Presentation Transcript
Global marketing management :marketing strategies 1 Global marketing management global market segments Market segmentation: identifying distinct groups of consumers whose purchasing behavior differs from others significantly.
(e.g. sex, income, education, social-cultural factors, psychological factors, etc.) segments can transcend national borders
Marketing strategies :marketing strategies 2 Marketing strategies distribution Product attributes pricing promotion, advertising and branding
Product strategies - product attributes :marketing strategies 3 Product strategies - product attributes technical standards People from different countries value different product attributes. Cultural factors Economic factors
consumer purchasing power, extra attributes, disposable products, quantities, product reliability
infrastructure legal factors
safety and health standards
certain types of products are prohibited others
Slide 4:marketing strategies 4 Sociocultural Elements of Supermarket Technology in the United States and Hong Kong
Pricing strategy :marketing strategies 5 Pricing strategy currency value fluctuation Pricing is more complex internationally than domestically government intervention greater diversity of markets price escalation in exporting
Promotion strategy: push vs pull :marketing strategies 6 Promotion strategy: push vs pull Advertising (pull) - standardization of ad Factors that influence this decision: message needs translation problems legality
Branding - worldwide brand vs. local brands :marketing strategies 7 Branding - worldwide brand vs. local brands Factors that influence branding decisions
Distribution strategy :marketing strategies 8 Distribution strategy channel exclusivity Retailer concentration channel length - the number of intermediaries between producers and consumers
A Typical Distribution System :marketing strategies 9 A Typical Distribution System Manufacturer
Outside the
Country Wholesale
Distributor Retail
Distributor Final
Distributor Manufacturer
Inside the
Country Import
Agent Source:McGraw Hill Companies, Inc., 2000