MARKETING MANAGEMENT 12th edition 21 Tapping Into Global Markets Kotler Keller

Chapter Questions What factors should a company review before deciding to go abroad? How can companies evaluate and select specific foreign markets to enter? What are the major ways of entering a foreign market? To what extent must the company adapt its products and marketing program to each foreign country? How should the company manage and organize its international activities?

Red Bull Markets Globally

Global Firm A firm that operates in more than one country and captures R&D, production, logistical, marketing, and financial advantages in its costs and reputation that are not available to purely domestic competitors.

Major Decisions in International Marketing Deciding whether to go Deciding which markets to enter Deciding how to enter Deciding on the marketing program Deciding on the marketing organization

Four Stages of Internationalization No regular export activities Export via independent agents Establish sales subsidiaries Establish production facilities abroad

Nescafe Markets in Russia

Regional Free Trade Zones European Union NAFTA MERCOSUL APEC

Figure 21.2 Five Modes of Entry into Foreign Markets Indirect exporting Direct exporting Licensing Joint ventures Direct investment Commitment, Risk, Control, Profit Potential

Direct Exporting Methods Domestic-based export department Overseas sales branch or subsidiary Traveling export sales representatives Foreign-based distributors or agents

McDonald’s Franchises Are Sold Worldwide

Table 21.1 Global Marketing Advantages Economies of scale Lower marketing costs Power and scope Consistency in brand image Ability to leverage Uniformity of marketing practices Disadvantages Differences in consumer needs, wants, usage patterns Differences in consumer response to marketing mix Differences in brand development process Differences in environment

Cultural Dimensions Individualism vs. Collectivism High vs. Low Power Distance Masculine vs. Feminine Weak vs. Strong Uncertainty Avoidance

Figure 21.3 International Product and Communication Strategies

Communications Communications adaptation Dual adaptation

Price Choices Set a uniform price everywhere Set a market-based price in each country Set a cost-based price in each country

Figure 21.4 Whole-Channel Concept for International Marketing Seller International headquarters Channels between nations Channels within nations Final buyers

Country of Origin Effects

EU’s PDO and PGI Listings

Global Organization Strategies World as Single Market Multinational “Glocal” Click on the video icon to launch a video snippet about Nivea’s philosophy on international marketing.

Marketing Debate Is the world coming closer together? Take a position: People are becoming more and more similar. 2. The differences between people of different cultures far outweigh their similarities.

Marketing Discussion Think of some of your favorite brands. Do you know where they come from? Where and how they are made or provided? Do you think it would affect your perceptions of quality or satisfaction?