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Chapter 12 Global Marketing Management: Planning and Organization
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Chapter 12 Global Marketing Management: Planning and Organization

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  1. International Marketing 15th edition Chapter 12 Global Marketing Management: Planning and Organization Philip R. Cateora, Mary C. Gilly, and John L. Graham

  2. Global Marketing Management • The trend back toward localization • Caused by the new efficiencies of customization • Made possible by the Internet • Increasingly flexible manufacturing processes • From the marketing perspective customization is always best • Global markets continue to homogenize and diversify simultaneously • Best companies will avoid trap of focusing on country as the primary segmentation variable Roy Philip

  3. Benefits of Global Marketing • When large market segments can be identified • Economies of scale in production and marketing • Important competitive advantages for global companies • Transfer of experience and know-how • Across countries through improved coordination and integration of marketing activities • Marketing globally • Ensures that marketers have access to the toughest customers • Market diversity carries with it additional financial benefits • Firms are able to take advantage of changing financial circumstances Roy Philip

  4. International Planning Process Exhibit 12.1 Roy Philip

  5. Alternative Market-Entry Strategies (1 of 2) • An entry strategy into international market should reflect on analysis • Market characteristics • Potential sales • Strategic importance • Strengths of local resources • Cultural differences • Country restrictions • Company capabilities and characteristics • Degree of near-market knowledge • Marketing involvement • Management commitment Roy Philip

  6. Alternative Market-Entry Strategies Exhibit 12.2 Roy Philip

  7. Alternative Market-Entry Strategies (2 of 2) • Companies most often begin with modest export involvement • A company has four different modes of foreign market entry • Exporting • Contractual agreements • Strategic international alliances • Direct foreign investments Roy Philip

  8. Contractual Agreement (1 of 2) • Contractual agreements • Long-term, • Nonequity association between a company and another in a foreign market • Licensing • A means of establishing a foothold in foreign markets without large capital outlays • A favorite strategy for small and medium-sized companies • Legitimate means of capitalizing on intellectual property in a foreign market Roy Philip

  9. Contractual Agreement (2 of 2) • Franchising • Franchiser provides a standard package of products, systems, and management services • Franchise provides market knowledge, capital, and personal involvement in management • Expected to be the fastest-growing market-entry strategy • Two types of franchise agreements • Master franchise • Gives the franchisee the rights to a specific area with the authority to sell or establish subfranchises • Licensing Roy Philip

  10. Strategic International Alliances • Four characteristics define joint ventures: • JVs are established, separate, legal entities • The acknowledged intent by the partners to share in the management of the JV • There are partnerships between legally incorporated entities such as companies, chartered organizations, or governments, and not between individuals • Equity positions are held by each of the partners Roy Philip

  11. Strategic International Alliances • Consortia • Similar to joint ventures and could be classified as such except for two unique characteristics • Typically involve a large number of participants • Frequently operate in a country or market in which none of the participants is currently active • Consortia are developed to pool financial and managerial resources and to lessen risks Roy Philip

  12. Direct Foreign Investment • Factors that influence the structure and performance of direct investments • Timing • The growing complexity and contingencies of contracts • Transaction cost structures • Technology transfer • Degree of product differentiation • The previous experiences and cultural diversity of acquired firms • Advertising and reputation barriers Roy Philip