Download presentation
Presentation is loading. Please wait.
1
MARKETING MANAGEMENT 12th edition
21 Tapping Into Global Markets Kotler Keller
2
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?
3
Red Bull Markets Globally
4
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.
5
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
6
Four Stages of Internationalization
No regular export activities Export via independent agents Establish sales subsidiaries Establish production facilities abroad
7
Nescafe Markets in Russia
8
Regional Free Trade Zones
European Union NAFTA MERCOSUL APEC
9
Figure 21.2 Five Modes of Entry into Foreign Markets
Indirect exporting Direct exporting Licensing Joint ventures Direct investment Commitment, Risk, Control, Profit Potential
10
Direct Exporting Methods
Domestic-based export department Overseas sales branch or subsidiary Traveling export sales representatives Foreign-based distributors or agents
11
McDonald’s Franchises Are Sold Worldwide
12
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
13
Cultural Dimensions Individualism vs. Collectivism High vs. Low
Power Distance Masculine vs. Feminine Weak vs. Strong Uncertainty Avoidance
14
Figure 21.3 International Product and Communication Strategies
15
Communications Communications adaptation Dual adaptation
16
Price Choices Set a uniform price everywhere
Set a market-based price in each country Set a cost-based price in each country
17
Figure 21.4 Whole-Channel Concept for International Marketing
Seller International headquarters Channels between nations Channels within nations Final buyers
18
Country of Origin Effects
19
EU’s PDO and PGI Listings
20
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.
21
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.
22
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?
Similar presentations
