7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
1/35
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
2/35
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
3/35
Global marketing should be motivated by
individual, organizational and societal goals.
It is a marketing strategy used mainly by
multinational companies to sell goods or services
internationally.
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
4/35
ELEMENTS OF GLOBAL MARKETING
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
5/35
GLOBAL MARKETING
Advantages Disadvantages
Lower marketing cost
Consistency in Brand Image.
Power and scope
Ability to leverage good ideasquickly and efficiently.
Helps to establish relationships
outside of the politicalarena.
Differences in customer needs,
wants and usage patterns for
products.
Differences in consumer response to
marketing mix elements.
Differences in legal environment.
Differences in administrative
procedures.
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
6/35
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
7/35
The process leading to identifying and
entering international markets.
The designing of a product in such a way
that it will meet the needs of users in many
countries or can be easily adapted to do so.
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
8/35INTERNATIONALIZATIONS
Advantages Disadvantages
Possibility of accessing
new technologies.
Increase in revenue.
Brand awareness.
New ideas can be
generated.
Cultural and
language barriers.
Political barriers.
Religious beliefs.
Government
interference
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
9/35
INTERNATIONALIZATION DECISIONS
Decidingwhether to go
Decidingwhich markets
to enter
Deciding howto enter
Deciding onthe marketing
program
Deciding onthe marketingorganization
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
10/35
RE-INTERNATIONALIZATION
Re-internationalization is a process where the
firms that have been internationally active for
some time, but then withdrawn from one
,several foreign market.
Firms paid more attention to domestic market
or some other countries for a considerable
time.
And then re-enter one, some or all its previous
market.
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
11/35
CONT..Firm may restart their internationalization
activity both from closest or farther market.
They may be re-internationalization very
quickly, very slowly or in a moderate pace.
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
12/35
PROCESS OF RE-INTERNATIONALIZATION
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
13/35
CAUSE OF RE-INTERNATIONALIZATION
Their re-internationalization may be caused
by one or more critical incident.
When a firm takeover by another enterprise
or merge with some other firm.
Acquisition of a company by another one
with international connection.
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
14/35
FACTOR INFLUENCING RE-
INTERNATIONALIZATION
Network relationship that influence the processof re-internationalization.
Firms unique resources and capabilities.
A change in managements global orientation.
A re-internationalization company may use
their former knowledge of foreign market.
Also able to revive some of their previous
network relationship on these market.
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
15/35
STRATEGY TO ENTER INTO INTERNATIONAL
MARKET
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
16/35
Exporting- It is a market entry strategy in
which a company maintains production
facilities within its home country and transfers
products for sale in foreign countries.
Outsourcing- It means engaging in the
international division of labor so as to obtain
the cheapest sources of labor and supplies,
regardless of country.
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
17/35
Licensing- A company in one country makescertain resources available to companies in
other countries to participate in the production
and sale of its products abroad.
Franchising- It is a form of licensing in which
a company provides its foreign franchisees
with a complete package of materials and
services.
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
18/35
Joint venture- A company shares costs and
risks with another firm in a foreign country to
build a facility, develop new products, or setup a sales and distribution network.
Partnership- It is often the fastest, cheapestand least risky way to get into the global game.
CHALLENGES OF INTERNATIONAL
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
19/35
CHALLENGES OF INTERNATIONAL
MARKETING
Legal-Political Environment-
o Political risko Tariffs, quotas and taxes
o Laws, regulation
Economic Environment-
o Resource and Product markets
o Exchange rates
o Infrastructure
Socio cultural Environment-o Language
o Religion
o Social values, beliefs
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
20/35
CHANNELMANAGEMENT IN
INTERNATIONALMARKETING
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
21/35
CHANNELSTRUCTURE
Channel configurations for the same product will vary within
industries, even within the same firm, because national markets quiteoften have unique features.
Channel structures are designed to manage multidirectionalconnections for:
Physical movement of goods and services.Transactional title flows.
Information communications flows.
The essential linkage that connects producersand consumers.
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
22/35
CHANNEL CONFIGURATION
Consumer
Products
Services
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
23/35
Consumer
Products
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
24/35
CHANNEL DESIGN
EXTERNAL INTERNAL
Customercharacteristics
Culture
competition
Company objectivesCharacter
Capital
Cost
Coverage
Control
Continuity
communication
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
25/35
SELECTION OF INTERMEDIARIES
Types of intermediaries
Agents
Distributors
Sources of finding intermediaries
Govt. agencies
Private sources
Screening intermediaries
Performance
professionalism
The distributor agreement
CHANNEL MANAGEMENT
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
26/35
CHANNEL MANAGEMENT
Factors in channel management
Cultural Difference
Instability in exchange rate
Laws and regulations
Termination of channel relationship
E COMMERCE
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
27/35
E-COMMERCE
E-commerce is the ability to offer goods and services overthe Web
M-Commerce is the exchange of goods and services viamobile devices
Preparations for serving customers through e-commerce: Provide 24-hour order taking and customer service
Regulatory and customs-handling expertise
In-depth understanding of environments and customers
The marketer has to be sensitive to the governmental rolein e-commerce
Privacy issues have grown exponentially as a result of e-business
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
28/35
CROSS CULTURE NEGOTIATION
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
29/35
CROSS CULTURE NEGOTIATION
Intercultural selling through negotiation is one
of the biggest challenge in global marketing
Learning and knowledge transfer across
borders can increase international
competitiveness
Build awareness about how cultural
differences impact
Motivate salespeople and managers to
rethink their behavior and attitude towards
customers.
IMPLEMENTATION OF GLOBAL ACCOUNTING
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
30/35
IMPLEMENTATION OF GLOBAL ACCOUNTING
MANAGEMENT(GAM)
Global accounting management defined as a relationship
oriented marketing management approach focusing on dealing
with the needs of an important global customer business-to
business market. Identifying the selling firms global accounts;
Analyzing the global accounts;
Selecting suitable strategies for the global accounts;
Developing operational level capabilities to build , grow andmaintain profitable and long lasting relationships with global
accounts.
ORGANIZATION OF GLOBAL MARKETING ACTIVITIES
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
31/35
ORGANIZATION OF GLOBAL MARKETING ACTIVITIES
A global marketing organization is structured isan important determinant of its ability to exploit
effectively and efficiently the opportunities
available to it.
Determines the capacity for responding to
problem and challenges.
Companies operating internationally must decide
whether the organization should be structured
along functions, products, geographical areas or
combinations of the three(matrix)
LOCALIZING GLOBAL MARKETING
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
32/35
LOCALIZING GLOBAL MARKETING
Management processes- Enhance the global transfer of
communications
- Interchange personnel to gainexperience abroad
Headquarters should coordinate and leverage
resources Permit local managers to develop their own
programs within defined parameters
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
33/35
Organization structures
The shift to global account management
Corporate culture
The world is not one single market
Plan and execute programs on a worldwide basis
A global Identity favors no specific country
CAMPUS OVERVIEW
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
34/35
CAMPUS OVERVIEW
907/A Uvarshad,
Gandhinagar
Highway, Ahmedabad
382422.
Ahmedabad Kolkata
Infinity Benchmark, 10th
Floor, Plot G1,
Block EP & GP,
Sector V, Salt-Lake,
Kolkata 700091.
Mumbai
Goldline Business Centre
Linkway Estate,
Next to Chincholi Fire
Brigade, Malad (West),
Mumbai 400 064.
7/28/2019 Global Aspects of Marketing Presentation - Unitedworld School of Business
35/35
Thank You
Top Related