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20191226194532D5008 - IB Chapter 17 Global Marketing

This document outlines the learning objectives and content covered in Chapter 17 of an international business course. The chapter discusses international marketing strategies, including classifying strategies based on orientation, segmentation, and targeting. It also covers adapting versus standardizing products globally, pricing complexities in foreign markets, using uniform or adapted promotional practices, global branding strategies, international distribution challenges, and using gap analysis to manage the international marketing mix.

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Devi Esterina
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127 views13 pages

20191226194532D5008 - IB Chapter 17 Global Marketing

This document outlines the learning objectives and content covered in Chapter 17 of an international business course. The chapter discusses international marketing strategies, including classifying strategies based on orientation, segmentation, and targeting. It also covers adapting versus standardizing products globally, pricing complexities in foreign markets, using uniform or adapted promotional practices, global branding strategies, international distribution challenges, and using gap analysis to manage the international marketing mix.

Uploaded by

Devi Esterina
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Course : International Business

Effective Period : 2020

Global Marketing
Chapter 17

Bina Nusantara University


1
Learning Objectives (1 of 2)
17-1 Classify international marketing strategies in
terms of marketing orientations, segmentation,
and targeting
17-2 Discuss the pros and cons of adaptation
versus global standardization of products
17-3 Describe pricing complexities when selling in
foreign markets

Bina Nusantara University


2
Learning Objectives (2 of 2)
17-4 Recognize the advantages and problems of
using uniform promotional marketing practices
among countries
17-5 Explain the different branding strategies
companies may employ internationally
17-6 Discern major practices and complications of
international distribution
17-7 Illustrate how gap analysis can help in
managing the international marketing mix
Bina Nusantara University
3
Common Marketing Orientations
Objective 17-1
• Production orientation
• Sales orientation
• Customer orientation
• Strategic marketing orientation
• Social marketing orientation

Bina Nusantara University


4
Segmenting Global Markets
Objective 17-1
• Global Segment
• By Country
• Mixing the Marketing Mix
• Mass Markets

Bina Nusantara University


5
Country Adaptation vs. Global
Standardization
Objective 17-2
• Why Adapt?
– Legal considerations
– Cultural considerations
– Economic considerations

Bina Nusantara University


6
Potential Issues in Pricing
Objective 17-3
• Government intervention
• Market Diversity
• Export Price Escalation
• Fluctuations in Currency
• Fixed versus Variable pricing

Bina Nusantara University


7
Push-Pull Promotion Decisions
Objective 17-4
• Push and Pull Definition
• Factors in Push-Pull Decisions

Bina Nusantara University


8
Standardize Advertising?
Objective 17-4
• Advantages of standardizing Advertising
• Considerations when standardizing

Bina Nusantara University


9
Global Branding
Objective 17-5
• What is a brand?
• Global Brands
– Considerations

Bina Nusantara University


10
Working with Product Distribution
Objective 17-6

• Internalization of distribution?
• Factors to determining a internalization strategy
• Distribution partnerships as an option

Bina Nusantara University


11
What is GAP analysis?
Objective 17-7

• Definition of GAP analysis


• Types of GAPS

Bina Nusantara University


12
Daniels, John. 2019. International
business : environments and
operations. Pearson. United Kingdom
p505-536

Bina Nusantara University


13

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