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Chapter 07 MKT120 Global MKT
 

Chapter 07 MKT120 Global MKT

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    Chapter 07 MKT120 Global MKT Chapter 07 MKT120 Global MKT Presentation Transcript

    • © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • Learning Objectives LEARNING OBJECTIVES What factors aid the growth of globalization? How does a firm decide to enter a global market? What ownership and partnership options do firms have for entering a new global market? What are the similarities and differences between a domestic marketing strategy and a global marketing strategy? How do ethical issues affect global marketing practices? © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-2
    • Marriot Hotels Dependable luxury and absolute quality Marriot Commercial © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-3
    • Growth of Global Market© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-4
    • General Agreement on Tariffs and Trade (GATT) WTO Website© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-5
    • Assessing Global Markets© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-6
    • Economic AnalysisGeneral Economic Environment NationMaster Website© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-7
    • Evaluating Market Size and Population Growth RatePopulation 2002Population 2050 © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-8
    • Evaluating Real Income P&G targets developing countries Sotheby’s grows in Asia © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-9
    • Analyzing Infrastructure and Technological Capabilities Transportation Communication Distribution Channel Commerce© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-10
    • Analyzing Government Actions© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-11
    • Tariff and Quotas Both benefit domestically made products because they reduce foreign competition© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-12
    • Boycott Ethical Consumer Website© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-13
    • Exchange Control Exchange rate Countertrade© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-14
    • Trade Agreements© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-15
    • The European Union (EU)  Monetary and Trade Union  Euro  Membership does not consists of Croatia, Macedonia, Turkey and several others© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-16
    • Analyzing Sociocultural Factors© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-17
    • Country Clusters© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-18
    • Spanish Ad© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-19
    • Check Yourself 1. What are key metrics that can help analyze the economic environment of a country? 2. What types of government actions should we be concerned about as we evaluate a country? 3. What are five important cultural dimensions?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-20
    • Choosing a Global Entry Strategy © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-21
    • Check Yourself 1. Which entry strategy has the least risk and why? 2. Which entry strategy has the most risk and why?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-22
    • Choosing a Global Marketing Strategy: Target Market (STP)© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-23
    • The Global Marketing Mix: Product or Service Strategies© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-24
    • Global Marketing Mix: Pricing Strategies© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-25
    • Whole Foods in London© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-26
    • Global Marketing Mix: Global Distribution Strategies Some global channels are very long and complex. Consumer shop local small local stores. Suppliers must be creative in delivering to these outlets. FedEx Commercial © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-27
    • Global Marketing Mix: Global Communication Strategies© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-28
    • Ethical Issues in Global Marketing: Environmental ConcernsWaste Management Pollution © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-29
    • Ethical Concerns: Global Labor Issues© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-30
    • Ethical Concerns: Impact on Host Country CultureCultural imperialism © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-31
    • Check Yourself 1. What are the components of a global marketing strategy? 2. What are the three global product strategies?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-32
    • GlossaryA boycott pertains to a group’s refusal to deal commercially with some organization to protest against its policies. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-33
    • GlossaryCultural imperialism is the belief that one’s own culture is superior to that of other nations. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-34
    • GlossaryExchange control refers to the regulation of a country’s currency exchange rate, the measure of how much one currency is worth in relation to another. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-35
    • GlossaryThe purpose of the General Agreement on Tariffs and Trade (GATT) was to lower trade barriers such as high tariffs on imported goods and restrictions on the number and types of imported products that inhibited the free flow of goods across borders. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-36
    • GlossaryInfrastructure is the basic facilities, services, and installations needed for a community or society to function. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-37
    • GlossaryA quota designates the maximum quantity of a product that may be brought into a country during a specified time period. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-38
    • GlossaryA tariff is a tax levied on a good imported into a country. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-39
    • GlossaryA trade agreement is an intergovernmental agreement designed to manage and promote trade activities for a specific region. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 7-40