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INTRODUCTION TO
GLOBAL MARKETING
INTRODUCTION
 What is Global
Marketing?
 How is it different
from regular
marketing?
1-2
1-2
INTRODUCTION
1-3
 Marketing
 Process of planning and
executing the conception
pricing, promotion and
distribution of ide...
REASONS FOR GLOBAL MARKETING
 Growth
 Access to new markets
 Access to resources
 Survival
 Against competitors with ...
OVERVIEW OF MARKETING
 One of the functional areas of a business that is
distinct from finance and operations
 Primary t...
BOUNDARY-LESS MARKETING
 Goal is to eliminate
communication barriers
between marketing and
other business
functional area...
GOAL OF MARKETING
 Surpass the competition at the task of creating
perceived value for customers
 The Guide line is the ...
VALUE CHAIN AND BOUNDARY-LESS
MARKETING
1-8
COMPETITIVE ADVANTAGE
 Success over competition in industry at value
creation
 Achieved by integrating and leveraging op...
GLOBALIZATION
 Globalization is the inexorable integration of
markets, nation-states, and technologies to a
degree never ...
GLOBAL INDUSTRIES
 An industry is global to the extent that a company’s
industry position in one country is interdependen...
COMPETITIVE ADVANTAGE, GLOBALIZATION AND
GLOBAL INDUSTRIES
 Focus
 Concentration and attention on core business and
comp...
GLOBAL MARKETING: WHAT IT IS AND ISN’T
 Strategy development comes down to two main issues
similar to single country mark...
STANDARDIZATION VERSUS ADAPTATION
 Globalization (Standardization)
 Developing standardized products marketed worldwide
...
THE IMPORTANCE OF GLOBAL MARKETING
 For US-based companies, 75% of sales potential is
outside the US.
 About 90% of Coca...
MANAGEMENT ORIENTATIONS
1-16
Ethnocentric:
Home country is
Superior, sees
Similarities in foreign
Countries
Regiocentric:
...
FORCES AFFECTING GLOBAL INTEGRATION
AND GLOBAL MARKETING
1-17
 Driving Forces
 Regional economic agreements
 Market nee...
FORCES AFFECTING GLOBAL INTEGRATION
AND GLOBAL MARKETING
1-18
Global
Integration
and
Global
Marketing
THANK YOU!
1-19
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Transcript of "Introduction"

  1. 1. INTRODUCTION TO GLOBAL MARKETING
  2. 2. INTRODUCTION  What is Global Marketing?  How is it different from regular marketing? 1-2 1-2
  3. 3. INTRODUCTION 1-3  Marketing  Process of planning and executing the conception pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals  Global Marketing  Focuses resources on global market opportunities and threats; the main difference is the scope of activities because global marketing occurs in markets outside the organization’s home country
  4. 4. REASONS FOR GLOBAL MARKETING  Growth  Access to new markets  Access to resources  Survival  Against competitors with lower costs (due to increased access to resources) 1-4
  5. 5. OVERVIEW OF MARKETING  One of the functional areas of a business that is distinct from finance and operations  Primary tools in marketing are product, price, place, and promotion  Marketing is an activity that comprises the firm’s value chain  Current trend is to involve marketers in all value- related decisions – called boundary-less marketing 1-5
  6. 6. BOUNDARY-LESS MARKETING  Goal is to eliminate communication barriers between marketing and other business functional areas  Properly implemented it ensures that a market orientation permeates all value creating activities 1-6
  7. 7. GOAL OF MARKETING  Surpass the competition at the task of creating perceived value for customers  The Guide line is the value equation – Value = Benefits/Price (Money, Time, Effort, Etc.) 1-7
  8. 8. VALUE CHAIN AND BOUNDARY-LESS MARKETING 1-8
  9. 9. COMPETITIVE ADVANTAGE  Success over competition in industry at value creation  Achieved by integrating and leveraging operations on a worldwide scale 1-9
  10. 10. GLOBALIZATION  Globalization is the inexorable integration of markets, nation-states, and technologies to a degree never witnessed before - in a way that is enabling individuals, corporations, and nation- states to reach around the world farther, faster, deeper and cheaper than ever before, and in a way that is enabling the world to reach into individuals, corporations, and nation-states farther, faster, deeper, and cheaper than ever before.  Thomas Friedman 1-10
  11. 11. GLOBAL INDUSTRIES  An industry is global to the extent that a company’s industry position in one country is interdependent with its industry position in another country  Indicators of globalization:  Ratio of cross-border trade to total worldwide production  Ratio of cross-border investment to total capital investment  Proportion of industry revenue generated by companies that compete in key world regions 1-11
  12. 12. COMPETITIVE ADVANTAGE, GLOBALIZATION AND GLOBAL INDUSTRIES  Focus  Concentration and attention on core business and competence Nestle is focused: We are food and beverages. We are not running bicycle shops. Even in food we are not in all fields. There are certain areas we do not touch…..We have no soft drinks because I have said we will either buy Coca-Cola or we leave it alone. This is focus. Helmut Maucher 1-12
  13. 13. GLOBAL MARKETING: WHAT IT IS AND ISN’T  Strategy development comes down to two main issues similar to single country marketing  Target market  Marketing Mix 1-13  Global marketing does not mean doing business in all of the 200-plus country markets  Global marketing does mean widening business horizons to encompass the world in scanning for opportunity and threat
  14. 14. STANDARDIZATION VERSUS ADAPTATION  Globalization (Standardization)  Developing standardized products marketed worldwide with a standardized marketing mix  Essence of mass marketing  Global localization (Adaptation)  Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction  Essence of segmentation  Think globally, act locally 1-14
  15. 15. THE IMPORTANCE OF GLOBAL MARKETING  For US-based companies, 75% of sales potential is outside the US.  About 90% of Coca-Cola’s operating income is generated outside the US.  For Japanese companies, 85% of potential is outside Japan.  For German and EU companies, 94% of potential is outside Germany. 1-15
  16. 16. MANAGEMENT ORIENTATIONS 1-16 Ethnocentric: Home country is Superior, sees Similarities in foreign Countries Regiocentric: Sees similarities and differences in a world Region; is ethnocentric or polycentric in its view of the rest of the world Geocentric: World view, sees Similarities and Differences in home And host countries Polycentric: Each host country Is Unique, sees differences In foreign countries
  17. 17. FORCES AFFECTING GLOBAL INTEGRATION AND GLOBAL MARKETING 1-17  Driving Forces  Regional economic agreements  Market needs and wants  Technology  Transportation and communication improvements  Product development costs  Quality  World economic trends  Leverage  Restraining Forces  Management myopia  Organizational culture  National controls
  18. 18. FORCES AFFECTING GLOBAL INTEGRATION AND GLOBAL MARKETING 1-18 Global Integration and Global Marketing
  19. 19. THANK YOU! 1-19
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