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    Global Marketing: DR Vishnu P Mishra

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    mohd hamza
    The document discusses global marketing and factors companies must consider when expanding globally. It notes that 75% of the world market is outside of the US and outlines trends like growing middle classes in emerging markets. Key aspects of the global marketing environment include the international economic, social/cultural, technological, and political/legal factors. Common strategies for entering foreign markets include contractual agreements like franchising and licensing, as well as higher risk/involvement options like international direct investment.

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    Global Marketing: DR Vishnu P Mishra

    Uploaded by

    mohd hamza
    21 views18 pages
    The document discusses global marketing and factors companies must consider when expanding globally. It notes that 75% of the world market is outside of the US and outlines trends like growing middle classes in emerging markets. Key aspects of the global marketing environment include the international economic, social/cultural, technological, and political/legal factors. Common strategies for entering foreign markets include contractual agreements like franchising and licensing, as well as higher risk/involvement options like international direct investment.

    Original Description:

    Notes on global marketing

    Original Title

    Global Marketing

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    The document discusses global marketing and factors companies must consider when expanding globally. It notes that 75% of the world market is outside of the US and outlines trends like growing middle classes in emerging markets. Key aspects of the global marketing environment include the international economic, social/cultural, technological, and political/legal factors. Common strategies for entering foreign markets include contractual agreements like franchising and licensing, as well as higher risk/involvement options like international direct investment.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    21 views18 pages

    Global Marketing: DR Vishnu P Mishra

    Uploaded by

    mohd hamza
    The document discusses global marketing and factors companies must consider when expanding globally. It notes that 75% of the world market is outside of the US and outlines trends like growing middle classes in emerging markets. Key aspects of the global marketing environment include the international economic, social/cultural, technological, and political/legal factors. Common strategies for entering foreign markets include contractual agreements like franchising and licensing, as well as higher risk/involvement options like international direct investment.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 18

    Global Marketing

    Dr Vishnu P Mishra
    Standarization versus Adaptation

    Arabic
    Read right to left

    Chinese
    “delicious/happiness”

    1-8
    The Faces of Coca-Cola Around the World
    The Importance of
    Going Global:Current Scenario
    • For U.S. companies, 75% of total world market for
    goods and services is outside the country
    – Coca-Cola earns 75% of operating income and 2/3 of profit
    outside of North America
    • For Japanese companies, 85% of world market is
    outside the country
    • 94% of market potential is outside of Germany for its
    companies

    1-9
    The Fortune Global 500

    1-10
    Consumer/Industrial Markets
    Product/Service Market Size (Billions)
    Cigarettes $295
    Luxury Goods 230
    Cosmetics 200
    Personal Computers 175
    Bottled Water 100
    Container Shipping 150
    Construction Equip. 90
    Crop Seeds 30
    CRM Services 6
    1-11
    Transportation and Communication
    Improvements
    • Time and cost barriers associated with distance
    have fallen tremendously over the past 100 years.
    • The jet airplane revolutionized communication by
    making it possible for people to travel around the
    world in less than 48 hours.
    • The newest communication technologies, such as
    e-mail, video teleconferencing, and Wi-Fi, means
    that managers, executives, and customers can link
    up electronically from virtually any part of the
    globe without traveling at all.
    1-12
    World economic trends
    – 2008 global crisis
    – Growing middle class in China, India, Brazil, etc.
    – Rapid growth in China pre-2008
    – Movement to free markets worldwide
    GLOBALMARKETING
    ENVIRONMENT
    As in domestic markets, marketers must pay attention to local environmental
    factors.

    INTERNATIONAL ECONOMIC ENVIRONMENT

    • Important factors: nation’s size, per-capita income, stage of economic


    development, and infrastructure.
    • Exchange rate Price of one nation’s currency in terms of another nation’s
    currency.

    INTERNATIONAL SOCIAL-CULTURAL ENVIRONMENT


    • Marketers must understand a nation’s culture and language.
    INTERNATIONAL TECHNOLOGICAL ENVIRONMENT
    • Internet technologies connect large and small firms to world
    markets.
    INTERNATIONAL POLITICAL-LEGAL ENVIRONMENT
    • Marketers must be aware of political conditions and legal
    environment in each country in which they compete.
    • International law regulating international trade.
    • Legal requirements of other nations in which a company is
    doing business.
    • STRATEGIES FOR ENTERING FOREIGN MARKETS
    CONTRACTUAL AGREEMENTS
    Provide flexibility and may be good ways to take services
    abroad.
    Franchise Contractual arrangement in which a wholesaler or
    retailer agrees to meet the operating requirements of a
    manufacturer or other franchiser.
    Foreign licensing Agreement that grants foreign marketers
    the right to distribute a firm’s merchandise or to use its
    trademark, patent, or process in a specified geographic area.
    Subcontracting—production of goods and services assigned
    to local companies.
    Can prevent misunderstanding of local culture and regulations
    and provide protection from import duties.
    INTERNATIONAL DIRECT INVESTMENT(FDI)
    • U.S. has world’s largest direct investment inflows and
    outflows.
    • Direct investment in U.S. is led by United Kingdom,
    Japan, the Netherlands, and Germany.
    • Generally high involvement, high risk.
    • Can acquire an existing firm in target country, set up
    an independent division, or form joint ventures to share
    risks, costs, and management with foreign partners.

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