GLOBAL 
MARKETING 
Prof. Sameer Mathur, 
Ph.D.
Agenda 
Major Decisions in Global Marketing 
Market-Product Growth Strategies 
Six Indicators of Market Potential
Sameer Mathur 
BuddingMarkets.com 
Indian Institute of Management, 
Lucknow 
Marketing Professor 2013 – 
Marketing Profess...
Major Decisions in Global 
Marketing 
Deciding 
Whether to go 
International 
Deciding Which 
market to Enter 
Deciding Ho...
Market-Product Growth Strategies 
Existing 
Products 
Market 
Penetration 
Product 
Development 
Diversification 
Market 
...
Six Indicators of Market Potential 
Geographic 
Demographic 
Economic 
Technological 
Sociocultural 
Political
Demographic Characteristics 
• Size of population 
• Rate of population growth 
• Degree of urbanization 
• Population den...
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 
technolog...
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 
Exporting Joint Venture 
• Licensing 
• Contract manufacturing ...
More than half the world’s Notebooks are 
contract manufactured in Taiwan
Wholly owned subsidiaries in Germany, 
Italy, Japan
How to Enter 
Amount of commitment, risk, control, and profit potential 
Exporting Joint Venture 
• Licensing 
• Contract ...
Major Decisions in Global 
Marketing 
Deciding 
Whether to go 
International 
Deciding Which 
market to Enter 
Deciding Ho...
Summary 
Major Decisions in Global Marketing 
Market-Product Growth Strategies 
Six Indicators of Market Potential
Read this book 
“This book is the 
bible of Marketing” 
Prof. Sameer Mathur
Over 1 Million views 
from more than 100 countries 
Prof. Sameer 
Mathur 
Top 1% most viewed 
Over 250 presentations on 
M...
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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

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Introduction to Global Marketing

  1. 1. GLOBAL MARKETING Prof. Sameer Mathur, Ph.D.
  2. 2. Agenda Major Decisions in Global Marketing Market-Product Growth Strategies Six Indicators of Market Potential
  3. 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. 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. 5. Market-Product Growth Strategies Existing Products Market Penetration Product Development Diversification Market Development New Products Existing Markets New Markets
  6. 6. Six Indicators of Market Potential Geographic Demographic Economic Technological Sociocultural Political
  7. 7. Demographic Characteristics • Size of population • Rate of population growth • Degree of urbanization • Population density • Age and composition of the population
  8. 8. Geographic Characteristics • Physical size of a country • Topographical characteristics • Climate conditions
  9. 9. Economic Factors • GNP per capita • Income distribution • Rate of growth of GNP • Ratio of investment to GNP
  10. 10. Technological Factors • Level of technological skill • Existing production technology • Existing consumption technology • Education levels
  11. 11. Sociocultural Factors • Dominant values • Lifestyle patterns • Ethnic groups • Linguistic fragmentation
  12. 12. Political Factors, National Goals • Laws • Regulations • Industry priorities • Infrastructure • Investment plans
  13. 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. 14. More than half the world’s Notebooks are contract manufactured in Taiwan
  15. 15. Wholly owned subsidiaries in Germany, Italy, Japan
  16. 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. 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. 18. Summary Major Decisions in Global Marketing Market-Product Growth Strategies Six Indicators of Market Potential
  19. 19. Read this book “This book is the bible of Marketing” Prof. Sameer Mathur
  20. 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

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