1. MATTEL’S GLOBAL MARKETING IS MORE THAN CHILD’S PLAY

2. TRENDS Protectionism Protectionism Tariffs/QuotasTariffs/Quotas WTOWTO Economic Integration Economic Integration European UnionEuropean Union NAFTANAFTA

3. TRENDS Networked marketplace Networked marketplace Global competition among global companies for global consumers Global competition among global companies for global consumers International firms – same strategy as home countryInternational firms – same strategy as home country Multinational firms – multidomestic marketing strategyMultinational firms – multidomestic marketing strategy Transnational firms – global marketing strategyTransnational firms – global marketing strategy

4. FIGURE 7-A Global companies and marketing strategies

5. Environmental Scan Risk Assessment Cross cultural analysis Cross cultural analysis Values, customs, cultural symbols, and languageValues, customs, cultural symbols, and language Economic situation Economic situation GDP, purchasing power, exchange ratesGDP, purchasing power, exchange rates Political situation Political situation Regulatory – trade regulations Regulatory – trade regulations

6. FIGURE 7-B Cultural appreciation

7. Market Entry Strategies Exporting Exporting Licensing Licensing Joint Venture Joint Venture Direct Investment Direct Investment

8. Marketing Program Design, implement, and control the marketing program Design, implement, and control the marketing program Product and Promotion Product and Promotion ExtensionExtension AdaptationAdaptation InventionInvention Distribution Distribution Pricing Pricing