Kotler: Chapter 21

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Kotler: Chapter 21

  1. 1. TAPPING INTO GLOBAL MARKETS Maria Ellaine Grace Uy Ateneo School of Medicine and Public Health May 12, 2010 Top 10 Concepts: Chapter 21
  2. 2. Outline: Tapping into global markets <ul><li>Global firms </li></ul><ul><li>Decisions in international marketing </li></ul><ul><li>Product and communication adaptation </li></ul><ul><li>Country of origin perception </li></ul>
  3. 3. Concept 1: Global firms plan, operate and coordinate their activities on a worldwide basis. + +
  4. 4. Global Firms.. <ul><li>Kotler: Nokia </li></ul><ul><li>Local: San Miguel Corporation </li></ul><ul><li>Medical: Pharmaceutical companies (Pfizer) </li></ul>
  5. 5. Concept 2: Deciding whether to go abroad… FACTORS: Profit Customers Competitors RISKS: <ul><li>Culture </li></ul><ul><li>2. Preferences </li></ul><ul><li>3. Foreign Regulation </li></ul>
  6. 6. Deciding whether to go abroad… <ul><li>Kotler: Billabong </li></ul><ul><li>Local: Liwayway Marketing Corporation </li></ul><ul><li>Medical: Pharmaceutical companies (Pfizer) </li></ul>
  7. 7. Concept 3: Deciding which markets to enter through marketing objectives and policies . <ul><li>Rank high on market attractiveness </li></ul><ul><li>Low in market risk </li></ul><ul><li>Competitive Advantage </li></ul>
  8. 8. Concept 3: Deciding which markets to enter… <ul><li>Kotler: Bechtel Corporation </li></ul><ul><li>Local: Jollibee Foods Corporation </li></ul><ul><li>Medical: Pharmaceutical companies; Medical equipment companies </li></ul>
  9. 9. Concept 4: Fives modes of entry into foreign markets <ul><li>Indirect exporting </li></ul><ul><li>Direct exporting </li></ul><ul><li>Licensing </li></ul><ul><li>Joint ventures </li></ul><ul><li>Direct investment </li></ul>Commitment, Risk, Control and Profit Potential
  10. 10. Concept 4: Fives modes of entry into foreign markets: Licensing <ul><li>Kotler: KFC </li></ul><ul><li>Local: Mang Inasal </li></ul><ul><li>Medical: Pharmaceutical companies </li></ul>
  11. 11. Concept 5: Deciding on the Marketing Program: A mix of culture and preferences WANTS ? CULTURE MARKET TRENDS Add revenue? Add cost?
  12. 12. Concept 5: Deciding on the Marketing Program: A mix of culture and preferences <ul><li>Kotler: Red Bull, Coca Cola, Western Union </li></ul><ul><li>Local: LBC </li></ul><ul><li>Medical: Marketing health (Medical City) </li></ul>
  13. 13. Concept 6: Communicate the message to consumers.
  14. 14. Concept 6: Communicate the message to consumers. <ul><li>Kotler: Acopia Networks </li></ul><ul><li>Local: LBC </li></ul><ul><li>Medical: Frenzy Condom </li></ul>
  15. 15. Concept 7: Set a globally competitive price. UNIFORM MARKET-BASED COST-BASED
  16. 16. Concept 7: Set a globally competitive price. <ul><li>Kotler: Coca-cola, Microsoft </li></ul><ul><li>Local: Export goods </li></ul><ul><li>Medical: Doctor fee </li></ul>
  17. 17. Concept 8: Companies should decide on how much a product should adapt in a local market. Communications PRODUCT Do not change Adapt Develop new product Do not change Straight extension Product adaptation Product invention Adapt Communication adaptation Dual adaptation
  18. 18. Concept 8: Companies should decide on how much a product should adapt in a local market. <ul><li>Kotler: Haagen-Dazs, Clairol </li></ul><ul><li>Local: Selecta </li></ul><ul><li>Medical: Belo Medical Group </li></ul>
  19. 19. Concept 9: Country of origin perceptions have value in commerce.
  20. 20. Concept 9: Country of origin perceptions have value in commerce. <ul><li>Kotler: Japan for automobiles </li></ul><ul><li>Local: Export furniture from Cebu </li></ul><ul><li>Medical: Medical service provision (Nurses in demand), Medical tourism </li></ul>
  21. 21. Concept 10: Deciding on marketing organizations in three ways: <ul><li>Export Department </li></ul><ul><li>International Division </li></ul><ul><li>Global Organization </li></ul>
  22. 22. Concept 10: Deciding on marketing organizations in three ways: <ul><li>Kotler: Coca-Cola </li></ul><ul><li>Local: ABS-CBN Broadcasting Corporation </li></ul><ul><li>Medical: Medical City </li></ul>
  23. 23. TAPPING INTO GLOBAL MARKETS Maria Ellaine Grace Uy Ateneo School of Medicine and Public Health May 12, 2010 Top 10 Concepts: Chapter 21

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