Chapter 4 Global

Developing a Global Vision:Marketing that targets markets throughout the world : 

chapter Developing a Global Vision:Marketing that targets markets throughout the world 4

The Advantages of Global Trade : 

The Advantages of Global Trade Expands economic freedom Spurs competition Raises productivity and living standards Offers access to foreign capital, global export markets, and advanced technology Promotes higher labor and environmental standards Acts as a check on government power

Forbes 2006 Largest Global-Sales : 

Forbes 2006 Largest Global-Sales

Forbes 2006 Largest Global-Profit : 

Forbes 2006 Largest Global-Profit Toyota and Wal-Mart Next

Where US Exports Go : 

Where US Exports Go

Global Marketing Standardization : 

Global Marketing Standardization Production of uniform products that can be sold the same way all over the world.

Global Marketing Standardization : 

Global Marketing Standardization World markets are becoming more alike Standardized products can be sold the same way worldwide: economies of scale Successful companies may vary products for global markets

Global Market Customization : 

Global Market Customization Developing a unique marketing strategy for individual nations

The External Environment : 

The External Environment www.mcdonalds.fr

Culture : 

Culture Common set of values shared by people, determines what is acceptable Language Religion Superstitions Etiquette Customs Traditions Notion of time

Economic and Technological Factors : 

Economic and Technological Factors

Other Environmental Influences : 

Other Environmental Influences Political structure: degree of regulation, freedom of commerce, government oversight/control Legal considerations: tarriffs, quotas, trade agreements, exchange rate control (RMB, for example, in China) Demographics: population density, income, rural versus urban, age

Summary : 

Summary

Risk Levels for Global Entry : 

Risk Levels for Global Entry

Entering the Global Marketplace : 

Entering the Global Marketplace

Levels of Risk : 

Levels of Risk

Global Issues in Branding : 

Global Issues in Branding

Product and Promotion : 

Product and Promotion

Branding Examples : 

Branding Examples Proctor and Gamble www.pandg.com Detergents: Ariel: Lat. Amer., Europe, Middle East, Africa Bonux: Europe, Middle East, Africa Cierto: Latin America Daz: Europe, Middle East, Africa Dreft: NA, Europe, ME, Africa Tide: Worldwide Pampers: NA, Eur., LA, ME, Afr., Asia Pampy (Latin America), Panda (Asia)

Branding Example : 

Branding Example Unilever Corp. www.unilever.com Ice cream Deodorants Household Care Laundry Skin Care and Cleansing

Global Issues in Packaging : 

Global Issues in Packaging

Global Advertising : 

Global Advertising

Slide 23: 

Global Pricing Local demand Competition Substitute availability Gray marketing Distance & transp. Tariffs & sanctions Export duties, subsidies & control Transfer pricing Exchange rates Inflation Gov’t price controls

Global Purchasing Power : 

Global Purchasing Power

Channels and Distribution Decisions for Global Markets : 

Channels and Distribution Decisions for Global Markets

International Corruption Perception Index : 

International Corruption Perception Index Top 10 Least Corrupt Countries 1. Finland 2. Denmark (tie) New Zealand (tie) 4. Iceland 5. Singapore (tie) Sweden (tie) 7. Canada (tie) Luxembourg (tie) Netherlands (tie) 10. United Kingdom Top 10 Most Corrupt Countries 1. Bangladesh 2. Nigeria 3. Paraguay (tie) Madagascar (tie) Angola (tie) 6. Indonesia (tie) Kenya (tie) 8. Azerbaijan 9. Moldova (tie) Uganda (tie) Source: Transparency International. “The Transparency International Corruption Perception Index 2002.” www.transparency.org (accessed Sept. 13, 2002). Used with permission

Global Retailing : 

Global Retailing Market Size & Economics Infrastructure & Distribution Competition Operations Financial & Tax Reporting Merchandise Acceptability Partnering Capability Factors Used to Analyze Global Retail Markets