1. Global Marketing Management
Overview

2. Marketing is a universal discipline…..
Customer value and value equation
Competitive advantage
Market-driven

3. But marketing practice will differ from country to country...
Customers
Competitors/market environment
Distribution channels
Available media

4. Importance of Global Marketing
The US represents about 25% of the total world market--75% of world market potential is outside of the US
For Japan, 85% of world market potential is outside of Japan
For Germany, 94% of world market potential is outside of Germany

5. Forces Affecting Global Marketing
Driving Forces
Restraining Forces
Technology
Management myopia
Regional economic agreements
Ethnocentric organizational
cultures
Converging market needs
Product development costs
National controls & barriers
Transportation/communication
improvements
Market differences
Economic integration
Cultural differences
Global competition
Global economic trends
Leverage