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Global Marketing Management

Global Marketing Management. Chapter 5 Global Customers. Warren J. Keegan. Overview. Regional Market Characteristics Marketing in Transitional Economies & Less Developed Countries Global Buyers Global Marketing Plan Summary. Become familiar with different regional markets

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Global Marketing Management

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  1. Global Marketing Management Chapter 5 Global Customers Warren J. Keegan

  2. Overview • Regional Market Characteristics • Marketing in Transitional Economies & Less Developed Countries • Global Buyers • Global Marketing Plan • Summary

  3. Become familiar with different regional markets Learn how transitional & developing markets differ from developed countries Understand the customer value & the value equation Discuss diffusion theory Learning Objectives

  4. Smaller than Australia 32 % Global Income 460 million population 7% World Population 23 Countries Western Europe

  5. Harmonization in product standards Common patenting & branding Harmonization in packaging Product Strategies in the EU

  6. More competitive Withdrawal of restrictions on foreign products Anti-monopoly measures Widening of public procurement market Pricing Strategies in the EU

  7. Simplification of transit documents & procedures Elimination of customs formalities Distribution Strategies in the EU

  8. Common guidelines for TV broadcasting Deregulation of national monopolies Uniform standard for TV commercials Promotion Strategies in the EU

  9. Balkans: Albania, Bosnia-Herzegovina, etc. Baltics:Lithuania, Latvia & Estonia Commonwealth of Independent States Poland, Hungary, etc. Eastern & Central Europe

  10. Before After % World GNP 6.9% 2.5% GNP per Capita $3,665 $2,219 Eastern & Central EuropeBefore – After Market Economy

  11. Wide range in economic development Young people have “unlearned” the communist past Needs business and distribution infrastructure Familiar with Western Brands Marketing in Eastern & Central Europe

  12. $9,254 trillion GNP 30% of Global Income 407 million population 7% world population North America - NAFTA

  13. $8,230 billion Global Income 25% of Global Income 2.8 Billion population 52% World Population Asia-Pacific

  14. Traditional Western & Asian Marketing Values • Western • Brand segmentation; personal • choice & self expression • through brands • Presenters/testimonials important • but more to draw attention to • brands • Seeding & diffusion from • leading edge • “Understatement” of wealth • Environmentalism • Asian • Popular famous brands; confidence in brand & corporate names • Imitation,emulation,use of presenters as role models • Rapid adoption of successful brands • Display of wealth and status • Confidence in technology

  15. JAPAN • Home of most demanding customers • Home market of global customers • Home market of global competitors • Significant market of global competitors • Major source of industry innovation.

  16. $1,179 Billion GNP 3.9% Global Income 1.27 Billion population 21% world population $930 GNP per Capita Nearly 10% annual growth in GNP China

  17. India: A Closer Look 2000 * One of the lowest rates of access in the world

  18. Consists of South and Central America & Caribbean Mexico is economically part of NAFTA 7% of global Income 510 million population 9.5% world population Latin America

  19. 3.5 times size of US 3 Regions: North Africa, Sub-Sahara and Republic of South Africa 1.3% Global Income 730 million population 12% of world population Average per capita = $536 Africa

  20. 1.Low per capita income - under $4000 2.High inflation – 10 to 30% annually 3.Wide gap in income distribution 4.High level of taxes, duties & bureaucratic hurdles 5.Lack of marketing awareness 6.Fragmented communications & distribution 7. Inadequate infrastructure Transitional Economies & Less Developed Countries

  21. Look beyond per capita GNP Consider LDCs collectively Weigh the benefits of being first Set realistic deadlines To Enter or Not to Enter?

  22. 16 countries 2% of Global Income 260 million population 4% of world population Predominately Muslim Middle East

  23. Awareness Interest Evaluation Trial Adoption Roger’s Diffusion Theory

  24. Relative advantage Compatibility Complexity Divisibility Communicability Roger’s Factors Affecting Rate of Innovation Adoption

  25. % Population is not related to % GNP Major regions differ by income and population Diffusion of innovation varies around world Summary

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