1

TAPPING INTO GLOBAL MARKETS

Alfonso Gabriel A. VegaAteneo School of Medicine and Public

Health

Top 10 Concepts

Outline: Tapping into global markets involves

1. Competing in a global basis2. Knowing when to jump3. Which market to get feet wet in4. How to get our feet wet5. Marketing Program

Outline: Tapping into global markets involves

6. Communications7. Product Adaptation8. Country Images and consumer

perceptions9. Marketing Organization10. Pricing

Concept 1:

Competing in a global basis

Global industry

Global firm

Kotler: ABBLocal: San MiguelMedical: multinational pharmaceuticals

Concept 2:

Deciding whether to go abroad

Decision making and Internationalization process

Kotler: BillabongLocal: San Miguel BeerMedical: Medical City

Concept 3:

Which market to get feet wet in

Potential markets

Kotler: Danone in IndiaLocal: Procter & Gamble and sachetsMedical: HPV vaccination

Concept 4:

How to get our feet wet

Exporting, licensing, joint ventures, and direct investment

Kotler: MAGLocal: McDonald’sMedical: Braun

Concept 5:

Determining the marketing program

Standardized vs adaptive Consumer behavior

Concept 5:

Determining the marketing program

Kotler: Red Bull

Local: Unilever, P&G

Medical: St. Lukes Medical Center

Concept 6:

Communications

Standardized vs adaptive

Kotler: Nike Chamber of FearLocal: JollibeeMedical: The Medical City

Concept 7:

Product Adaptation

Regional Country City Retailer

Concept 7:

Product Adaptation

Kotler: Disneyland Paris

Local: Unilever product sachets

Medical: flavored multivitamins

Concept 8:

Country Images and consumer perceptions

Effect of image on tourism and commerce

Distinct customer beliefs

Concept 8:

Country of origin effects and consumer perceptions

Kotler: Japan and automobiles

Local: Philippines and nurses

Medical: Unilever

Concept 9:

Marketing Organization

Export department International Division Global Organization

Concept 9:

Marketing Organization

Kotler: Sony

Local: San Miguel Beer

Medical: GlaxoSmithKline

Concept 10:

Pricing

Uniform Market-based Cost-based

Kotler: MicrosoftLocal:Mcgraw-HillMedical: Essential Drug Pricing

Summary: Tapping into global market involves…

1. Competing in a global basis2. Knowing when to jump3. Which market to get feet wet in4. How to get our feet wet5. Marketing Program

Summary: Tapping into global market involves…

1. Competing in a global basis2. Knowing when to jump3. Which market to get feet wet in4. How to get our feet wet5. Marketing Program

Summary:Tapping into global markets is…6. Communications7. Product Adpatation8. Country Images and consumer

perceptions9. Marketing Organization10. Pricing

To conclude: Global Markets

A global firm requires

Specific objectives, policies and strategies

To capture potential markets

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TAPPING INTO GLOBAL MARKETS

Alfonso Gabriel A. VegaAteneo School of Medicine and Public

Health

Top 10 Concepts