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Introduction to Global Marketing

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Talks about decisions in global marketing, market product growth strategies, and indicators of market potential. For more info visit buddingmarkets.com

Talks about decisions in global marketing, market product growth strategies, and indicators of market potential. For more info visit buddingmarkets.com

Published in Business , Technology
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  • 1. GLOBAL MARKETING Prof. Sameer Mathur, Ph.D.
  • 2. Agenda Major Decisions in Global Marketing Market-Product Growth Strategies Six Indicators of Market Potential
  • 3. Sameer Mathur BuddingMarkets.com Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009
  • 4. Major Decisions in Global Marketing Deciding Whether to go International Deciding Which market to Enter Deciding How to enter the market Deciding the Global Marketing Program and Organization
  • 5. Market-Product Growth Strategies Existing Products Market Penetration Product Development Diversification Market Development New Products Existing Markets New Markets
  • 6. Six Indicators of Market Potential Geographic Demographic Economic Technological Sociocultural Political
  • 7. Demographic Characteristics • Size of population • Rate of population growth • Degree of urbanization • Population density • Age and composition of the population
  • 8. Geographic Characteristics • Physical size of a country • Topographical characteristics • Climate conditions
  • 9. Economic Factors • GNP per capita • Income distribution • Rate of growth of GNP • Ratio of investment to GNP
  • 10. Technological Factors • Level of technological skill • Existing production technology • Existing consumption technology • Education levels
  • 11. Sociocultural Factors • Dominant values • Lifestyle patterns • Ethnic groups • Linguistic fragmentation
  • 12. Political Factors, National Goals • Laws • Regulations • Industry priorities • Infrastructure • Investment plans
  • 13. Amount of commitment, risk, control, and profit potential Exporting Joint Venture • Licensing • Contract manufacturing • Joint Ownership Direct Investment • Assembly/Manufacturing facilities How to Enter
  • 14. More than half the world’s Notebooks are contract manufactured in Taiwan
  • 15. Wholly owned subsidiaries in Germany, Italy, Japan
  • 16. How to Enter Amount of commitment, risk, control, and profit potential Exporting Joint Venture • Licensing • Contract manufacturing • Joint Ownership Direct Investment • Assembly/Manufacturing facilities
  • 17. Major Decisions in Global Marketing Deciding Whether to go International Deciding Which market to Enter Deciding How to enter the market Deciding the Global Marketing Program and Organization
  • 18. Summary Major Decisions in Global Marketing Market-Product Growth Strategies Six Indicators of Market Potential
  • 19. Read this book “This book is the bible of Marketing” Prof. Sameer Mathur
  • 20. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com