4604455

4604455

• 1.
  Chapter 19 TheGlobal Marketplace PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong
• 2.
  Global Marketing Intothe Twenty- First Century Global competition is intensifying and few U.S. industries are now safe from foreign competition. 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: Variable exchange rates, Unstable governments, Protectionist tariffs and trade barriers, Corruption.
• 3.
  Decisions in InternationalMarketing 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 theGlobal Marketing Environment The International Trade System The World Trade Organization and GATT Regional Free Trade Zones
• 5.
  Economic Environmental FactorsCountry’s Industrial Structure Subsistence Economies Raw Material Exporting Economies Industrializing Economies Industrial Economies Income Distribution
• 6.
  Political-Legal Environmental FactorsGovernment Bureaucracy Attitudes Toward International Buying Monetary Regulations Political Stability
• 7.
  Cultural Environmental FactorsHow Customers Think About and Use Products Business Norms and Behavior Cultural Traditions, Preferences, and Behaviors
• 8.
  Deciding Whether toGo International Reasons companies might consider International expansion: 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 Marketsto Enter Marketer’s Checklist for Identifying Market 2. Geographic Characteristics. 3. Economic Factors. 4. Technological Factors. 5. Sociocultural Factors. 6. National Goals and Plans. 1. Demographic Characteristics. Potential
• 10.
  Deciding How toEnter the Market Direct Investment Joint Venturing Exporting Amount of Commitment, Risk, Control, and Profit Potential Greater Lesser
• 11.
  Deciding on theGlobal Marketing Program Five International Product and Promotion Strategies Straight Extension Communication Adaptation Product Adaptation Dual Adaptation Promotion Don’t Change Product Adapt Product Product Don’t Change Promotion Adapt Promotion Product Invention Develop New Product
• 12.
  Whole-Channel Concept forDistribution Seller Seller’s Headquarters Channels Between Nations Channels Within Nations Final User or Buyer
• 13.
  Deciding on theGlobal Marketing Organization Export Department International Division Global Organization Degree of Involvement in International Marketing Activities