Introduction to Global Marketing (Professor Mathur)

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Sameer Mathur Assistant Professor (Marketing) www.smathur.com:

Sameer Mathur Assistant Professor (Marketing) www.smathur.com Global Marketing

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2 FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

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Market Penetration Product Development Diversification Market Development Existing Products New Products Existing Markets New Markets Market-Product Growth Strategies

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5 6 Indicators of Market Potential

Demographic Characteristics:

Demographic Characteristics Size of population Rate of population growth Degree of urbanization Population density Age and composition of the population 6

Geographic Characteristics:

Geographic Characteristics Physical size of a country Topographical characteristics Climate conditions 7

Economic Factors:

Economic Factors GNP per capita Income distribution Rate of growth of GNP Ratio of investment to GNP 8

Technological Factors:

Technological Factors Level of technological skill Existing production technology Existing consumption technology Education levels 9

Sociocultural Factors:

Sociocultural Factors Dominant values Lifestyle patterns Ethnic groups Linguistic fragmentation 10

Political Factors, National Goals:

Political Factors, National Goals Laws Regulations Industry priorities Infrastructure Investment plans 11

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12 Amount of commitment, risk, control, and profit potential

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More than half the world’s Notebooks are contract manufactured in Taiwan 14

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Wholly owned subsidiaries in Germany, Italy, Japan 15

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16 Amount of commitment, risk, control, and profit potential

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Readings P162, Reaching Global Markets P163, Canadian Companies Compete Successfully in the Global Marketplace P172, A New Reality: Global Competition among Global Companies for Global Consumers P175, A Global Environmental Scan; Cultural Diversity P178, Economic Considerations P181, Political-Regulatory Climate P182, Global Market-Entry Strategies; Exporting P184, Licensing; Joint Venture P185, Direct Investment; Crafting a Worldwide Marketing Program P186, Product and Promotion Strategies P187, Distribution Strategy P188, Pricing Strategy:

Readings P162, Reaching Global Markets P163, Canadian Companies Compete Successfully in the Global Marketplace P172, A New Reality: Global Competition among Global Companies for Global Consumers P175, A Global Environmental Scan; Cultural Diversity P178, Economic Considerations P181, Political-Regulatory Climate P182, Global Market-Entry Strategies; Exporting P184, Licensing; Joint Venture P185, Direct Investment; Crafting a Worldwide Marketing Program P186, Product and Promotion Strategies P187, Distribution Strategy P188, Pricing Strategy 18

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19 FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

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20 Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here RELATED SLIDES CLICK BELOW TO LEARN ABOUT: 1. Package Sizing Strategy in Emerging Markets 2. Virgin Mobile’s 2008 Promotional Strategy in India POPULAR SLIDES CLICK BELOW TO LEARN ABOUT: 1. Segmentation and Targeting 2. Positioning, Perceptual Maps

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