1. The Global Marketplace
CHAPTER 15
The Global Marketplace

2. Describe three key approaches to entering international markets.
Roadmap: Previewing the Concepts
Discuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions.
Describe three key approaches to entering international markets.
Explain how companies adapt their marketing mixes for international markets.
Identify the three major forms of international marketing organization.
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3. COCA-COLA – Successfully Going Global
Background
Established in 1893 in Atlanta pharmacy.
1900: Coke was available in foreign countries.
1940s: built bottling plants abroad to supply soldiers.
Growth fueled by strong marketing: “I’d like to buy the world a Coke” TV ad.
Now in emerging markets.
How They Did It
Balances brand building and global standardization with local adaptation.
Consistent positioning, packaging, and taste.
Brands, flavors, ads, price, distribution and promotions are adapted to local markets.
Sprite: a global success.
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4. Global Marketing in the 21st Century
The world is shrinking rapidly with the advent of faster communication, transportation, and financial flows.
International trade is booming and accounts for 20 percent of GDP worldwide.
Global competition is intensifying.
Higher risks with globalization.
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5. Globalization by U.S. Firms
Marketing in Action
Globalization by U.S. Firms
Coca-Cola has been a leader in globalization.
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6. Global Firms
A global firm is one that, by operating in more than one country, gains marketing, production, R&D, and financial advantages that are not available to purely domestic competitors.
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7. Figure 15-1 Major International Marketing Decisions
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8. Key Influences in the Global Marketing Environment
The International Trade System
Economic Environment
Political-Legal Environment
Cultural Environment
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9. Looking at the Global Marketing Environment
The International Trade System:
Restrictions—tariffs, quotas, embargos, exchange controls, and nontariff trade barriers.
The World Trade Organization and GATT:
Helps trade—reduces tariffs and other international trade barriers.
Regional Free Trade Zones:
Groups of nations organized to work toward common goals in the regulation of international trade.
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10. GATT promotes international trade by reducing tariffs.
Let’s Talk!
What types of U.S. companies would like to see higher tariffs and what types would like to see lower tariffs or no tariffs?
Why is this the case?
GATT promotes international trade by reducing tariffs.
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11. Explore the European Union!
Marketing in Action
Explore the European Union!
Regional free trade zones such as the European Union help to simplify the process of going global. Explore their Web site for information that could be helpful to a marketer wishing to go global.
Map of the European Union as of March 2006
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12. Economic Environment Industrial Structure: Four types:
Shapes a country’s product and service needs, income levels, and employment levels.
Four types:
Subsistence economies
Raw material exporting economies
Industrializing economies
Industrial economies
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13. Political-Legal Environment
Attitudes toward international buying
Government bureaucracy
Political stability
Monetary regulations
Countertrade
Barter
Compensation
Counterpurchase
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14. Cultural Environment
Sellers must examine the ways consumers in different countries think about and use products before planning a marketing program.
Business norms and behavior vary from country to country.
Companies that understand cultural nuances can use them to advantage when positioning products internationally.
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15. The Importance of Culture
Marketing in Action
The Importance of Culture
Ignoring cultural differences can result in strong consumer backlash. Nike was forced to pull these shoes from distribution after learning that the stylized shoe logo resembled “Allah” when written in Arabic.
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16. Impact of Marketing on Culture
A common criticism of globalization is that it promotes the “Americanization” of foreign countries, and a loss of cultural identity.
Globalization proponents argue that the cultural exchange of ideas and values works both ways.
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17. Deciding Whether to Go International
Reason to consider going global:
Foreign attacks on domestic markets.
Foreign markets with higher profit opportunities.
Stagnant or shrinking domestic markets.
Need larger customer base to achieve economies of scale.
Reduce dependency on single market.
Follow customers who are expanding.
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18. Deciding Which Markets to Enter
Before going abroad, the company should try to define its international marketing objectives and policies.
What volume of foreign sales is desired?
How many countries to market in?
What types of countries to enter?
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19. Deciding Which Markets to Enter
Identify a list of possible countries.
Rank each with respect to market size, market growth, cost of doing business, competitive advantage, and risk.
Goal is to estimate market potential, using these factors as well as demographic and geographic characteristics, and sociocultural, economic, and legal-political factors.
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20. Marketing to China Marketing in Action
Many marketers are attracted to the Chinese market due to its substantial population size and potential for growth. Colgate’s efforts have expanded their market share from 7% to 35% in less than a decade.
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21. Figure 15-2 Market Entry Strategies
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22. Market Entry Strategies
Exporting:
Indirect:
Working via independent international marketing intermediaries.
Direct:
Company handles its own exports.
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23. Market Entry Strategies
Joint Venturing:
Joining with foreign companies to produce or market products or services.
Approaches:
Licensing
Contract manufacturing
Management contracting
Joint ownership
Toyoko’s Disneyland Resort is operated under a licensing agreement.
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24. Joint Ownership Marketing in Action
KFC entered Japan through a joint ownership agreement with Japanese conglomerate Mitsubishi.
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25. Market Entry Strategies
Direct Investment:
The development of foreign-based assembly or manufacturing facilities.
This approach has both advantages and disadvantages which must be carefully evaluated before making a decision.
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26. Deciding on the Global Marketing Program
Standardized Marketing Mix:
Selling largely the same products and using the same marketing approaches worldwide.
Adapted Marketing Mix:
Producer adjusts the marketing mix elements to each target market, bearing more costs but hoping for a larger market share and return.
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27. Marketing Mix Adaptation
Marketing in Action
Marketing Mix Adaptation
In India, McDonald’s serves chicken, fish, and veggie burgers, but no beef. Check out the Maharaja Mac!
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28. Figure 15-3 Global Product and Communication Strategies
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29. Global Product Strategies
Straight Product Extension:
Marketing a product in a foreign market without any change.
Product Adaptation:
Adapting a product to meet local conditions or wants in foreign markets.
Product Invention:
Creating new products or services for foreign markets.
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30. Global Product Strategy
Marketing in Action
Global Product Strategy
Coca-Cola’s virtual vendor allows the curious to learn about Coca-Cola’s global product strategy.
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31. Global Promotion Strategies
Can use a standardized theme globally, but may have to make adjustments for language or cultural differences.
Communication Adaptation:
Fully adapting an advertising message for local markets.
Changes may have to be made due to media availability.
Video Snippet
Learn how the people at NIVEA approach creating a global communication strategy for the firm’s brands.
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32. Promotion Adaptation Marketing in Action
Guy Larouche uses similar ads in European and Arabian countries, but tones down the sensuality.
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33. Other Classic Blunders
Marketing in Action
Brand Name Blunders
OOPS!!! Not all brand names translate well into English, or from English into a different language.
Other Classic Blunders
“Coke” translated into Chinese characters was interpreted by the Chinese to mean “Bite the wax tadpole.”
Chevy used the “Nova” name verbatim, only to find out that no va means “It doesn’t go” in Spanish.
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34. Global Pricing Strategies
Companies face many problems in setting their international prices.
Standard pricing methods such as uniform pricing, standard markup of costs everywhere, or charging what the market will bear ignores cost differentials and local market conditions.
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35. Global Pricing Challenges
International prices tend to be higher than domestic prices because of price escalation.
Companies may become guilty of dumping when a foreign subsidiary charges less than its costs or less than it charges in its home market.
The Internet makes global price differences obvious and the euro has reduced the amount of price differentiation.
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36. Economic Impact of Global Pricing
Marketing in Action
Economic Impact of Global Pricing
The adoption of the euro as a common currency by several nations has created a “pricing transparency” that is forcing companies to harmonize their prices throughout Europe.
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37. Figure 15-4 Whole-Channel Concept for International Marketing
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38. Global Distribution
International firms must take a whole-channel view of distributing products to final consumers.
Differences in the numbers and types of intermediaries serving each foreign market require time and money to navigate.
Size and character of retail units differ as well, presenting challenges.
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39. Deciding on the Global Marketing Organization
Organize an export department
Create international divisions
Geographical organizations
World product groups
International subsidiaries
Become a global organization
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40. Rest Area: Reviewing the Concepts
Discuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions.
Describe three key approaches to entering international markets.
Explain how companies adapt their marketing mixes for international markets.
Identify the three major forms of international marketing organization.
Copyright 2007, Prentice-Hall Inc.