international marketing (6)
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Global marketing management
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Global marketing management
• In the 1970s - standardization versus adaptation.
• In the 1980s - globalization versus localization
• In the 1990s - global integration versus local responsiveness.
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Global marketing management• Some companies are answering global as the way to go.
– Twix Cookie bars - a new global advertising agency– a global campaign does make sense for Twix.
• Some companies that are going in the other direction– Levi’s jeans have faded globally in recent years. – Ford - Mazda, Jaguar, and Volvo. – Coca-cola is peddling two brands in India – Coke and
Thums Up
• Consumers have become pickier more pennywise or a little more nationalistic and they are spending more of their money on local drinks
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Global marketing management
• From the marketing perspective customization is always best.
• Forward looking proactive firms have the ability and willingness
– To accomplish both tasks (standardization and localization) simultaneously.
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Global marketing management
• Standardization versus adaptation is simply not the right question to ask.
• What are the most efficient ways to
segment markets?
• The information explosion allows marketers to segment markets ever more finely
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Benefits of global marketing• Introduce products by using advertising • Economies of scale in production and
distribution • Lower marketing costs • Power and scope • Consistency in brand image • Ability to leverage good ideas quickly and
efficiently
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Benefits of global marketing
• Uniformity of marketing practices • Helps to establish relationships outside
of the "political arena" • Helps to encourage ancillary industries to
be set up to cater for the needs of the global player
• Benefits of e-Marketing over traditional marketing
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Planning for global markets
• Planning is a systematized way of relating to the future.
• It is an attempt to manage the effects of external, uncontrollable factors on the firm’s strengths, weaknesses, objectives, and goals to attain a desired end.
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Planning for global markets
• International corporate planning is
– essentially long term, – incorporating generalized goals for the
enterprise as a whole.
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Planning for global markets
• Each new market can require a complete evaluation
• Defining objectives clarifies the orientation of the domestic and international divisions, permitting consistent policies.
• The lack of well-defined objectives - conflict with or detract from the companies’ primary objectives.
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Planning for global markets
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Planning for global markets
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International planning process
1. Preliminary analysis and screening – matching company and country needs
– Environmental factors, company character, and screening criteria
– First Xmas promotion for Dec 25 in Holland, unaware that Dutch celebrate St.Nicolas day and give gifts on Dec 6.
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International planning process
2. Adapting the marketing mix to target market
– Matching mix requirement– In Germany, product manager for coffe
• How does a German rank of coffee?• Is Germany a high or a low per capita
consumption market?• Annual per capita of consumption: Sweden - 7.5
kg, USA - 2.2kg, Japan – 0.8kg
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International planning process
3. Developing the marketing plan– Situation analysis
4. Implementation and control
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Alternative market entry strategies
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Alternative market entry strategies
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Alternative market entry strategies
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Alternative market entry strategies
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Alternative market entry strategies
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Alternative market entry strategies
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Alternative market entry strategies
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Alternative market entry strategies
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Alternative market entry strategies
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Alternative market entry strategies
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Alternative market entry strategies
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Organizing for global competition
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Organizing for global competition
• The turbulence of global markets requires flexible organizational structures
• 43 large US companies – 137 organizational change over 5 years
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Product, Geographic and Functional approaches
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Organizing for global competition
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Organizing for global competition
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Products and Services for Consumers
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What Should You Learn?
• The importance of offering a product suitable for the intended market
• The relationship between product acceptance and the market into which it is introduced
• The importance of quality and how quality is defined• Country-of-origin effects on product image• Physical, mandatory, and cultural requirements for
product adaptation• The need to view all attributes of a product in order
to overcome resistance to acceptance
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Global Perspective Hong Kong – Disney Rolls the Dice Again
• Tokyo Disneyland – successful• EuroDisney – disaster• Hong Kong Disneyland – open for business• Opportunities and challenges for international
marketers of consumer goods and services are great and diverse
• Any marketing firm’s goal should be quality products and services that meet the needs and wants of consumers at an affordable price
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• Which products and services should we sell?
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Global competition
• Shortening product life cycle
• Focusing on the importance of quality
• Competitive prices
• Innovative products
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Quality
• Shift to a customer’s market– More competition, more choices
• Increased customer knowledge– What is best, cheapest and highest quality
• The customer defines quality– Needs and resources
• The cost and quality of a product – Among the most important criteria by which
purchases are made
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Quality
• Two dimensions
1. Market-perceived quality (customer requires)
2. Performance quality (customer expects)
• In many industries quality is measured by third parties
– JD Power and Associates
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Maintaining Quality
• Damage in the distribution chain– Russia’s Red October chocolate (open
market, Russian taste)
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Maintaining Quality
• Quality is essential for success in today’s competitive global market
• The decision to standardize or adapt a product is crucial in delivering quality
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Physical or Mandatory Requirements for a new market
• Product homologation
– Changes mandated by local product and service standards
– Electrolux: Cold-wash-only washing machine in Asia (electric power is expensive and scarce)
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Physical or Mandatory Adaptation
• Product adaptation requirements
– Legal, Economic, Political, Technological, Climate
– Pepsi Cola – Lehar Pepsi in India
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Green Marketing and Product Development
• Green marketing concerns the environmental consequences of a variety of marketing activities
• Critical issues affecting product development– Control of the packaging component of solid
waste– Consumer demand for environmentally friendly
products• European Commission guidelines for ecolabeling• Laws to control solid waste
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Products and Culture• A product is the sum of the physical and
psychological satisfactions it provides the user– Primary function (automobile: to move
passengers from point A to point B)– Psychological attributes (color, size, design,
brand name, price)