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INTRODUCTION. Global marketing Impetus Form and scope Levels of foreign involvement over time Sources of information. Global Marketing - Impetus. MARKET. GOVERN- MENT. GLOBALIZATION. COMPETITION. COST. Market Drivers. Overlapping customer needs Global customers
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INTRODUCTION • Global marketing • Impetus • Form and scope • Levels of foreign involvement over time • Sources of information
Global Marketing - Impetus MARKET GOVERN- MENT GLOBALIZATION COMPETITION COST
Market Drivers • Overlapping customer needs • Global customers • standardization vs. pluralization • Global channels--existing and demanded • Transferable marketing learning • Leading markets
Competition • Preempting preemption • Pressuring competitors
Scope of Global Competition COMPETITORS’ HOME COUNTRY MARKETS HOME COUNTRY MARKET OTHER MARKETS DON’T OVERLOOK!
Cost • Economies of • scale • scope
Government • Trade policies • tariffs • local content requirements, reciprocity • approval standards, regulations • home country (and state) support
Book’s logical and incremental progression through “stages”: Domestic (non-global) Export Local (multi-national) Global Mine series of decisions of with long term importance trade-off between different options Perspectives on Global Marketing
International Life Cycle • Country market characterististics • economic development • saturation • receptivity to technology • infrastructure support • Product characteristic • industrial • consumer
Sources of Global Info • Sources • “Hard” vs. “soft” data • Reliability • currency • credibility • comparability • Cost
Some Sources of Information -Books and Indices • World almanacs • Statistical Abstracts of the United States • Government publications • Country-specific books
Heavily internationally focused Economist Journal of Commerce Forbes Business America (U.S. Dept. of Commerce) World Press Review Some international coverage Wall Street Journal, New York Times, LA Times Business Week, Fortune Time, Newsweek Useful Periodicals
Electronic Sources • Lexis/Nexis (expensive in industry!) • USCInfo/ local library data bases • World Wide Web (be careful!)
Other • Academic country specialists (e.g., antropologists, economists) • Consultants • Expatriates • Own experience
“Hard” data--usually quantitative--examples: Gross national product Per capita expenditure on food Average number of years of school completed by population Product penetration levels (e.g., percentage of households having microwave ovens) “Soft” data Country history Laws and enforcement--theoretical vs. reality Culture and tradition “How things are done” Meaning of behaviors--why are people late? Attitudes toward products/motivations for usage “Hard” vs. “Soft” Data
Data Reliability • Motivations for releasing data • Wishful thinking vs. reality • The Web - accessible to any fool or group • Ability to collect data • Arbitrary differences in measurements--e.g., who is “unemployed?” • Recency - is the data up-to-date?
Cost of Data • Much “raw” data is free from • U.S. Gvt. • United Nations • Research institutions • Commercial directories • Consulting services