Global Marketing

An Overview
Reasons & Objectives
 Environment of International Marketing

 International Marketing Environment

 PEST
- Political
- Economic
- Social-cultural
- Technology

 Tariff and Non-tariff Barriers

 Licensing
 Trademark licensing
 International Franchise Expansion
 Transnational Marketing
 Definition
Transnational marketing involves entering foreign markets with a solid
marketing plan that helps a company create a positive brand presence and
resonates with residents of the foreign country.

 Explain with a skit: Company A, B & C

- Significance
- Function
- Types
- Benefits
- Effects

 Examples:
 Domestic To Global
 Domestic Marketing E.g.

 Export Marketing E.g.

 International Marketing E.g.

Global
Marketing
 Multinational Marketing E.g.
Multinational Marketing

 Global Marketing E.g.

International Marketing

Export Marketing

Domestic Marketing
 EPRG Framework

 About the framework

 E: Ethnocentric Orientation E.g.: Nissan

 P: Polycentric Orientation E.g. Grey Worldwide
 R: Regiocentric Orientation E.g. HUL
 G: Geocentric Orientation E.g. McDonalds

 Benefits
International Market Entry Evaluation
 Foreign Market Entry Modes

 The Internet

 Exporting (Direct & Indirect)

 Contractual Agreement

 Joint Ventures

 Full Ownership

 Strategic Alliances
Forces Affecting Global Integration & Global
Marketing
 Driving Forces
 Technology

 Regional economic agreements

 Market needs and wants

 Transportation and communication improvements

 Product development costs

 Quality

 World economic trends

 Leverage

 The Global/ Transnational Corporation

 Restraining Forces

 Management myopia

 Organizational culture

 National controls & Barriers (Home and Abroad)

 Company resources
 Advantages
 Economies of scale in production and distribution Eg:

 Lower marketing costs Eg:

 Power and scope Eg:

 Consistency in brand image Eg:

 Ability to leverage good ideas quickly and efficiently Eg:

 Uniformity of marketing practices Eg:

 Helps to establish relationships outside of the "political arena“ Eg:

 Helps to encourage ancillary industries to be set up to cater for the needs of

the global player Eg:
 Disadvantages

 Differences in consumer needs, wants, and usage patterns for products Eg:

 Differences in consumer response to marketing mix elements Eg:

 Differences in brand and product development and the competitive environment

Eg:

 Differences in the legal environment, some of which may conflict with those of the
home market Eg:

 Differences in the institutions available, some of which may call for the creation of
entirely new ones Eg: infrastructure

 Differences in administrative procedures Eg:

 Differences in product placement Eg: