1. Principles of Marketing Lecture-41

2. Summary of Lecture-40

3. Creating Competitive Advantage

4. Competitor Analysis

5. Steps Identifying Competitors Assessing Competitors Selecting Competitors to Attack or Avoid

6. Competitive Strategies

7. Competitive Positions

8. Market Leader Market Challenger Market Follower Market Nicher

9. Global Marketplace

10. Today’s Topics

11. Global Marketing

12. Reasons for Global Marketing

13. Growth – Access to new markets – Access to resources Survival – Against competitors with lower costs (due to increased access to resources)

14. Global competitors attacking the domestic market, Foreign markets might offer higher profit opportunities, Domestic markets might be shrinking, Need an enlarged customer base to achieve economies of scale, Reduce dependency on any one market, Customers might be expanding abroad.

15. Getting involved in international marketing: A five step process

16. DO WE GET INVOLVED IN INTERNATINAL MARKETING? IF YES, WHICH MARKETS? HOW MUCH COMMITMENT IN EACH MARKET? HOW SHOULD WE REORGANIZE OUR OPERATIONS? IMPACT ON DOMESTIC- BASED MARKETING?

17. Global Marketplace

18.  Global competition is intensifying and few industries are now safe from foreign competition. Global Firms  To compete, many companies are continuously improving their products, expanding into foreign markets and becoming Global Firms.  Global firms face several major problems: – Variable exchange rates, – Unstable governments, – Protectionist tariffs and trade barriers, – Corruption.

19. Global Vision

20. Recognizing and reacting to international marketing opportunities; Being aware of threats from foreign competitors in all markets; Effectively using international marketing mix opportunities

21. Decisions in International/Global Marketing

22. Looking at the global marketing environment Deciding whether to go international Deciding which markets to enter Deciding how to enter the market Deciding on the global marketing program Deciding on the global marketing organization

23. Looking at the Global Marketing Environment

24. The International Trade System The World Trade Organization and GATT Regional Free Trade Zones

25. The International Trade System – Tariffs, quotas, embargos, exchange controls, nontariff trade barriers – World Trade Organization and GATT – Regional free trade zones European Union North American Free Trade Agreement Other free trade areas

26. Just a reminder ….

27. A nation’s basic conditions in transportation networks, communication systems, ad energy facilities. Infrastructure

28. The price of one nation’s currency in terms of another country’s currency. Exchange Rate

29. A tax levied on imported goods. Tariff

30. An administrative trade restriction that limits the number of units of a certain good that can enter a country for resale. Import Quota

31. An administrative trade restriction that imposes a complete ban on imports of a specified product. Embargo

32. The controversial trade practice of selling a product in a foreign market at a lower price than it commands in the producer’s domestic market. Dumping

33. An international trade accord that has helped to reduce worldwide tariffs. General Agreement on Tariffs and Trade (GATT)

34. A 125-member organization that succeeds GATT in overseeing trade agreements, mediating disputes, and reducing trade barriers, unlike GATT provisions, WTO decisions are binding. World Trade Organization (WTO)

35. An accord to remove trade barriers among Canada, Mexico, and the United States. North American Free-Trade Agreement (NAFTA)

36. Looking at the Global Marketing Environment

37. Economic Environmental Factors

38. Country’s Industrial Structure Country’s Industrial Structure Subsistence Economies Subsistence Economies Raw Material Exporting Economies Raw Material Exporting Economies Industrializing Economies Industrializing Economies Industrial Economies Industrial Economies Income Distribution

39. Political-Legal Environmental Factors

40. Government Bureaucracy Government Bureaucracy Attitudes Toward International Buying Attitudes Toward International Buying Monetary Regulations Monetary Regulations Political Stability Political Stability

41. Cultural Environmental Factors

42. How Customers Think About and Use Products Cultural Traditions, Preferences, and Behaviors Business Norms and Behavior

43. Deciding Which Markets to Enter

44. Consistent with objectives and culture of firm Demographic Characteristics Economic Factors Sociocultural factors Technological factors

45. Define Organization’s Marketing Objectives and Policies Define Organization’s Marketing Objectives and Policies What Volume of Foreign Sales is Desired? How Many Countries Should the Firm Go Into? What Types of Countries Should be Entered? Rank by Market Size & Growth, Cost of Doing Business, Competitive Advantage, & Risk Level. Rank by Market Size & Growth, Cost of Doing Business, Competitive Advantage, & Risk Level.

46. Deciding How to Enter the Market

47. Direct Investment Joint Venturing Exporting Amount of Commitment, Risk, Control, and Profit Potential Greater Lesser

48. 1st level: Exporting 2nd level: Joint Venturing – Franchising – Licensing – Contract manufacturing – Joint ownership 3rd level: Direct Investment

49. Deciding on the Global Marketing Program

50. Straight Extension Communication Adaptation Product Adaptation Dual Adaptation Promotion Don’t Change Product Adapt Product Don’t Change Promotion Adapt Promotion Product Invention Develop New Product Five International Product and Promotion Strategies

51. Straight product expansion Marketing the product with no changes Product adaptation Altering the product to meet local conditions or the wants of the foreign market Product invention Creating new products or services for foreign markets

52. Global Pricing Strategies

53. Companies face many problems Price escalation Pricing to foreign subsidiaries Recent economic and technological forces The Internet

54. Possibilities in setting prices include: – Charge a uniform price all around the world. – Charge what consumers in each country could pay. – Use a standard markup of its costs everywhere.

55. Whole-Channel Concept for Distribution

56. Seller Seller’s Headquarters Channels Between Nations Channels Within Nations Final User or Buyer

57. Global Promotion Strategies

58. Standardized global communication Advertising themes are standardized from country to country with slight modifications Communication adaptation Advertising messages are fully adapted to local markets

59. Managing International Marketing Activities

60. Step 1: Organize export department Step 2: Create an international division Step 3: Become a global organization

61. Think Globally Act Locally

62. Enough for today...

63. Summary

64. Global Marketing

65. Global Marketplace

66. Looking at the global marketing environment Deciding whether to go international Deciding which markets to enter Deciding how to enter the market Deciding on the global marketing program Deciding on the global marketing organization

67. Think Globally Act Locally

68. Next….

69. e-Marketing

70. Principles of Marketing Lecture-41