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Global Marketing Management, 5e
Chapter 1
Globalization
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Chapter Overview
1. Why Global Marketing is Imperative
2. Globalization of Markets: Convergence
and Divergence
3. Evolution of Global Marketing
4. Appendix: Theories of International Trade
and the Multinational Enterprise
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Introduction
Products have been traded across borders
throughout recorded civilization, extending back
beyond the Silk Road that once connected East
with West from Xian (China) to Rome (Italy).
Total world merchandise trade volume grew from
$7.6 trillion in 2000 to $16.3 trillion in 2008.
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Introduction
Big Emerging Markets (BEMs): In the next ten to
twenty years, BEMs such as the Chinese
Economic Area (CEA: including China, Hong Kong
Region, and Taiwan), India, South Korea, Mexico,
Brazil, Argentina, South Africa, Poland, Turkey,
and the Association of Southeast Asian Nations
(ASEAN: including Indonesia, Brunei, Malaysia,
Thailand, the Philippines, and Vietnam) will
provide many opportunities in global business.
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1. Why Global Marketing is Imperative
Saturation of domestic markets: Domestic-
market saturation in the industrialized parts of the
world and marketing opportunities overseas are
evident in global marketing.
Global competition: Competition around the
world and proliferation of the Internet have been
on the rise and are now intensifying.
Need for global cooperation: Global competition
brings global cooperation.
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1. Why Global Marketing is Imperative
Internet revolution: The Internet and electronic
commerce (e-commerce) are bringing major
structural changes to the way companies operate
worldwide.
The term global epitomizes both the competitive
pressure and expanding market opportunities.
Whether a company operates domestically or
across national boundaries, it can no longer avoid
competitive pressures from around the world.
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Exhibit 1-1: Change in World’s 100
Largest Companies and Their
Nationalities
Please insert Exhibit 1-1 here
“Change in World’s 100 Largest
Companies and Their Nationalities
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2. Globalization of Markets:
Convergence and Divergence
Per capita income is an important determinant of
consumer buying behavior.
When a country’s per capita income is less than
$10,000, much of the income is spent on food and
other necessities, and very little disposable
income remains.
As a country’s per capita incomes reaches
$20,000, the disposable portion of income
increases dramatically.
This increased disposable income level results in
increased convergent pressures on consumer
buying behavior.
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2. Globalization of Markets:
Convergence and Divergence
People with higher incomes tend to enjoy similar
educational levels, desires for material positions,
ways of spending leisure time, and aspirations for
the future.
Globalization does not suffocate local cultures, but
rather liberates them from the ideological
conformity of nationalism, with consumers
becoming more receptive to new things.
Consumers also have a wider, more divergent
“choice set” of goods and services to choose from.
In other words, the divergence of consumer needs
is taking place at the same time.
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2. Globalization of Markets:
Convergence and Divergence
International trade consists of exports and imports.
International business includes international trade
and foreign production.
Extensive international penetration of companies
is called global reach.
International trade and foreign production activities
are managed on a global basis.
Growth of Multinational Corporations (MNCs) and
intra-firm trade is a major aspect of global
markets.
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2. Globalization of Markets:
Convergence and Divergence
Who manages international trade?
– Intrafirm trade: Trade between MNCs and
their foreign affiliates. Comprises 34
percent of world trade.
– An additional 33 percent of world trade was
exports between MNCs and their affiliates.
– In other words, two-thirds of world trade is
managed one way or another by MNCs.
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3. Evolution of Global Marketing
What is marketing?
Marketing involves the planning and execution of
the conception, pricing, promotion, and distribution
of ideas, products, and services.
Marketing involves customer satisfaction and their
current and future needs.
Marketing is much more than selling and involves
the entire company.
Within marketing strategies, companies are
always under competitive pressure to move
forward both reactively and proactively.
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3. Evolution of Global Marketing
Five stages in the evolution of global
marketing (see Exhibit 1-2):
1. Domestic Marketing (domestic focus; home country
customers; ethnocentric orientation).
2. Export Marketing (indirect vs. direct exporting; country
choice, exports; ethnocentric orientation; home country
customers).
3. International Marketing (markets in many countries;
polycentric orientation; use of multidomestic marketing
when customer needs are different across national
markets).
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3. Evolution of Global Marketing
4. Multinational Marketing (many markets; consolidation on
regional basis; regiocentric orientation; standardization
within regions).
5. Global Marketing (international, multinational & geocentric
orientation; company’s willingness to adopt a global
perspective; global products with local variations).
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Exhibit 1-2: Evolution of Global
Marketing
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3. Evolution of Global Marketing
Global Marketing refers to marketing activities
that emphasize the following:
1. Standardization efforts.
2. Coordination across markets.
3. Global integration.
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3. Evolution of Global Marketing
Global marketing does not necessarily mean that
products can be developed anywhere on a global
scale.
The economic geography, climate, and culture
affect how companies develop certain products.
The Internet adds a new dimension to global
marketing.
E-commerce retailers gain substantial savings by
selling online.
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4. Appendix: Theories of International
Trade & the Multinational Enterprise
Comparative Advantage Theory
(see Exhibit 1-3)
– Absolute Advantage
– Comparative Advantage
– Commodity Terms of Trade
– Principles of International Trade
– Factor Endowment Theory
International Product Cycle Theory
(see Exhibit 1-4)
– Economies of Scale
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Exhibit 1-3:
Comparative Advantage at
Work
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Exhibit 1-4:
International Product Life Cycle
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4. Appendix: Theories of International
Trade & the Multinational Enterprise
– Economies of Scope
– Technological Gap
– Preference Similarity
– Stages of International Product Cycle Theory:
Introduction Stage
– A U.S. company innovates on a new product in its
home country.
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4. Appendix: Theories of International
Trade & the Multinational Enterprise
Growth Stage
– Product standards emerge and mass
production becomes feasible.
Maturity Stage
– Many U.S. and foreign companies vie for
market share in the international markets.
Decline Stage
– Companies in the developing countries also
begin producing the product and marketing
it in the rest of the world.
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4. Appendix: Theories of International
Trade & the Multinational Enterprise
Internalization/Transaction Cost Theory
– Appropriability Regime
– Dominant Design
– Manufacturing and Marketing Ability