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Scope of activities are outside the home-country market . Create value for customers by improving benefits or reducing price Improve the product Find new distribution channels Create better communications Cut monetary and non-monetary costs and prices Value=Benefits/Price GLOBALIZATION “Economic globalization constitutes integration of national economies into the international economy through trade, direct foreign investment (by corporations and multinationals), short-term capital flows, international flows of workers and humanity generally, and flows of technology. ??Aguish Baggie?? By eschew An industry is global to the extent that a company’s industry position in one country is interdependent with its industry position in another country Indicators of globalization: Ratio of cross-border investment to total capital investment Proportion of industry revenue generated by all companies that moment in key world regions
We are not running bicycle shops. Even in food we are not in all fields. There are certain areas we do not touch… We have no soft drinks because I have said we will either buy Coca-Cola or we leave it alone. This is focus. ” Ђ??Helmut Moocher, former chairman of Nestle?? AS?? GLOBAL MARKETING: What It IS & What It Isn’t Single Country Marketing Strategy Target Market Strategy Marketing Mix Price Promotion Place Strategy Global Market Participation Marketing Mix Development – 4 AS: Adapt or Standardize? Concentration of Marketing Activities Coordination of Marketing Integration of Competitive Moves STANDARDIZATION vs..
ADAPTATION Globalization (Standardization) – Developing standardized products marketed worldwide with a standardized marketing mix – Essence of mass marketing Ђ Global localization (Adaptation) – Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction – Essence of segmentation – Think globally, act locally The Faces of Coca-Cola Around the World Arabic Read right to left Chinese “delicious/happiness” McDonald’s Global Marketing For U. S. Companies, 75% of total world market for goods and services is outside the country – Coca-Cola earns 75% of operating income and 2/3 of profit outside of North America For Japanese companies, 90% of world market is outside the country Ђ 94% of market potential is outside of Germany for its companies even though it is the largest EX. market How Big Is The Global Market?
Management Orientations Ethnocentric Orientation – Home country is superior to others – Sees only similarities in other countries – Assumes products and practices that succeed at home will be successful everywhere – Leads to a standardized or extension approach KS 1 Polytechnic Orientation – Each country is unique – Each subsidiary develops its own unique business and marketing strategies – Often referred to as multinational Leads to a localized or adaptation approach that assumes products must be adapted to local market conditions Slide 14 The note does not seem to belong with the slide. Please review. Kate Stephenson, 05/04/2012 Recognition Orientation Ex: The NONFAT or European Union market – Some companies serve markets throughout the world but on a regional basis Ex: General Motors had four regions for decades European Union Geocentric Orientation Entire world is a potential market Strives for integrated global strategies Also known as a global or transnational company
Retains an association with the headquarters country Pursues serving world markets from a single country or sources globally to focus on select country markets – Leads to a combination of extension and adaptation elements Forces Affecting Global Integration & Multilateral trade agreements Converging market needs and wants and the information revolution Transportation and communication improvements Product development costs Driving Forces Affecting Global Integration and Global Marketing Quality – R&D as a percent of sales – 2008 global crisis – Growing middle class in China, India, Brazil, etc. – Rapid growth in China prepare – Movement to free markets worldwide Leverage -Experience transfers -Scale economies -Resource utilization -Global strategy Restraining Forces Affecting Global Management myopia Organizational culture National controls Opposition to globalization Book Overview Part l: Overview of Global Marketing Part II: Environments of Global Marketing Part lb. Global Considerations of the Marketing Mix Part V: Integrating the Dimensions of Global Looking Ahead to Chapter 2 The Global Economic Environment