Introduction to Global Marketing

Sameer Mathur Assistant Professor (Marketing) www.smathur.com Global Marketing

Market Penetration Product Development Diversification Market Development Existing Products New Products Existing Markets New Markets Market-Product Growth Strategies

6 Indicators of Market Potential

Demographic Characteristics
Size of population
Rate of population growth
Degree of urbanization
Population density
Age and composition of the population

Geographic Characteristics
Physical size of a country
Topographical characteristics
Climate conditions

Economic Factors
GNP per capita
Income distribution
Rate of growth of GNP
Ratio of investment to GNP

Technological Factors
Level of technological skill
Existing production technology
Existing consumption technology
Education levels

Sociocultural Factors
Dominant values
Lifestyle patterns
Ethnic groups
Linguistic fragmentation

Political Factors, National Goals
Laws
Regulations
Industry priorities
Infrastructure
Investment plans

Amount of commitment, risk, control, and profit potential

More than half the world’s Notebooks are contract manufactured in Taiwan

Wholly owned subsidiaries in Germany, Italy, Japan

Amount of commitment, risk, control, and profit potential

Readings P162, Reaching Global Markets P163, Canadian Companies Compete Successfully in the Global Marketplace P172, A New Reality: Global Competition among Global Companies for Global Consumers P175, A Global Environmental Scan; Cultural Diversity P178, Economic Considerations P181, Political-Regulatory Climate P182, Global Market-Entry Strategies; Exporting P184, Licensing; Joint Venture P185, Direct Investment; Crafting a Worldwide Marketing Program P186, Product and Promotion Strategies P187, Distribution Strategy P188, Pricing Strategy

FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 35,000 views by Management students and business professionals from over 74 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : [email_address] Twitter: @ProfessorMathur Facebook: Click Here

Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : [email_address] Twitter: @ProfessorMathur Facebook: Click Here RELATED SLIDES CLICK BELOW TO LEARN ABOUT: 1. Package Sizing Strategy in Emerging Markets 2. Virgin Mobile’s 2008 Promotional Strategy in India POPULAR SLIDES CLICK BELOW TO LEARN ABOUT: 1. Segmentation and Targeting 2. Positioning, Perceptual Maps

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Introduction to Global Marketing

by Sameer Mathur on Nov 16, 2010

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Introduction to Global Marketing — Presentation Transcript