The Global Marketplace. Chapter 19. Objectives. Understand how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions. Learn three key approaches to entering international markets. Objectives.
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Early branding efforts placed logo prominently abroad
1971: “I’d like to buy the world a Coke” TV ad
Coca-cola has recently entered India, China and Indonesia
Consistent positioning and taste worldwide
Ads and promotions are adapted to local markets
Sprite: a global success
Major Decisions in International Marketing
Overlooking cultural differences can result in embarrassing mistakes. Nike found that this stylized “Air” logo resembled “Allah” in Arabic script
Consider beauty products such as anti-aging creams, cosmetics, and hair dyes.
What International markets would offer an attractive target. What particular markets should your company avoid?
Market Entry Strategies
Tokyo Disneyland is owned and operated by a Japanese development company under license from Walt Disney Company
Five International Product
and Promotion Strategies
Guy Laroche standardizes global advertising but adapts to meet cultural differences. The Arabian version is less sensual.
What adjustments might need to be made to the pricing, promotion, or product itself if Cracker Jack were marketed in Japan, England, and Egypt?
Whole-Channel Concept for International Marketing