GlobalMarketingSummer08

63 %
38 %
Information about GlobalMarketingSummer08
Business-Finance

Published on January 13, 2009

Author: aSGuest10376

Source: authorstream.com

Why Go International? : Why Go International? 1. Exploiting market potential and growth 2. Gaining scale and scope returns at home 3. Learning from a leading market 4. Pressuring competitors 5. Diversifying markets 6. Learning how to do business abroad International Business Philosophies : International Business Philosophies Multinational Mentality Focused on marketing to different countries with local adaptation of products and promotions; production localized and technology less advanced Global Mentality Involves more standardization of products and integration across countries; driven by strong foreign competition and growing homogenization of world markets Ingredients for International SuccessDoes the Company Have what it Takes to Succeed in International Markets: The Internal Corporate Audit : Ingredients for International SuccessDoes the Company Have what it Takes to Succeed in International Markets: The Internal Corporate Audit Capital To: Cross Subsidize International Product & Market Expansion Attack Competitors Profit Centers Worldwide if Needed Product Core Competency: Important & Different Attribute Risk Taking & First Mover Advantage International Market Knowledge and Ethnocentrism Cross-Culturally Competent Management and Human Resources International Distribution Network Corporate Structure & International Marketing Mentality Long-Term vs.. Short Term Orientation, Human Resources Global vs.. Multinational Mentality MACROECONOMIC ENVIRONMENT : MACROECONOMIC ENVIRONMENT Size GDP, GNP, Trade Population Growth Rates Exchange & Interest Rates Affordability Per Capita GDP or GNP Personal Income PPP-measures Inflation, Unemployment Corporate Capabilities & Objectives Develop The List Of Most Economically Optimum Countries & Regions Need Economic Need social Need Maslow’s Concept Engel’s Law MICROECONOMIC ENVIRONMENT : MICROECONOMIC ENVIRONMENT Product New Differentiated Existing Demand Exists & Is Satisfied Exists & Is Unsatisfied Is Expected To Emerge Corporate Capabilities & Objectives Determine The Actual & Desired Product Positioning In Foreign Markets Competition Highly Competitive Niche Competition Non-Existent Slide 6: Microeconomic Environment Your Product Demand Structure in the Foreign Market New To Them or New To All Modified for Them- Differentiated Common or “Me Too” Satisfied Needs Unsatisfied Needs Emerging Needs Innovative Companies High Cash Companies Political, Economics & the Time Factors : Political, Economics & the Time Factors Socialism Capitalism Democracy Non-Democracy 0 Time 0 Time USA Sweden Cuba ???? Russia89 Russia89 Export Pricing Issues : Export Pricing Issues Price quotes (Ex-Factory or Ex-Work) Exchange rates Method of payment (Cash, LOC, Countertrade…) Government regulations (Walmart-Germany) To whom you sell (Government vs. Private Sector). Consumer affordability (per capita income). Competition (domestic or global). Country of origin and local consumer perception. Transfer Pricing : Transfer Pricing A C Delco USA (Battery, stereo, auto parts) GM USA (Producing cars) Vietnam (export) Opel division European Union GM-JV Shenyang, China Export pricing Transfer Pricing East-West Distribution Mentality : East-West Distribution Mentality Import House Manufacturer Manufacturer Large Wholesaler Medium Wholesaler Small Wholesaler Wholesaler Retailer Retailer End Buyer End Buyer Cost 25%-50% higher for consumers in Japan West: USA- Basic Marketing Objective: Efficiency-Pay Per Performance East: Japan- Basic Marketing Objective: Relationship-permanency-pay per existence Determinants of Choice of Channel : Determinants of Choice of Channel 1. Product Requirements (Perishable lettuce, sensitive apples, fine china, scratched cars, beer without freshness, moldy cakes,...) 2. Logistic Feasibility (Equipment by DHL, autos by air, faxes of newsletters, freezer railroad cars, shock-absorbent packaging, vacuum-packed,...) 3. Demand Factors (Importance of speed for repairs, timing of raw materials for inventory, customers’ need for immediate gratification, quality standards of middleman and final user,...) 4. Competitive Factors (How fast is fast? How good is good? What are the alternatives for the buyer? Strategic importance of the market?) 5. Middlemen Resources (Storage capability? Credit or consignment or cash? Motivating with fast delivery? Just-in-time system? Promised supplies? Ability to support the marketing effort?) 6. Own Resources (Financial, manpower, production capacity) Components of Global Advertising Strategy : Components of Global Advertising Strategy Message (content) and Creative (form- the way the message gets across) Media (radio, TV, outdoor, print, point of purchase, cinema. internet) Target Audience (cross-cultural, provincial, demographic) Product Nature (industrial.consumer, durable, non-durable) Corporate Mentality (global, multinational) Advertising Objective (awareness, understanding, interest, purchase) International Communications Process : Revisit Ads & Objectives International Communications Process Producer/marketer/advertiser Sets objectives and advertising budget(s) worldwide Mass Media Carries themessage (Available & Acceptable Media In Each Country) Advertisingagency Develops the message(Cultural Encoding)and selectsthe media Target Market Receives themessage andinterprets its content from media/ peers (Cultural Decoding) Recipients Think & feel (Cognition & Emotion); act & react to the message (hierarchyof effects) Marketing coordinationand control Generatefeedbackon effects Results Vs. Ad Objectives Awareness Understanding Interest Purchase

Add a comment

Related presentations

Related pages

Zubin Davar | LinkedIn

View Zubin Davar’s professional profile on LinkedIn. LinkedIn is the world's largest business network, helping professionals like Zubin Davar discover ...
Read more

Global Marketing Management MKGT 3215 First Summer Session ...

Global Marketing Management MKGT 3215 First Summer Session 2008 Instructor: Dr. Fred H. Campbell Office: 240A Friday Building Phone: 704-687-7694
Read more

Renzo Rosso - Wikipedia, the free encyclopedia

Renzo Rosso (born 15 September 1955) is an Italian fashion entrepreneur. Referred to as the "Jeans Genius" [3] by Suzy Menkes, he is the President of OTB ...
Read more

Global Marketing Management | Many PPT

Global Marketing Management Chapter 7 . Kotabe & Helsen's Global Marketing Management, Third Edition, 2004 . 1 . Global Marketing Management . Masaaki
Read more

Kiesha Jones | LinkedIn

View Kiesha Jones's professional profile on LinkedIn. LinkedIn is the world's largest business network, helping professionals like Kiesha Jones discover ...
Read more

Odyssey | On the Trail of Stolen Statues - Research ...

On the Trail of Stolen Statues. by Jeff Worley . T his complex story involves art theft, smuggling, greed, and the curses of African ancestral spirits.
Read more

Joe Chiari | LinkedIn

View Joe Chiari’s professional profile on LinkedIn. LinkedIn is the world's largest business network, helping professionals like Joe Chiari discover ...
Read more

Idea of the week: Sponsor 'Bake with eBay' this summer ...

Idea of the week: Sponsor 'Bake with eBay' this summer, Reach over 530,000 baking enthusiasts each day by partnering with eBay this summer ...
Read more

Stephen Shakespeare | LinkedIn

View Stephen Shakespeare's (United Kingdom) professional profile on LinkedIn. LinkedIn is the world's largest business network, helping professionals like ...
Read more

Carine Blondin | LinkedIn

Sehen Sie sich das berufliche Profil von Carine Blondin (Schweiz) auf LinkedIn an. LinkedIn ist das weltweit größte professionelle Netzwerk, das Fach ...
Read more