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the world is flat or is it?
[ reaching global markets ]
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big ideas
globalization: importance, benefits, fears
globalglobalmarketing strategy?
standardization versus customization
what do we mean by a global economy?
operating globally high risk-high reward
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benefits of globalization
benefits to U.S. economy
Dell theory of conflict prevention
expands economic freedom, spurscompetition, increases living standards
access to capital, markets, technology
but
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1 | 4Dr. Christopher P. Blocker
it is not always so
popular
-job loss-risks associated
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global industry
where firms competitive position in onecountry is affected by its position in others
A key question facing managers is theextent of globalization of their industry.
Every industry has global aspects
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Core Business StrategyCore Business Strategy
Country
A
Country
B
Country
C
Country
D
1. develop core1. develop corebusiness strategybusiness strategy
2. internationalize2. internationalizethe strategythe strategy
3. globalize3. globalizethe strategythe strategy
global strategy evolution
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evolution of global marketing
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evolution of global marketing
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1 | 9Dr. Christopher P. Blocker
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1 | 10Dr. Christopher P. Blocker
marketingvegemite
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1 | 11Dr. Christopher P. Blocker
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cultural issues
high context vs. low context
hofstedes cultural dimensions
individualism vs. collectivism masculinity vs. femininity
uncertainty avoidance
power distance
long-term vs. short-term orientation
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1 | 13Dr. Christopher P. Blocker
key issue for global marketers:
standardization vs. customization
of
products, services, packaging, branding,advertising, selling, promotion,
publicity, pricing, distribution .
everything!
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1 | 14Dr. Christopher P. Blocker
vanilla ice creamglobal
standardized
fish ice creamlocal
customized
gelato*glocal*both
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the global economy:what are we really talking about?
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facets of the global economy
- intertwined economies
- global trade agreements
- multinational corporations- regional economic integration
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North American Free Trade (NAFTA) 1994Central America-Dominican Republic-U.S.A Free Trade (CAFTA-DR) 2005
European Union (EU) 1993
Common Market of Southern Cone (MERCOSUR) 1991
Asia-Pacific Economic Cooperation (APEC) 1989
World Trade Organization (WTO) 1995
regional economic integration
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levels of economic integration
Free
TradeArea
Customs
Union
CommonMarket
EconomicUnion
PoliticalUnion
Increasing Levels of Integration
NAFTA
EU 1992ASEAN in pure form U.S.EU has attempted
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market entry strategy
entry modes:1) import/exporting
2) using a trading company3) licensing and franchising
4) contract manufacturing (outsourcing)
5) joint ventures / strategic alliances6) direct ownership
7) multinational enterprise
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1 | 20Dr. Christopher P. Blocker
risk & control in market entry
Amount of commitment, risk, costs, but ALSO control & profit potential
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what does this mean to you?
all markets ARE NOT on a level playing field!
your job is to take advantage of anomalies between
markets in order to compete.
understanding how markets are integrated, and
regulations for each market.
it is the marketing managers responsibility tounderstand how products and services can move
across borders most efficiently!
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method
a global company?
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summary of big ideas
1. globalization: significant force you cant ignore2. markets are increasingly intertwined
3. understanding when and how culture plays arole is both complex and critical
4. pendulum swings between global
standardization and local customization5. global marketing - often high risk, high reward
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1 | 24Dr. Christopher P. Blocker
Dr. Bs deep marketing metaphorsso far
customer-centricitym spatial orbit
marketingstrategym mix recipe orchestra
marketing environmentm natural environment
marketingm conversation, dialogue, communication
global:local:glocalm ice cream (vanilla : fish: gelato)