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1、2014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global Marketing1Global MarketingBy Phunnapost Dararatn2014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite
2、inwholeorinpart.Chapter 8 Global MarketingObjectives1.Describetheimportanceofglobalmarketingfromtheperspectivesoftheindividualfirmandthenation.2.Identifythemajorcomponentsoftheenvironmentforglobalmarketing.3.Identifythealternativestrategiesforenteringforeignmarkets.4.Describethealternativemarketing
3、mixstrategiesusedinglobalmarketing22014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingIntroductionExporting-MarketingdomesticallyproducedgoodsandservicesinforeigncountriesImporting-Purchasingforeigng
4、oodsandservices3The Importance of Global MarketingDemandforforeignproductsisincreasinginfast-growingeconomiesGlobalizationandtheInternetalloweverymarketertobeaninternationalmarketer2014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeor
5、inpart.Chapter 8 Global MarketingBenefits of Going GlobalAdditionalrevenueNewinsightsintocustomerbehaviorAlternativedistributionstrategiesAdvancenoticeofnewproductsAmajorkeytoachievingsuccessinforeignmarketsAbilitytoadaptproductstolocalpreferencesandculture42014CengageLearning.AllRightsReserved.Mayn
6、otbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingInternational Economic EnvironmentFactorsthatdetermineanationsprospectsasahostforinternationalbusinessexpansionSizeofmarketPer-capitaincomeStageofeconomicdevelopmentStageoftechnologydevelopm
7、ent52014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingInternational Social-Cultural EnvironmentTobeeffective,marketersmustunderstandanationscultureLanguageplaysanimportantroleinglobalmarketing62014C
8、engageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingInternational Technological EnvironmentTheInternettranscendspolitical,economic,andculturalbarrierstoreacheverycorneroftheglobe.Technologyallowsglobalmark
9、eterstoextendtheircustomersbeyondtheirborder.Leveloftechnologicaldevelopmentalsodeterminetherangeofproductsthatcanbesoldineachcountry.72014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingInternational
10、 Political-Legal EnvironmentGlobalmarketersmuststayabreastoflawsandtraderegulationsineachcountryinwhichtheycompeteFirmssetupinternalpolitical risk assessmentunitsThepoliticalenvironmentinvolveslaborconditionsindifferentcountries82014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicate
11、d,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingTrade BarriersBarriersfallintotwomajorcategoriesTariff-TaxleviedagainstimportedgoodsAdministrativebarriersTwotypesoftariffsRevenue tariffs-DesignedtoraisefundsfortheimportinggovernmentProtective tariffs-Designedtoraiset
12、heretailpriceofanimportedproducttomatchorexceedthatofasimilardomesticproduct92014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingTrade AgreementsTradeagreementshaveeliminatedmanytariffsonmanyproductsC
13、ountriesfrequentlyusenontariffbarrierstoboostexportsandcontroltheflowsofimportedproducts(WTO,EU,NAFTA)*DUMPING-Controversialpracticeofsellingaproductinaforeignmarketatapricelowerthanwhatitreceivesintheproducersdomesticmarket102014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,o
14、rpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingWorld Trade Organization(WTO)SucceededGATTOverseesGATTagreementsServesasaforumfortradenegotiationsMediatestradedisputesMonitorsnationaltradepoliciesWorkstoreducetradebarriersthroughouttheworld112014CengageLearning.AllRight
15、sReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingWorld Trade Organization(WTO)WTOhasmadeslowprogresstowarditsmajorpolicyinitiativesLiberalizingworldfinancialservicesTelecommunicationsMaritimemarkets122014CengageLearning.AllRi
16、ghtsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingEuropean Union(EU)Customsunionthatismovinginthedirectionofaneconomicunionby:AdoptingacommoncurrencyRemovingtraderestrictionsPermittingfreeflowofgoodsandworkersthroughoutthem
17、embernationsGoalistoremoveallbarrierstofreetradeamongitsmembers132014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingFigure 8.2-The 27 Members of the European Union142014CengageLearning.AllRightsReser
18、ved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingNorth American Free Trade Agreement(NAFTA)AccordremovingtradebarriersamongCanada,Mexico,andtheUnitedStatesParticularlyimportanttoU.S.marketersbecauseCanadaandMexicoaretwoofitslargest
19、tradingpartners152014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingGoing GlobalReasonsformarketerstogoglobalSaturationofthetargetmarketStrongdomesticmarketshareGlobalizationofcustomersNewcustomersin
20、emergingmarketsReducedtradebarriersAdvancesintechnologyEnhancedcustomerresponsiveness162014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingStrategies for Entering Foreign MarketsThreebasicchoicesImpor
21、tingandexportingContractualagreementssuchasfranchising,licensingInternationaldirectinvestment172014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingFigure 8.3-Levels of Involvement in Global Marketing1
22、82014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingImporting and ExportingDecisiontoimport,orbringinforeigngoodstoselldomesticallyoruseascomponentparts,dependson:AbilityofsuppliertomaintainqualityFl
23、exibilityinfillingordersthatvaryResponsetimeinfillingordersTotalcosts192014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingImporting and ExportingFirst-timeexporterscanreachforeigncustomersthrough:Exp
24、ort-tradingcompaniesExport-managementcompaniesOffsetagreement202014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingFranchisingContractualarrangementinwhichawholesalerorretaileragreestomeettheoperating
25、requirementsofamanufacturerorotherfranchiserBenefitsareriskreduction,standardizedoperations,andgreaterrecognizabilitySuccessdependsonabilitytoadapttolocalcustomerpreferences212014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart
26、Chapter 8 Global MarketingForeign LicensingAgreementthatgrantsforeignmarketerstherighttodistributeafirmsmerchandiseortouseitstrademark,patent,orprocessinaspecifiedgeographicareaGivesaccesstolocalpartnersmarketinginformationanddistributionchannels,andprotectionfromlegalbarriersAllowsquickentryintoaf
27、oreignmarketwithaknownproduct222014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingInternational Direct InvestmentHighinvolvementandhighriskarethemajorcharacteristicsFirmschoosingthismethodoftenhaveac
28、ompetitiveadvantageSeveralformsAcquisitionJointventure232014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global Marketing1.Standardized:Globalmarketingstrategy2.Adaptation:Multi-domesticmarketingstrategy24Developi
29、ng an International Marketing StrategySAMEDIFFERENT2014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingDeveloping an International Marketing StrategyGlobal marketing strategy-Standardizedmarketingmixw
30、ithminimalmodificationsthatafirmusesinallofitsdomesticandforeignmarketsCaneffectivelymarketsomegoodsandservicestosegmentsinmanynationsthatshareculturesandlanguagesCanbehighlyeffectiveforluxuryproductsthattargetupscaleconsumerseverywhereMajorbenefitisitslowcosttoimplement252014CengageLearning.AllRigh
31、tsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global Marketing 1.RussianconsumerhadlittleknowledgeofKodaksproducts,andtheconsumermarketforphotographywasveryunderdeveloped.Therewasnoinfrastructureinplacefordistributingphotographicequipmen
32、tandfilms.Russianconsumerwerepoorandunlikelytobeabletoaffordallbutthemostinexpensivecamerasandfilms.2.KodakcommunicatedtoRussianconsumerthroughanumberofmediaincludingradio,tv,printads.Themarketingmessageischangedtobebasedontheideaof“savingmemories”bytakingpicturesinaquickandeasyway.Sure!itisarightth
33、ingtodoasreflectedfrom26%KodakgrowthratefromjustoneyearaftertheyregisteredinRussia.3.Dependonyourideaandthereasonsthatsupportyouridea(isitavailable/suitabletodo?&isitmakesense?)26Answer Guideline for“Kodak in Russia”case study2014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,o
34、rpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingDeveloping an International Marketing StrategyMultidomestic marketing strategyAdapttoeachapplicationofmarketsegmentationonforeignmarketsbytailoringthefirmsmarketingmixtomatchspecifictargetmarketsineachnation272014CengageLe
35、arning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingFigure 8.4-Alternative International Product and Promotional Strategies282014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubl
36、iclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingInternational Distribution StrategyMarketersmustsetupproperchannelsandanticipateextensivephysicaldistributionproblemsAdistributiondecisioninvolvestwostepsThefirmmustdecideonamethodofenteringtheforeignmarketItmustdeterminehowtodistribute
37、theproductwithintheforeignmarketthroughthatentrychannel292014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingPricing StrategyCompetitive,economic,political,andlegalfactorscanlimitpricingdecisionsAdapt
38、ationtothepriceleveloflocalmarketsBuyingpowerofcustomerineachmarketalsoimportantfactor302014CengageLearning.AllRightsReserved.Maynotbescanned,copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingPromotion StrategyPush strategy:emphasizespersonalsellingrat
39、herthanmassmediaadvertisinginthepromotionalmix.Althougheffectivepromotionaltool,personalsellingrequiresintensiveuseofsalesforceandrelativelycostlyPull strategy:dependsmoreonmassmediaadvertisingtocommunicatethemarketingmessagetopotentialconsumers312014CengageLearning.AllRightsReserved.Maynotbescanned
40、copiedorduplicated,orpostedtoapubliclyaccessiblewebsite,inwholeorinpart.Chapter 8 Global MarketingClosing CaseManagementFocus:Unilever-SellingtoIndiasRuralpopulationQuestion1:Pleaseexplain-HowdifferentthatIndiasruralpopulationdifferfrompassedcustomersofUnilever?Question2:WhatisthemarketingactivitiesthatUnileverdid?AndthisactivityisconsideredasPushstrategyorPullstrategy(pleasechooseonly1choice)?Why?32
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