marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016
DESCRIPTION
Tapping into global marketsTRANSCRIPT
![Page 1: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/1.jpg)
1
TAPPING INTO GLOBAL MARKETS
Alfonso Gabriel A. VegaAteneo School of Medicine and Public
Health
Top 10 Concepts
![Page 2: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/2.jpg)
Outline: Tapping into global markets involves
1. Competing in a global basis2. Knowing when to jump3. Which market to get feet wet in4. How to get our feet wet5. Marketing Program
![Page 3: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/3.jpg)
Outline: Tapping into global markets involves
6. Communications7. Product Adaptation8. Country Images and consumer
perceptions9. Marketing Organization10. Pricing
![Page 4: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/4.jpg)
Concept 1:
Competing in a global basis
Global industry
Global firm
Kotler: ABBLocal: San MiguelMedical: multinational pharmaceuticals
![Page 5: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/5.jpg)
Concept 2:
Deciding whether to go abroad
Decision making and Internationalization process
Kotler: BillabongLocal: San Miguel BeerMedical: Medical City
![Page 6: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/6.jpg)
Concept 3:
Which market to get feet wet in
Potential markets
Kotler: Danone in IndiaLocal: Procter & Gamble and sachetsMedical: HPV vaccination
![Page 7: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/7.jpg)
Concept 4:
How to get our feet wet
Exporting, licensing, joint ventures, and direct investment
Kotler: MAGLocal: McDonald’sMedical: Braun
![Page 8: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/8.jpg)
Concept 5:
Determining the marketing program
Standardized vs adaptive Consumer behavior
![Page 9: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/9.jpg)
Concept 5:
Determining the marketing program
Kotler: Red Bull
Local: Unilever, P&G
Medical: St. Lukes Medical Center
![Page 10: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/10.jpg)
Concept 6:
Communications
Standardized vs adaptive
Kotler: Nike Chamber of FearLocal: JollibeeMedical: The Medical City
![Page 11: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/11.jpg)
Concept 7:
Product Adaptation
Regional Country City Retailer
![Page 12: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/12.jpg)
Concept 7:
Product Adaptation
Kotler: Disneyland Paris
Local: Unilever product sachets
Medical: flavored multivitamins
![Page 13: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/13.jpg)
Concept 8:
Country Images and consumer perceptions
Effect of image on tourism and commerce
Distinct customer beliefs
![Page 14: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/14.jpg)
Concept 8:
Country of origin effects and consumer perceptions
Kotler: Japan and automobiles
Local: Philippines and nurses
Medical: Unilever
![Page 15: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/15.jpg)
Concept 9:
Marketing Organization
Export department International Division Global Organization
![Page 16: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/16.jpg)
Concept 9:
Marketing Organization
Kotler: Sony
Local: San Miguel Beer
Medical: GlaxoSmithKline
![Page 17: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/17.jpg)
Concept 10:
Pricing
Uniform Market-based Cost-based
Kotler: MicrosoftLocal:Mcgraw-HillMedical: Essential Drug Pricing
![Page 18: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/18.jpg)
Summary: Tapping into global market involves…
1. Competing in a global basis2. Knowing when to jump3. Which market to get feet wet in4. How to get our feet wet5. Marketing Program
![Page 19: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/19.jpg)
Summary: Tapping into global market involves…
1. Competing in a global basis2. Knowing when to jump3. Which market to get feet wet in4. How to get our feet wet5. Marketing Program
![Page 20: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/20.jpg)
Summary:Tapping into global markets is…6. Communications7. Product Adpatation8. Country Images and consumer
perceptions9. Marketing Organization10. Pricing
![Page 21: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/21.jpg)
To conclude: Global Markets
A global firm requires
Specific objectives, policies and strategies
To capture potential markets
![Page 22: Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016](https://reader033.vdocuments.us/reader033/viewer/2022060117/55848dddd8b42aa9028b53ee/html5/thumbnails/22.jpg)
22
TAPPING INTO GLOBAL MARKETS
Alfonso Gabriel A. VegaAteneo School of Medicine and Public
Health
Top 10 Concepts