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Designed by Eric Brengle B-books, Ltd.

9. Marketing Lamb, Hair, McDaniel . Designed by Eric Brengle B-books, Ltd. Prepared by Deborah Baker Texas Christian University. Developing a Global Vision. CHAPTER 4. Global Marketing. Rewards of Global Marketing. LO I. Marketing that targets markets throughout the world.

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Designed by Eric Brengle B-books, Ltd.

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  1. 9 MarketingLamb, Hair, McDaniel Designed by Eric Brengle B-books, Ltd. Prepared by Deborah Baker Texas Christian University Developing a Global Vision CHAPTER 4

  2. Global Marketing Rewards of Global Marketing LOI Marketing that targets markets throughout the world.

  3. Rewards of Global Marketing LOI Having a global vision means… • Recognizing and reacting to international marketing opportunities • Using effective global marketing strategies • Being aware of threats from foreign competitors

  4. Benefits of Globalization • Expands economic freedom • Spurs competition • Raises productivity and living standards • Offers access to foreign capital, global export markets, and advanced technology • Promotes higher labor and environmental standards • Acts as a check on government power LOI

  5. Know global marketing is important because of economic interdependencies Fears Benefits Identifyglobal marketing opportunities Compete againstforeign competitionin domestic markets Have a Global Vision Understandglobal distributionnetworks Globally-minded marketing managers: REVIEW LEARNING OUTCOMEThe Importance of Global Marketing LOI

  6. 1 Companies operate in one country and sell into others 2 Set up foreign subsidiaries to handle sales 3 Operate an entire line of business in another country 4 Virtual operation Stages of Global Business Development LO2

  7. Global MarketingStandardization Global Marketing Standardization LO2 Production of uniform products that can be sold the same way all over the world.

  8. Growth Revenue Profits • Human Resources • Physical Resources • FinancialResources Global Marketing MNC REVIEW LEARNING OUTCOMEImpact of Multinational Firms LO2

  9. External Environment Facing Global Marketers LO3 Culture Economic and Technological Development Political Structure Demographic Makeup Natural Resources

  10. Culture The common set of values shared by its citizens that determine what is socially acceptable. Culture LO3

  11. Developed Country Complex, sophisticated industries Basic industries Less DevelopedCountry Economic and Technological Development LO3

  12. No private ownershipMinimal individual freedom Little central government Maximum personal freedom Political Structure and Actions LO3

  13. Tariff A tax levied on goods entering a country Quota Limit on the amount of a product entering a country Boycott Exclusion of products from a country Exchange Control Foreign exchange must be sold to a control agency Market Grouping Common trade alliance Trade Agreement An agreement to stimulateinternational trade Legal Considerations LO3

  14. Entertainment, pharmaceuticals, integrated circuits, and software Financial, legal, and accounting services Agriculture Textiles and apparel And created a new trade organization: The World Trade Organization Political and Legal Considerations The Uruguay Round made changes in world trading practices LO3

  15. Agreementsand Organizations CAFTA NAFTA European Union Political and Legal Considerations LO3

  16. Demographic Makeup LO3 Marketing Considerations: • Population density • Urban or rural • Personal income • Age

  17. Shortages in Natural Resources LO3 Create… • International dependencies • Shifts of wealth • Inflation and recession • Export opportunities if resources are abundant • Stimulus for military intervention

  18. Natural Resources LO3 • Petroleum • Foodstuffs • Precious metal • Timber • Water

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