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First Slide:
Stages of Involvement
Global Marketing
Global Awareness
• The popularity of American-style hamburgers, fries, and soft drinks is growing around the world,
supporting Levitt’s view of the global village.
• Also, the restaurants themselves offer the consumers a chance to experience for themselves a
fast food legend.
• However, in many locations, menu items are adapted according to the customs and tastes of
individual countries. McDonald’s offers an ideal example of “global localization.”
• With McDonald’s offering of local tastes and a combination of American fare, McDonald’s
thinks globally (product adaption) and acts globally (standardization).
What are the challenges between domestic and foreign market research?
Cateora and Graham define international marketing as “the performance of business activities
designed to plan, price, promote, and direct the flow of a company’s goods and services to
consumers or users in more than one nation for a profit.”
Class
Schedule
All course
material is
at
http://instructional1.calstatela.edu/ikim
Identify and briefly describe some of the forces that have resulted in increased global integration
and the growing importance of global marketing.
This chapter first explores the political economy of nations. We examine the main types of political,
economic, and legal systems in practice around the world. We then examine key legal issues for
international firms and explore the importance of ethical behavior and social responsibility.
Describe the two main international pricing strategies and factors to consider.
Course Objective:
Understand the history of globalization and how it impacts marketing strategy.
Define what is meant by “global marketing.”
Identify major trends of the past and the future that influence global marketing.
Understand the general discussion of adaptation versus standardization.
Culture:
Legal environment:
Understand some of the legal barriers to using a global, standardized marketing mix.
Relate how the use of the Internet for the international sale of goods raises legal problems.
Distinguish between the various options a firm has for establishing presence in foreign markets.
Compare the risks and the advantages of the export modes, intermediate modes, and hierarchical
modes of entry.
Apply distributor selection process, channel management, and control to export management.
Explain the characteristics of international licensing, international franchising, and other important
contract-based intermediate modes.
STP Framework:
Product strategies:
Discuss why many differences in product attributes are found in emerging markets.
Price Strategy:
Identify the main competitive, consumer, product, distribution and country factors influencing pricing
decisions.
Understand how to define objectives, strategies, and pricing policies.
Distribution:
Identify the main internal and external factors influencing distribution decisions.
IMC Communication:
Explain what constitutes a global promotional strategy and what marketing activities are included in
it.
Discuss some of the challenges and opportunities marketers face on a global scale when developing
their communication mix.
Provide examples of regulatory issues that advertising executives may encounter around the world
and explain why they are needed.
4 International Marketing
Research
5 Market Entry Strategies
10
TEXT:
Kotabe and Helsen. Global Marketing Management (5th Ed.) 2010, Wiley. (ISBN:
9780470381113 )
Course Description
International marketing operations: product policies, pricing, advertising, distributional channels,
marketing research; factors governing the decision to engage in foreign transactions. In-depth
market studies.
Learning Objectives
1) To understand globalization.
2) To understand global marketing environment.
3) To develop competitive strategy for global market.
4) To manage global operation.
Class Meetings
Most of each class meeting will be lecture and discussion of marketing concepts and related
topics. In addition, marketing case materials will be discussed at scheduled sessions during the
quarter. Class participation is an important part of your learning process and also grading.
Any distracting behavior or activity during the class may result fail of the class.
Some Examples of Distracting Activities but not limited:
Using ANY ELECTRONIC DEVICE including CELL PHONE, PC and MP3
Eating ANY TYPE of FOOD except drinks
Consistently late on class, and/or frequently in/out of classroom during the lecture
Making noise
Studying other subjects