Understanding the global marketing environment
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Understanding the Global Marketing Environment. Class 4. “Every American company is international, at least to the extent that its business performance is conditioned in part by events that occur abroad”. Trends in Global Business. Internationalization of U.S. Markets

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“Every American company is international, at least to the extent that its business performance is conditioned in part by events that occur abroad”


Trends in global business
Trends in Global Business extent that its business performance is conditioned in part by events that occur abroad”

Internationalization of U.S. Markets

Internationalization of U.S. Business

Growth of Regional Trade Areas

EU, NAFTA, AFTA, APEC

Move toward free market system by countries in

Latin America, Asia, Eastern Europe

Large Emerging Markets such as

Argentina, China, South Korea, Poland, India

Evolving global middle income households

GATT and World Trade Organization

The TRIAD


Globalization of business and markets
Globalization of Business and Markets extent that its business performance is conditioned in part by events that occur abroad”

  • Until recently, competition for U.S. markets was only among U.S. businesses with the same relative cost of money, labor and product

    è U.S market now includes competitors from all over the world


Why internationalization
Why internationalization? extent that its business performance is conditioned in part by events that occur abroad”

  • Saturation of U.S. markets


Foreign acquisitions of u s companies
Foreign Acquisitions of extent that its business performance is conditioned in part by events that occur abroad”U.S. Companies

U.S. Company Foreign Owner

Keebler (Cookies and other foods) Britain

J. Walter Thompson (Advertising) Britain

Spiegal (Catalog retailing) Germany

Mack Trucks (Automotive) France

Giant Food Stores (Supermarkets) Netherlands

Pillsbury, Burger King, Pearle Vision Britain

CBS Records (Music and Entertainment) Japan

Carnation (Coffee-Mate, Friskies pet food) Switzerland

Chesebrough-Pond’s (Vaseline) Netherlands

SOURCE: Adapted from “The 100 Largest Foreign Investments

in the U.S.,” Forbes, July 18, 1994, pp. 266-270.


Why internationalization1
Why internationalization? extent that its business performance is conditioned in part by events that occur abroad”

  • Saturation of U.S. markets

  • Higher ROI in foreign markets


Why internationalization2
Why internationalization? extent that its business performance is conditioned in part by events that occur abroad”

  • Saturation of U.S. markets

  • Higher ROI in foreign markets

  • Establish early position in world markets


Invented here made elsewhere
Invented Here, Made Elsewhere extent that its business performance is conditioned in part by events that occur abroad”

U.S. Invented Technology

9 0%

Phonographs

1%

9 0%

Color TVs

1 0%

1 9 7 0

4 0%

Audiotape Recorders

0%

N O W

1 0%

Videotape Recorders

1%

9 9%

Machine Tools

3 5%

Telephones

9 9%

2 5%

8 9%

Semiconductors

6 4%

9 8%

Computers

7 4%

0

20

40

60

80

100


Definition of international marketing
Definition of International Marketing extent that its business performance is conditioned in part by events that occur abroad”

  • The performance of business activities that direct the flow of a company’s goods and services to consumers or users in more than nation for profit.


What s the difference between international marketing and domestic marketing
What’s the difference between international marketing and domestic marketing?

  • The environment in which marketing strategies have to be implemented


The international marketing task
The International Marketing Task domestic marketing?

7

Foreign environment

(uncontrollable)

1

Economic

forces

Political/legal

forces

Domestic environment

(uncontrollable)

2

7

Competitive

structure

Political/

legal

forces

Competitive

Forces

(controllable)

Cultural

forces

Environmental

uncontrollables

country market A

Price

Product

3

Channels of

distribution

Promotion

Environmental

uncontrollables

country

market B

6

Level of

Technology

Geography

and

Infrastructure

Economic climate

Environmental

uncontrollables

country

market C

4

5

Structure of

distribution


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