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Copyright ©2009 by Cengage Learning Inc. All rights reserved 1
Designed by Eric Brengle B-books, Ltd.
CHAPTER
5
Developing a Global Vision
Prepared byAmit Shah
Frostburg State University
MarketingLamb, Hair, McDaniel
10
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Learning Outcomes
2
Discuss the importance of global marketing
Discuss the impact of multinational firms
on the world economy
Describe the external environment facing
global marketers
LOI
LO2
LO3
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Learning Outcomes
3
Identify the various ways of entering the
global marketplace
List the basic elements involved in
developing a global marketing mix
Discover how the Internet is affecting
global marketing
LO5
LO6
LO4
Copyright ©2009 by Cengage Learning Inc. All rights reserved
Rewards of Global Marketing
4
Discuss the importance of global marketing
LOI
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Rewards of Global Marketing
5
LOI
Global MarketingGlobal MarketingIndividuals and
organizations using a global
vision to effectively market
goods and services across
national boundaries.
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Rewards of Global Marketing
• Recognizing and reacting to international marketing opportunities
• Using effective global marketing strategies
• Being aware of threats from foreign competitors
6
LOI
Having a global vision means…
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• U.S. exports a fifth of industrial production.
• One of every 5 jobs in U.S. is supported by exports.
• Every U.S. state has realized net employment gains directly attributed to foreign trade.
• U.S. businesses export over $800 billion in goods.
7
Importance of Global Marketing to the U. S.
LOI
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• Exports account for 25 percent of U.S. economic growth .
• U.S. is world’s leading exporter of farm products.
• Chemicals, office machinery and computers, automobiles, aircraft, and electrical and industrial machinery make up almost half of all nonagricultural exports
• About half of U.S. merchandise imports are raw materials, capital goods, and industrial products
8
Importance of Global Marketing to the U. S.
LOI
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• Millions of Americans have lost jobs
• Millions fear losing jobs
• Threat of outsourcing if workers do not accept pay cuts
• Vulnerability to operations moving offshore
9
The Fear of Trade and Globalization
LOI
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Benefits of Globalization
• Expands economic freedom
• Spurs competition
• Raises productivity and living standards
• Offers access to foreign capital, global export markets, and advanced technology
• Promotes higher labor and environmental standards
• Acts as a check on government power
10
LOI
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REVIEW LEARNING OUTCOMEThe Importance of Global Marketing
11
LOI
Identifyglobal marketing
opportunities
Identifyglobal marketing
opportunities
Compete againstforeign competitionin domestic markets
Compete againstforeign competitionin domestic markets
Understandglobal
distributionnetworks
Understandglobal
distributionnetworks
Globally-minded marketing managers:
FearsFears BenefitsBenefitsKnow global marketing is important because
of economic interdependencies
Know global marketing is important because
of economic interdependencies
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Multinational Firms
12
Discuss the impact of multinational firms
on the world economy
LO2
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Stages of Global Business Development
13
LO2
11
22
44
33
Companies operate in one country and sell into othersCompanies operate in one country and sell into others
Set up foreign subsidiaries to handle salesSet up foreign subsidiaries to handle sales
Virtual operationVirtual operation
Operate an entire line of business in another countryOperate an entire line of business in another country
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Global Marketing Standardization
14
LO2
Global MarketingStandardization
Global MarketingStandardization
Production of uniform
products that can be sold
the same way all over
the world.
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REVIEW LEARNING OUTCOMEImpact of Multinational Firms
15
LO2
Growth
Revenue
Profits
GlobalMarketing
GlobalMarketing
MNC
• Human Resources• Physical Resources• Financial Resources
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External Environment Facing Global Marketers
16
Describe the external environment facing
global marketers
LO3
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External Environment Facing Global Marketers
17
LO3
Natural Resources
Natural Resources
Demographic Makeup
Demographic Makeup
Economic and Technological Development
Economic and Technological Development
CultureCulture
Political StructurePolitical
Structure
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Culture
18
LO3
CultureCulture The common set of values
shared by its citizens that
determine what is socially
acceptable.
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Economic and Technological Development
19
LO3
Developed Country
Developed Country
Less DevelopedCountry
Less DevelopedCountry
Complex, sophisticated industriesComplex, sophisticated industries
Basic industriesBasic industries
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Political Structure and Actions
20
LO3
No private ownershipMinimal individual freedom
Little central governmentMaximum personal freedom
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Legal Considerations
21
LO3
Tariff
Quota
Boycott
Exchange Control
Market Grouping
Trade Agreement
A tax levied on goods entering a country
Limit on the amount of a product entering a country
Exclusion of products from a country
Foreign exchange must be sold to a control agency
Common trade alliance
An agreement to stimulateinternational trade
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The Uruguay Round made changes inworld trading practices:
Political and Legal Considerations
22
Entertainment, pharmaceuticals, integrated circuits, and software
Financial, legal, and accounting services
Agriculture
Textiles and apparel
Created a new trade organization: The World Trade Organization
LO3
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Political and Legal Considerations
23
LO3
CAFTACAFTA NAFTANAFTA European Union
European Union
Agreementsand Organizations
Agreementsand Organizations
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Demographic Makeup
Marketing Considerations:
• Population density
• Urban or rural
• Personal income
• Age
24
LO3
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Shortages in Natural Resources
Create…
• International dependencies
• Shifts of wealth
• Inflation and recession
• Export opportunities if resources are abundant
• Stimulus for military intervention
25
LO3
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Natural Resources
• Petroleum
• Foodstuffs
• Precious metal
• Timber
• Water
26
LO3
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REVIEW LEARNING OUTCOMEExternal Environment Facing Global Marketers
27
LO3
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Global Marketing by the Individual Firm
28
Identify the various ways of entering the
global marketplace
LO4
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Global Marketing Questions
• What are our options in selling abroad?
• How difficult is global marketing?
• What are the potential risks and returns?
29
LO4
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Why “Go Global”?
• Earn additional profits
• Leverage a unique product or technological advantage
• Possess exclusive market information
• Saturated domestic markets
• Excess capacity
• Utilize “economies of scale”
30
LO4
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Risk Levels for Global Entry
31
LO4
Lowrisk/lowreturn
Highrisk/highreturn
Risk
Return
Export Licensing
ContractManu-
facturing
JointVenture
DirectInvest-ment
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Entering the Global Marketplace
32
LO4
Licensing Legal process allowing use of manufacturing/patents/knowledge
ContractManufacturing
Private-label manufacturing by a foreign country
Joint Venture Domestic firm buys/joins a foreign company to create new entity
Export Sell domestically produced products to buyers in other countries
Direct Investment Active ownership of a foreign company/manufacturing facility
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Export Intermediaries
33
LO4
Buyer for ExportBuyer for Export Assumes all ownership risks and sells globally for its own account.
Assumes all ownership risks and sells globally for its own account.
Export BrokerExport Broker Plays the traditional broker’s role
by bringing buyer and seller together.
Plays the traditional broker’s role by bringing buyer and seller
together.
Export AgentExport Agent Acts like a manufacturer’s agent
for the exporter in the foreignmarket.
Acts like a manufacturer’s agent for the exporter in the foreign
market.
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REVIEW LEARNING OUTCOMEEntering the Global Marketplace
34
LO4
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The Global Marketing Mix
35
List the basic elements involved in developing a global marketing mix
LO5
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Product and Promotion
36
LO5
One ProductOne Message
Product Adaptation
PromotionAdaptation
Product Invention
SameSameProductProduct
SameSameMessageMessage
ChangeChangeMessageMessage
ChangeChangeProductProduct
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Place (Distribution)
• Adequate distribution is necessary for success in global markets– Some countries have complicated systems
– Lack of distribution infrastructure and cultural differences create problems
• Innovative distribution systems can create competitive advantage
37
LO5
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Pricing• Must consider transportation and
insurance costs, taxes, and tariffs
• Determine what customers will spend
• Ensure that foreign buyers will pay price
• May need to simplify a product to lower price
• Don’t assume that low-income countries are willing to accept lower quality
38
LO5
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Exchange Rates
39
LO5
Exchange RatesExchange Rates The price of one’s currency
in terms of another
country’s currency.
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Dumping
1. Trying to increase an overseas market share
2. Temporarily distributing products to overseas markets to offset slack demand at home
3. Lowering unit costs by exploiting large-scale production
4. Attempting to maintain stable prices during periods of exchange rate fluctuations
40
LO5
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Countertrade
41
LO5
CountertradeCountertrade A form of trade in which all
or part of the payment for
goods or services is in the
form of other goods or
services.
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REVIEW LEARNING OUTCOMEDeveloping a Global Marketing Mix
PROMOTION
One Product, One Message
Product Invention
Product Adaptation
Message Adaptation
42
LO5
PLACE
Channel Choice
Channel Structure
Country Infrastructure
PRICE
Dumping
Countertrade
Exchange Rates
Purchasing Power
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The Impact of the Internet
43
Discover how the Internet is affecting
global marketing
LO6
Copyright ©2009 by Cengage Learning Inc. All rights reserved
REVIEW LEARNING OUTCOMEThe Impact of the Internet
44
LO6