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Global Marketing

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Global Marketing

  1. 1. Chapter 12 Designing Global Market Offerings Marketing Management Tenth Edition Philip Kotler
  2. 2. Objectives <ul><li>Factors to Consider Before Going Global </li></ul><ul><li>Selecting Foreign Markets </li></ul><ul><li>Foreign Market Entry </li></ul><ul><li>Product Adaption for Global Marketing </li></ul><ul><li>Management & Organization of Global Activities </li></ul>
  3. 3. Major Decisions in International Marketing Deciding whether to go abroad Deciding which markets to enter Deciding how to enter the market Deciding on the marketing program Deciding on the marketing organization
  4. 4. Challenges in Going Global <ul><li>Shifting borders </li></ul><ul><li>Unstable governments </li></ul><ul><li>Foreign-exchange </li></ul><ul><li>Corruption </li></ul><ul><li>Technological pirating </li></ul>
  5. 5. Criteria for Entry <ul><li>Market Attractiveness </li></ul><ul><li>Risk </li></ul><ul><li>Competitive Advantage </li></ul>
  6. 6. Five Models of Entry Into Foreign Markets Indirect Exporting Amount of commitment, risk, control, and profit potential Direct invest- ment Joint ventures Licensing Direct exporting
  7. 7. Joint Venture <ul><li>Licensing: Sell rights to name brand. </li></ul><ul><li>Contract Manufacturing: make item in host country; manufacturer of product only. </li></ul><ul><li>Management Contracting: hired as Mgmt. Consultant to host company </li></ul><ul><li>Joint Ownership: truly partnering with a company in host country, to share expertise and mutual gains. </li></ul>
  8. 8. Internationalization Process No Export Export via Agents Sales Subsidiaries Production Abroad
  9. 9. Five International Product and Promotion Strategies Dual adaptation Promotion Product Product adaptation Adapt product Straight extension Do not change product Do not change promotion Communi- cation adaptation Adapt promotion Develop new product Product invention
  10. 10. Pricing Challenges > Price Escalation > Dumping charges > Gray markets > Transfer prices $
  11. 11. Whole-channel Concept for International Marketing Seller Seller’s international marketing headquarters Channels between nations Channels within foreign nations Final buyers
  12. 12. Marketing Organization Export Department International Division Global Organization
  13. 13. Review <ul><li>Factors to Consider Before Going Global </li></ul><ul><li>Selecting Foreign Markets </li></ul><ul><li>Foreign Market Entry </li></ul><ul><li>Product Adaption for Global Marketing </li></ul><ul><li>Management & Organization of Global Activities </li></ul>

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