Transcript Document

AB219 Marketing
Unit Nine
Tonight ‘s Focus: The Global Marketplace, Social
Responsibility and Ethics
What do I have to do this week?
Unit 9 Work
• Reading: Chapters 15 & 16.
• Discussion: 4P’s & Getting an Overseas Job!
• Quiz (Review): On Unit 8 & 9 material.
• Evaluation: Let us know what you think!
Upcoming in Unit 10
• U10 Discussion: Networking!
• U10 Powerpoint Assignment (On the U8 Research
Project)
Please Note: No credit given for work not submitted by the close of
U10 (official end of term) and applicable under the late policy. U10
work must be submitted by close of unit 10 to receive credit for it.
Discussion “Best Practices”
Major Discussion Requirements include:
• 1st detailed original re
s pon
s e (an
s wers dis cu
s s ion que
s tion
s ) no
later than Saturday of unit.
• EXCEED minimum 100 word initial po
s t (u
s ually will have to
exceed this minimum to adequately re
s pond to the que
s tion(s )
s ked .)
a
• Po
s t on at lea
s t3 dif f erent days.
• Re
s pond to@ lea
s t2 o
f your classmates (T hes e pos ts mus t
als o include thes b
u stance from our weekly focu
s and demon
s trate
your application of the material we are learning.)
• Minimum3 total posts for each unit (1
re
s pon
s e, 2 peer re
s pon
s e
s ).
st
detailed original
Remember:
• Relate Dis cu
s s ion to Reading & Weekly Focus.
• Interactive dis cu
s s ion
s ,s o plea
s e an
s wer any que
s tion
s that I or
cla
s s mate
s may a
s k.
AB219 Unit 10 Powerpoint Assignment
Presentation of your U8
Research Project
The Marketing Mix (4P’s) &
Expanding Internationally
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• Powerpoint Presentation (Version 2003 o
r higher) that
Summarizes your U8 Research Project.
• Completed by creating PowerPoint presentation
consisting o
f 10 slides o
f content. (2 for each major
section o
f the paper)
• You will also have2 additional APAf ormatted separate
title and re
f erence pages as the bookends o
f
your
presentation.
• You will have3 – 5 bulleted points on each “content”
slide and put detailed notes in the Notes section.
• Submit your presentation to the Dropbox be
f ore the
close o
f Unit 10.
When Submitting Assignments &
Projects for AB219
• Save file to submit in this format:
NameU#Assgn
• So & for example, I would save the U2 Assignment &
submit it as:
DavidButlerU10Assgn
Major Slides you will Include:
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Total Slides = approx. 12 with separate title &
reference pages.
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A Partial
U10 Powerpoint
Presentation
Example
Follows
Special Note:
1st Page will be your separate
title page for this and all
Assignments or Research
Projects.
Apple Iphone
Joseph Student
Unit 10 Assignment
Marketing
Professor David Butler
Product
• Consumer Goods (Shopping) Product
Classification
• Product Life Cycle – Growth to Maturity
Stage.
• Differentiated Product Positioning
- Dif f erent product lines or line extensions
exemplif ied by various versions o
f Iphone.
• Unique Features and Benefits of the Iphone
include design, app store, product support
and warranty coverage.
• Importance of Product Packaging
Don’t Forget to include Notes!
If you are
missing the
section to
include your
notes: Go to
the “view tab,”
at top of
window, and
choose
“normal” as
the
“presentation
view.”
Basically, can
cut-and-paste
applicable
information
from your U8
paper.
References
Armstrong, G., Kotler, P. (2010). Marketing: An Introduction,
Revised Global 10th Edition. (pg. 45, 77, 122). Upper Saddle
River, Pearson Education.
Apple Computers (2007). Apple.com. Retrieved from
http://www.apple.com/swf/index.html
The New York Times Magazine, James, R. (November 22, 2010).
Reaching Out, Apple Iphone. Retrieved from
http://www.nytimes.com/2011/11/22/.html
Special
Note:
Last Page will
be your
reference page
for this and all
assignments
or Research
Projects. This
page should
be structured
in APA format
as shown
here.
Need Help ……. Contact Me!
• Email: [email protected]
• Phone: 215-360-1258 (Please be kind & call before 9 pm
EST)
Let’s Test our Knowledge!
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a) Provides access to a greater product
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b) Leads to quicker product delivery.
c) Filters out unethical vendors.
d) All of the above.
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a) Telemarketing
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Review of Unit Eight
• Just reviewed! Questions or concerns?
• Lets start discussing Unit 9!
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• Evaluate the global marketing environment
• Make the decision to market internationally
• Select the markets to enter
• Decide how to enter the selected markets
• Decide and develop the marketing program
• Decide on the marketing organization to support
effort
The Global Marketing Environment
The International Trading System
• GATT
-Group of countries that agree to certain rules and agree to
a process for settling trade disputes so they do not spiral
out of control. The WTO was created in the Uruguay Round
of GATT to promote free trade.
• TRADE ALLIANCES AND AGREEMENT
-European Union: Higher form of agreement that joins
member states in trying to develop a common economic
partnership.
-NAFTA: Trade agreement between Mexico, Canada and the
US.
-UNASUR: South American trade agreement
-APEC: Asian alliance focused only on trade cooperation
The Global Marketing Environment
Many aspects of the marketing mix must
often be changed to be successful in
international markets due to the new
microenvironmental & macroenvironmental
factors.
The Global Marketing Environment
Economic Environment
-Industrial structure: the type of economy that a country
has helps determine if products might be successful.
-Even if the economy is not highly developed, marketer
may see opportunity. For example: laundry detergents in
single use sachets
-Income distribution: How income is distributed can pose
challenges, but also develop opportunity if product can be
modified for lower (or higher) income earning groups.
The Global Marketing Environment
Political-Legal Environment
- Legal requirements for operations and doing
business
- Government bureaucracy
- Regulations regarding money and domestic
participation
- Political stability
- Attitude of political and legal system towards foreign
companies
The Global Marketing Environment
• Cultural Environment
- Extremely important to remember that products that are socially or
culturally inappropriate are unlikely to be successful.
• Competitive Environment
- Established competitors often understand the markets and are more
agile at thwarting new competition
• Technological Environment
- Will the local technology infrastructure be able to foster local operations
AND will the products you are planning on selling work with the local
technology?
Deciding to Expand Internationally
Why companies expand internationally:
-Domestic or international competition might be very
high in domestic markets
-The domestic market might be saturated
-Business customers might be expanding globally
Deciding to Expand Internationally
Risks in expanding internationally:
-Can the company adapt to consumer behavior, wants and
needs in other countries?
-Will their products be attractive to consumer sin other
countries or do they need to be modified?
-Will the firm be able to adapt to the new environment?
-Do the firm’s managers actually understand the
international environment?
-Have all aspects of the international environment been
considered?
Deciding Which Markets to Enter
• Requires a thorough environmental analysis
-Can the country provide the level fo sales that is
required?
-Should one or more countries be considered?
-Are there particular types o
f countries that
provide a more attractive market segmentation
than others?
Entering an International Market
• Exporting: Simplest and least risky way to get into
international markets. Export from the domestic market.
• Joint Venture: Bring in a partner. More risky, but you
have a partner with experience and spread the risk.
-Licensing and franchising
-Contract manufacturing and services
-Joint ownership
• Direct Investment: The company assumes all risk by
setting up operations in the country. As a result, this has
the highest risk.
Specific Marketing Program Decisions
• Standardized or adapted global marketing?
• Considerations apply to the entire marketing
mix.
-Product
-Promotion
-Price
-Place
Sustainable Marketing: Ethics and
Social Responsibility
“Social responsibility is socially and
environmentally responsible marketing that
meets the present needs of consumers and
businesses while also preserving or enhancing
the ability of future generations to meet their
needs.” (Armstrong, Kotler, 2010)
Social Criticism of Marketing
• Creation of wants and high levels of
consumerism
• Lack of social goods
• Cultural contamination
• Deceptive or too aggressive sales practices
• Low quality products and planned
obsolescence
• Some markets with real needs underserved
Promotion of Sustainable Marketing by
Consumers
• Development o
f organized consumer activities
• Recognition that sellers have rights in an open
market
• Making sure that consumers have rights to sa
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products and clear marketing practices
Promotion of Sustainable Marketing by
Regulators
• Many laws and regulations limit the ability fo
marketers to sell their products
• These can vary depending on the location where
business is being done
• There are sometimes overlapping jurisdictionsNational, state, county, local, etc.
Promotion of Sustainable Marketing by
Businesses
Principles of Sustainable Marketing
-Consumer orientation
-Integrating consumer values into marketing
-Innovative marketing
-Developing a sense o
f mission in marketing
-Societal marketing
Marketing Ethics
• Ethics is the study of moral choices and what is
considered to be right or wrong.
• Applies to individuals and any organization
• For marketers, it refers to evaluating what is
right or wrong in the marketplace.
Let’s Test our Knowledge!
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e) International Asset Sales
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a) High distribution costs
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a) Deceptive practices
b) High pressure selling
c) Unethical behavior
d) Planned obsolescence
e) Upgradeable Introductions
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Use What You Learned in AB219!
• Operational Recommendations will help you
succeed as you move through Kaplan.
• Apply the Micro & Macro Environmental Factors
beyond marketing. So, in yourf uture courses,
business & lif e.
• Applying Consumer Buying Behavior &
Segmentation can be critical to making sound
business decisions and business success.
• The Marketing Mix (4P’s) are key to marketing
yourself , your business or any product(s) or
company you are involved with. (i.e. apply in
social networkingf or your career or job search)
What do I have to do this week?
Unit 9 Work
• Reading: Chapters 15 & 16.
• Discussion: 4P’s & Getting an Overseas Job!
• Quiz (Review): On Unit 8 & 9 material.
• Evaluation: Let us know what you think!
Upcoming in Unit 10
• U10 Discussion: Networking!
• U10 Powerpoint Assignment (On the U8 Research
Project)
Please Note: No credit given for work not submitted by the close of
U10 (official end of term) and applicable under the late policy. U10
work must be submitted by close of unit 10 to receive credit for it.
Any Questions?
Thank you for attending!
This is, sadly, our last seminar for the term. It was a
pleasure interactively working with you in our
seminars over the past 9 weeks!