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Global MarketingIntro to Marketing Chapter 7
Importance of Global Marketing• It expands the company’s profits, allows
growth and makes them less dependent on their own country’s economy.
• It provides a source of raw materials internationally to use in manufacturing in US– These raw materials may not be available
domestically.• Several firms buy the product overseas
and put their brand on it
• What does the US export?– Agricultural products, electrical machinery,
computers & office equipment, industrial machinery, motor vehicle parts, manufactured goods, services, retailing
• Who are the leading US exporters?– Boeing, Intel, Motorola, Caterpillar and Sun
Microsystems.
• Services & Retailing– Becoming increasingly more
important US export.– Services like banking,
entertainment, business/technical services, retailing, & communications.• American Express, AT & T, Disney
– Retailing• Wal-Mart, McDonalds, Arby’s, Dunkin
Donuts, Dominos, Gap, Foot Locker
Benefits of Going Global
• Additional revenue• Gaining new insights into
consumer behavior• Alternative distribution strategies• Advance notice of new products• Learn new marketing techniques
International Economic Environment
• Economic factors– Size of Nation, income, economic development
• Infrastructure– Communications,
transportation, energy• Exchange Rate
A nation’s culture, including language, education, religious attitudes, and social values, must be consideredExamples: • Movies must often be adapted
for foreign markets• Restaurant menus are often
printed in several languages• The use of pictures can also
help when language is a
problem
International Social-Cultural Environment
International Technological Environment
• Internet & cell phones make communication possible
International Political Legal Environment
US and International laws.• Trade Barriers
– Tariffs• Taxes on imported products
– Import Quotas– Embargos– Subsidies– International Organization for Standardization
(ISO)• Internationally recognized standards that ensure
quality
Multinational Economic Integration• GATT and WTO• NAFTA
• FTTA• European Union
Strategies for Entering International Markets
• Importing & Exporting• Contractual Agreements
– Franchising– Licensing– Subcontracting
• Direct Investment– Acquisitions– Joint Ventures– Overseas Divisions
Global Marketing Strategy
• A standard marketing mix with few modifications in all foreign– Works well for products with
strong, universal appeal such as McDonald’s, luxury items such as Rolex watchers, and high-tech brands such as Microsoft.
International Product & Promotional Strategies
Straight Extension - Same product, same message
Promotion Adaptation -Different product, same message
Product Adaptation -Same product, different message
Dual Adaptation – Different product, different message
Product Invention– Distribution Strategy– Pricing Strategy