ppt of marketing managment on topic of rural development
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The Scope Of Global Marketing
Presented By : Presented To :Sandipan Prof. S .S . KhullarSoumya Faculty, MM (II)RaviranjanRajnishPrakashShashank
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Global Marketing
Global Marketingis concerned with planning and
conducting transactions across international borders to
satisfy the objectives of individuals and organizations.
Half the people in the world have yet to take their first
picture. The opportunity is huge, and its nothing fancy.We just have to sell yellow boxes of film.
- George M.C. Fisher
CEO, Eastman Kodak Company
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Globalization of MarketsGlobal Perspective:
Boeing Company example
Peace Works company example
Recent events that have impacted international
marketing
High tech and dot.com company bust in early 2000sSeptember 11thterrorist attacks in U.S.
Wars in Afghanistan and Iraq
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Globalization of Markets4 Prevailing trends that have the most impact oninternational business in the future:
1. Growth of the World Trade Organization and region freetrade areas
2. Trend of developing countries (such as Asia, Latin America,Eastern Europe) accepting the free market system
3. Impact of the internet and other global media companies
4. Mandate for companies to properly manage resources
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Globalization of MarketsWhy Global Marketing is so important ?
Companies can no longer ignore the effects of internationally
marketing Competition no longer exists just from domestic companies
In order to sustain profitability and growth margins of thepast, companies have to look for alternative methods ofmarketing their products and services
In order to be successful in adapting to the internationalmarkets, the market plan needs to incorporate strategies toanticipate as much of the uncontrollable factors thatinfluence both the foreign and domestic markets and allow
for maximum flexibility to adjust for future changes
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Globalization of MarketsWhat is the difference between marketing domestically andinternationally
Marketing concepts are universal (goal is to make a profit)Difference is that in international marketing ALLenvironments have to be taken into consideration when themarketing plan is developed and executed
Must consider the legal environment, governmental controls,
climate & weather, cultural beliefs, buyer behavior(uncontrollable elements)
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Global Marketing TaskThe International Marketing Task
Marketing Plan (controllable)
Price, Promotion, Product, Place (distribution)
Domestic Environment (uncontrollable)
Political/legal, competition, economy
Foreign Environment (uncontrollable)
Structure of distribution, geography and infrastructure,
culture, political/legal, economy, competition, level of
technology
Other Factors within the Foreign Environment to consider:
Level of technology
Political and legal issues
Culture
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Developing Global AwarenessTo be globally aware, a company must have the following
Objectivity
Tolerance of cultural differences
Knowledge of cultures, history, world market
potential, and global economic, social, and political
trends
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Stages of International Marketing
Involvement1. No Direct Foreign Marketing
Company does not actively pursue customers in foreign markets,
but receives them thru unintended channels Products are bought abroad through domesticwholesalers/distributors, website on the internet
2. Infrequent Foreign Marketing
Company sells to foreign markets only when a temporarysurplus of product exists
Once surplus is gone, foreign activity is gone
Few companies fit this model because of the need to developlong term relationships in foreign countries
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Stages of International Marketing
Involvement3. Regular Foreign Marketing
Companies produce their products and services to primarily sell
domestically, but also internationally Through domestic/foreign middlemen, sales force in foreign
countries
4. International Marketing
Companies are fully engaged in international marketingstrategies
Companies are now international or multi-national
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Stages of International Marketing
Involvement
5. Global Marketing
Change from its marketing activities to all activities focused ina global perspective
In most cases companies sales revenues are more than ofits total revenues
Treat the world as one market
Market segment is no longer focused on national borders,rather such things as income levels, usage patterns, or otherfactors are looked across borders
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Strategic Approaches to Marketing
Internationally
1. Domestic Market Extension Orientation
International markets are secondary to its domestic markets2. Multidomestic Market Orientation
Each country has a specific and separate marketing plan toadjust to differences
3. Global Marketing OrientationMarketing activities are global
Strives for efficiencies of scale through standardization
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Global Marketing and Related Fields of Study
International
Business
Global
Marketing
International
Marketing
InternationalTrade International
Management
International
Finance
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Conclusion
Global marketing as on a worldwide scalereconciling or taking commercial advantage of
global operational differences, similarities and
opportunities in order to meet global objectives.
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