Tapping into Global Markets

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Kotler's Marketing Management 13th edition
Chapter 21: Tapping into Global Markets

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Tapping into Global Markets

  1. 1. Chapter 21. Tapping into Global Markets<br />How to Conquer the World<br />Marketing Management<br />Justine Alessandra U. Uy<br />May 12, 2010<br />
  2. 2. SUMMARY<br />What is a global firm?<br />Some decisions should be made before entering the int’l market.<br />How do firms enter the market?<br />Dealing with the country of origin.<br />How are the markets managed?<br />
  3. 3. CONCEPT #1<br />A global firm operates in more than one country.<br />Kotler<br />Local<br />Integrated Microelectronics, Inc. (IMI)<br />Medical<br />Exporter of Health Care<br />Union Medicare Corporation<br />
  4. 4. CONCEPT #2<br />Major decisions have to be made before entering the international market.<br />Decide whether to go abroad<br />Decide which market to enter<br />Decide how to enter the market<br />Decide on the market-ing program<br />Decide on the market-ing org<br />
  5. 5. CONCEPT #2<br />Major decisions have to be made before entering the international market.<br />Kotler<br />Billabong<br />Local<br />Jollibee<br />Medical<br />Exodus of medical professionals<br />
  6. 6. CONCEPT #3<br />Several factors draw companies into the international arena.<br />Higher profit opportunities<br />Economies of scale<br />Reduce dependence<br />Require international service<br />
  7. 7. CONCEPT #4<br />There are four stages of internationalization.<br />No regular export activities<br />Export via independent representative<br />(agents)<br />Establishment of one or more sale subsidiaries<br />Establishment of production facilities abroad<br />
  8. 8. CONCEPT #4<br />There are four stages of internationalization.<br />Kotler<br />Billabong<br />Local<br />Sorsogon Food Enterprises<br />Medical<br />SC Global Coco Products Inc.<br />
  9. 9. CONCEPT #5<br />The company needs to define its marketing objectives and policies.<br />How many markets to enter<br />Developed vs. Developing<br />Evaluating potential markets<br />
  10. 10. CONCEPT #5<br />The company needs to define its marketing objectives and policies.<br />Kotler<br />BMW, The Body Shop, Microsoft<br />Local<br />SM City<br />Medical<br />The Medical City<br />
  11. 11. CONCEPT #6<br />A company must determine the best mode of entry.<br />Direct invest-ment<br />Joint Venture<br />Licens-ing<br />Direct Export-ing<br />Indirect Export-ing<br />Commitment, Risk, Control and Profit Potential<br />
  12. 12. CONCEPT #6<br />A company must determine the best mode of entry.<br />Kotler<br />M.A.G. Manufacturing<br />Local<br />Integrated Microelectronics, Inc. (IMI)<br />Medical<br />
  13. 13. CONCEPT #7<br />International companies must decide on how much to adapt to local conditions.<br />Product<br />Communications<br />Price<br />Distribution channels<br />
  14. 14. CONCEPT #7<br />International companies must decide on how much to adapt to local conditions.<br />Kotler<br />Red Bull, Western Union<br />Local<br />Jolllibee<br />Medical<br />Exodus of medical professionals<br />
  15. 15. CONCEPT #8<br />Distribution channels within countries vary considerably.<br />Seller<br />Seller’s int’l market-ingheadQ<br />Channel between nations<br />Channel within foreign nations<br />Final buyers<br />
  16. 16. CONCEPT #8<br />Distribution channels within countries vary considerably.<br />Kotler<br />Aldi, Walmart<br />Local<br />Medical<br />
  17. 17. CONCEPT #9<br />Country-of-origin perceptions are the mental associations and beliefs triggered by a country.<br />Building country images<br />Consumer perceptions of country of origin<br />Hospitable<br />OFWs<br />
  18. 18. CONCEPT #9<br />Country-of-origin perceptions are the mental associations and beliefs triggered by a country.<br />Kotler<br />Japan, Hong Kong, New Zealand<br />Local<br />Cebu City<br />Medical<br />Philippine Medical Tourism Inc. <br />
  19. 19. CONCEPT #10<br />Companies manage their international marketing activities in three ways.<br />Export Department<br />International Division<br />Global Division<br />
  20. 20. CONCEPT #10<br />Companies manage their international marketing activities in three ways.<br />Kotler<br />Coca-Cola<br />Local<br />Medical<br />Exodus of medical professionals<br />
  21. 21. SUMMARY<br />A global firm operates in >1 country.<br />Some decisions should be made before entering the int’l market.<br />There are 4 stages of internationalization.<br />Country of origin perceptions affect the company’s image.<br />Markets are managed in three ways.<br />
  22. 22. Chapter 21. Tapping into Global Markets<br />How to Conquer the World<br />Marketing Management<br />Justine Alessandra U. Uy<br />May 12, 2010<br />

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