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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 7-7 FIGURE 7-1 FIGURE 7-1 Illustrative world trade flows for manufactured goods and commodities (billions of dollars)
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin DYNAMICS OF WORLD TRADE Slide 7-8 Competitive Advantage of Nations Porter’s Diamond of National Competitive Advantage Demand Conditions Related and Supporting Industries Economic Espionage Act (1996) Economic Espionage Act (1996) Factor Conditions Company Strategy, Structure, and Rivalry
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 7-9 FIGURE 7-2 FIGURE 7-2 Porter’s diamond of national competitive advantage
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin MARKETING IN A BORDERLESS ECONOMIC WORLD Slide 7-13 Decline of Economic Protectionism Protectionism Protectionism Tariffs Tariffs Quota Quota World Trade Organization (WTO) World Trade Organization (WTO)
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 7-14 FIGURE 7-3 FIGURE 7-3 How protectionism affects world trade
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin MARKETING IN A BORDERLESS ECONOMIC WORLD Slide 7-16 Rise of Economic Integration European Union North American Free Trade Agreement (NAFTA) Asian Free Trade Agreements Euro
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 7-17 FIGURE 7-4 FIGURE 7-4 The countries of the European Union in 2005
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin MARKETING IN A BORDERLESS ECONOMIC WORLD Slide 7-21 Global Companies A New Reality: Global Competition among Global Companies for Global Consumers International Firms Multinational Firms Transnational Firms Global Brand Global Brand Global Marketing Strategy Global Marketing Strategy Multidomestic Marketing Strategy Multidomestic Marketing Strategy
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 7-22 FIGURE 7-A FIGURE 7-A Global companies and marketing strategies
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin MARKETING IN A BORDERLESS ECONOMIC WORLD Slide 7-23 Global Consumers Global Consumers A New Reality: Global Competition among Global Companies for Global Consumers Emergence of a Networked Global Marketspace
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin MARKETING NEWSNET The Global Teenager—A Market of 500 Million Consumers with $100 Billion to Spend Slide 7-24
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 7-25 Nestlé Website for Peru What is a global marketspace?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin A GLOBAL ENVIRONMENTAL SCAN Slide 7-29 Cultural Diversity Foreign Corrupt Practices Act (1977) Foreign Corrupt Practices Act (1977) Cultural Symbols Cultural Symbols Semiotics Semiotics Cross-Cultural Analysis Cross-Cultural Analysis Values Values Customs Customs
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 7-30 FIGURE 7-B FIGURE 7-B Cultural appreciation
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin FIGURE 7-5 FIGURE 7-5 How purchasing power differs around the world Slide 7-37
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 7-43 FIGURE 7-6 FIGURE 7-6 How purchasing power differs around the world
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin MARKETING NEWSNET Slide 7-44 Creative Cosmetics and Creative Export Marketing in Japan
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 7-48 Frito-Lay in Israel What global market-entry strategy and why?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 7-52 FIGURE 7-7 FIGURE 7-7 Five product and promotion strategies for global marketing
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 7-53 Gillette For Women Venus Why use an identical global message for Greece, Germany, and the U.S.?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 7-55 FIGURE 7-8 FIGURE 7-8 Channels of distribution in global marketing
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