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Introduction to global marketing

Introduction to global marketing. ‘The process of focusing the resources (people, money, and physical assets) and objectives of an organisation on global market opportunities and threats’ Keegan 1995. Theodore Levitt - Marketing Myopia. Marketing is now a universal discipline

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Introduction to global marketing

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  1. Introduction to global marketing ‘The process of focusing the resources (people, money, and physical assets) and objectives of an organisation on global market opportunities and threats’ Keegan 1995

  2. Theodore Levitt - Marketing Myopia

  3. Marketing is now a universal discipline • the new concept of marketing appeared 1960 - Marketing Myopia - Levitt • now ‘strategic’ concept

  4. The Three Principles of Marketing • Customer value and the value equation • i.e. value greater than competitors • Value equation is: VALUE = PERCEIVED BENEFITS / PRICE • Competitive or differential advantage • advantage vis-à-vis competition

  5. Focus • i.e. the concentration of attention • IBM ‘was’ focused on customer needs and wants for data processing • IBM crisis in early 1990s - ‘lost focus’ • achieved through concentrating resources

  6. From Domestic to Global/Transnational Marketing • Where is it made? V Where is it marketed? • Domestic marketing • Export marketing • International marketing • Multinational marketing • Global/transnational marketing

  7. Driving forces • ‘Global Village’ Mashall Macluhan • Market needs - X-Box for leisure • Technology - Third Generation phones (3G) • Cost - low cost production e.g. Gap • Quality - Is now taken for granted. • Communications and Transportation

  8. Driving forces (2) • Leverage (i.e. advantages of operating in numerous markets simultaneously) • experience transfers • systems transfers • scale economies • resource utilisation • global strategy. Scanning the globe!

  9. Restraining forces • Market differences - diversity • History - Guanxi • Management myopia as a barrier • Organisational culture as a barrier • National controls/Barriers to entry e.g tariffs and Quotas.

  10. How have things changes after September 11th 2001?

  11. Underlying forces • Dr. Howard Perlmutter ‘Orientation of Management and Companies’ • International money framework and exposure to currency fluctuations • post WWII World trading system - WTO (GATT) • Global peace - post September 11th • Arrival of global/transnational companies

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