1. Global Marketing Management: Planning & Organization Chapter 11

2. Local v. Global Localization Localization –Customized to certain market –Economies of scale Globalization Globalization –Less focus on countries –Increased focus on customers

3. Benefits of Global Markets Economies of Scale Economies of Scale Transfer of Knowledge and Experience Transfer of Knowledge and Experience Stabilities of revenues Stabilities of revenues

4. Planning Definition Definition Types Types –Corporate –Strategic –Tactical Company Objectives & Resources Company Objectives & Resources –International commitment? –Planning process

5. Planning Process Preliminary Analysis & Screening Preliminary Analysis & Screening –Which countries do we want to enter? Adapting the Marketing Mix Adapting the Marketing Mix –How will we need to adapt product, price, place, or promotion? Developing the Marketing Mix Developing the Marketing Mix –Writing the plan Implementation & Control Implementation & Control

6. Alternative Market Entry Strategies Exporting Exporting –Direct v indirect –Internet –Direct sales Contractual Agreements Contractual Agreements –Licensing –Franchising

7. Alternative Market Entry Strategies Strategic International Alliances Strategic International Alliances –Mutual need & shared risk –International joint ventures –Consortia How is it different from a joint venture? How is it different from a joint venture? Direct Foreign Investment Direct Foreign Investment

8. Organizing Three organizational structures Three organizational structures –Global product divisions –Geographic divisions –Matrix Locus of Decision Locus of Decision

9. Organizing Centralized Centralized –Advantages –Disadvantages Decentralized Decentralized –Advantages –Disadvantages