Kotler21 Media

8/8/2019 Kotler21 Media

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21-6

Four S tages of Internationa lization

No reg ular export activities

Export via indepen dent agents

Esta blish sa les s ub sid iariesEsta blish pro du ction

f aci lities a b roa d



21-7

Nesca f e Markets in Ru ssia



21-8

Regiona l F ree Tra de Zones

Eu ropean UnionNAFTAMER CO SUL

APE C



21-9

F igure 21.2 F ive Modes of Entry into Foreign Markets

Ind irect exporting

Directexporting Licensing

Joint vent ures

Directinvestment

Commitment , R isk , Contro l, P ro f it P otentia l



21-10

Direct Exporting Metho ds

Domestic- base d export department Overseas sa les branch or s ub sid iaryTrave ling export sa les representativesForeign- base d d istribu tors or agents



21-11

McDona ld¶s F ranchises Are S o ldWor ldwide



21-12

Ta ble 21.1 Globa l MarketingAdv antages

Economies of sca leLower marketing costs

P ower an d scope Consistency in bran dimage

Ab ility to leverage

Unif ormity of marketing practices

Disa dv antagesDiff erences in cons umer nee ds ,wants , u sage patternsDiff erences in cons umer response to marketing mixDiff erences in bran ddeve lopment processDiff erences in environment



21-13

Cultura l Dimensions

Ind ividu a lism

vs.Co llectivism

Weak vs. S trongUncertainty Avoidance

High vs. Low

P ower Distance

Masc ulinevs.Feminine



21-14

F igure 21.3 Internationa l P rodu ct an d Comm unication S trategies



21-15

Comm unications

Comm unications a daptation

Du a l a daptation



21-16

P rice Choices

S et a unif orm price everywhere

S et a market- base dprice in each co untry

S et a cost- base dprice in each co untry



21-17

F igure 21.4 Who le-Channe l Concept f or Internationa l Marketing

S e ller

Internationa l hea dqu arters

Channe ls between nations

Channe ls within nationsF ina l bu yers



21-18

Co untry of Origin Eff ects



21-19

EU¶s PD O an d PGI L istings



21-20

Globa l Organization S trategies

Wor ld as S ing le Market

Multinationa l

³Gl oca l´



21-21

Marketing De bate

Is the wor ld coming c loser together ?

Take a position:1. P eop le are becoming more an d moresimi lar.

2. The d iff erences between peop le of d iff erent cultures f ar ou tweigh their simi larities.



21-22

Marketing Disc ussion

Think of some of your f avoriteb ran ds. Do you know where theycome f rom ? Where an d how they

are ma de or provi de d? D o you

think it would a ff ect your perceptionsof qu a lity or satis f action ?

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