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Slide 7-2 REACHING GLOBAL MARKETS C HAPTER Lecture 13_Global (International
Содержание
- 1. Slide 7-2 REACHING GLOBAL MARKETS C HAPTER Lecture 13_Global (International
- 2. Slide 7-5LECTURE QUESTIONSExplain the effects of economic
- 3. Slide 7-6LECTURE QUESTIONSDescribe different approaches firms use
- 4. DYNAMICS OF WORLD TRADESlide 7-8Decline of Economic Protectionism Protectionism Tariff Quota World Trade Organization (WTO)
- 5. Slide 7-9How protectionism affects world trade
- 6. DYNAMICS OF WORLD TRADESlide 7-10Rise of Economic
- 7. Slide 7-11 The 25 countries of the European Union in 2004
- 8. DYNAMICS OF WORLD TRADESlide 7-16A New Reality:
- 9. Slide 7-18 Global companies and marketing strategies
- 10. DYNAMICS OF WORLD TRADESlide 7-20A New Reality:
- 11. Slide 7-22 1. What is protectionism?A: Protectionism
- 12. Slide 7-23 2. What is the difference
- 13. A GLOBAL ENVIRONMENTAL SCANSlide 7-24Cultural Diversity Cross-Cultural
- 14. Slide 7-25 Cultural appreciation
- 15. A GLOBAL ENVIRONMENTAL SCANSlide 7-29Economic Considerations Economic
- 16. Slide 7-31 1. Cross-cultural analysis involves the
- 17. Slide 7-32 2. When foreign currencies can
- 18. GLOBAL MARKET-ENTRY STRATEGIESSlide 7-33Exporting Indirect Exporting Direct ExportingLicensingJoint VentureDirect Investment Franchising
- 19. Slide 7-34 Alternative global market-entry strategies
- 20. Slide 7-40 1. What mode of entry
- 21. Slide 7-41 2. How does licensing differ
- 22. CRAFTING A WORLDWIDE MARKETING EFFORTSlide 7-42Product and Promotion Strategies Product Extension Product Adaptation Product Invention
- 23. Slide 7-43 Five product and promotion strategies for global marketing
- 24. CRAFTING A WORLDWIDE MARKETING EFFORTSlide 7-45Distribution (Place) Strategy Dumping Gray Market or Parallel ImportingPricing Strategy
- 25. Slide 7-46 Channels of distribution in global marketing
- 26. Slide 7-47 Global marketing practices that affect pricing
- 27. Slide 7-48 1. Products may be sold
- 28. Slide 7-49 2. What is dumping?A: Dumping
- 29. Slide 7-70Protectionism is the practice of shielding
- 30. Slide 7-71A tariff is a tax on goods and services entering a country.Tariff
- 31. Slide 7-72A quota is a restriction placed
- 32. Slide 7-73The World Trade Organization (WTO) is
- 33. Slide 7-74Global competition exists when firms originate, produce, and market their products and services worldwide.Global Competition
- 34. Slide 7-75Multinational firms use a multidomestic marketing
- 35. Slide 7-76Transnational firms employ a global marketing
- 36. Slide 7-77Global consumers consist of customer groups
- 37. Slide 7-78Cross-cultural analysis involves the study of
- 38. Slide 7-79A society’s values represent socially preferable
- 39. Slide 7-80Customs are what is considered normal
- 40. Slide 7-81The Foreign Corrupt Practices Act makes
- 41. Slide 7-82Cultural symbols are things that represent ideas or concepts.Cultural Symbols
- 42. Slide 7-83Back translation is when a translated
- 43. Slide 7-84A currency exchange rate is the
- 44. Slide 7-85Exporting is producing goods in one country and selling them in another country.Exporting
- 45. Slide 7-86A joint venture is when a
- 46. Slide 7-87Direct investment entails a domestic firm
- 47. Slide 7-88Dumping is when a firm sells
- 48. Slide 7-89A gray market is a situation
- 49. Скачать презентанцию
Slide 7-5LECTURE QUESTIONSExplain the effects of economic protectionism and the implications of economic integration for global marketing practices.Understand the importance of environmental factors (cultural, economic, and political) in shaping global marketing
Слайды и текст этой презентации
Слайд 1Slide 7-2
REACHING
GLOBAL
MARKETS
CHAPTER
Lecture 13_Global (International marketing)
Associate professor of Plekhanov REA marketing
department
Слайд 2Slide 7-5
LECTURE QUESTIONS
Explain the effects of economic protectionism and the
implications of economic integration for global marketing practices.
Understand the importance
of environmental factors (cultural, economic, and political) in shaping
global marketing efforts.
Слайд 3Slide 7-6
LECTURE QUESTIONS
Describe different approaches firms use to enter and
compete in global markets.
Identify specific challenges marketers face when crafting
worldwide marketing programs.
Слайд 4DYNAMICS OF WORLD TRADE
Slide 7-8
Decline of Economic Protectionism
Protectionism
Tariff
Quota
World Trade Organization (WTO)
Слайд 6DYNAMICS OF WORLD TRADE
Slide 7-10
Rise of Economic Integration
European Union
(EU)
North American Free Trade Agreement
(NAFTA)
Asian Free Trade Agreements
Euro
Слайд 8DYNAMICS OF WORLD TRADE
Slide 7-16
A New Reality: Global Competition Among
Global Companies for
Global Customers
Global Competition
Global Companies
International Firm
Multinational FirmMultidomestic
Marketing Strategy
Transnational Firm
Global Marketing
Strategy
Слайд 10DYNAMICS OF WORLD TRADE
Slide 7-20
A New Reality: Global Competition Among
Global Companies for
Global Customers
Global Consumers
Emergence of a Networked
Global Marketplace
Слайд 11Slide 7-22
1. What is protectionism?
A: Protectionism is the practice
of shielding one or more industries within a country’s economy
from foreign competition, using through the use of tariffs or quotas.Concept Check
Слайд 12Slide 7-23
2. What is the difference between a multidomestic
and a global marketing strategy?
A: A multidomestic marketing strategy means
that multinational firms have as many different product variations, brand names, and advertising programs as countries in which they do business. A global marketing strategy is used by a transnational firm to standardize marketing activities when there are cultural similarities and adapts them when cultures differ.Concept Check
Слайд 13A GLOBAL ENVIRONMENTAL SCAN
Slide 7-24
Cultural Diversity
Cross-Cultural Analysis
Values
Cultural
Symbols
Customs
Foreign Corrupt Practices Act
Language
Back Translation
Слайд 15A GLOBAL ENVIRONMENTAL SCAN
Slide 7-29
Economic Considerations
Economic Infrastructure
Consumer Income
and Purchasing Power
Political Stability
Currency Exchange Rates
Trade Regulations
Political-Regulatory
Climate
Слайд 16Slide 7-31
1. Cross-cultural analysis involves the study of _________.
Concept
Check
A: similarities and differences among consumers in two or more
nations or societies
Слайд 17Slide 7-32
2. When foreign currencies can buy more U.S.
dollars, are U.S. products more or less expensive for a
foreign consumer?A: Less expensive.
Concept Check
Слайд 18GLOBAL MARKET-ENTRY STRATEGIES
Slide 7-33
Exporting
Indirect Exporting
Direct Exporting
Licensing
Joint Venture
Direct Investment
Franchising
Слайд 20Slide 7-40
1. What mode of entry could a company
follow if it has no previous experience in global marketing?
A:
Indirect exporting through intermediaries, which have the marketing know-how and resources necessary for the effort to succeed.Concept Check
Слайд 21Slide 7-41
2. How does licensing differ from a joint
venture?
A: Under licensing, a company offers the right to a
trademark, patent, or other intellectual property in return for a royalty or fee. Under a joint venture, a foreign company and a local firm invest together to create a local business to share its ownership, control, and profits.Concept Check
Слайд 22CRAFTING A WORLDWIDE MARKETING EFFORT
Slide 7-42
Product and Promotion Strategies
Product
Extension
Product Adaptation
Product Invention
Слайд 24CRAFTING A WORLDWIDE MARKETING EFFORT
Slide 7-45
Distribution (Place) Strategy
Dumping
Gray
Market or Parallel Importing
Pricing Strategy
Слайд 27Slide 7-48
1. Products may be sold in three ways.
What are they?
A: (1) In virtually the same form as
in its home market (product extension), (2) With some changes (product adaptation), and (3) As a totally new product (product invention).Concept Check
Слайд 28Slide 7-49
2. What is dumping?
A: Dumping is when a
firm sells a product in a foreign country below its
domestic price or below its actual cost.Concept Check
Слайд 29Slide 7-70
Protectionism is the practice of shielding one or more
industries within a country’s economy from foreign competition, usually through
the use of tariffs or quotas.Protectionism
Слайд 31Slide 7-72
A quota is a restriction placed on the amount
of of a product allowed to enter or leave a
country.Quota
Слайд 32Slide 7-73
The World Trade Organization (WTO) is a global institution
that sets rules governing trade between its members through panels
of trade experts who decide on trade disputes between members and issues binding decisions.World Trade Organization (WTO)
Слайд 33Slide 7-74
Global competition exists when firms originate, produce, and market
their products and services worldwide.
Global Competition
Слайд 34Slide 7-75
Multinational firms use a multidomestic marketing strategy when they
have as many different product variations, brand names, and advertising
programs as countries in which they do business.Multidomestic Marketing Strategy
Слайд 35Slide 7-76
Transnational firms employ a global marketing strategy, which is
the practice of standardizing marketing activities when there are cultural
similarities and adapting them when cultures differ.Global Marketing Strategy
Слайд 36Slide 7-77
Global consumers consist of customer groups living in many
different countries who have similar needs or seek similar features
and benefits from products or services.Global Consumers
Слайд 37Slide 7-78
Cross-cultural analysis involves the study of similarities and differences
among consumers in two or more nations or societies.
Cross-Cultural Analysis
Слайд 38Slide 7-79
A society’s values represent socially preferable modes of conduct
or states of existence that tend to persist
over time.
Values
Слайд 39Slide 7-80
Customs are what is considered normal and expected about
the way people do things in a specific country.
Customs
Слайд 40Slide 7-81
The Foreign Corrupt Practices Act makes it a crime
for U.S. corporations to bribe an official of a foreign
government or political party to obtain or retain business in a foreign country.Foreign Corrupt Practices Act
Слайд 42Slide 7-83
Back translation is when a translated word or phrase
is retranslated into the original language by a different interpreter
to catch errors.Back Translation
Слайд 43Slide 7-84
A currency exchange rate is the price of one
country’s currency expressed in terms of another country’s currency.
Currency Exchange
Rate
Слайд 44Slide 7-85
Exporting is producing goods in one country and selling
them in another country.
Exporting
Слайд 45Slide 7-86
A joint venture is when a foreign country and
a local firm invest together to create a local business.
Joint
Venture
Слайд 46Slide 7-87
Direct investment entails a domestic firm actually investing in
and owning a foreign subsidiary or division.
Direct Investment
Слайд 47Slide 7-88
Dumping is when a firm sells a
product in a
foreign country below
its domestic price or below its
actual cost.
Dumping
Слайд 48Slide 7-89
A gray market is a situation where products are
sold through unauthorized channels of distribution. Also called parallel importing.
Gray
Market
