kotler19_basic

50 %
50 %
Information about kotler19_basic
Business-Finance

Published on January 13, 2009

Author: aSGuest10388

Source: authorstream.com

The Global Marketplace : The Global Marketplace Chapter 19 Learning Goals : Learning Goals Understand how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions. Learn three key approaches to entering international markets. Understand how companies adapt their marketing mixes for international markets. Learn how to identify the three major forms of international marketing organizations. Case StudyCoca-Cola : Established in 1893 in Atlanta pharmacy 1900: Coca-Cola was available in foreign countries 1971: “I’d like to buy the world a Coke” TV ad Coca-Cola has recently entered India, China and Indonesia Consistent positioning and taste worldwide Ads and promotions are adapted to local markets Sprite: a global success Case StudyCoca-Cola Definition : Definition 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. Goal 1: Understand how international factors affect marketing decisions Global Marketing in the 21st Century : International Marketing Decisions Global Marketing in the 21st Century Looking at the global environment Deciding whether to go international Deciding which markets to enter Deciding how to enter the markets Deciding on the global marketing problem Deciding on the global marketing organization Goal 1: Understand how international factors affect marketing decisions Looking at the Global Marketing Environment : Looking at the Global Marketing Environment The International Trade System Tariffs, quotas, embargos, exchange controls, nontariff trade barriers World Trade Organization and GATT Regional free trade zones European Union North American Free Trade Agreement Other free trade areas Goal 1: Understand how international factors affect marketing decisions Looking at the Global Marketing Environment : Looking at the Global Marketing Environment Economic Environment Industrial structure Subsistence economies Raw material exporting economies Industrializing economies Industrial economies Income distribution Goal 1: Understand how international factors affect marketing decisions Looking at the Global Marketing Environment : Looking at the Global Marketing Environment Political-Legal Environment Attitudes toward international buying Government bureaucracy Political stability Monetary regulations Countertrade: barter, compensation, counterpurchase Goal 1: Understand how international factors affect marketing decisions Looking at the Global Marketing Environment : Looking at the Global Marketing Environment Cultural Environment Impact of Culture on Marketing Strategy Cultural traditions, preferences, behavior Impact of Marketing Strategy on Cultures Globalization vs. Americanization Goal 1: Understand how international factors affect marketing decisions Deciding Whether to Go International : Deciding Whether to Go International Not all companies need to go international Local businesses Domestic can be easier and safer No unstable currency issues May be drawn international by global competitor’s attack If domestic market growth low, global may bring higher sales The company needs to evaluate its abilities and the consumer and business environments in other countries. Goal 1: Understand how international factors affect marketing decisions Deciding Which Markets to Enter : Deciding Which Markets to Enter Define international marketing polices and objectives, and sales volume goals Decide how many countries to target Decide on the types of countries to enter Screen and rank each of the possible international markets using several criteria Market size, market growth, cost of doing business, competitive advantage, risk level Goal 1: Understand how international factors affect marketing decisions Deciding How to Enter the Market : Deciding How to Enter the Market Exporting Direct vs. indirect Joint Venturing Licensing, contract manufacturing, management contracting, joint ownership Direct Investment Assembly facilities, manufacturing facilities Goal 2: Learn 3 key approaches to entering international markets Deciding on the Global Marketing Program : Deciding on the Global Marketing Program Standardized Marketing Mix Same basic product, advertising, distribution, and other elements of the marketing mix are used in all international markets. Adapted Marketing Mix The marketing mix elements are adjusted for each international target market. Goal 3: Understand how companies adapt their mixes for international markets Deciding on the Global Marketing Program : Deciding on the Global Marketing Program Product Strategies for the Global Market Straight product expansion Marketing the product with no changes Product adaptation Altering the product to meet local conditions or the wants of the foreign market Product invention Creating new products or services for foreign markets Goal 3: Understand how companies adapt their mixes for international markets Deciding on the Global Marketing Program : Deciding on the Global Marketing Program Global Promotion Strategies Standardized global communication Advertising themes are standardized from country to country with slight modifications Communication adaptation Advertising messages are fully adapted to local markets Goal 3: Understand how companies adapt their mixes for international markets Deciding on the Global Marketing Program : Deciding on the Global Marketing Program Global Pricing Strategies Companies face many problems Price escalation Pricing to foreign subsidiaries Recent economic and technological forces The Internet Goal 3: Understand how companies adapt their mixes for international markets Deciding on the Global Marketing Program : Deciding on the Global Marketing Program Global Distribution Channels Whole-channel view Seller’s headquarters organization Channels between nations Channels within nations Numbers and types of intermediaries Size and character of retail units abroad Goal 3: Understand how companies adapt their mixes for international markets Deciding on the Global Marketing Organization : Deciding on the Global Marketing Organization Managing International Marketing Activities Step 1: Organize export department Step 2: Create an international division Step 3: Become a global organization Goal 3: Understand how companies adapt their mixes for international markets International Marketing Organizations : International Marketing Organizations International Division Organizations Geographical organization World product groups International subsidiaries Goal 4: Identify 3 major forms of international marketing organizations

Add a comment

Related presentations

Related pages

International Marketing Textbooks - Learning Ace

kotler19_basic. kotler19_basic. Lecture Notes. The Global Marketplace Chapter 19 . Kotcha19. ... The Scope and Challenge of International Marketing .
Read more

16 - 7 Definition Sales Force Management The analysis ...

16 - 7 Definition Sales Force Management The analysis, planning, implementation, and control of from MKT 702 at Michigan
Read more

Marketplace Needs, wants, and demands Marketing offers ...

Marketplace Needs, wants, and demands Marketing offers: including products, services and from MKT 702 at Michigan
Read more

Don't worry be Angry??? is a Public Group with 43 members.

Kotler19_basic.ppt. Save. PPT. 108 KB. Kotler20_basic.ppt. Save. PPT. 104 KB. Kotler21_basic.ppt. Save. PPT. 105 KB. Kotler22_basic.ppt. Save--- On Sun, 11 ...
Read more

Directory UMM :Slide_Kuliah:PPT:MP_12_Text:

UMM Directory ,Slide_Kuliah,PPT,MP_12_Text, UMM Directory. home > Slide_Kuliah > PPT > MP_12_Text. ... Kotler19_basic.ppt 150KB Sep 01 2008 08:53:34 AM.
Read more

Christopher Newport University BUSN 311 - Ace ...

Improve your grade in Christopher Newport University BUSN 311 with videos, lecture notes, exams, and interactive tutorials from Learning Ace!
Read more

KotlerMM_ch19 - California State University, Bakersfield

Title: KotlerMM_ch19 Author: Tracy Tuten Ryan Last modified by: PT Created Date: 5/13/2003 4:21:51 PM Document presentation format: On-screen Show Company
Read more

Kotler19_basic_Marketing management课件 - 道客巴巴

Kotler19_basic_Marketing management ...
Read more