logging in or signing up Introduction To International Marketing... aSGuest10382 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 2146 Category: Business & Fin.. License: All Rights Reserved Like it (2) Dislike it (0) Added: January 13, 2009 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Introduction to global marketing : Introduction to global marketing ‘The process of focusing the resources (people, money, and physical assets) and objectives of an organisation on global market opportunities and threats’ Keegan 1995 Slide 2: Theodore Levitt - Marketing Myopia Slide 3: Marketing is now a universal discipline the new concept of marketing appeared 1960 - Marketing Myopia - Levitt now ‘strategic’ concept The Three Principles of Marketing : The Three Principles of Marketing Customer value and the value equation i.e. value greater than competitors Value equation is: VALUE = PERCEIVED BENEFITS / PRICE Competitive or differential advantage advantage vis-à-vis competition Slide 5: Focus i.e. the concentration of attention IBM ‘was’ focused on customer needs and wants for data processing IBM crisis in early 1990s - ‘lost focus’ achieved through concentrating resources From Domestic to Global/Transnational Marketing : From Domestic to Global/Transnational Marketing Where is it made? V Where is it marketed? Domestic marketing Export marketing International marketing Multinational marketing Global/transnational marketing Driving forces : Driving forces ‘Global Village’ Mashall Macluhan Market needs - X-Box for leisure Technology - Third Generation phones (3G) Cost - low cost production e.g. Gap Quality - Is now taken for granted. Communications and Transportation Driving forces (2) : Driving forces (2) Leverage (i.e. advantages of operating in numerous markets simultaneously) experience transfers systems transfers scale economies resource utilisation global strategy. Scanning the globe! Restraining forces : Restraining forces Market differences - diversity History - Guanxi Management myopia as a barrier Organisational culture as a barrier National controls/Barriers to entry e.g tariffs and Quotas. Slide 10: How have things changes after September 11th 2001? Underlying forces : Underlying forces Dr. Howard Perlmutter ‘Orientation of Management and Companies’ International money framework and exposure to currency fluctuations post WWII World trading system - WTO (GATT) Global peace - post September 11th Arrival of global/transnational companies You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Introduction To International Marketing... aSGuest10382 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 2146 Category: Business & Fin.. License: All Rights Reserved Like it (2) Dislike it (0) Added: January 13, 2009 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Introduction to global marketing : Introduction to global marketing ‘The process of focusing the resources (people, money, and physical assets) and objectives of an organisation on global market opportunities and threats’ Keegan 1995 Slide 2: Theodore Levitt - Marketing Myopia Slide 3: Marketing is now a universal discipline the new concept of marketing appeared 1960 - Marketing Myopia - Levitt now ‘strategic’ concept The Three Principles of Marketing : The Three Principles of Marketing Customer value and the value equation i.e. value greater than competitors Value equation is: VALUE = PERCEIVED BENEFITS / PRICE Competitive or differential advantage advantage vis-à-vis competition Slide 5: Focus i.e. the concentration of attention IBM ‘was’ focused on customer needs and wants for data processing IBM crisis in early 1990s - ‘lost focus’ achieved through concentrating resources From Domestic to Global/Transnational Marketing : From Domestic to Global/Transnational Marketing Where is it made? V Where is it marketed? Domestic marketing Export marketing International marketing Multinational marketing Global/transnational marketing Driving forces : Driving forces ‘Global Village’ Mashall Macluhan Market needs - X-Box for leisure Technology - Third Generation phones (3G) Cost - low cost production e.g. Gap Quality - Is now taken for granted. Communications and Transportation Driving forces (2) : Driving forces (2) Leverage (i.e. advantages of operating in numerous markets simultaneously) experience transfers systems transfers scale economies resource utilisation global strategy. Scanning the globe! Restraining forces : Restraining forces Market differences - diversity History - Guanxi Management myopia as a barrier Organisational culture as a barrier National controls/Barriers to entry e.g tariffs and Quotas. Slide 10: How have things changes after September 11th 2001? Underlying forces : Underlying forces Dr. Howard Perlmutter ‘Orientation of Management and Companies’ International money framework and exposure to currency fluctuations post WWII World trading system - WTO (GATT) Global peace - post September 11th Arrival of global/transnational companies