix in all company’s international
markets
International Marketing Strategy for adjusting Marketing Mix elements to each international
target market
International Marketing Strategy for adjusting Marketing Mix elements to each international
target market
Straight Extension
Straight Extension
CommunicationAdaptation
CommunicationAdaptation
ProductAdaptation
ProductAdaptation
DualAdaptation
DualAdaptation
Product Invention
Product Invention
Don’t change product Adapt product
Don’t change
promotion
Adapt promotion
Develop new product
PROMOTION
PRODUCT