CH07 rev[1]

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Information about CH07 rev[1]

Published on January 13, 2009

Author: aSGuest10343


Slide 1: REACHING GLOBAL MARKETS CHAPTER Slide 2: Marketing that targets customers throughout the world. More customers=more money. Good thing, right? Global Marketing Slide 3: Protectionism Hurts or Helps Domestically? Slide 4: How protectionism affects world trade Quota Tariff World Trade Organization (WTO)- “Referee” for global trade Slide 5: Lets Make “Domestic” Bigger! Economic community An organization of nations formed to promote the free movement of resources and products among its members and to create common economic policies Slide 6: Examples of Economic Communities MERCOSUR NAFTA OPEC Slide 7: Global Companies International Firm – each market is identical Multinational Firm - each market is unique Transnational Firm –emphasizes similarities,recognize differences No Borders, New Rules Slide 8: Multi-domestic Marketing Strategy Global Brand Global Marketing Strategy Global Companies & Marketing Strategies Slide 9: Things to Consider When Going Global Slide 10: Economic Considerations Economic Infrastructure - Communications Power Distribution Monetary systems Consumer Income - Level AND buying power Slide 11: Political – Regulatory Climate Political Stability Trade Regulations-Its legal here, but is it legal there? Health Promotional Environmental Slide 12: GLOBAL MARKET-ENTRY STRATEGIES RISK Exporting Joint Venture Direct Investment Licensing & Contract Mfg Slide 13: Product and Promotion Strategies for Global Marketing Slide 14: Pricing Strategy Hurts the local businesses Gray Market or Parallel Importing – (individuals) Dumping – (companies) Slide 15: Pricing Strategy Countertrade - a form of trade in which the payment for goods and services is in the form of other goods and services Hurts the local governments Slide 16: Protectionism Protectionism is the practice of shielding one or more industries within a country’s economy from foreign competition through the use of tariffs or quotas. Slide 17: Tariff A tariff is a government tax on goods or services entering a country, primarily serving to raise prices on imports. Slide 18: Quota A quota is a restriction placed on the amount of of a product allowed to enter or leave a country. Slide 19: World Trade Organization The World Trade Organization (WTO) is a permanent institution that sets rules governing trade between its members through panels of trade experts who decide on trade disputes between members and issue binding decisions. Slide 20: Multidomestic Marketing Strategy A multidomestic marketing strategy is used by multinational firms that have as many different product variations, brand names, and advertising programs as countries in which they do business. Slide 21: Global Marketing Strategy A global marketing strategy is used by transnational firms that employ the practice of standardizing marketing activities when there are cultural similarities and adapting them when cultures differ. Slide 22: Global Brand A global brand is a brand marketed under the same name in multiple countries with similar and centrally coordinated marketing programs. Slide 23: Exporting is producing goods in one country and selling them in another country. Exporting Slide 24: A joint venture is when a foreign country and a local firm invest together to create a local business. Joint Venture Slide 25: A gray market is a situation where products are sold through unauthorized channels of distribution. Also called parallel importing. Gray Market Slide 26: Direct investment entails a domestic firm actually investing in and owning a foreign subsidiary or division. Direct Investment Slide 27: Direct investment entails a domestic firm actually investing in and owning a foreign subsidiary or division. Licensing is the legal process allowing the use of manufacturing, patents and/or knowledge. Licensing Slide 28: Dumping is when a firm sells aproduct in a foreign country belowits domestic price or below its actual cost. Dumping

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