MARKETING MANAGEMENT 12th edition

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MARKETING MANAGEMENT12th edition
21 Tapping Into Global Markets
Kotler Keller
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Chapter Questions

• What factors should a company review before
  deciding to go abroad?
• How can companies evaluate and select specific
  foreign markets to enter?
• What are the major ways of entering a foreign
  market?
• To what extent must the company adapt its
  products and marketing program to each foreign
  country?
• How should the company manage and organize its
  international activities?

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Belangrijke beslissingen
Beslissen hoe de markt te gaan betreden
Internationale markt bestuderen
Beslissen hoe de markt te gaan betreden
Internationale markt bestuderen
BELANGRIJKE BESLISSINGEN IN INTERNATIONALE
MARKETING
BELANGRIJKE BESLISSINGEN IN INTERNATIONALE
MARKETING
Beslissen om internationaal te gaan opereren
Beslissen over het marketing- programma
Beslissen om internationaal te gaan opereren
Beslissen over het marketing- programma
Beslissen over de marketing organisatie
Beslissen welke markt te gaan betreden
Beslissen over de marketing organisatie
Beslissen welke markt te gaan betreden
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Workshop Questions 1

• Answer the chapter questions for the company you
  have chosen
• To evaluate opportunities, companies can use
  Market Opportunity Analysis (MOA) to determine
  the attractiveness and probability of succes.
  (see slide) This is part of the SWOT analysis.
  Use the SWOT and MOA to argue which
  specific foreign markets to enter
• What are the major ways of entering a foreign
  market?

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Workshop Questions 2

• To what extent must the company adapt its
  products and marketing program to each foreign
  country?
• Show that your company has a winning
  proposition it supplies superior added value to
  (target) customers, that is better than
  competitors
• (briefly describe the main competitors)
• How should the company manage and organize its
  international activities?

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Global Firm
A firm that operates in more than one country and
captures RD, production, logistical, marketing,
and financial advantages in its costs
and reputation that are not available to
purely domestic competitors.
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Major Decisions in International Marketing
Deciding whether to go
Deciding which markets to enter
Deciding how to enter
Deciding on the marketing program
Deciding on the marketing organization
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Four Stages of Internationalization
No regular export activities
Export via independent agents
Establish sales subsidiaries
Establish production facilities abroad
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Vragen over de concurrentie

• How do marketers identify primary competitors?
• How should we analyze competitors strategies,
  objectives, strengths, and weaknesses?
• How can market leaders expand the total market
  and defend market share?
• How should market challengers attack market
  leaders?
• How can market followers or nichers compete
  effectively?

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Regional Free Trade Zones

• European Union
• NAFTA
• MERCOSUL
• APEC

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Vijf krachten model Porter

• Potential entrants
• Suppliers
• Buyers
• Industry competitors
• Substitutes
• Defines structural attractiveness market(segment)

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Industry Concept of Competition

• Number of sellers and degree of differentiation
• Entry, mobility, and exit barriers
• Cost structure
• Degree of vertical integration
• Degree of globalization

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Analyzing Competitors

• Share of market
• Share of mind
• Share of heart

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Vijf manieren om een nieuwe markt te betreden
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Direct Exporting Methods

• Domestic-based export department
• Overseas sales branch or subsidiary
• Traveling export sales representatives
• Foreign-based distributors or agents

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Table 21.1 Global Marketing

• Advantages
• Economies of scale
• Lower marketing costs
• Power and scope
• Consistency in brand image
• Ability to leverage
• Uniformity of marketing practices

• Disadvantages
• Differences in consumer needs, wants, usage
  patterns
• Differences in consumer response to marketing mix
• Differences in brand development process
• Differences in environment

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Cultural Dimensions

• Individualism vs. collectivism
• High vs. lower power distance
• Masculine vs. feminine
• Weak vs. strong uncertainty avoidance

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International Product and Communication Strategies

• Straight extension
• Communication adaptation
• Product adaptation city, regional, country,
  retailer
• Dual adaptation
• Product invention backwards earlier forms of
  products, or forward new products

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Vijf internationale product- en
promotiestrategieën
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Price Choices

• Set a uniform price everywhere
• Set a market-based price in each country
• Set a cost-based price in each country

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Whole-Channel Concept for International Marketing
Seller
International headquarters
Channels between nations
Channels within nations
Final buyers
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Global Organization Strategies

• World as single market
• Multinational the world as a portfolio of
  national opportunities
• Glocal standardizes certain core elements and
  localizes other elements