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Global Marketing Management

Global Marketing Management. Mudji Rachmat Ramelan muji@unila.ac.id Jurusan Manajemen FE Unila BBS-Unilanet gd. PKM lt2 http://unilanet.unila.ac.id/~muji. Global Marketing.

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Global Marketing Management

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  1. Global Marketing Management • Mudji Rachmat Ramelan • muji@unila.ac.id • Jurusan Manajemen FE Unila • BBS-Unilanet gd. PKM lt2 • http://unilanet.unila.ac.id/~muji

  2. Global Marketing • Coordinated performance of marketing activities to create exchanges across countries that satisfy individual, organizational, and societal objectives.

  3. Examples of Global Marketing Canon photocopier/McDonald’s/Toyota Product Design Coke/Sony/BMW/ Brand Name Product Positioning Colgate toothpaste Packaging Gillette razors Advertising Strategy Coca-Cola/Benetton Sales Promotion IBM Distribution Benetton/Ikea American Express Customer Service

  4. What is Unique about Global Marketing? • Economic Environment • Fiscal policies - tax and government expenditures • Monetary policies - regulate money supply • Financial Environment • Exchange rates and fluctuations • Foreign exchange reserves

  5. What is Unique about Global Marketing? • Political Environment • Tariff barriers • Nontariff barriers • Regulations • Cultural Environment • Values • Beliefs • Attitudes

  6. Global Marketing Environment Global Regional Local Marketing Mix Environment

  7. Global Marketing Evolution • Domestic Marketing (domestic focus; home country customers; ethnocentric orientation). • Export Marketing (ethnocentric orientation; products developed for home country customers). • International Marketing (markets in many countries; polycentric orientation; use of multidomestic marketing when customer needs are different across national markets).

  8. Global Marketing Evolution • Multinational Marketing (many markets; consolidation on regional basis; regiocentric orientation; standardization within regions). • Global Marketing (international, multinational & geocentric orientation; company’s willingness to adopt a global perspective; global products with local variations).

  9. Global Marketing • Standardization Efforts--product offerings, promotional mix, price, and channel structure. • Coordination Across Markets—reducing cost inefficiencies. • Global Integration—participating in many major world markets to gain competitive leverage, subsidize operations in some markets.

  10. Global Marketing Decisions Internationalize Business? Country Market Selection Global Marketing Decisions Market Entry Selection

  11. Why Global Marketing? • Exploiting Firm-Specific Capabilities • Technological innovations • Strong Trade Names • Lowering Cost Structure • Outsourcing • Hub and spokes model

  12. Why Global Marketing? • Diversification and competitiveness • Product/market portfolio • Cross-subsidization • Country market attractiveness • Income • Consumer preference • Technology and market globalization

  13. Why Global Marketing • Saturation of domestic markets: Domestic market saturation in the industrialized countries and growing marketing opportunities overseas. • Global competition: Competition around the world and proliferation of the Internet. • Need for global cooperation: Global competition brings global cooperation.

  14. GLOBAL INTEGRATION Driving Forces Restraining Forces Culture Market Differences Costs National Controls Nationalism War Management Myopia Organization History Domestic Focus Technology Culture Market Needs Cost Free Markets Economic Integration Peace Management Vision Strategic Intent Global Strategy and Action

  15. Global Trade Importance • World trade has grown from $200 billion to more than $7 trillion in the past three decades. • The Iron Curtain is gone and capitalism is the new economic order. • Firms invest on a global scale. • Increasingly more difficult to define “where” products come from. • New trading blocs are emerging.

  16. “If we distributed pictures only in the United States, we’d lose money. It takes the whole world now to make the economics of movie-making work.” - William Mechanic President, 20th Century Fox

  17. “Half the people in the world have yet to take their first picture. The opportunity is huge, and it’s nothing fancy. We just have to sell yellow boxes of film.” - George M.C. Fisher CEO, Eastman Kodak Company

  18. Thank You!

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