MKTG 504 – Global Marketing
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Global Marketing - Marketing - Lecture Slides, Slides of Marketing Management
Marketing is among the core subjects in Management field. In the following Lecture Slides, the Lecturer has put emphasis on these fundamentals of marketing : Global Marketing, Factors, Deciding, Companies Evaluate, Foreign Markets, Major Ways, Company Adapt, Company Manage, International Activities, Marketing
Typology: Slides
2012/2013
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MKTG 504 – Global Marketing
Questions
-^
What factors should a company review beforedeciding to go abroad?
-^
How can companies evaluate and select specificforeign markets to enter?
-^
What are the major ways of entering a foreignmarket?
-^
To what extent must the company adapt its productsand marketing program to each foreign country?
-^
How should the company manage and organize itsinternational activities?
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
Four Stages of Internationalization
No regular export activities Export via independent agents
Establish sales subsidiaries
Establish production
facilities abroad
Figure 21.2 Five Modes of Entry into Foreign
Markets
Indirectexporting
Direct exporting
Licensing
Joint ventures
Direct investment
Commitment, Risk, Control, Profit Potential
Direct Exporting Methods
-^
Domestic-based export department
-^
Overseas sales branch or subsidiary
-^
Traveling export sales representatives
-^
Foreign-based distributors or agents
Cultural Dimensions
Individualism
vs.
Collectivism
Weak vs. Strong
UncertaintyAvoidance High vs. Low Power Distance
Masculine
vs.
Feminine
International Product and Communication
Strategies
Price Choices
- Set a uniform price
everywhere
- Set a market-based
price in eachcountry
- Set a cost-based
price in eachcountry
Whole-Channel Concept for International
Marketing
Seller
International headquarters Channels between nations
Channels within nations
Final buyers
EU’s PDO and PGI Listings
Global Organization Strategies
World as Single Market
Multinational
“Glocal”