global branding strategies
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REACHING
GLOBAL
MARKETS
CHAPTER
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Marketing that targets
customers throughoutthe world.
More customers=more money. Good thing, right?
Global Marketing
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Protectionism
Hurts or Helps Domestically?
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How protectionism affects world trade
Quota
Tariff
World Trade Organization (WTO)-
Referee for global trade
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Lets Make Domestic Bigger!
Economic community An organization of nations formed to promote the free
movement of resources and products among its
members and to create common economic policies
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Examples of Economic Communities
MERCOSUR
NAFTA
OPEC
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Global Companies
International Firmeach market is identical
Multinational Firm - each market is unique
Transnational Firmemphasizes similarities,recognize differences
No Borders, New Rules
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Multi-domestic
Marketing Strategy
Global Brand
Global Marketing
Strategy
Global Companies & Marketing Strategies
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Things to Consider When Going Global
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Economic Considerations
Economic Infrastructure -Communications
Power
Distribution
Monetary systems
Consumer Income -
Level AND buying power
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PoliticalRegulatory Climate
Political Stability
Trade Regulations-Its legal here, but is it legal there?Health
Promotional
Environmental
No private ownershipMinimal individual freedom
Little central governmentMaximum personal freedom
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GLOBAL MARKET-ENTRY STRATEGIES
RISK
ExportingJoint
Venture
Direct
Investment
Licensing &
Contract Mfg
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Same
Product
One ProductOne Message
ProductAdaptation
MessageAdaptation
ProductInvention
Same
Message
Change
Message
Change
Product
Product and Promotion Strategies for
Global Marketing
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Pricing Strategy
Hurts the local businesses
Gray Market or
Parallel Importing
(individuals)
Dumping(companies)
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Pricing Strategy
Countertrade - a form of trade in which
the payment for goods and services is in
the form of other goods and services
Hurts the local governments
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Protectionism
Protectionism is the practice of shielding
one or more industries within a countryseconomy from foreign competition
through the use of tariffs or quotas.
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Tariff
A tariffis a government tax on goods or
services entering a country, primarily
serving to raise prices on imports.
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Quota
A quotais a restriction placed on the
amount of of a product allowed to enter or
leave a country.
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World Trade Organization
The World Trade Organization (WTO)
is a permanent institution that sets rules
governing trade between its members
through panels of trade experts who
decide on trade disputes between
members and issue binding decisions.
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Multidomestic Marketing
Strategy
A multidomestic marketing strategy is
used by multinational firms that have as
many different product variations, brand
names, and advertising programs as
countries in which they do business.
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Global Marketing Strategy
A global marketing strategyis used by
transnational firms that employ the
practice of standardizing marketing
activities when there are cultural
similarities and adapting them when
cultures differ.
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Global Brand
A global brandis a brand marketed under
the same name in multiple countries with
similar and centrally coordinated
marketing programs.
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Exportingis producing goods in one
country and selling them in another
country.
Exporting
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Ajoint ventureis when a foreign country
and a local firm invest together to create a
local business.
Joint Venture
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A gray marketis a situation where
products are sold through unauthorized
channels of distribution. Also called
parallel importing.
Gray Market
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Direct investmententails a domestic firm
actually investing in and owning a foreign
subsidiary or division.
Direct Investment
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Direct investmententails a domestic
firm actually investing in and owning aforeign subsidiary or division.
Licensing is the legal process allowing theuse of manufacturing, patents and/or
knowledge.
Licensing
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Dumpingis when a firm sells a
product in a foreign country below
its domestic price or below its actual cost.
Dumping