GLOBAL MARKETING

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GLOBAL MARKETING

• Developing performing marketing activities
  across national boundaries!

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GO OR NO GO GLOBAL

• COUNTERATTACK
• HIGHER PROFITS
• REDUCE RISK
• FOLLOW CUSTOMERS

3
WHICH MARKETS TO ENTER

• OBJECTIVES
• POLICY
• of DOM. To GLO. SOUGHT
• FACTORS FOR FEWER COUNTRIES
• ENTRY CONTROL COSTS ARE HIGH
• PRODUCT IMC COSTS ARE HIGH
• POP INCOME HIGH IN INIT COUNT.
• BARRIERS TO ENTRY

4
PORTERS DIAMOND-C.A.

• FACTOR CONDITIONS
• NATURAL RESOURCES
• EDUCATION SKILLS LEVEL
• WAGE RATES
• RELATED/SUPPORTING IND.
• SUPPLIER CLUSTERS
• DEMAND CONDITIONS
• SIZE OF MARKET
• SOPHISTICATION OF CONSUMERS
• MEDIA EXPOSURE
• COMPANY STRATEGY,STRUCTURE, RIV.
• OF CO.S IN INDUSTRY
• INTENSITY OF COMPETITION
• PUBLIC OR PRIVATE OWNERSHIP

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HOW TO ENTER THE MARKET

• INDIRECT EXPORTING
• DIRECT EXPORTING
• LICENSING
• JOINT VENTURES
• DIRECT INVESTMENT
• COUNTERTRADE--BARTER

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MARKETING PROGRAM

• STANDARDIZED
• GLOGALIZED
• ADAPTED

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4 PS CONSIDERATIONS

• PRODUCT
• PROMOTION
• PRICE
• PLACE

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MARKETING ORGANIZATION

• EXPORT DEPARTMENT
• INTERNATIONAL DIVISION
• GLOBAL ORGANIZATION

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ENVIRONMENTAL FORCES

• CULTURAL
• SOCIAL
• ETHICAL
• ECONOMIC
• POLITICAL
• LEGAL
• TECHNOLOGICAL

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ALLIANCES AND AGREEMENTS

• NAFTA
• ASIAN FREE TRADE
• EU
• PACIFIC RIM
• CARIBBEAN
• CHINA
• GATT
• WTO