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Global Marketing Management: Planning & Organization

Global Marketing Management: Planning & Organization. Chapter 11. Localization Customized to certain market Economies of scale. Globalization Less focus on countries Increased focus on customers. Local v. Global. Benefits of Global Markets. Economies of Scale

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Global Marketing Management: Planning & Organization

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  1. Global Marketing Management: Planning & Organization Chapter 11

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

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

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

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

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

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

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

  9. Centralized Advantages Disadvantages Decentralized Advantages Disadvantages Organizing

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