Marketing 466: Class 1 International Marketing

1
Marketing 466 Class 1International Marketing

• Overview of marketing
• Firm's value chain (Price and/or Value)
• Boundaryless marketing
• What is a global company?
• Focus core competency
• Global marketing crafting strategies in the
  broader context adds value

2
Marketing 466 Class 1International Marketing

• Global market participation
• Standardization vs. Adaptation
• Marketing mix
• Price
• Product
• Concentration of marketing activities
• Coordination of marketing activities
• Integration of competitive moves

• Promotion
• Place

3
Marketing 466 Class 1International Marketing

• Theodore Levitts 1983 The Globalization of
  Markets
• Think globally act locally
• Kenichi Ohmae create a tension between one size
  fits all and endless customization

4
Marketing 466 Class 1International Marketing

• Globalization of Management
• Ethnocentric management
• Intl company Standardized
• Polycentric management
• Multinational co localized
• Regiocentric
• Global company integrated regionally
• May have global suppliers
• Geocentric
• Functions integrated on global scale

5
Marketing 466 Class 1International Marketing

• Global forces of integration
• Multilateral and regional pacts
• Convergence theory of markets
• Technology trumps barriers
• Email, telephony internet
• Air travel shipping
• Increased costs of new products
• Emergence of huge new markets
• Resistance to opening diminishing
• Deregulation

6
Marketing 466 Class 1International Marketing

• Forces resisting globalization
• Energy crisis global warming
• Sustainability emphasis on local
• Post Enron ebb in deregulatory tide
• Terrorism and global instability
• Backlash against consumerism
• Indie movement

7
Jobs lost to outsourcing