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Chapter 19

PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong. Chapter 19. The Global Marketplace. Global competition is intensifying and few U.S. industries are now safe from foreign competition.

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Chapter 19

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  1. PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong Chapter 19 The Global Marketplace

  2. Global competition is intensifying and few U.S. industries are now safe from foreign competition. To compete, many U.S. companies are continuously improving their products, expanding into foreign markets and becoming Global Firms. Global firms face several major problems: Variable exchange rates, Unstable governments, Protectionist tariffs and trade barriers, Corruption. Global Marketing Into the Twenty-First Century

  3. Looking at the Global Marketing Environment Deciding Whether to Go International Decisions in International Marketing Deciding Which Markets to Enter Deciding How to Enter the Market Deciding on the Global Marketing Program Deciding on the Global Marketing Organization

  4. The International Trade System The World Trade Organization and GATT Regional Free Trade Zones Looking at the Global MarketingEnvironment

  5. Economic Environmental Factors Subsistence Economies Country’s Industrial Structure Industrial Economies Raw Material Exporting Economies Industrializing Economies Income Distribution

  6. Political-Legal Environmental Factors Attitudes Toward International Buying Government Bureaucracy Monetary Regulations Political Stability

  7. Cultural Environmental Factors How Customers Think About and Use Products Business Norms and Behavior Cultural Traditions, Preferences, and Behaviors

  8. Reasons companies might consider International expansion: Global competitors attacking the domestic market, Foreign markets might offer higher profit opportunities, Domestic markets might be shrinking, Need an enlarged customer base to achieve economies of scale, Reduce dependency on any one market, Customers might be expanding abroad. Most companies do not act until some situation or event thrusts them into the international market. Deciding Whether to Go International

  9. Deciding Which Markets to Enter Marketer’s Checklist for Identifying Market Potential 1. Demographic Characteristics. 2. Geographic Characteristics. 3. Economic Factors. 4. Technological Factors. 5. Sociocultural Factors. 6. National Goals and Plans.

  10. Direct Investment Deciding How to Enter the Market Greater Joint Venturing Amount of Commitment, Risk, Control, and Profit Potential Exporting Lesser

  11. Straight Extension Product Adaptation Product Don’t Change Product Adapt Product Product Invention Develop New Product Communication Adaptation Dual Adaptation Don’t Change Promotion Promotion Adapt Promotion Deciding on the Global MarketingProgram Five International Product and Promotion Strategies

  12. Seller Seller’s Headquarters Whole-Channel Concept for Distribution Channels Between Nations Channels Within Nations Final User or Buyer

  13. Export Department Deciding on the Global Marketing Organization International Division Global Organization Degree of Involvement in International Marketing Activities

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