CH 1. Intro to Global Marketing Global Marketing Value Chain Boundaryless Marketing Value=Benefits/Price Competitive Advantage Global Marketing What it.

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Presentation transcript:

CH 1. Intro to Global Marketing Global Marketing Value Chain Boundaryless Marketing Value=Benefits/Price Competitive Advantage Global Marketing What it is and What is not The Importance of Global Marketing Management Orientations Forces Affecting Global Integration

Global Marketing A company that engages in global marketing focuses its resources on global market opportunities and threats. Marketing, R& D, manufacturing, and other activities comprise a firm’s value chain.

Strategic Focus and Competitive Advantage The marketing mix, value chain, competitive advantage, and focus are universal in their applicability. Companies that fail to pursue global opportunities risk being pushed aside by stronger global competitors.

Global Marketing Global marketing does not necessarily mean offering identical products to consumers and organizations in all parts of the world.

Standardized vs. Localized Approach Theodore Levitt

Management Orientations EthnocentricPolycentricRegiocentricGeocentric

Driving and Restraining Forces Driving Forces –Regional economic agreements –Market needs and wants –Technology –Transportation. & communication Improvements –Product development costs –World economic trends –Leverage Restraining Forces –market differences –management myopia –organizational culture –national controls non- tariff barriers