global aspects of marketing presentation - unitedworld school of business

7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business

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Global marketing should be motivated by

individual, organizational and societal goals.

It is a marketing strategy used mainly by

multinational companies to sell goods or services

internationally.


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ELEMENTS OF GLOBAL MARKETING


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GLOBAL MARKETING

Advantages Disadvantages

Lower marketing cost

Consistency in Brand Image.

Power and scope

Ability to leverage good ideasquickly and efficiently.

Helps to establish relationships

outside of the politicalarena.

Differences in customer needs,

wants and usage patterns for

products.

Differences in consumer response to

marketing mix elements.

Differences in legal environment.

Differences in administrative

procedures.


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The process leading to identifying and

entering international markets.

The designing of a product in such a way

that it will meet the needs of users in many

countries or can be easily adapted to do so.


8/35INTERNATIONALIZATIONS

Advantages Disadvantages

Possibility of accessing

new technologies.

Increase in revenue.

Brand awareness.

New ideas can be

generated.

Cultural and

language barriers.

Political barriers.

Religious beliefs.

Government

interference


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INTERNATIONALIZATION DECISIONS

Decidingwhether to go

Decidingwhich markets

to enter

Deciding howto enter

Deciding onthe marketing

program

Deciding onthe marketingorganization


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RE-INTERNATIONALIZATION

Re-internationalization is a process where the

firms that have been internationally active for

some time, but then withdrawn from one

,several foreign market.

Firms paid more attention to domestic market

or some other countries for a considerable

time.

And then re-enter one, some or all its previous

market.


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CONT..Firm may restart their internationalization

activity both from closest or farther market.

They may be re-internationalization very

quickly, very slowly or in a moderate pace.


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PROCESS OF RE-INTERNATIONALIZATION


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CAUSE OF RE-INTERNATIONALIZATION

Their re-internationalization may be caused

by one or more critical incident.

When a firm takeover by another enterprise

or merge with some other firm.

Acquisition of a company by another one

with international connection.


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FACTOR INFLUENCING RE-

INTERNATIONALIZATION

Network relationship that influence the processof re-internationalization.

Firms unique resources and capabilities.

A change in managements global orientation.

A re-internationalization company may use

their former knowledge of foreign market.

Also able to revive some of their previous

network relationship on these market.


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STRATEGY TO ENTER INTO INTERNATIONAL

MARKET


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Exporting- It is a market entry strategy in

which a company maintains production

facilities within its home country and transfers

products for sale in foreign countries.

Outsourcing- It means engaging in the

international division of labor so as to obtain

the cheapest sources of labor and supplies,

regardless of country.


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Licensing- A company in one country makescertain resources available to companies in

other countries to participate in the production

and sale of its products abroad.

Franchising- It is a form of licensing in which

a company provides its foreign franchisees

with a complete package of materials and

services.


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Joint venture- A company shares costs and

risks with another firm in a foreign country to

build a facility, develop new products, or setup a sales and distribution network.

Partnership- It is often the fastest, cheapestand least risky way to get into the global game.

CHALLENGES OF INTERNATIONAL


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CHALLENGES OF INTERNATIONAL

MARKETING

Legal-Political Environment-

o Political risko Tariffs, quotas and taxes

o Laws, regulation

Economic Environment-

o Resource and Product markets

o Exchange rates

o Infrastructure

Socio cultural Environment-o Language

o Religion

o Social values, beliefs


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CHANNELMANAGEMENT IN

INTERNATIONALMARKETING


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CHANNELSTRUCTURE

Channel configurations for the same product will vary within

industries, even within the same firm, because national markets quiteoften have unique features.

Channel structures are designed to manage multidirectionalconnections for:

Physical movement of goods and services.Transactional title flows.

Information communications flows.

The essential linkage that connects producersand consumers.


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CHANNEL CONFIGURATION

Consumer

Products

Services


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Consumer

Products


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CHANNEL DESIGN

EXTERNAL INTERNAL

Customercharacteristics

Culture

competition

Company objectivesCharacter

Capital

Cost

Coverage

Control

Continuity

communication


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SELECTION OF INTERMEDIARIES

Types of intermediaries

Agents

Distributors

Sources of finding intermediaries

Govt. agencies

Private sources

Screening intermediaries

Performance

professionalism

The distributor agreement

CHANNEL MANAGEMENT


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CHANNEL MANAGEMENT

Factors in channel management

Cultural Difference

Instability in exchange rate

Laws and regulations

Termination of channel relationship

E COMMERCE


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E-COMMERCE

E-commerce is the ability to offer goods and services overthe Web

M-Commerce is the exchange of goods and services viamobile devices

Preparations for serving customers through e-commerce: Provide 24-hour order taking and customer service

Regulatory and customs-handling expertise

In-depth understanding of environments and customers

The marketer has to be sensitive to the governmental rolein e-commerce

Privacy issues have grown exponentially as a result of e-business


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CROSS CULTURE NEGOTIATION


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CROSS CULTURE NEGOTIATION

Intercultural selling through negotiation is one

of the biggest challenge in global marketing

Learning and knowledge transfer across

borders can increase international

competitiveness

Build awareness about how cultural

differences impact

Motivate salespeople and managers to

rethink their behavior and attitude towards

customers.

IMPLEMENTATION OF GLOBAL ACCOUNTING


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IMPLEMENTATION OF GLOBAL ACCOUNTING

MANAGEMENT(GAM)

Global accounting management defined as a relationship

oriented marketing management approach focusing on dealing

with the needs of an important global customer business-to

business market. Identifying the selling firms global accounts;

Analyzing the global accounts;

Selecting suitable strategies for the global accounts;

Developing operational level capabilities to build , grow andmaintain profitable and long lasting relationships with global

accounts.

ORGANIZATION OF GLOBAL MARKETING ACTIVITIES


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ORGANIZATION OF GLOBAL MARKETING ACTIVITIES

A global marketing organization is structured isan important determinant of its ability to exploit

effectively and efficiently the opportunities

available to it.

Determines the capacity for responding to

problem and challenges.

Companies operating internationally must decide

whether the organization should be structured

along functions, products, geographical areas or

combinations of the three(matrix)

LOCALIZING GLOBAL MARKETING


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LOCALIZING GLOBAL MARKETING

Management processes- Enhance the global transfer of

communications

- Interchange personnel to gainexperience abroad

Headquarters should coordinate and leverage

resources Permit local managers to develop their own

programs within defined parameters


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Organization structures

The shift to global account management

Corporate culture

The world is not one single market

Plan and execute programs on a worldwide basis

A global Identity favors no specific country

CAMPUS OVERVIEW


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CAMPUS OVERVIEW

907/A Uvarshad,

Gandhinagar

Highway, Ahmedabad

382422.

Ahmedabad Kolkata

Infinity Benchmark, 10th

Floor, Plot G1,

Block EP & GP,

Sector V, Salt-Lake,

Kolkata 700091.

Mumbai

Goldline Business Centre

Linkway Estate,

Next to Chincholi Fire

Brigade, Malad (West),

Mumbai 400 064.


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Thank You

global aspects of marketing presentation - unitedworld school of business

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