Global Marketing<br />Intro to Marketing Chapter 7<br />
Importance of Global Marketing<br />It expands the company’s profits, allows growth and makes them less dependent on their...
What does the US export?<br />Agricultural products, electrical machinery, computers & office equipment,  industrial machi...
Services & Retailing<br />Becoming increasingly more important US export.<br />Services like banking, entertainment, busin...
Benefits of Going Global<br />Additional revenue<br />Gaining new insights into consumer behavior<br />Alternative distrib...
International Economic Environment<br />Economic factors<br />Size of Nation, income, <br />   economic development<br />I...
International Social-Cultural Environment<br />A nation’s culture, including language, education, religious attitudes, and...
International Technological Environment<br />Internet & cell phones make communication possible<br />
International Political Legal Environment<br />US and International laws.<br />Trade Barriers<br />Tariffs<br />Taxes on i...
Multinational Economic Integration<br /><ul><li>FTTA
European Union</li></ul>GATT and WTO<br />NAFTA<br />
Strategies for Entering  International Markets<br />Importing & Exporting<br />Contractual Agreements<br />Franchising<br ...
Global Marketing Strategy<br />A standard marketing mix with few modifications in all foreign<br />Works well for products...
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Ch 7

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  • One half of the top ten largest marketers are headquartered in the US
  • Political/legalPolitical unrest in middle east, Africa, eastern Europe, Spain & South America.Tariffs - taxes levied against imported products to raise the retail price to match or exceed the domestic price.Import quotas limit the number of units of products in certain categories that can be imported.Embargo is a complete ban on the import of certain products.Subsidies The US subsidizes Airbus whish is an aircraft company that is French German British and Spanish
  • Ch 7

    1. 1. Global Marketing<br />Intro to Marketing Chapter 7<br />
    2. 2. Importance of Global Marketing<br />It expands the company’s profits, allows growth and makes them less dependent on their own country’s economy.<br />It provides a source of raw materials internationally to use in manufacturing in US<br />These raw materials may not be available domestically.<br />Several firms buy the product overseas and put their brand on it<br />
    3. 3.
    4. 4. What does the US export?<br />Agricultural products, electrical machinery, computers & office equipment, industrial machinery, motor vehicle parts, manufactured goods, services, retailing<br />Who are the leading US exporters?<br />Boeing, Intel, Motorola, Caterpillar and Sun Microsystems.<br />
    5. 5. Services & Retailing<br />Becoming increasingly more important US export.<br />Services like banking, entertainment, business/technical services, retailing, & communications. <br />American Express, AT & T, Disney<br />Retailing<br />Wal-Mart, McDonalds, Arby’s, Dunkin Donuts, Dominos, Gap, Foot Locker<br />
    6. 6. Benefits of Going Global<br />Additional revenue<br />Gaining new insights into consumer behavior<br />Alternative distribution strategies<br />Advance notice of new products<br />Learn new marketing techniques<br />
    7. 7. International Economic Environment<br />Economic factors<br />Size of Nation, income, <br /> economic development<br />Infrastructure<br />Communications, transportation, energy<br />Exchange Rate<br />
    8. 8. International Social-Cultural Environment<br />A nation’s culture, including language, education, religious attitudes, and social values, must be considered<br />Examples: <br /><ul><li>Movies must often be adapted </li></ul>for foreign markets<br /><ul><li>Restaurant menus are often </li></ul> printed in several languages<br /><ul><li>The use of pictures can also help when language is a </li></ul> problem<br />
    9. 9. International Technological Environment<br />Internet & cell phones make communication possible<br />
    10. 10. International Political Legal Environment<br />US and International laws.<br />Trade Barriers<br />Tariffs<br />Taxes on imported products<br />Import Quotas<br />Embargos<br />Subsidies<br />International Organization for Standardization (ISO)<br />Internationally recognized standards that ensure quality<br />
    11. 11. Multinational Economic Integration<br /><ul><li>FTTA
    12. 12. European Union</li></ul>GATT and WTO<br />NAFTA<br />
    13. 13.
    14. 14. Strategies for Entering International Markets<br />Importing & Exporting<br />Contractual Agreements<br />Franchising<br />Licensing<br />Subcontracting<br />Direct Investment<br />Acquisitions<br />Joint Ventures<br />Overseas Divisions<br />
    15. 15. Global Marketing Strategy<br />A standard marketing mix with few modifications in all foreign<br />Works well for products with strong, universal appeal such as McDonald’s, luxury items such as Rolex watchers, and high-tech brands such as Microsoft.<br />
    16. 16. International Product & Promotional Strategies<br />Straight Extension - Same product, same message<br />Promotion Adaptation -Different product, same message<br />Product Adaptation -Same product, different message<br />Dual Adaptation – Different product, different message<br />Product Invention<br /><ul><li>Distribution Strategy
    17. 17. Pricing Strategy</li>

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