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Global Marketing
Global Vision (being competitive both
at your home and at others home)
WORLD TRADE
1985 ($ 200 million)
WHY?
2005 ($ 7 trillion)
4.1
Global COMPETITION
USA
OTHER
COUNTRIES
(Chindia, Europe,
Asian Countries
4.2
Globalization is BAD?
Millions of people lost their jobs
Most find new jobs that often pay less
Cultural homogenization (lost traditions,
local values and norms)
income inequality (poor getting poorer
and rich getting richer)
4.2
or GOOD?
Millions of people move away from
poverty
Income mobility (poor can get rich)
COMPETITION! which always benefit
the consumers
Higher valued goods for developing
countries- raising the standards of
living
Expands economic freedom
Encourages democratization
Promotes higher labor standards.
4.2
Levels of Globalization
Export: marketing products to customers in other
countries (All exporters)
Licensing: License another firm to use forms of
proprietary knowledge (McDonalds; KFC)
Joint Venture: buy or partner with a company to form a
new entity (Daimler-Benz)
Multinational Corporation: company with operations and
activities in more than one country
(Virgin Mobile, Coca Cola, Wal-Mart)
Global Corporation: organization that has markets
worldwide (Unilever, P&G)
4.6
Global
Strategy
Distribution
Single
Marketing Mix
Product
Promotion
Distribution
Promotion
Price
Customized
Strategies
Price
Product
Global
Planning
Promotion
Price
Standard
Product
Distribution
Firm Capabilities
Market Potential
4.8
INTERNATIONAL
MARKETING MISTAKES
When Gerber first started selling baby food in Africa, they
used the same packaging as here in the USA with the cute
baby on the label. Later they found out that in Africa
companies routinely put pictures on the label of what's inside
since most people can't read
The Chevy Nova never sold well in Spanish speaking
countries. "No va" means "it doesn't go" in Spanish.
When Pepsi started marketing its products in China a few
years back, they translated their slogan, "Pepsi Brings You
Back to Life" pretty literally. The slogan in Chinese really
meant, "Pepsi Brings Your Ancestors Back from the Grave.
3.11
Dumping
(150$- US)
(Coca-Cola:
bite the wax tadpole in Japanese)
4.3
(communism)
(liberalism=rights to life, liberty,
property/
US: classical liberal= oppose welfare state
Europe: social liberal=provision of welfare)
4.4
4.4
Natural Resources
4.5