Lecture M: Marketing (4/e) - Chapter 8: Global marketing

Chapter 8: Global marketing. In this chapter you will learn: Describe the components of a country market assessment, understand the marketing opportunities in BRIC countries, identify the various market entry strategies, highlight the similarities and differences between a domestic marketing strategy and a global marketing strategy.

global marketing

eight

LO 8-4 Highlight the similarities and differences

between a domestic marketing strategy and a global marketing strategy

General Agreement on  Tariffs and Trade (GATT)

WTO Website

PhotoLink/Getty Images

Transportation Channels Communication Commerce

Infrastructure and technology

Tariff Quota Exchange control

Government actions

Economic Analysis General Economic Environment

NationMaster Website

Evaluating Market Size  and Population Growth Rate

Population 2002

Population 2050

REUTERS/Arko Datta/Corbis.

• Firms can make

adjustments to an

existing product or

change the price to

meet the unique

Analyzing Infrastructure  and Technological Capabilities

Analyzing Government Actions

Both benefit domestically made products

because they reduce foreign competition

Tariff and Quotas

Ethical Consumer Website

The McGraw-Hill Companies, Inc/John Flournoy, photographer

Image Source/Alamy Stockbyte/Punchstock Images

Name Countries

European

Union There are 27 member countries of the EU: Austria, Belgium, Bulgaria, Cyprus, Czech Republic, Denmark, Estonia, Finland, France,

Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, and the United Kingdom There are five official candidate countries to join the EU: Croatia,

Macedonia, Turkey, Iceland, and Montenegro.

NAFTA United States, Canada, and Mexico.

CAFTA United States, Costa Rica, the Dominican Republic, El Salvador,

Guatemala, Honduras, and Nicaragua.

Mercosur Full members: Argentina, Brazil, Paraguay, Uruguay, and Venezuela.

ASEAN Brunei Darussalam, Cambodia, Indonesia, Laos, Malaysia, Myanmar,

Philippines, Singapore, Thailand, and Vietnam

Culture

Power distance

Uncertainty avoidance

Individualism

Masculinity

Time orientation

Country Clusters

check yourself



• What metrics can help analyze the

economic environment of a country?

• What types of government actions should

we be concerned about as we evaluate a

country?

• What are five important cultural

dimensions?

• Why are each of the BRIC countries

viewed as potential candidates for global

expansion?

Joint Venture

Strategic Alliance Franchising

check yourself



• Which global entry strategy has the least

risk and why?

• Which global entry strategy has the most

risk and why?

Target Market (STP)

Courtesy Ford India Pvt Ltd.

Product or Service Strategies

Economic Conditions

Competitive factors

Global Distribution Strategies

• Some global

channels are very

long and complex

• Consumer shop local

small local stores

Communication Strategies

Photo by Jeff Kravitz/FilmMagic/Getty Images

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A boycott pertains to a group’s refusal to deal

commercially with some organization to protest

against its policies

Glossary

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Cultural imperialism is the belief that one’s own

culture is superior to that of other nations

Glossary

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Exchange control refers to the regulation of a

country’s currency exchange rate, the measure of how much one currency is worth in relation to

another

Glossary

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The purpose of the General Agreement on

Tariffs and Trade (GATT) was to lower trade

barriers such as high tariffs on imported goods

and restrictions on the number and types of

imported products that inhibited the free flow of

goods across borders

Glossary

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Infrastructure is the basic facilities, services, and

installations needed for a community or society to function

Glossary

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A quota designates the maximum quantity of a

product that may be brought into a country during

a specified time period

Glossary

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A trade agreement is an intergovernmental

agreement designed to manage and promote

trade activities for a specific region

Glossary