Chapter 1 the global marketing imperative
Sponsored Links
This presentation is the property of its rightful owner.
1 / 14

Chapter 1 The Global Marketing Imperative PowerPoint PPT Presentation


  • 43 Views
  • Uploaded on
  • Presentation posted in: General

0. Principles of International Marketing 9 th Edition. Chapter 1 The Global Marketing Imperative. The International Marketing Task. Insert Exhibit 1.3. What is International Marketing? . 0.

Download Presentation

Chapter 1 The Global Marketing Imperative

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


0

Principles ofInternational Marketing

9th Edition

Chapter 1

The Global Marketing Imperative


The International Marketing Task

  • Insert Exhibit 1.3


What is International Marketing?

0

  • International marketing consists of the activity, institutions, and processes across national borders that create, communicate, deliver, and exchange offerings that have value for stakeholders and society.

  • Forms of international marketing include export–import trade, licensing, joint ventures, wholly owned subsidiaries, turnkey operations, and management contracts.

  • Marketing serves as a key agent of societal change and as a key instrument for the development of societally responsive business strategy. Emerging marketing economies of china, Russia ,how does the marketing concept fit into these societies?


What is International Marketing?

0

  • Questions to consider to deal with international issues and repercussions and make appropriate decisions:

    • Does my market have borders?

    • Should I obtain my supplies domestically or from abroad?

    • What marketing adjustments are or will be necessary?


What is International Marketing?

0

  • Questions to consider to deal with international issues and repercussions and make appropriate decisions:

    • What threats from global competition should I expect?

    • How can I work with these threats to turn them into opportunities?

    • What are my strategic global alternatives?


The Importance of World Trade

0

  • World trade in merchandise has expanded from $6.2 trillion in 2000 to over $15.1 trillion in 2008.

  • World trade in services has expanded from $1.5 trillion to $3.3 trillion.

  • Global growth of trade has outperformed the growth of domestic economies in the past few decades.

  • Provides new marketing opportunities such as investment on a global scale, international specialization and cross-sourcing, use of technology to enhance business functioning.


The Importance of World Trade

0

  • Trading blocs encourage trade relations between their members through rules and standards, and also affect the trade and investment flows of nonmember countries.

  • Trading blocs include the European Union in Europe, NAFTA in North America, Mercosur in Latin America, and ASEAN in Asia.


Global Linkages

0

  • Global linkages bind countries, institutions, and individuals closely.

  • These linkages have also become more intense on an individual level.

    • Communication has built new international bridges.

    • New products have attained international appeal.

    • Transportation linkages let individuals from different countries see and meet each other with unprecedented ease.


Global Linkages

0

  • World trade is also bringing about a global reorientation of corporate processes, which opens up entirely new horizons.

  • The level of global investment has

    • Resulted in the buildup of international debt by governments.

    • Affected the international value of currencies.

    • Provided foreign capital for firms.

    • Triggered major foreign direct-investment activities’.


Domestic Policy Repercussions

0

  • Currency flows set exchange rates, which are the values of currencies relative to each other.

  • Exchange rateshave begun to determine the level of trade.


Domestic Policy Repercussions

0

  • The global market imposes increasingly tight limits on national economic regulation and sovereignty.

  • Policymakers have sought to restrict the impact of global trade and financial flows by erecting barriers, charging tariff s, designing quotas, and implementing other import regulations.

  • These measures too have been restrained by international agreements that regulate trade restrictions, particularly through the World Trade Organization (WTO).


Domestic Policy Repercussions

0

  • Though closer economic relations result in many positive effects, interdependence decreases a nation’s capability to do things its own way.

  • The key task for the international marketer is to stimulate societal acceptance of the long-term benefits of interdependence.


Opportunities and Challengesin International Marketing

0

  • To handle newly emerging forces and dangers of unforeseen influences from abroad, firms need to:

    • Be prepared and develop active responses.

    • Envision new strategies.

    • Develop new plans.

    • Change the way of doing business.


Opportunities and Challengesin International Marketing

0

  • The growth of global business activities offers increased opportunities.

  • Knowledge transfer around the globe helps an international firm to build and strengthen its competitive position.

  • International opportunities require an awareness of global developments, an understanding of their meaning, and a development of capabilities to adjust to change.


  • Login