1. Planning & Organization
Chapter 11

2. Global Marketing Management
Different views of how to market globally:
1970’s: “standardization vs. adaptation”
1980’s: “globalization vs. localization”
1990’s: “global integration vs. local responsiveness”
2000’s: mixture of global, localization
Nestle example

3. Global Marketing Management
Important Points about Global Marketing:
1. Benefits of Marketing Globally
With large market segments, economies of scale can be realized
Transfer of experience and improved coordination and integration of marketing activities can take place
Allows companies access to tough customers for testing and re-inventing
Diversity of markets provides financial benefits
The more diversified the portfolio of markets, the better risk is spread out when economic down-turns occur or political changes, etc.

4. Global Marketing Management
Important Points about Global Marketing:
2. A Balanced Approach to Global Marketing is more advantageous than one centered on domestic markets
Developing a global strategy with marketing activities (branding, distributing…) is more beneficial
3M example

5. International Planning Process
What types of planning occur within organizations
Corporate planning
Long term, focused on enterprise objectives, goals
Strategic planning
Highest level of management develops plans involving the requirements for products, capital, research. (long and short term company goals)
Tactical planning
Market planning – what actions and resources need to be allocated to implement the strategic planning goals

6. International Planning Process
The Planning Process occurs in 4 phases:
(Ex. 11.1, pg. 322)
1. Preliminary Analysis and Screening
Company situation, home and host country situations are evaluated
2. Adapting the Marketing Mix
Matching mix requirements
3. Developing the Marketing Plan
Situational analysis, objectives and goals…
4. Implementation and Control

7. Market Entry Strategies
Different types of market entry strategies: (Exhibit 11.2 pg. 326)
1. Exporting
Direct vs. indirect
The Internet
IIM (International internet marketing)
Direct Sales
2. Contractual Agreements
Licensing
Patent and trademark rights, use of technology processes
Franchising

8. Market Entry Strategies
Different types of market entry strategies:
3. Strategic International Alliances
Established where 2 or more companies share in risk to accomplish common goals.
SIA’s are increasingly growing due to industries or companies wanting to lessen potential risks in international markets; and increase competitiveness
Airlines is a good example
2 Types of SIAs
A. International Joint Ventures
B. Consortia
Airbus Industrie
4. Direct Foreign Investment
Manufacture locally, invest or buy local companies, or establish new operations.

9. Other important points about Global Marketing Management
3 Typical Methods of how companies organize their structure to integrate domestic and international activities:
1. Global Product Divisions
2. Geographical Divisions
3. Matrix
Consists of either product or geographical divisions, but centralizes certain functions (sales & marketing…)
Centralized vs. Decentralized Organizations
Advantages of Centralized: experts in one location; exert a high degree of control over planning and execution; centralization of all records
Decentralization advantages: ability to respond to local needs and culture; locals have best knowledge of marketing strategies, industry, political and governmental policies.