Chapter 19 The Global Marketplace 1 Global Marketing

Chapter 19 The Global Marketplace 1

Global Marketing into the Twenty-First Century The world is shrinking rapidly with the advent of faster communication, transportation, and financial flows. International trade is booming and now accounts for a quarter of the United States’ GDP. Between 1996 and 2006, U. S. exports are expected to increase 51%. Global competition is intensifying and few U. S. industries are now safe from foreign competition. 2

Global Marketing into the Twenty-First Century 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: n n High debt, inflation, and unemployment have resulted in highly unstable governments & currencies, Governments placing more regulations on foreign firms, Protectionist tariffs and trade barriers, Corruption. 3

Major Decisions in International Marketing (Fig. 19. 1) Looking at the global marketing environment Deciding whether to go international Deciding which markets to enter Deciding how to enter the market Deciding on the global marketing program Deciding on the global marketing organization 4

Looking at the Global Marketing Environment The International Trade System i. e. Tariff, Quota, Embargo, Exchange Control, and Nontariff Trade Barriers The World Trade Organization and GATT Treaty designed to promote world trade by reducing tariffs and other international trade barriers Regional Free Trade Zones Group of nations organized to work toward common goals in the regulation of international trade 5

Economic Environment Subsistence Economies Industrial Economies Types of Industrial Structure Raw Material Exporting Economies Industrializing Economies 6

Political-Legal Environment At Least Four Political-Legal Factors Should be Considered in Deciding Whether to do Business in a Given Country: Attitudes Toward International Buying Government Bureaucracy Monetary Regulations Political Stability 7

Cultural Environment Sellers Must Examine the Following Before Planning a Marketing Program Within a Given Country. How Customers Think About and Use Products Cultural Traditions, Preferences, and Behaviors Business Norms and Behavior 8

Deciding Whether to Go International Reasons companies might consider international expansion: n n n 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. 9

Deciding Which Markets to Enter Define Organization’s Marketing Objectives and Policies What Volume of Foreign Sales is Desired? How Many Countries Should the Firm Go Into? What Types of Countries Should be Entered? Rank by Market Size & Growth, Cost of Doing Business, Competitive Advantage, & Risk Level. 10

Discussion Connections Assess China as a market for Mc. Donald’s. n n What factors make it attractive? What factors make it less attractive? Assess Canada as a market for Mc. Donald’s. n n In what ways is Canada more attractive than China? In what ways is it less attractive? If Mc. Donald’s could operate in only one of these countries, which one would you choose and why? 11

Deciding How to Enter the Market (Fig. 19. 2) Exporting • Indirect • Direct Joint venturing Direct investment • Licensing • Contract manufacturing • Management Contracting • Joint Ownership • Assembly facilities • Manufacturing facilities 12

Adapted Marketing Mix Adjusts the Elements of the Marketing Mix to Each International Target Market. i. e. Japanese Barbie Changes in Product, Advertising, Distribution Channels, & Price Deciding on the Global Marketing Program Standardized Marketing Mix Uses Basically the Same Elements of the Marketing Mix in all the Company’s International Markets. i. e Coca-Cola 13

Five International Product and Promotion Strategies (Fig. 19. 3) Promotion Don’t Change Product Don’t Change Promotion Adapt Promotion Product 1. Straight Extension 2. Communication Adapt Product Develop New Product 3. Product Adaptation 4. Dual Adaptation 5. Product Invention 14

International Pricing Companies face many problems in setting their international prices. Possibilities in setting prices include: n n n Chare a uniform price all around the world. Charge what consumers in each country could pay. Use a standard markup of its costs everywhere. International prices tend to be higher than domestic prices because of price escalation. Companies may become guilty of dumping – when a foreign subsidiary charges less than its costs or less than in its home market. 15

Whole-Channel Concept for International Marketing (Fig. 19. 4) Seller’s headquarters organization for international marketing Channels between nations Channels within nations Final user or buyer 16

Deciding on the Global Marketing Organization Export Department International Division Global Organization Degree of Involvement in International Marketing Activities 17

Review of Concept Connections 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. 18