1. Global Marketing Management
Mudji Rachmat Ramelan
Jurusan Manajemen FE Unila
BBS-Unilanet gd. PKM lt2

2. Global Marketing
Coordinated performance of marketing activities to create exchanges across countries that satisfy individual, organizational, and societal objectives.

3. Examples of Global Marketing
Product Design
Canon photocopier/McDonald’s/Toyota
Brand Name
Coke/Sony/BMW/
Product Positioning
Colgate toothpaste
Packaging
Gillette razors
Advertising Strategy
Coca-Cola/Benetton
Sales Promotion
IBM
Distribution
Benetton/Ikea
Customer Service
American Express

4. What is Unique about Global Marketing?
Economic Environment
Fiscal policies - tax and government expenditures
Monetary policies - regulate money supply
Financial Environment
Exchange rates and fluctuations
Foreign exchange reserves

5. What is Unique about Global Marketing?
Political Environment
Tariff barriers
Nontariff barriers
Regulations
Cultural Environment
Values
Beliefs
Attitudes

6. Global Marketing Environment
Regional
Local
Marketing Mix
Environment

7. Global Marketing Evolution
Domestic Marketing (domestic focus; home country customers; ethnocentric orientation).
Export Marketing (ethnocentric orientation; products developed for home country customers).
International Marketing (markets in many countries; polycentric orientation; use of multidomestic marketing when customer needs are different across national markets).

8. Global Marketing Evolution
Multinational Marketing (many markets; consolidation on regional basis; regiocentric orientation; standardization within regions).
Global Marketing (international, multinational & geocentric orientation; company’s willingness to adopt a global perspective; global products with local variations).

9. Global Marketing
Standardization Efforts--product offerings, promotional mix, price, and channel structure.
Coordination Across Markets—reducing cost inefficiencies.
Global Integration—participating in many major world markets to gain competitive leverage, subsidize operations in some markets.

10. Global Marketing Decisions
Internationalize Business?
Country Market Selection
Global Marketing Decisions
Market Entry Selection

11. Why Global Marketing? Exploiting Firm-Specific Capabilities
Technological innovations
Strong Trade Names
Lowering Cost Structure
Outsourcing
Hub and spokes model

12. Why Global Marketing? Diversification and competitiveness
Product/market portfolio
Cross-subsidization
Country market attractiveness
Income
Consumer preference
Technology and market globalization

13. Why Global Marketing
Saturation of domestic markets: Domestic market saturation in the industrialized countries and growing marketing opportunities overseas.
Global competition: Competition around the world and proliferation of the Internet.
Need for global cooperation: Global competition brings global cooperation.

14. GLOBAL INTEGRATION Driving Forces Restraining Forces Technology
Culture
Market Needs
Cost
Free Markets
Economic Integration
Peace
Management Vision
Strategic Intent
Global Strategy and Action
Culture
Market Differences
Costs
National Controls
Nationalism
War
Management Myopia
Organization History
Domestic Focus

15. Global Trade Importance
World trade has grown from $200 billion to more than $7 trillion in the past three decades.
The Iron Curtain is gone and capitalism is the new economic order.
Firms invest on a global scale.
Increasingly more difficult to define “where” products come from.
New trading blocs are emerging.

16. “If we distributed pictures only in the United States, we’d lose money
“If we distributed pictures only in the United States, we’d lose money. It takes the whole world now to make the economics of movie-making work.”
- William Mechanic
President, 20th Century Fox

17. “Half the people in the world have yet to take their first picture
“Half the people in the world have yet to take their first picture. The opportunity is huge, and it’s nothing fancy. We just have to sell yellow boxes of film.”
- George M.C. Fisher
CEO, Eastman Kodak Company

18. Thank You!