Transcript International Marketing

Global Marketing
Global Marketing
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Definitions
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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
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Considers the needs and wants of international
customers
Global Marketing
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AT&T – a multi-national
that engages in
international marketing
Global Marketing
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Importance of Environmental Analysis in Global
Marketing (Note that it is likely different than the US)
Economic Environment
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Economic Strength
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GNP
DPI
Economic Development
Political-Legal Environment
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Differences exits
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Bribery is illegal in US, but is expected in Mexico
Stability is the key
Global Marketing
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The Fifteen Nations
of the European
Union
Global Marketing
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Socio-Cultural Environment
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Competitive Environment
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Legality of various competitive structures (OPEC is an
oligopoly that openly colludes about pricing decisions – this
is illegal in the US)
Technological Environment
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Cultural Differences (walking and meeting people is
common in European cities – MacDonald’s has “walk-up”
windows, sells beer)
Existing Conditions v Potential (Currently Africa is the least
“wired” continent – will it be in the future?)
International research is essential
Global Marketing
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Harris Black is the
leading “international”
marketing research firm
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Firms like this are critical
to the success of an
international marketer
Global Marketing
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Need to find out about
the technological
environment in a
different country?
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Check out the World Fact
Book a US Government
web site that provides
such information
Global Marketing
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Recognizing the Cultural Variations of the
Market It Serves, Coca-Cola’s Web Site in
Belgium Gives Visitors the Choice of Three
Cultural/Language Variations: Dutch, French or
English.
Global Marketing
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Decisions
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Orientation
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Ethnocentric
Polycentric
Regiocentric
Geocentric
Global Marketing
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Decisions (cont’d)
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Globalization Approaches
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Local (Domestic) Marketing
Exporting
Multinational Marketing
Regional Marketing
Global Marketing
Global Marketing
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Global Markets
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The world is one market
Recognize cultural differences
Global Marketing
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Decisions (cont’d)
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Globalization Approaches
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Trade
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Licensing
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Importing
Exporting
Franchising
Contractual Agreements
Joint Ventures
Direct Ownerships
Global Marketing
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Franchising: A Global
Strategy for Ruth’s
Chris Steak House – a
type of “joint venture”
Global Marketing
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Conquering the
European Air Travel
Market through
Joint Ventures
Global Marketing
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Coke’s globalization
strategy