Global Marketing

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Global Marketing
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Global Marketing

• Definitions
• International Trade -- movement of goods and
  services across country borders
• Multinational Company -- Firm that is produces
  goods and services in one country and sells them
  in other countries
• International Marketing -- performance of
  marketing functions that facilitate exchange
  across national borders
• Considers the needs and wants of international
  customers

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Global Marketing

• ATT a multi-national that engages in
  international marketing

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Global Marketing

• Importance of Environmental Analysis in Global
  Marketing (Note that it is likely different than
  the US)
• Economic Environment
• Economic Strength
• GNP
• DPI
• Economic Development
• Political-Legal Environment
• Differences exits
• Bribery is illegal in US, but is expected in
  Mexico
• Stability is the key

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Global Marketing

• The Fifteen Nations of the European Union

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Global Marketing

• Socio-Cultural Environment
• Cultural Differences (walking and meeting people
  is common in European cities MacDonalds has
  walk-up windows, sells beer)
• Competitive Environment
• Legality of various competitive structures (OPEC
  is an oligopoly that openly colludes about
  pricing decisions this is illegal in the US)
• Technological Environment
• Existing Conditions v Potential (Currently Africa
  is the least wired continent will it be in
  the future?)
• International research is essential

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Global Marketing

• Harris Black is the leading international
  marketing research firm
• Firms like this are critical to the success of an
  international marketer

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Global Marketing

• Need to find out about the technological
  environment in a different country?
• Check out the World Fact Book a US Government web
  site that provides such information

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Global Marketing

• Recognizing the Cultural Variations of the Market
  It Serves, Coca-Colas Web Site in Belgium Gives
  Visitors the Choice of Three Cultural/Language
  Variations Dutch, French or English.

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Global Marketing

• Decisions
• Orientation
• Ethnocentric
• Polycentric
• Regiocentric
• Geocentric

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Global Marketing

• Decisions (contd)
• Globalization Approaches
• Local (Domestic) Marketing
• Exporting
• Multinational Marketing
• Regional Marketing
• Global Marketing

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Global Marketing

• Global Markets
• The world is one market
• Recognize cultural differences

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Global Marketing

• Decisions (contd)
• Globalization Approaches
• Trade
• Importing
• Exporting
• Licensing
• Franchising
• Contractual Agreements
• Joint Ventures
• Direct Ownerships

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Global Marketing

• Franchising A Global Strategy for Ruths Chris
  Steak House a type of joint venture

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Global Marketing

• Conquering the European Air Travel Market through
  Joint Ventures

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Global Marketing

• Cokes globalization strategy