2. LO1
Describe the components of a country market assessment.
LO2
Understand the marketing opportunities in BRIC countries.
LO3
LO4
Identify the various market entry strategies.
Highlight the similarities and differences between a domestic marketing
strategy and a global marketing strategy.
GLOBAL MARKETING
Learning Objectives
5. Transportation
Channels
Communication
Commerce
General economic environment
Market size and population growth
Real income
Infrastructure and technology
Economic analysis using metrics
!
Power distance
Uncertainty avoidance
Individualism
Masculinity
Time orientation
Sociocultural analysis
Government actions
Assessing Global Markets
!
!
Tariff
Quota
Exchange control
Trade agreement
7. 1. Economic Analysis
Evaluating Market Size
and Population Growth Rate
• 36% of the worlds
population lives in China
and India
• What would be better: a
3% market share in the
US or a 1% market share
in India?
8. 1. Economic Analysis
Evaluating Real Income
• Firms can make
adjustments to an existing
product or change the
price to meet the unique
needs of a particular
country market.
13. Chapter Check In
1.
2.
3.
4.
What are key metrics that can help analyze the
economic environment of a country?
What types of government actions should we be
concerned about as we evaluate a country?
What are five important cultural dimensions?
Why are each of the BRIC countries viewed as potential
candidates for global expansion?
14. Choosing a Global Entry Strategy
Direct
Investment
Joint
Venture
Control
Strategic
Alliance
Franchising
Export
Risk
15. Choosing a Global Marketing
Strategy: Target Market (STP)
Cultural nuances
Subcultures
View of product and consumer role
Different positioning
Adaptation
Single positioning strategy
16. The Global Marketing Mix:
Product or Service Strategies
Sell the same
product or
service in both
the home
country market
and host
country
Sell a product
or service
similar to that
sold in home
country but
include minor
adaptations
Sell totally new
products or
services
18. Global Marketing Mix: Global
Communication Strategies
Literacy levels vary by country
Firms choose whether to adapt to language
differences
Cultural and religious differences also
matter
19. Chapter Check In
1.
2.
What are the components of a global marketing strategy?
What are the three global product strategies?
20. Global Marketing Mix:
Global Distribution Strategies
• Some global channels are very long and complex.
• Consumer shop local small local stores.
• Suppliers must be creative in delivering to these
outlets.
21. Key Terms
• A boycott pertains to a group’s refusal to deal
commercially with some organization to protest
against its policies.
• Cultural imperialism is the belief that one’s own
culture is superior to that of other nations.
• Exchange control refers to the regulation of a
country’s currency exchange rate, the measure of
how much one currency is worth in relation to
another.
22. Key Terms
• The purpose of the General Agreement on
Tariffs and Trade (GATT) was to lower trade
barriers such as high tariffs on imported goods and
restrictions on the number and types of imported
products that inhibited the free flow of goods across
borders.
• Infrastructure is the basic facilities, services, and
installations needed for a community or society to
function.
23. Key Terms
• A quota designates the maximum quantity of a
product that may be brought into a country during
a specified time period.
• A tariff is a tax levied on a good imported into a
country.
• A trade agreement is an intergovernmental
agreement designed to manage and promote trade
activities for a specific region.
