Presentation on theme: "PRESENTED BY: OMAR EL GESHI PRESENTED TO: DR. NAGWA MOHAMMED ID:5408044 Impact of globalization on marketing."— Presentation transcript:
PRESENTED BY: OMAR EL GESHI PRESENTED TO: DR. NAGWA MOHAMMED ID:5408044 Impact of globalization on marketing
Globalization the process of international integration arising from the interchange of world views, products, ideas, and other aspects of culture. Advances in transportation and telecommunications infrastructure, including the rise of the telegraph and its posterity the internet, are major factors in globalization, generating further interdependence of economic and cultural activities.
Dimensions What are the four dimensions of globalization? 1. Political. 2. Economic. 3. Cultural. 4. social. 5. others include ideological, technological also. What are the three dimensions of the legal environment for global business? 1. U.S. Laws. 2. international regulations. 3. the laws of the country.
Dimensions What are the 7 global dimensions in international business? 1. Product 2. Markets. 3. Promotion. 4. Where value is added to the product. 5. competitive strategy. 6. use of non-home-country personnel. 7. extent of global ownership in the firm How social and cultural dimensions have significant impact on global marketing planning? Social and cultural dimensions have a significant impact on global marketing planning because depending on established culture in an area, a business may or may not do well.
Marketing Globalization Marketing globalization is a synergistic term combining the promotion and selling of goods and services with an increasingly interdependent and integrated global economy.
Impact of globalization on marketing 1. More efficient markets: Efficient markets should be what every economy strives for. Essentially, the sign of an efficient market is where there is an equilibrium between what buyers are willing to pay for a good or service and what sellers are willing to sell for a good or service.
Impact of globalization on marketing 2. Increased competition: Anytime that you have multiple producers competing for a hold of the economy, that’s a good sign for consumers, as the quality of goods and services often goes up as a result.
Impact of globalization on marketing 3. Stabilized security: When your economy depends largely on another country’s economy, it is hard to imagine either one of the countries attacking the other. In a weird sort of way, globalization helped heighten world security.
Impact of globalization on marketing 4. More wealth equality throughout the world: Although many Americans contend that their standard of living has gone down because of globalization, the flip side to this is that hundreds of thousands of people around the world now have jobs, have started their own businesses and can provide comfort for their families.
Introduction "It′s a Sony!" - When looking around in your household you will probably see that this once used advertisement slogan in fact is true. No matter if television, radio, video recorder or Walkman - the name Sony is one of the most recognized brands on electronic entertainment devices. No surprise that the Sony corporation is one global player in electronic business. It is a leading manufacturer of audio, video, communications, and information technology for consumer and professional markets world-wide.
Sony global strategy When a Japanese company readies itself for deeply entering international business by setting up subsidiaries in other countries, it has to transfer and somehow adapt its management styles to those of the foreign country. Problems due to cultural differences have to be realized, analysed and solved. Different values concerning hierarchy and collectivism need to be fixed up with the work force and management. Sony had to do the same, although in the early `60s they did not have to deal with the same conditions that we have today.