MODULE-IIIGlobal Marketing

Management

Presented By;Mohammed Idris

Global Marketing :•Marketing activities that are coordinated and integrated across multiple markets• Integration can involve Standardized products, Identical Brand names, Uniform packaging, Synchronized product introductions, Similar advertising messages etc.• Coordination can involve competitive pricing, sales campaigns, market promotions etc.

Global Perspective :A global perspective is far more than an

understanding of worldwide business and international career opportunities. Developing a global perspective involves taking a broader, more critical view of experience, knowledge and learning and includes seeking to understand the links between our own lives and those of people throughout the world.

- To adopt a global perspective, it needs to enhance the understanding of the social, political and environmental forces that shape our existence.

Developing global perspective means to:• Enable people to understand the links between their

own lives and those of people throughout the world.• Increase understanding of economic, social and

political forces which shape life.• Work towards a more just and sustainable world

where power and resources are more equitably shared.

Global gateways : Tariff barriers are the most obvious barriers to entry: • Import Tariffs make imports more expensive when

compared to domestic products.• High tariffs create local monopolies, which results in

higher prices for consumers.• Tariffs also increase the cost of doing business in that

country. Non Tariff barriers are common & include:• Government Rules & Regulations

e.g. FDA rules in US, Purity laws in Germany.• Complex Customs Procedures.• Limited or No access to local distribution network e.g. Fuji prevented its distributors from carrying Kodak products.• Natural Barriers: The local competitors are too

competitive, have a dominant market share, have a strong brand name .

Global Marketing Management :

“Marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives.”

An old debate and a new view of Global market:

Planning for global markets :

Alternative Market-Entry Strategies :

• An entry strategy into the international market should reflect on analysis of market characteristics such as:• Potential sales• Strategic importance• Strengths of local resources• Cultural differences• Country restrictions

• Companies most often begin with modest export involvement.

• A company has four different modes of foreign market entry from which to select:• Exporting• Contractual agreements• Strategic alliances• Direct foreign investments

Alternative Market-Entry Strategies :

Organizing for global competition :

•Reference;Thakur

•THANK YOU