Marketing Environment 03 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall.

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Presentation transcript:

Marketing Environment 03 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Global Marketing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Countertrade Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Going Global? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Competitive Advantage Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Understanding Local Conditions Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Roadblocks at the border Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Global Marketing Environment Global Marketing Environment ECONOMIC ENVIRONMENT Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall COMPETITIVE ENVIRONMENT TECHNOLOGICAL ENVIRONMENT POLITICAL/LEGAL ENVIRONMENT SOCIOCULTURAL ENVIRONMENT

Economic Environment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Economic Development Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Business Cycle Copyright © 2012Pearson Education, Inc. Publishing as Prentice Hall

Competitive Environment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Competition Micro- Environment for discretionary income product competition brand competition Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Competition Macro- Environment monopoly oligopoly monopolistic competition perfect competition Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Technological Environment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Political/Legal Environment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Sociocultural Sociocultural Environment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Sociocultural Environment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

ExportingDirect investment COMMITMENT - RISK Contractual Agreements Strategic Alliances Market Entry Strategies Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Standardization Localization Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Global Marketing Decisions Straight Extension Product Adaptation Product Invention Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall