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Kotler 14th Edition PPT
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Kotler • KellerPhillip Kevin Lane
Marketing Management • 14e
Tapping into Global MarketsChapter 1
6
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 31
Discussion Questions1. What factors should a company review
before deciding to go abroad?
2. How can companies evaluate and select specific foreign markets to enter?
3. What are the differences between marketing in a developing and a developed market?
4. What are the major ways of entering a foreign market?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 4 of 31
Discussion Questions5. To what extent must the company adapt its
products and marketing program to each foreign country?
6. How do marketers influence country-of-origin effects?
7. How should the company manage and organize its international activities?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 31
Competing on a Global Basis
Otis ElevatorDoor system – FranceSmall gear parts – SpainElectronics – GermanyMotor drives – JapanSystems integration – U.S.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 31
Figu
re
21.1
Decisions in International Marketing
Deciding whether to go abroad
Deciding on the marketing program
Deciding how to enter the market
Deciding which markets to enter
Deciding on the marketing
organization
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 31
Deciding Whether to Go Abroad
Higher profit potential
Economies of scale
Reduce single market dependency
Counterattack competitors
Customers going abroad
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 31
Risks of Going AbroadLack:•An understanding of foreign preferences•An understanding foreign business culture•Experienced managers
Foreign country may:•Change commercial laws•Devalue its currency•Undergo political revolution
Underestimate:•Foreign regulations
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 31
The Internationalization Process
Establish sales subsidiaries
Independent Representatives
Establish production facilities
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 31
Deciding Which Markets to Enter
Developed versus developing markets
Evaluating potential markets
How many markets
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 31
Regional Trade Areas
NAFTA
European Union
MERCOSURASEAN
APEC
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 31
Deciding How to Enter the Market
Joint Venture
Licensing Direct Investment
Export
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 13 of 31
Figu
re
21.2
Five Modes of Entry into Foreign Markets
Direct Investment
Direct Exporting
Licensing
Joint Ventures
Indirect Exporting
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 31
Indirect and Direct Export
Indirect
Direct
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 15 of 31
Licensing
Management Contracts
Franchising
Contract Manufacturing
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 16 of 31
Joint Ventures & Direct Investment
Joint Venture
Direct Investment
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 17 of 31
Deciding on the Marketing Program
Global Similarities and Differences
Marketing Adaptation
Global Product Strategies
Global Communication Strategies
Global Pricing Strategies
Global Distribution Strategies
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 31
Tabl
e 21
.2
Standardized Marketing Pros and Cons
Advantages•Economies of scale•Lower marketing costs•Power and scope•Brand Consistency•Leverage ideas quickly and efficiently•Uniformity of marketing practices
DisadvantagesIgnores differences in:•Consumer needs, wants, and usage patterns•Consumer response•Brand and product development•Legal environment•Marketing institutions•Administrative procedures
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 31
Global Similarities and DifferencesSoft Drink Consumption
Americans 760Mexicans 674Brazilians 315Russians 149Chinese 39
(8-ounce servings)
Median Age
25China, India
43Germany, Italy, & Japan
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 31
Cultural Differences
Uncertainty avoidance
Individualism
Collectivism
Power distance
Masculine versus feminine
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 31
Consumer Behavior Differences
Heineken
U.S. - Super Premium
Netherlands - Mid-tier
Japan – Speed, youth, and energyU.S. – Quality and reliability
Honda Automobiles
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 22 of 31
Marketing Adaptation
Communications
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 31
Global Product Strategies
Product Standardization
Product Adaptation Strategies
Brand Element Adaptation
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 24 of 31
Figu
re
21.3 International Product and
Communication Strategies
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 31
Classic Blunders in Global MarketingHallmark
(France)Coca-Cola
(Spain) Pop-Tarts(Britain)
Crest(Mexico)
Tang(France)
Phillips(Japan)
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 31
Global Distribution Strategies
Channel Differences
Channel Entry
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 27 of 31
Figu
re
21.4
Whole-Channel Concept for International Marketing
Seller
Channels within foreign nations
Channels between nations
Seller’s marketing headquarters
Final buyer
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 28 of 31
Country-of-Origin Effects
Building Country Images
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 29 of 31
Country-of-Origin Effects
Consumer Perceptions
Ethnocentric
Ford Mustang
Toyota Sienna
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 30 of 31
Which is More American?Ford Mustang
Toyota Sienna
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 31 of 31
Marketing Organization
Export Department
Global Organization
International Division