미국마케팅협회 공인마케팅자격증 American Marketing Association's Professional Certified Marketer (AMA PCM) TOPIC 7. Global Marketing / 글로벌 마케팅

1. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
TOPIC 7.
GLOBAL MARKETING

2. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
A GLOBAL ENVIRONMENTAL
SCAN

3. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
A Global Environmental Scan
• Cultural Diversity
• Economic Considerations
• Political-Regulatory Climate.

4. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Values
• Customs* 관습
• Cultural Symbols 어떤 사물이 특정 생각과 개념을 나타내는 것
• Language
• Cultural Ethnocentricity 우리 것이 최고.
1. Cultural Diversity

5. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

6. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

7. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

8. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

9. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

10. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Stage of Economic Development
• Economic Infrastructure*
• Consumer Income and Purchasing Power
• Currency Exchange Rates.
2. Economic Considerations

11. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Developing Countries*
Countries moving from an agricultural to an industrial
economy. 농경경제에서 산업경제로 이동 중인 국가 [기출문장]

12. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Gross Domestic Product
The monetary value of all goods and services produced in
a country during one year. 국내 총 생산 [기출문장]

13. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
• Political Stability
• Trade Regulations.
3. Political-Regulatory Climate

14. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
GLOBAL MARKETING TRENDS

15. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Four Global Marketing Trends
• Trend 1: Gradual decline of economic protectionism by
individual countries.* [기출문장]
• Trend 2: Formal economic integration and free trade
among nations.
• Trend 3: Global competition among global companies
for global customers.
• Trend 4: Emergence of a networked global
marketspace.

16. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Trend 1: Decline of Economic Protectionism
• Protectionism
• Tariffs
• Quota

17. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Protectionism
The practice of shielding one or more industries within a
country 's economy from foreign competition through
the use of tariffs or quotas.

18. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Tariffs
Government taxes on goods or services entering a
country that primarily serve to raise prices on imports.

19. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Quota
A restriction placed on the amount of a product allowed
to enter or leave a country [기출문장]

20. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Embago*
A government’s suspension of trade in a particular product
or with a given country 무역 중단 조치
Source:

21. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Balance of Trade
The balance of trade is the difference in value between a
nation’s exports and its imports. [기출문장]

22. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Trend 2: Rise of Economic Integration
• European Union
• North American Free Trade Agreement
• The Common Market of the Southern Cone
(MERCOSUR)
• The Asia-Pacific Economic Cooperation (APEC)
• [참고] The World Trade Organization (WTO)

23. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Trend 3: Global Competition
Global competition exists when firms originate, produce,
and market their products and services worldwide.
제품과 서비스를 세계 시장에서 소싱하고, 생산하고, 마케팅할 때
글로벌 경쟁이 일어난다.

24. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Strategic Alliances
Global strategic alliances are agreements among two or
more independent firms to cooperate for the purpose of
achieving common goals such as a competitive advantage
or customer value creation. 공동의 목표를 달성하기 위한 협동

25. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

26. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

27. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

28. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

29. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
1. International Firm
An international firm markets their existing products
and services in other countries the same way they do in
their home country. [기출문장]

30. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
2. Multinational Firms
A multinational firm views the world as consisting of
unique parts and markets to each part differently.

31. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
3. Transnational Firms
A transnational firm views the world as one market and
emphasizes cultural similarities across countries or
universal consumer needs and wants more than
differences.

32. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Global brand
A brand marketed under the same name in multiple
countries with similar and centrally coordinated marketing
programs [기출문장]

33. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Trend 4: Emergence of a Networked Global
Marketspace
A networked global markets pace enables the exchange of
goods, services, and information from sellers anywhere to
buyers anywhere at any time and at a lower cost.
[예] 아마존, 알리바바

34. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
GLOBAL MARKET-ENTRY
STRATEGY

35. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Global market-entry strategy
• Exporting
• Licensing
• Joint venture
• Direct investment.

36. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Trading Company*
A company not involved in manufacturing that brings
together buyers and sellers in different countries
생산에는 관여하지 않고 국가간에 구매자와 판매자를 연결해 주는 역
할을 하는 기업 [기출문장]

37. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

38. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
WORLDWIDE MARKETING
PROGRAM

39. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Product and Promotion Strategies (X)
Product Extension
Strategy
Product Adaptation
Strategy
Communication
Adaptation Strategy
Dual Adaptation
Strategy
Product
Invention
Strategy
Product
Communication
Same Adapt
AdaptSame

40. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Pricing Strategy: Gray Market
A situation where products are bought in a lower-priced
country from a manufacturer’s authorized reseller,
shipped to higher-priced countries, and then sold through
unauthorized retailers below the manufacturer’s
suggested retail price is a gray market [기출문장]
= Parallel importing