global marketing copy
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GLOBAL MARKETING
Global marketing can be defined as marketing
carried on across national boundaries spanning a
number of countries.
Global marketing ,consider home and all foreign
market as one marketing segment or one target
market
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GLOBAL CONSUMERS
Customer groups living in many countries or
regions of the world who have similar needs or
seek similar features and benefits from productsand services.
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GLOBAL MARKETING DECISIONS
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LOOKING AT THE GLOBAL MARKETING
ENVIRONMENT
Economic analysis
Infrastructure and technological capabilities
Government actions
Socio cultural factors
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CULTURAL DIFFERENCES
When Nike learned
that this stylizedAir logo resembled
Allah in Arabic
script, it apologized
and pulled theshoes from
distribution.
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DECIDING WHETHER TO GO
GLOBAL
Bulk sales
Relative profitability
Insufficiency of domestic demands
Increased productivity
Legal restriction for internal group
Reasons to consider going global
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DECIDING WHICH MARKETS TO
ENTER
What Volume of Foreign Sales is Desired?
How Many Countries to Market In?
What Ty es of Countries to Enter?
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DECIDING HOW TO ENTER GLOBAL
MARKET
Exporting
-Producing goods in one country and selling them
in another.
Strategic Alliance
-Collaborative relationship between independent
firms.E.g.: star alliances
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Franchising
-A contractual agreement between the franchisor and
franchisee.
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KFC entered Japan through a joint ownership venture with Japanese
conglomerate Mitsubishi.
Joint venture
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GLOBAL PRODUCT STRATEGIES
Straight Product Extension:
y Marketing a product in a foreign market without any
change.
Product Adaptation:y Adapting a product to meet local conditions or wants in
foreign markets.
Product Invention:
y Creating new products or services for foreign markets.
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GLOBAL PROMOTION STRATEGIES
Can use a standardized theme globally, but may have
to make adjustments for language or cultural
differences.
Communication Adaptation:
y Fully adapting an advertising message for local markets.
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GLOBAL PRICING STRATEGIES
Possible approaches include:
y Charge a uniform price all around theworld.
y Charge what consumers in eachcountry will pay.
y Use a standard markup of costseverywhere. 16
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Thank you
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