Resources:

Marketing an Introduction / Gary Armstrong, Philip Kotler

The Global Market Place

Global Marketing

Global firm – a firm that, by operating in more than one country, gains R&D, production, marketing and financial advantages in its costs and reputation that are not available to purely domestic competitors.

Major International Marketing Decisions

Looking at the Global Marketing

Environment

Looking at the Global Marketing

EnvironmentDeciding whetherto go international

Deciding whetherto go international

Deciding whichmarkets to enter

Deciding whichmarkets to enter

Deciding how to enter the market

Deciding how to enter the market

Deciding on theGlobal Marketing

program

Deciding on theGlobal Marketing

program

Deciding on the Global Marketing

organization

Deciding on the Global Marketing

organization

Looking at the Global Marketing Environment

The InternationalTrade Systems

The InternationalTrade Systems

GATT and WTORegional Free Trade Zones

(EU, NAFTA)

GATT and WTORegional Free Trade Zones

(EU, NAFTA)

EconomicEnvironment

EconomicEnvironment

Political – LegalEnvironment

Political – LegalEnvironment

Cultural Environment

Cultural Environment

Subsistence economiesRaw Material Exporting economiesIndustrializing economiesIndustrial economies

Subsistence economiesRaw Material Exporting economiesIndustrializing economiesIndustrial economies

Attitudes toward international buyingGovernment bureaucracy Political stabilityMonetary regulations

Attitudes toward international buyingGovernment bureaucracy Political stabilityMonetary regulations

Folkways, Norms and TaboosBusiness Norms and Behavior

Folkways, Norms and TaboosBusiness Norms and Behavior

Deciding How to Enter the Market

ExportingExporting IndirectDirect

IndirectDirect

Joint VenturingJoint Venturing

Direct InvestmentDirect Investment

LicensingContract ManufacturingManagement conrtactingJoint ownership

LicensingContract ManufacturingManagement conrtactingJoint ownership

Assembly facilitiesManufacturing facilities

Assembly facilitiesManufacturing facilities

Deciding on the Global MarketingProgram

StandardizedMarketing Mix

StandardizedMarketing Mix

AdaptedMarketing Mix

AdaptedMarketing Mix

International Marketing Strategy for using same Marketing Mix in all company’s international

markets

International Marketing Strategy for using same Marketing Mix in all company’s international

markets

International Marketing Strategy for adjusting Marketing Mix elements to each international

target market

International Marketing Strategy for adjusting Marketing Mix elements to each international

target market

Straight Extension

Straight Extension

CommunicationAdaptation

CommunicationAdaptation

ProductAdaptation

ProductAdaptation

DualAdaptation

DualAdaptation

Product Invention

Product Invention

Don’t change product Adapt product

Don’t change

promotion

Adapt promotion

Develop new product

PROMOTION

PRODUCT