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Chapter 1
Globalization Imperative
Chapter Overview
1. Why Global Marketing is Imperative 2. Globalization of Markets: Convergence and Divergence 3. Evolution of Global Marketing 4. Appendix: Theories of International Trade and the Multinational Enterprise
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Introduction
Products have been traded across borders throughout recorded civilization, extending back beyond the Silk Road that once connected East with West from Xian (China) to Rome (Italy). Total world trade volume in goods and services grew from $6.5 trillion in 1998 to $7.6 trillion in 2000.
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Introduction (contd.)
According to the World Trade Organization (WTO), the worlds five exporting countries were the United States ($781 billion), Germany ($552 billion), Japan ($479 billion), France ($298 billion), and Britain ($284 billion), collectively accounting for 38 percent of global trade in 2002. The Triad Regions (North America, Western Europe, and Japan) of the world collectively produce over 80 percent of world GDP.
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Introduction (contd.)
Big Emerging Markets (BEMs): In the next ten to twenty years, BEMs such as the Chinese Economic Area (CEA: including China, Hong Kong Region, and Taiwan), India, South Korea, Mexico, Brazil, Argentina, South Africa, Poland, Turkey, and the Association of Southeast Asian Nations (ASEAN: including Indonesia, Brunei, Malaysia, Thailand, the Philippines, and Vietnam)
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Introduction (contd.)
will provide many opportunities in global business.
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Saturation of domestic markets: Domestic-market saturation in the industrialized parts of the world and marketing opportunities overseas are evident in global marketing. Global competition: Competition around the world and proliferation of the Internet are on the rise. Need for global cooperation: Global competition brings global cooperation.
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Internet revolution: The Internet and electronic commerce (e-commerce) are bringing major structural changes to the way companies operate worldwide. The term global epitomizes both the competitive pressure and expanding market opportunities. Whether a company operates domestically or across national boundaries, it can no longer avoid competitive pressures from around the world.
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International trade consists of exports and imports. International business includes international trade and foreign production. Extensive international penetration of companies is called global reach. International trade and foreign production activities are managed on a global basis. Growth of Multinational Corporations (MNCs) and intra-firm trade is a major aspect of global markets.
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International trade versus international business: International trade consists of exports and imports. International business includes international business trade and foreign production. Who manages international trade? Intrafirm trade: Trade between MNCs and their affiliates.
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What is marketing? Marketing involves the planning and execution of the conception, pricing, promotion, and distribution of ideas, products, and services. Marketing involves customer satisfaction and their current and future needs. Marketing is much more than selling and involves the entire company. Within marketing strategies, companies are always under competitive pressure to move forward both reactively and proactively.
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Five stages in the evolution of global marketing (see Exhibit 1-2): 1. Domestic Marketing (domestic focus; home country customers; ethnocentric orientation). 2. Export Marketing (indirect vs. direct exporting; country choice, exports; ethnocentric orientation; home country customers). 3. International Marketing (markets in many countries; polycentric orientation; use of multidomestic marketing when customer needs are different across national markets).
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Global Marketing: Global marketing refers to marketing activities that emphasize the following: 1. Standardization efforts. 2. Coordination across markets. 3. Global integration.
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Global marketing does not necessarily mean that products can be developed anywhere on a global scale. The economic geography, climate, and culture affect how companies develop certain products. The Internet adds a new dimension to global marketing. E-commerce retailers gain substantial savings by selling online.
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Comparative Advantage Theory (see Exhibit 1-3) Absolute Advantage Comparative Advantage Commodity Terms of Trade Principles of International Trade Factor Endowment Theory International Product Cycle Theory (see Exhibit 1-4) Economies of Scale
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