marketing environment 03 copyright © 2012 pearson education, inc. publishing as prentice hall
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Marketing EnvironmentMarketing Environment
03Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Global Marketing
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Countertrade Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Going Global?
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Competitive AdvantageCompetitive Advantage
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Understanding Local Conditions
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Roadblocksat the border
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Global
Marketing Environment
Global
Marketing Environment
ECONOMIC ENVIRONMENT
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COMPETITIVE ENVIRONMENT
TECHNOLOGICAL ENVIRONMENT
POLITICAL/LEGAL ENVIRONMENT
SOCIOCULTURAL ENVIRONMENT
Economic Environment
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Economic Development
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Business Cycle
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Competitive Environment
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CompetitionMicro-Environment
for discretionary income
product competition
brand competition
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CompetitionMacro-Environment
monopoly
oligopoly
monopolistic competition
perfect competition
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Technological Environment
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Political/Legal Environment
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SocioculturalSociocultural Environment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Sociocultural Environment
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Exporting Direct investment
COMMITMENT - RISK
Contractual Agreements
Strategic Alliances
Market Entry Strategies
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Standardization
Localization
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Global Marketing Decisions
Straight Extension
Product Adaptation
Product Invention
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mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall