Brief overview of the importance of Global Marketing from my point of view.

2. DEMAND FOR FOREIGN PRODUCTS
• Thinking globally is important as the demand increases for foreign products in the fast-
growing economies of the Pacific Rim and other Asian nations.

3. WORLD’S TEN LARGEST PUBLIC COMPANIES

4. GLOBAL MARKETING
• By using global marketing a company can expand its market which allows growth and
makes them less dependent on their own country’s economy for success.
• Global trade provides a source of needed raw materials and other products not available
domestically.
• Companies find that global marketing and international trade can help them meet
customer demand, reduce certain costs, provide information on markets around the
world, and increase employment.

5. GLOBAL MARKETERS COMPETING
EFFECTIVELY
• Companies can learn from their foreign markets. Those who set up foreign offices and
production facilities may come upon new products, new approaches to distribution, or
even new promotions that they may apply successfully in their domestic market or in
other international markets.
• A major key to achieving success in foreign markets is the ability to adapt products to
local preferences and culture.

6. INTERNATIONAL MARKETING ENVIRONMENT
• A company’s Global Marketing Strategy is developed around these key factors:
• Economic
• Social–cultural
• Political–legal
• Technological
• Competitive influences

7. The Economic Factor
• The International economic environment is the nation’s size, per-capita income, and stage of
economic development. This information determines its prospects as a host for international
business expansion.
• Infrastructure- Its important for marketing that the country has adequate infrastructure which
includes transportation, communications, banking, utilities, and public services. An
inadequate infrastructure may hinder the manufacturing, promotions, and distribution of
goods and services in a particular country.
• Exchange Rate- Fluctuations in exchange rates can make a nation’s currency more or less
valuable compared with those of other nations.

8. The Social-Cultural Factor
• Before a company enters into a foreign country it is important the culture of that country
is thoroughly reviewed. This includes: language, education, religious attitudes, and social
values.
• Marketing mistakes can easily happen if you don’t review the cultural barriers. What
might mean something in the home market doesn’t mean it will convey the same
message in the foreign market.
• English is ranked 3rd in the world’s most frequently spoken languages according to
www.infoplease.com

9. The Political–legal Factor
• Just like in the home country, a business needs to be aware of the following in the foreign
market:
• Foreign laws and trade regulations
• Labor conditions, labor laws and employee rights
• Trade regulations, tax laws, import and export requirements
• Protectionism through tariffs and quotas
• Political Risk Assessment (PRA)
• Companies wanting to enter the global market will perform PRA’s to evaluate the political risks of
the marketplaces in which they operate or plan to operate in.

10. The Technological Factor
• Internet –
• Helps firms of all sizes connect around the world
• Helps companies add more channels to their business
• Helps developing nations compete with industrialized nations
• Asia, Europe, and North America together account for about 76 percent of the world’s total Internet
usage
• Latin America and the Caribbean follow with more than 10 percent
• Africa accounts for 9 percent, the Middle East 4 percent, and Oceania/Australia 1 percent

11. The Competitiveness Influence Factor
• The marketing decisions of each company can influence consumer responses in the
marketplace as well as affect the marketing strategies of competitors.
• Marketers must continually monitor their competitors’ marketing activities. This includes: their
products, distribution channels, prices, and promotional efforts.
• Competition can be direct, indirect or time-based
• Firms must develop a competitive strategy
• Should we compete?
• What marketing should we compete?
• How should we compete?