kotler: chapter 21
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1
TAPPING INTO GLOBAL MARKETS
Maria Ellaine Grace UyAteneo School of Medicine and Public
Health
May 12, 2010
Top 10 Concepts: Chapter 21
Outline: Tapping into global markets
1. Global firms2. Decisions in international
marketing3. Product and communication
adaptation4. Country of origin perception
Concept 1:
Global firms plan, operate and coordinate their activities on a worldwide basis.
+ +
Global Firms..
Kotler: Nokia Local: San Miguel Corporation Medical: Pharmaceutical
companies (Pfizer)
Concept 2:
Deciding whether to go abroad…
FACTORS:
Profit Customers
Competitors
RISKS:
1. Culture2. Preferences
3. Foreign Regulation
Deciding whether to go abroad…
Kotler: Billabong Local: Liwayway Marketing
Corporation Medical: Pharmaceutical
companies (Pfizer)
Concept 3:
Deciding which markets to enter through marketing objectives and
policies.
(1) Rank high on market attractiveness
(1) Low in market risk
(1) Competitive Advantage
Concept 3:
Deciding which markets to enter…
Kotler: Bechtel Corporation Local: Jollibee Foods Corporation Medical: Pharmaceutical
companies; Medical equipment companies
Concept 4:
Fives modes of entry into foreign markets
(1)Indirect exporting
(1)Direct exporting
(1)Licensing
(1)Joint ventures
(1) Direct investment
Com
mitm
en
t, Ris
k, C
on
trol a
nd
P
rofi
t Pote
ntia
l
Concept 4:
Fives modes of entry into foreign markets: Licensing
Kotler: KFC Local: Mang Inasal Medical: Pharmaceutical
companies
Concept 5:
Deciding on the Marketing Program: A mix of culture and preferences
WANTS ?
CULTURE
MARKET TRENDS
Add revenue?
Add cost?
Concept 5:
Deciding on the Marketing Program: A mix of culture and preferences
Kotler: Red Bull, Coca Cola, Western Union
Local: LBC Medical: Marketing health (Medical
City)
Concept 6:
Communicate the message to consumers.
Concept 6:
Communicate the message to consumers.
Kotler: Acopia Networks Local: LBC Medical: Frenzy Condom
Concept 7:
Set a globally competitive price.
UNIFORM
MARKET-BASED
COST-BASED
Concept 7:
Set a globally competitive price.
Kotler: Coca-cola, Microsoft Local: Export goods Medical: Doctor fee
Concept 8:
Companies should decide on how much a product should adapt in a local market.
Com
mu
nic
atio
ns
PRODUCT
Do not change Adapt Develop new product
Do not change
Straight extension Product adaptation Product invention
Adapt Communication adaptation
Dual adaptation
Concept 8:
Companies should decide on how much a product should adapt in a local market.
Kotler: Haagen-Dazs, Clairol Local: Selecta Medical: Belo Medical Group
Concept 9:
Country of origin perceptions have value in commerce.
Concept 9:
Country of origin perceptions have value in commerce.
Kotler: Japan for automobiles Local: Export furniture from Cebu Medical: Medical service provision
(Nurses in demand), Medical tourism
Concept 10:
Deciding on marketing organizations in three ways:
(1) Export Department
(2) International Division
(3) Global Organization
Concept 10:
Deciding on marketing organizations in three ways:
Kotler: Coca-Cola Local: ABS-CBN Broadcasting
Corporation Medical: Medical City
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TAPPING INTO GLOBAL MARKETS
Maria Ellaine Grace UyAteneo School of Medicine and Public
Health
May 12, 2010
Top 10 Concepts: Chapter 21