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- 1. CHAPTER 5 Developing a Global Vision Designed by Eric Brengle B-books, Ltd. Prepared by Amit Shah Frostburg State University Marketing Lamb, Hair, McDaniel 10
- 2. Learning Outcomes Discuss the importance of global marketing Discuss the impact of multinational firms on the world economy Describe the external environment facing global marketers LO I LO 2 LO 3
- 3. Learning Outcomes Identify the various ways of entering the global marketplace List the basic elements involved in developing a global marketing mix Discover how the Internet is affecting global marketing LO 5 LO 6 LO 4
- 4. Rewards of Global Marketing Discuss the importance of global marketing LO I
- 5. Rewards of Global Marketing LO I Individuals and organizations using a global vision to effectively market goods and services across national boundaries. Global Marketing
- 11. REVIEW LEARNING OUTCOME The Importance of Global Marketing LO I Identify global marketing opportunities Compete against foreign competition in domestic markets Understand global distribution networks Globally-minded marketing managers: Have a Global Vision Fears Benefits Know global marketing is important because of economic interdependencies
- 12. Multinational Firms Discuss the impact of multinational firms on the world economy LO 2
- 13. Stages of Global Business Development LO 2 1 2 4 3 Companies operate in one country and sell into others Set up foreign subsidiaries to handle sales Virtual operation Operate an entire line of business in another country
- 14. Global Marketing Standardization LO 2 Global Marketing Standardization Production of uniform products that can be sold the same way all over the world.
- 16. External Environment Facing Global Marketers Describe the external environment facing global marketers LO 3
- 17. External Environment Facing Global Marketers LO 3 Natural Resources Demographic Makeup Economic and Technological Development Culture Political Structure
- 18. Culture LO 3 Culture The common set of values shared by its citizens that determine what is socially acceptable.
- 19. Economic and Technological Development LO 3 Developed Country Less Developed Country Complex, sophisticated industries Basic industries
- 20. Political Structure and Actions LO 3 No private ownership Minimal individual freedom Little central government Maximum personal freedom
- 21. Legal Considerations LO 3 Tariff Quota Boycott Exchange Control Market Grouping Trade Agreement A tax levied on goods entering a country Limit on the amount of a product entering a country Exclusion of products from a country Foreign exchange must be sold to a control agency Common trade alliance An agreement to stimulate international trade
- 22. Political and Legal Considerations The Uruguay Round made changes in world trading practices: LO 3 Entertainment, pharmaceuticals, integrated circuits, and software Financial, legal, and accounting services Agriculture Textiles and apparel Created a new trade organization: The World Trade Organization
- 23. Political and Legal Considerations LO 3 CAFTA NAFTA European Union Agreements and Organizations
- 27. REVIEW LEARNING OUTCOME External Environment Facing Global Marketers LO 3
- 28. Global Marketing by the Individual Firm Identify the various ways of entering the global marketplace LO 4
- 31. Risk Levels for Global Entry LO 4 Low risk/ low return High risk/ high return Risk Return Export Licensing Contract Manu- facturing Joint Venture Direct Invest- ment
- 32. Entering the Global Marketplace LO 4 Licensing Legal process allowing use of manufacturing/patents/knowledge Contract Manufacturing Private-label manufacturing by a foreign country Joint Venture Domestic firm buys/joins a foreign company to create new entity Export Sell domestically produced products to buyers in other countries Direct Investment Active ownership of a foreign company/manufacturing facility
- 33. Export Intermediaries LO 4 Buyer for Export Assumes all ownership risks and sells globally for its own account. Export Broker Plays the traditional broker’s role by bringing buyer and seller together. Export Agent Acts like a manufacturer’s agent for the exporter in the foreign market .
- 34. REVIEW LEARNING OUTCOME Entering the Global Marketplace LO 4
- 35. The Global Marketing Mix List the basic elements involved in developing a global marketing mix LO 5
- 36. Product and Promotion LO 5 One Product One Message Product Adaptation Promotion Adaptation Product Invention Same Product Same Message Change Message Change Product
- 39. Exchange Rates LO 5 Exchange Rates The price of one’s currency in terms of another country’s currency.
- 41. Countertrade LO 5 Countertrade A form of trade in which all or part of the payment for goods or services is in the form of other goods or services.
- 43. The Impact of the Internet Discover how the Internet is affecting global marketing LO 6
- 44. REVIEW LEARNING OUTCOME The Impact of the Internet LO 6
Notes de l'éditeur
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision Notes: The word global refers to a boundless mobility and competition in social, business, and intellectual arenas. Global marketing is no longer an option for business; it is imperative. Businesses in the United States must have a global vision to react to international marketing opportunities, and also to remain competitive in home markets. Moreover, foreign competition is entering the U.S. market in almost every industry. Example of the boundary-free aspects of global vision can be demonstrated in companies, such as Gillette, Ashtech, Pillsbury, General Motors, and PepsiCo. Global marketing is not a one-way street, with only U.S. companies selling products and services worldwide. Foreign competition is now found in almost every industry, and U.S. businesses have lost significant market share. Industries such as electronics, cameras, autos, china, tractors, and leather goods have struggled against foreign competitors. Discussion/Team Activity: Ask the class to discuss companies that are considered top global brands. What characteristics have made these companies global leaders?
- Chapter 5 Developing a Global Vision Notes: Over the past 20 years, world trade has climbed from $200 billion a year to over $11 trillion. Discussion/Team Activity: Discuss ways that small- and medium-sized firms can compete in a global environment with limited resources.
- Chapter 5 Developing a Global Vision Notes: The U.S. derives about 12 percent of its GDP from world trade, with the impact on the U.S. economy summarized on this slide. France, Britain, and Germany derive more than 19 percent of their GDP from world trade. About 85 percent of all US exports of manufactured goods are shipped by 250 companies; less than 10 percent of all manufacturing businesses (25,000 companies) export goods on a regular basis. Only large multinational companies have serious attempted to compete worldwide. However, more smaller companies are now pursuing international markets.
- Chapter 5 Developing a Global Vision Notes:
- Chapter 5 Developing a Global Vision Notes: The negatives of global trade are shown on this slide. Discussion/Team Activity: Discuss examples of the downside of globalization. Debate the ethical issues associated with foreign “sweatshops.”
- Chapter 5 Developing a Global Vision Notes: Traditional economic theory says that globalization relies on competition to drive down prices and increase product and service quality. Business goes to the countries that operate most efficiently and have the technology to produce what is needed. Labor is cheaper in many countries.
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision Notes: Multinational corporations are those heavily engaged in international trade, moving products and services across national boundaries. Many multinational corporations are enormous. Wal-Mart’s annual sales are larger than the GDP of all but 30 nations in the world. The role of multinational corporations in developing nations is a subject of controversy. Critics claim that the wrong kind of technology is transferred to developing nations. For example, capital-intensive technology does not substantially increase employment. Multinationals sometimes support oppressive regimes if it is in their best interests. Another criticism is that firms take more wealth out than they bring in.
- Chapter 5 Developing a Global Vision Notes: Multinationals often develop their global business in stages.
- Chapter 5 Developing a Global Vision Notes: Multinational corporations operate somewhat differently in each country, with a strategy of providing different product features, packaging, and advertising. Communication and technology have made the world smaller, and thus the emergence of global markets for standardized products, as opposed to segmented foreign markets with different products. This concept is global marketing standardization . Even though global marketing standardization should enable companies to lower production and marketing costs, success is based on variation, not on offering the same product everywhere. Discussion/Team Activity: Discuss products and services that are successfully marketed as globally standardized products. Examples: Camay soap, Crest toothpaste, Head and Shoulders shampoo, and Pampers diapers.
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision Notes: Many of the same external environmental factors that operate in domestic markets also apply to global markets.
- Chapter 5 Developing a Global Vision Notes: Culture underlies the family, the educational system, religion, and the social class system. Culture influences product preferences and the marketing mix. A company with no understanding of a country’s culture is doomed to failure. Furthermore, cultural blunders lead to misunderstandings and perceptions of rudeness. Each country has its own unique customs and traditions that determine business practices and influence negotiations. Understanding language is key to translating product names, slogans, production instructions, and promotional messages.
- Chapter 5 Developing a Global Vision Notes: The second factor in the external environment is the level of economic development in countries where a global marketer operates. In general, complex and sophisticated industries are found in developed countries, and more basic industries are found in less developed nations.
- Chapter 5 Developing a Global Vision Notes: The third variable is political structure. Government policies run the spectrum from no private ownership and minimal individual freedom to little central government and maximum personal freedom. As rights of private property increase, government-owned industries tend to decrease. The least amount of business regulation fosters the strongest economies. Countries include Australia, Canada, New Zealand, the United Kingdom, and the United States. Others are Singapore and Hong Kong.
- Chapter 5 Developing a Global Vision Discussion/Team Activity: 1. Discuss examples of each of the legal considerations described above.
- Chapter 5 Developing a Global Vision Notes: The Uruguay Round, adopted in 1994 and signed by 151 nations, is an agreement to lower trade barriers worldwide. The agreement has reduced tariffs by one-third worldwide and should raise global income by $235 billion annually. The agreement covers services, intellectual property rights, and trade-related investment measures such as exchange controls. The Uruguay Round made the following changes in world trading practices: * Protection of patents, copyrights, and trademarks for twenty years. * Licensing standards for professionals cannot discriminate against foreign applicants. * Reduction in farm subsidies in Europe, opening new opportunities for U.S. exports. * The phase-out of strict quotas limiting imports from developing countries. * A new trade agreement, the World Trade Organization (WTO), replaced the old General Agreement on Tariffs and Trade (GATT). Discussion/Team Activity: 1. Discuss the impact of counterfeit products on global trade.
- Chapter 5 Developing a Global Vision Online: World Trade Organization (WTO) Do you really know what the World Trade Organization is about? Get informed by reading the facts at the WTO Web site? Notes: The trend toward globalization has resulted in the creation of additional agreements and organizations: specifically the Central America Free Trade Agreement, the North American Free Trade Agreement, the European Union, the World Bank, and the International Monetary Fund. NAFTA, ratified in 1993, created the world’s largest free trade zone. The agreement includes Canada, the United States, and Mexico. The main impact of NAFTA has been the opening of Mexican markets to U.S. companies and removing Mexican licensing requirements, quotas, and tariffs that limited transactions. The real question is whether NAFTA can continue to deliver rising prosperity in its member countries. The newest trade agreement—the Central America Free Trade Agreement—was instituted in 2005. It will reduce tariffs to CAFTA countries—the US, Costa Rica, Dominican Republic, El Salvador, Guatemala, Honduras, and Nicaragua. The European Union was ratified in 1993 by twelve member countries in Europe. In 2004, the EU expanded from 15 members to 25 members and currently have 27 members. The primary goal of the EU is to create a unified European market. However, many regulations are not standardized, and productivity and living standards differ greatly with some of the new member countries from the former Soviet satellites. The EU is a very attractive market with a huge amount of purchasing power. However, with different languages and individual country cultures, Europe will always be more diverse than the U.S. and product differences will continue. A different problem facing global marketers is the possibility of a protectionist movement by the EU against outsiders. Discussion/Team Activity: Discuss the pros and cons of NAFTA as it affects the U.S. economy.
- Chapter 5 Developing a Global Vision Notes: Population density information alone is not particularly useful to marketers. They also need to know if populations are urban or rural, the level of personal income and distribution of wealth, and the age demographics. Discussion/Team Activity: What marketing opportunities exist in developing countries where population growth is occurring?
- Chapter 5 Developing a Global Vision Notes: Petroleum shortages have created wealth for oil-producing countries such as Norway, Saudi Arabia, and the United Arab Emirates. Other natural resources that affect international marketing include climate and water resources (affecting agricultural conditions), precious metals, and timber.
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision Notes: The global environment should be carefully considered prior to entering the global marketplace. Concrete answers to the above questions would likely encourage U.S. firms to enter the international arena.
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision Notes: Exhibit 5.4 diagrams the risk levels for entering the global marketplace. Five methods of entering global markets are shown on this slide, in order of risk. Exporting is usually the least complicated and least risky alternative for entering the global marketplace, however it also has the lowest rate of return. On the other hand, direct investment offers the highest rate of return, but is accompanied by the highest risk. Exhibit 5.5 in the text explains the services offered by the U.S. Commercial Service to help beginning exporters, as well as established global businesses. Services include marketing research, trade events, locating qualified buyers and partners, and global business consulting.
- Chapter 5 Developing a Global Vision Discussion/Team Activity: Discuss examples of companies that have entered the global marketplace in each of the ways described on this slide.
- Chapter 5 Developing a Global Vision Notes: Instead of selling directly to foreign buyers, a company may decide to sell to intermediaries located in its domestic market. Three types of intermediaries are described on this slide.
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision Notes: An important decision is to alter the product or the promotion for the global market. One Product / One Message: Global marketing standardization means developing a single product for all markets and promoting it the same way worldwide. However, even a same product/same message strategy may require changes to suit local needs. Product Invention: This refers to creating a new product or drastically changing an existing product. For example, consumers in different countries use products differently, requiring different product characteristics. Product Adaptation: Products, including packaging, are slightly altered to meet local conditions. Promotion Adaptation: The same basic product is maintained, but the promotional strategy is altered to position the product effectively in different countries. Promotion varies in different countries. Language barriers, translation problems, and cultural differences create headaches.
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision Notes : 1. If a country’s currency appreciates, less of that currency is needed to buy another country’s currency.
- Chapter 5 Developing a Global Vision Notes: Dumping means selling an exported product at a price lower than that charged for the same or like product in the exporter’s home market. This is regarded as price discrimination that can harm the importing nation’s competing industries. Dumping may occur as a result of business strategies that include the points listed above.
- Chapter 5 Developing a Global Vision Notes: A common type of countertrade is straight barter. A second form is the compensation agreement where a company provides technology and equipment for a plant, and agrees to take full or partial payment in goods produced by that plant.
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision
- Chapter 5 Developing a Global Vision Notes : Opening an e-commerce site on the Internet immediately puts a company in the international marketplace. The promise of “borderless commerce” and the global “Internet economy” are still restrained by old brick-and-mortar rules, regulations, and habits.