1. 03 Understanding the Global Marketplace: Marketing without Borders Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved McGraw-Hill/Irwin

2. LEARNING OBJECTIVES Identify the various levels in the Global Marketing Experience Curve Learn the essential information components for assessing a global market opportunity Learn the stages of classification system for evaluating and marketing in an emerging market Define the key regional market zones and their marketing challenges Describe the strategies for entering new global markets Recognize key factors in creating a global product strategy 3-2

3. distinct stages of international marketing 3-3

4. Ten Examples of Global Companies and their Expansion in Global Markets EXHIBIT 3.2 3-4

5. ASSESSING THE GLOBAL OPPORTUNITY Essential Information 3-5

6. ASSESSING THE GLOBAL OPPORTUNITY Emerging Markets 3-6

7. ASSESSING THE GLOBAL OPPORTUNITY Multinational Regional Market Zones 3-7

8. Top Four Regional Market Zones EXHIBIT 3.7 Reprinted Courtesy of European Commission 3-8

9. Composition of the EU since its creation EXHIBIT 3.8 3-9

10. SELECT THE GLOBAL MARKET Identify Selection Criteria Company Review 3-10

11. Key Company characteristics in Global Market Expansion EXHIBIT 3.10 Company Characteristics Philosophy Objectives Resources Management Style Organization Financial Limitations Management/Marketing Skills Products 3-11

12. Market Entry Strategies Exporting Internet Exporter and Distributor Direct Sales Force 3-12

13. Market Entry Strategies Contractual Agreements Licensing Franchising 3-13

14. Market Entry Strategies Strategic Alliances International Joint Venture 3-14

15. Market Entry Strategies Direct Foreign Investment Timing Legal Issues Transaction Costs Technology Transfer Product Differentiation Marketing Communication Barriers 3-15

16. The Most Common International Organizational Structure EXHIBIT 3.14 Reprinted from Philip R. Cateora and John L. Graham, International Marketing, 13e, 2007. 3-16

17. Organizational Structure Choices Decision Making Authority Degree Of Centralization 3-17

18. Choose Structure Global Product Lines Geographic Regions Matrix Structure 3-18

19. Product Choices Direct Product Extension Product Adaptation Product Invention 3-19

20. Consumer Issues Quality Fitting the Product to the Culture Brand Strategy Country of Origin 3-20

21. INTERNATINOAL Channel Structures EXHIBIT 3.17 Reprinted from Philip R. Cateora and John L. Graham, International Marketing, 13e, 2007. 3-21

22. Market Channel Issues Channel Factors 3-22

23. Marketing Communications Advertising 3-23

24. Marketing Communications Personal Selling Sales Promotion Public Relations 3-24

25. Pricing One World Price Local Market Conditions Price Cost-Based Price 3-25

26. Pricing Price Escalation 3-26

27. Pricing Global Pricing Issues Dumping Gray Market 3-27

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