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CHAPTER
GLOBALMARKETING
07
McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
7-2
LEARNING OBJECTIVES
Global Marketing
LO1List the factors that aid in the growth of globalization.
LO2Describe the components of a country market assessment.
LO3Identify the various market entry strategies.
LO4Highlight the similarities and differences between a domestic marketing strategy and a global marketing strategy.
7-10
Evaluating Real Income
• Firms can make adjustments to an existing product or change the price to meet the unique needs of a particular country market.
Nari
nd
er
Nan
u/A
FP/G
ett
y Im
ag
es
REU
TER
S/F
ayza
Kab
li
7-11
Analyzing Infrastructure and Technological Capabilities
Communication
Commerce
Transportation
Distribution Channel
Sto
ckd
isc
©M
IXA
/Pu
nch
Sto
ck
Royalt
y-F
ree/C
OR
BIS
Ph
oto
Lin
k/G
ett
y Im
ag
es
7-13
Both benefit domestically made products because they reduce foreign competitionBoth benefit domestically made products because they reduce foreign competition
Tariff and Quotas
7-14
Boycott
Ethical Consumer Website
Th
e M
cGra
w-H
ill C
om
pan
ies,
In
c/Jo
hn
Flo
urn
oy,
ph
oto
gra
ph
er
7-17
The European Union (EU)
• Monetary and Trade Union
• Euro • Membership does
not consists of Croatia, Macedonia, Turkey and several others
7-21
Check Yourself
1. What are key metrics that can help analyze the economic environment of a country?
2. What types of government actions should we be concerned about as we evaluate a country?
3. What are five important cultural dimensions?
7-23
Check Yourself
1. Which global entry strategy has the least risk and why?
2. Which global entry strategy has the most risk and why?
7-27
Global Marketing Mix: Global Distribution Strategies
• Some global channels are very long and complex.
• Consumer shop local small local stores.
• Suppliers must be creative in delivering to these outlets.
FedEx Commercial
Courtesy of CJ Tucker, NASA/GSFC
7-28
Global Marketing Mix: Global Communication Strategies
Photo by Jeff Kravitz/FilmMagic/Getty Images