Global marketing

ROAD MAP: Previewing the Concepts
Discuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions.
Describe three key approaches to entering international markets.
Explain how companies adapt their marketing mixes for international markets.
Identify the three major forms of international marketing organization.

Global Marketing in the 21st Century
The world is shrinking rapidly with the advent of faster communication, transportation, and financial flows.
International trade is booming and accounts for 25% of U.S. GDP.
Global competition is intensifying.
Higher risks with globalization.

U.S. Globalization
Many U.S. companies have made the world their market.

Major International Marketing Decisions

Looking at the Global Marketing Environment
The International Trade System:
Restrictions—tariffs, quotas, embargos, exchange controls, and non-tariff trade barriers.
The World Trade Organization and GATT:
Helps Trade—reduces tariffs and other international trade barriers.
Regional Free Trade Zones:
Groups of nations organized to work toward common goals in the regulation of international trade.

What types of U.S. companies would like to see higher tariffs and what types would like to see lower tariffs or no tariffs? Why is this the case?
Discussion Question

Industrial Structure
Shapes a country’s product and service needs, income levels, and employment levels.
Subsistence Economies
Raw Material Exporting Economies
Industrializing Economies
Industrial Economies
Income Distribution

Political-Legal Environment
Attitudes Toward International Buying
Government Bureaucracy
Political Stability
Monetary Regulations

Cultural Environment
Sellers must examine the ways consumers in different countries think about and use products before planning a marketing program.
Business norms vary from country to country.
Companies that understand cultural nuances can use them to advantage when positioning products internationally.

Cultural Differences
When Nike learned that this stylized “Air” logo resembled “Allah” in Arabic script, it apologized and pulled the shoes from distribution.

Deciding Whether to Go Global
Reasons to consider going global:
Foreign attacks on domestic markets
Foreign markets with higher profit opportunities
Stagnant or shrinking domestic markets
Need larger customer base to achieve economies of scale
Reduce dependency on single market
Follow customers who are expanding

Deciding Which Markets to Enter
Before going abroad, the company should try to define its international marketing objectives and policies.
What Volume of Foreign Sales is Desired?
How Many Countries to Market In?
What Types of Countries to Enter?
Choose Possible Countries and Rank Based on Market Size, Market Growth, Cost of Doing Business, Competitive Advantage, and Risk Level

Colgate Goes to China
Using aggressive promotional and educational programs, Colgate has expanded its market share from 7% to 35% in less than a decade.

Market Entry Strategies

Market Entry Strategies
Exporting:
Indirect: working through independent international marketing intermediaries.
Direct: company handles its own exports.

Market Entry Strategies
Joint Venturing:
Joining with foreign companies to produce or market products or services.
Approaches:
Licensing
Contract manufacturing
Management contracting
Joint ownership

Joint Ownership
KFC entered Japan through a joint ownership venture with Japanese conglomerate Mitsubishi.

Market Entry Strategies
Direct Investment:
The development of foreign-based assembly or manufacturing facilities.
This approach has both advantages and disadvantages.

Deciding on the Global Marketing Program
Standardized Marketing Mix:
Selling largely the same products and using the same marketing approaches worldwide.
Adapted Marketing Mix:
Producer adjusts the marketing mix elements to each target market, bearing more costs but hoping for a larger market share and return.

Marketing Mix Adaptation
In India, McDonald’s serves chicken, fish, and vegetable burgers, and the Maharaja Mac—two all-mutton patties, special sauce, lettuce, cheese, pickles, onions, on a sesame-seed bun.

Five Global Product and Promotion Strategies

Global Product Strategies
Straight Product Extension:
Marketing a product in a foreign market without any change.
Product Adaptation:
Adapting a product to meet local conditions or wants in foreign markets.
Product Invention:
Creating new products or services for foreign markets.

Global Promotion Strategies
Can use a standardized theme globally, but may have to make adjustments for language or cultural differences.
Communication Adaptation:
Fully adapting an advertising message for local markets.
Changes may have to be made due to media availability.

Global Pricing Strategies
Companies face many problems in setting their international prices.
Possible approaches include:
Charge a uniform price all around the world.
Charge what consumers in each country will pay.
Use a standard markup of costs everywhere.
International prices tend to be higher than domestic prices because of price escalation.
Companies may become guilty of dumping –a foreign subsidiary charges less than its costs or less than it charges in its home market.

International Pricing
Twelve European Union countries have adopted the euro as a common currency, creating “pricing transparency” and forcing companies to harmonize their prices throughout Europe.

Whole-Channel Concept for International Marketing

Deciding on the Global Marketing Organization
Organize an export department
Create international divisions
Geographical organizations
World product groups
International subsidiaries
Become a global organization