basic15_ppt.ppt 194KB Sep 05 2010 10:46:02 PM

Chapter Fifteen

The Global Marketplace

Roadmap:

Previewing the Concepts

1. Discuss how the international trade

system, economic, political-legal, and

cultural environments affect a company’s international marketing decisions.

2. Describe three key approaches to entering international markets.

3. Explain how companies adapt their marketing mixes for international markets.

4. Identify the three major forms of

Background

 _{Established in 1893 in}

Atlanta pharmacy.

 _{1900: Coke was available}

in foreign countries.

 _{1940s: built bottling plants}

abroad to supply soldiers.

 _{Growth fueled by strong}

marketing: “I’d like to buy the world a Coke” TV ad.

Coca-Cola – Successfully Going

Coca-Cola – Successfully Going

Global

Global

Case Study

Case Study

How They Did It

 _{Balances brand building}

and global standardization with local adaptation.

 _{Consistent positioning,}

packaging, and taste.

 _{Brands, flavors, ads, price,}

distribution, and

promotions are adapted to local markets.

Global Marketing in the 21

st

Century



_{The world is shrinking rapidly with the}

advent of faster communication,

transportation, and financial flows.



_{International trade is booming and}

accounts for 20% of GDP worldwide.



_{Global competition is intensifying.}



_{Higher risks with globalization.}

Major International Marketing

Decisions

 _{Looking at the global marketing environment.}  _{Deciding whether to go international.}

 _{Deciding which markets to enter.}  _{Deciding how to enter the market.}

 _{Deciding on the global marketing program.}  _{Deciding on the global marketing}

Looking at the Global

Marketing Environment

 _{The International Trade System:}

– Restrictions—tariffs, quotas, embargos, exchange controls, and nontariff trade barriers.

 _{The World Trade Organization and GATT:}

– Helps trade—reduces tariffs and other international trade barriers.

 _{Regional Free Trade Zones:}

– Groups of nations organized to work toward

common goals in the regulation of international trade.

Economic Environment



_{Industrial Structure:}

– Shapes a country’s product and service needs, income levels, and employment levels.



_{Four types:}

– Subsistence economies

– Raw material exporting economies

– Industrializing economies

Political-Legal Environment



_{Attitudes toward international buying}



_{Government bureaucracy}



_{Political stability}



_{Monetary regulations}

– _Countertrade • _Barter

• _Compensation

Cultural Environment

 _{Sellers must examine the ways consumers in}

different countries think about and use products before planning a marketing program.

 _{Business norms and behavior vary from}

country to country.

 _{Companies that understand cultural nuances}

can use them to advantage when positioning products internationally.

Deciding Whether to Go

International



_{Reason to consider going global:}

– Foreign attacks on domestic markets.

– Foreign markets with higher profit opportunities.

– Stagnant or shrinking domestic markets.

– Need larger customer base to achieve economies of scale.

– _{Reduce dependency on single market.} – _{Follow customers who are expanding.}

Deciding Which Markets to Enter

 _{Before going abroad, the company should try}

to define its international marketing objectives and policies.

– What volume of foreign sales is desired?

– How many countries to market in?

– What types of countries to enter?

 _{Choose possible countries and rank based}

on market size, market growth, cost of doing business, competitive advantage, and risk.

Market Entry Strategies



_Exporting:

– Indirect:

• Working through independent

international marketing intermediaries.

– _Direct:

Market Entry Strategies



_{Joint Venturing:}

– Joining with foreign companies to produce or market products or services.



_Approaches:

– Licensing

– Contract manufacturing

– _{Management contracting}

Market Entry Strategies



_{Direct Investment:}

– The development of foreign-based assembly or manufacturing facilities.

– _{This approach has both advantages and}

disadvantages which must be carefully evaluated before making a decision.

Deciding on the Global

Marketing Program



_{Standardized Marketing Mix:}

– Selling largely the same products and using the same marketing approaches worldwide.



_{Adapted Marketing Mix:}

– Producer adjusts the marketing mix

elements to each target market, bearing more costs but hoping for a larger market share and return.

Global Product Strategies



_{Straight Product Extension:}

– Marketing a product in a foreign market without any change.



_{Product Adaptation:}

– Adapting a product to meet local

conditions or wants in foreign markets.



_{Product Invention:}

– Creating new products or services for foreign markets.

Global Promotion Strategies



_{Can use a standardized theme globally,}

but may have to make adjustments for

language or cultural differences.

– _{Communication Adaptation:}

• Fully adapting an advertising message for local markets.

– Changes may have to be made due to media availability.

Global Pricing Strategies



_{Companies face many problems in}

setting their international prices.

– Standard pricing methods such as uniform pricing, standard markup of costs

everywhere, or charging what the market will bear ignores cost differentials and

Global Pricing Strategies

 _{International prices tend to be higher than}

domestic prices because of price escalation.

 _{Companies may become guilty of dumping}

when a foreign subsidiary charges less than its costs or less than it charges in its home market.

 _{The Internet makes global price differences}

obvious and the euro has reduced the amount of price differentiation.

Global Distribution



_{International firms must take a}

whole-channel view of distributing products

to final consumers.



_{Differences in the numbers and types}

of intermediaries serving each foreign

market requires time and money to

navigate.



_{Size and character of retail units differ}

Deciding on the Global

Marketing Organization



_{Organize an export department}



_{Create international divisions}

– Geographical organizations

– World product groups

– International subsidiaries

Rest Stop:

Reviewing the Concepts

1. Discuss how the international trade

system, economic, political-legal, and cultural environments affect a

company’s international marketing decisions.

2. Describe three key approaches to entering international markets.

3. Explain how companies adapt their marketing mixes for international markets.

4. Identify the three major forms of

Copyright 2007, Prentice Ha ll, Inc.

15-17

Global Promotion Strategies

 _{Can use a standardized theme globally,}

but may have to make adjustments for language or cultural differences.

– _{Communication Adaptation:}

• Fully adapting an advertising message for local markets.

– Changes may have to be made due to media availability.

Global Pricing Strategies

 _{Companies face many problems in} setting their international prices.

– Standard pricing methods such as uniform pricing, standard markup of costs

everywhere, or charging what the market will bear ignores cost differentials and

Copyright 2007, Prentice Ha ll, Inc.

15-19

Global Pricing Strategies

 _{International prices tend to be higher than} domestic prices because of price escalation.  _{Companies may become guilty of dumping}

when a foreign subsidiary charges less than its costs or less than it charges in its home market.

 _{The Internet makes global price differences} obvious and the euro has reduced the

Global Distribution

 _{International firms must take a} whole-channel view of distributing products to final consumers.

 _{Differences in the numbers and types} of intermediaries serving each foreign market requires time and money to

navigate.

Copyright 2007, Prentice Ha ll, Inc.

15-21

Deciding on the Global

Marketing Organization

 _{Organize an export department}  _{Create international divisions}

– Geographical organizations

– World product groups

– International subsidiaries

Rest Stop:

Reviewing the Concepts

1. Discuss how the international trade

system, economic, political-legal, and cultural environments affect a

company’s international marketing decisions.

2. Describe three key approaches to entering international markets.

3. Explain how companies adapt their marketing mixes for international markets.