The Extent of Universal Showcasing.


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Genuine or false: Before female officials go to Brazil, they ought to be sure their nails are all around manicured. You feel great after your huge ...
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The Scope of International Marketing Chapter 1

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CULTURAL IQ!  Japan is a high setting society, where little motions pass on extraordinary significance. Which is a appropriate conduct in Japan? A. Covering your mouth when you snicker B. Winking to pass on understanding C. Talking in a boisterous, mighty voice  True or false: Never keep your left turn in your pocket while shaking hands with your right in Germany.  Spitting is twisted in numerous spots, yet is really illegal in which nation? A. St. Thomas B. St. Martin C. Singapore  You are the sole traveler on a transport in Bahrain. A man enters, and picks the seat alongside you. Genuine or false: He means to begin a discussion with you.

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 You are welcome another partner in France. As you immovably get a handle on his hand, generously pumping it all over, he looks somewhat dazed. This is on the grounds that: A. He\'s calmed you didn\'t kiss him. B. The French handshake is to a greater extent a handclasp, with no pumping activity. C. He wishes you had kissed him.  True or false: Before female officials go to Brazil, they ought to be sure their nails are all around manicured.  You feel great after your huge deals bring in Stockholm, Sweden. It\'s an astonishment to you, then, when they don\'t acknowledge the arrangement. This could be on the grounds that amid the meeting, you: A. Inclined in reverse in your seat and folded your arms B. Laid your lower leg on your knee the entire time C. Chuckled noisily D. The majority of the above

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Lecture Outline The Internationalization of U.S. Business International Marketing Defined The International Marketing Task Marketing Controllables Domestic Uncontrollables Foreign Uncontrollables Self-Reference Criterion Internationalization Process Phases of worldwide Involvement Domestic Market Expansion Multi-Domestic Market Concept Global Marketing Concept

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John F. Welch, Jr. "Our vision has been depicted to you for 10 years. We trusted that exclusive organizations that were number-one or number-two in their business sectors could win in the inexorably focused worldwide field. Those that couldn\'t were to be altered, shut or sold." Chairman and CEO, General Electric

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Globalization of Business and Markets Until as of late, rivalry for U.S. markets was just among U.S. organizations with the same relative expense of cash, work and item è U.S advertise now incorporates contenders from everywhere throughout the world

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Why internationalization? Immersion of U.S. markets

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Foreign Acquisitions of U.S. Organizations U.S. Company Foreign Owner Keebler (Cookies and other foods) Britain J. Walter Thompson (Advertising) Britain Spiegal (Catalog retailing) Germany Mack Trucks (Automotive) France Giant Food Stores (Supermarkets) Netherlands Pillsbury, Burger King, Pearle Vision Britain CBS Records (Music and Entertainment) Japan Carnation (Coffee-Mate, Friskies pet food) Switzerland Chesebrough-Pond\'s (Vaseline) Netherlands SOURCE: Adapted from "The 100 Largest Foreign Investments in the U.S.," Forbes , July 18, 1994, pp. 266-270.

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Why internationalization? Immersion of U.S. markets Higher ROI in remote markets

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Some Big U.S. Players in the Global Game* Foreign Revenues % of Total Foreign Profits % of Total Foreign Assets % of Total Company 51.4 Ei du Pont de Nemours 99.8 37.3 52.1 Proctor & Gamble 65.1 40.7 67.0 Coca-Cola 67.8 48.6 48.8 Eastman Kodak 41.5 32.4 43.9 Motorola 84.8 34.6 49.1 Johnson & Johnson 54.6 43.9 35.5 Sara Lee 41.3 45.0 64.5 Colgate-Palmolive 67.0 46.9 67.5 Gillette 61.4 65.7 49.0 Compaq Computer 63.6 40.5 46.9 McDonald\'s 45.1 46.9 32.0 Avon Products 59.9 48.3 *1993 information. SOURCE: Adapted from "The 100 biggest Multinationals: Getting the Welcome Carpet," Forbes, July 18, 1994, pp. 276-279.

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Why internationalization? Immersion of U.S. markets Higher ROI in outside business sectors Establish early position in world markets

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Industry U.S. Japan Europe Energy Equipment & Services 93% 1% 6% Aerospace & Military Technology 76 15 23 Data Processing & Reproduction 73 22 5 Electronic Components & instruments 62 36 2 Beverages & Tobacco 63 16 20 Health & Personal Care 49 20 31 Leisure & Tourism 46 16 38 Forest Products & Paper 51 17 32 Energy Source 46 13 41 Metals-Nonferrous 30 31 39 Recreation & other Consumer Goods 33 61 6 Food & hh Products 33 22 46 Electrical & Electronics 21 51 28 Chemicals 28 30 42 Industrial Components 24 45 31 Automobiles 37 35 28 Machinery & Engineering 19 46 35 Appliances & hh Durables 8 67 26 Metals-Steel 10 57 33 ALL INDUSTRIES (SALES) 37% 32% 31% ALL INDUSTRIES (PROFITS) 48% 16% 37% Share of Global Sales (1987-92 )

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Invented Here, Made Elsewhere U.S. Imagined Technology 9 0% Phonographs 1% 9 0% Color TVs 1 0% 1 9 7 0 4 0% Audiotape Recorders 0% N O W 1 0% Videotape Recorders 1% 9 9% Machine Tools 3 5% Telephones 9 9% 2 5% 8 9% Semiconductors 6 4% 9 8% Computers 7 4% 0 20 40 60 80 100

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"Each American organization is worldwide, at any rate to the degree that its business execution is molded to a limited extent by occasions that happen abroad"

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Definition of International Marketing The execution of business exercises that immediate the stream of an organization\'s products and administrations to shoppers or clients in more than country for benefit.

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What\'s the distinction between universal promoting and household showcasing? Nature in which showcasing procedures must be executed

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The International Marketing Task 7 Foreign environment (wild) 1 Economic strengths Political/legitimate powers Domestic environment (wild) 2 7 Competitive structure Political/lawful powers Competitive Forces (controllable) Cultural powers Environmental uncontrollables nation showcase A Price Product 3 Channels of dissemination Promotion Environmental uncontrollables nation market B 6 Level of Technology Geography and Infrastructure Economic atmosphere Environmental uncontrollables nation market C 4 5 Structure of appropriation

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Self-Reference Criterion (SRC) An oblivious reference to one\'s own particular social qualities, encounters, and learning as a premise for choices

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International Marketing Concepts Concept EPRG Schema Domestic Market Extension (Ethnocentric) Multi-Domestic Market (Polycentric) Global Marketing (Regio/Geocentric)

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Coca-Cola Global Marketing Strategy Think Globally Act Locally

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Examples of Global Marketing Product Design Canon printer/McDonalds/Toyota/Ford Brand Name Marlboro/Coke/Pepsi/Mercedes/Caterpillar Product Positioning Colgate toothpaste/Unilever cleansing agent Packaging Gillette razors Advertising Strategy Coca-Cola/British Airways/Benetton Sales Promotion IBM Distribution Benetton/United Distillers American Express/Hertz Customer Service

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