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Chapter 7

Chapter 7. Serving Global Markets. Chapter Objectives. Describe the importance of international marketing from the perspectives of the individual firm and the nation. Identify the major components of the environment for international marketing.

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Chapter 7

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  1. Chapter 7 Serving Global Markets

  2. Chapter Objectives • Describe the importance of international marketing from the perspectives of the individual firm and the nation. • Identify the major components of the environment for international marketing. • Outline the basic functions of GATT, WTO, NAFTA, and the proposed FTAA, and the European Union. • Compare the alternative strategies for entering international markets. • Differentiate between a global marketing strategy and a multidomestic marketing strategy. • Describe the alternative marketing mix strategies used in international marketing. • Explain the attractiveness of the U. S. as a target market for foreign marketers.

  3. The Importance of Global Marketing • Global marketing is rapidly becoming a necessity • For 20 years, U.S. exports have grown about 10 percent annually • The Internet makes it possible for every marketer to become an international marketer • International Trade accounts for at least 25% of U.S. GDP • Importing and Exporting

  4. Service and Retail Exports • U.S. is a big exporter of services and retailing • U.S. is the world’s largest exporter of services • Over $145 billion is spent annually by foreign nationals visiting the U.S. • The most profitable U.S. service exports are business and technical services • Financial services industry is going global via the Internet • Entertainment is another major service export

  5. Benefits of Going Global • Additional revenues • New insights into consumer behavior • Alternative distribution strategies • Advance notice of new products • Positioned well to compete effectively with foreign competitors

  6. The International Marketplace • Market Size • Over 6 billion people (1.2 billion people in China) • Goods and services need to be adapted to meet needs in developing countries • As a nation develops, an increasingly affluent, educated, and cosmopolitan middle-class emerges • Marketers in developing countries may face infrastructure challenges

  7. Buyer Behavior Research Must Focus on: • Demand: Do foreign consumers need the company’s good or service? • Competitive environment: How do supplies currently reach the market? • Economic environment: What is the state of the nation’s economic health? • Social-cultural environment: How do cultural factors affect business opportunities? • Political-legal environment: Do any legal restrictions complicate entering the market? • Technological environment: To what degree are technological innovations used by consumers in the market?

  8. The International Marketing Environment International social-cultural environment International economic environment International Marketing mix International technologicalenvironment International political-legal environment

  9. International Economic Environment • A nation’s size, per-capita income, and stage of economic development determine its desirability for international expansion • Other considerations include: • Country infrastructure • Exchange rate implications • Soft currencies

  10. International Social-Cultural Environment • A nation’s culture, including language, education, religious attitudes, and social values, must be considered • Examples: • Movies must often be adapted for foreign markets • Restaurant menus are often printed in several languages • The use of pictures can also help when language is a problem

  11. International Technological Environment • The Internet transcends political, economic, and cultural barriers, reaching into every corner of the Globe • Other challenges: • Genetic reengineering • Genetically modified organisms (GMOs)

  12. International Political-Legal Environment • U.S. businesses impacted by International Law, U.S. Law, and Host country Laws • Political conditions often influence international marketing • Political risk assessment (PRA) • Friendship, Commerce, and Navigation (FCN) treaties • ISO certification requirements

  13. Trade Barriers • Tariffs are taxes levied against imported goods • Revenue Tariffs • Protective Tariffs • Administrative Barriers • Import Quotas • Embargos • Subsidies • Exchange Controls • Dumping

  14. Multinational Economic Integration • Free trade area:Region in which participating nations agree to the free trade of goods among themselves, abolishing tariffs and trade restrictions • Customs union • Common market • GATT • World Trade Organization (WTO)

  15. NAFTAAccord removing trade barriers among Canada, Mexico, and the United States • The Free Trade Area of the AmericasProposed free trade area stretching the length of the entire Western hemisphere and designed to extend free trade benefits to additional nations in North, Central, and South America • See Figure 7.5 in your text for the: • The 25 Members of the European Union

  16. What Drives Globalization? • Globalization of Customers • New Customers in Emerging Markets • Globalization of Competitors • Reduced Trade Barriers • Technology Advances • Enhanced Customer Responsiveness

  17. First Steps in Deciding to Market Globally • Secure top management’s support • Research the export process and potential markets • Strategies for Entering International Markets • Exporting • Contractual agreements like franchising, licensing, and subcontracting • International Direct Investment

  18. Contractual Agreements • FranchisingA global strategy for Ruth’s Chris Steak House • Foreign Licensing • Subcontracting

  19. International Direct Investment • An additional strategy for entering global markets • Requires direct investment in foreign firms, production, and/or marketing facilities • U.S. firms have invested nearly $2.2 trillion overseas • Foreign firms have invested nearly $2.1 trillion in the U.S.

  20. From Multinational Corporation toGlobal Marketer • A multinational corporation is a firm with significant operations and marketing activities outside its home country • Developing an International Marketing Strategy • Global marketing strategy • Multi-domestic marketing strategy

  21. International Product and Promotional Strategies

  22. International Distribution Strategy • Decide on a method of entering the foreign market • Decide how to distribute the product within the foreign market through that entry channel • International Pricing Strategy • Competitive, economic, political, and legal constraints often limit pricing decisions • CountertradeGoods and services are bartered rather than sold for cash

  23. The U.S. as a Target forInternational Marketers • The U.S. is an inviting target for many foreign marketers • It offers a large population with high levels of discretionary income, political stability, a generally favorable attitude toward foreign investment and a relatively stable economy

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