AMA’s Definition :
Distribution of Ideas,
goods and Services
To create exchanges
that satisfy individual
The coordinated performance of marketing activities to
create exchanges across countries that satisfy individual,
organizational , and societal objectives
Global marketing is conducted across countries (not
domestic or foreign)
Global marketing coordinates activities across different
Global marketing should be motivated by individual,
organizational and societal goals
Core Business Strategy
Global Marketing Evolution
What is Internationalization ?
• As the process of increasing involvement in
Why consider going international ?
• To increase overall customer base.
• To offset seasonal fluctuations in local markets
• To minimize risk of losing market share to clients who
themselves use internet to find goods / services in
• To offset increasing costs of doing business at home
• To gain prestige with customers at home .
• Spreading business risk
• Opportunity to exploit an existing
competitive edge in new markets
• Expansion of brand awareness to
• Increased revenue generation
• Possibility of accessing new
technologies / information
• Business can be conducted via the
internet thus shortening the
communication channels between
customers and markets
• cultural and language
• exchange rate fluctuations
• religious beliefs
• government regulations /
policy on profit repatriation
• political instability
• economic downturn.
Why Internationalization fail.
What is Re-Internationalization.
- Network relation
- Unique resource and capability
- Change in management global.
Three main set which driven the
Strategy to enter into International Market.
• Involves using domestic plants as a production base for exporting to
• Has valuable technical know-how or a patented product but does not have
international capabilities or resources to enter foreign markets
• Often is better suited to global expansion efforts of service and retailing
enterprise by establishing franchise in particular country.
• Strategic alliance
• Through strategic alliance you can enter into international market.
• Global strategy
• Pursue basic strategy world wide.
• Sell the same products under the same brand
• Production plants located local efficiencies
• Best suppliers from anywhere
• Coordinated marketing and distribution worldwide
• Multi country strategy
• Production plants in each country
– Producing products for that country
– Using local suppliers where possible
to enter International
While choosing new markets, MNCs
need to consider several factors:
• Political/regulatory environment.
Tariff barriers - taxes on imports paid
to customs officials - include
• Financial/economic environment.
Exchange rate - price of one currency in relation to another
• Socio cultural issues and technological infrastructure.
Understanding the local culture is the most profitable way of marketing
product and services.
• Competitive considerations.
• Local infrastructure such as
transportation & logistics network.
• Availability of mass media for
advertising is important.
CHANNEL MANAGEMENT involves
the strategy; development and
alignment of channels or customer
inter faces, across your marketing,
sales and services.
It is term that business or supplier of
products uses various marketing
techniques and sales strategy to reach
the widest possible customer base.
It creates the formulized programs for selling
servicing the customers within specific channels
can really impact your business. Customized a
channel management program which includes-
Sales and marketing programs
No longer can a business rely simply on
good Customer relations or word of mouth
to maintain or improve revenue.
Possibilities for marketing a product or
service grow seemingly each day, and
keeping track of all of these disparate
marketing avenues is not an easy chore.
That is why the concept
of channel management has become so
prevalent in marketing.
- Restaurant marketing
- Business start up tips
Optimal channel management drives growth and profit- This
program addresses the needs of consumer goods and services
companies selling through wholesalers and retailers;
Business-to-business firms working through independent
distributors and sales representative firms;
Retailers seeking to improve efficiency in an increasingly
competitive marketplace; and
Intermediaries seeking to preserve their role in an increasingly
fluid channel structure.
Improve customer relations
Building the high performing