understanding the global marketing environment
Download
Skip this Video
Download Presentation
Understanding the Global Marketing Environment

Loading in 2 Seconds...

play fullscreen
1 / 12

Understanding the Global Marketing Environment - PowerPoint PPT Presentation


  • 120 Views
  • Uploaded on

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

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Understanding the Global Marketing Environment' - aimee-william


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
slide2
“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

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
  • 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?
  • Saturation of U.S. markets
foreign acquisitions of u s companies
Foreign Acquisitions of 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?
  • Saturation of U.S. markets
  • Higher ROI in foreign markets
why internationalization2
Why internationalization?
  • Saturation of U.S. markets
  • Higher ROI in foreign markets
  • Establish early position in world markets
invented here made elsewhere
Invented Here, Made Elsewhere

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
  • 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

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

ad