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-Ã -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