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INTRODUCTION

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

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  1. INTRODUCTION • Global marketing • Impetus • Form and scope • Levels of foreign involvement over time • Sources of information

  2. Global Marketing - Impetus MARKET GOVERN- MENT GLOBALIZATION COMPETITION COST

  3. Market Drivers • Overlapping customer needs • Global customers • standardization vs. pluralization • Global channels--existing and demanded • Transferable marketing learning • Leading markets

  4. Competition • Preempting preemption • Pressuring competitors

  5. Scope of Global Competition COMPETITORS’ HOME COUNTRY MARKETS HOME COUNTRY MARKET OTHER MARKETS DON’T OVERLOOK!

  6. Cost • Economies of • scale • scope

  7. Government • Trade policies • tariffs • local content requirements, reciprocity • approval standards, regulations • home country (and state) support

  8. 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

  9. International Life Cycle • Country market characterististics • economic development • saturation • receptivity to technology • infrastructure support • Product characteristic • industrial • consumer

  10. Sources of Global Info • Sources • “Hard” vs. “soft” data • Reliability • currency • credibility • comparability • Cost

  11. Some Sources of Information -Books and Indices • World almanacs • Statistical Abstracts of the United States • Government publications • Country-specific books

  12. 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

  13. Electronic Sources • Lexis/Nexis (expensive in industry!) • USCInfo/ local library data bases • World Wide Web (be careful!)

  14. Other • Academic country specialists (e.g., antropologists, economists) • Consultants • Expatriates • Own experience

  15. “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

  16. 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?

  17. Cost of Data • Much “raw” data is free from • U.S. Gvt. • United Nations • Research institutions • Commercial directories • Consulting services

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