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Global Branding Strategies

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    REACHING

    GLOBAL

    MARKETS

    CHAPTER

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    Marketing that targets

    customers throughoutthe world.

    More customers=more money. Good thing, right?

    Global Marketing

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    Protectionism

    Hurts or Helps Domestically?

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    How protectionism affects world trade

    Quota

    Tariff

    World Trade Organization (WTO)-

    Referee for global trade

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    Lets Make Domestic Bigger!

    Economic community An organization of nations formed to promote the free

    movement of resources and products among its

    members and to create common economic policies

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    Examples of Economic Communities

    MERCOSUR

    NAFTA

    OPEC

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    Global Companies

    International Firmeach market is identical

    Multinational Firm - each market is unique

    Transnational Firmemphasizes similarities,recognize differences

    No Borders, New Rules

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    Multi-domestic

    Marketing Strategy

    Global Brand

    Global Marketing

    Strategy

    Global Companies & Marketing Strategies

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    Things to Consider When Going Global

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    Economic Considerations

    Economic Infrastructure -Communications

    Power

    Distribution

    Monetary systems

    Consumer Income -

    Level AND buying power

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    PoliticalRegulatory Climate

    Political Stability

    Trade Regulations-Its legal here, but is it legal there?Health

    Promotional

    Environmental

    No private ownershipMinimal individual freedom

    Little central governmentMaximum personal freedom

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    GLOBAL MARKET-ENTRY STRATEGIES

    RISK

    ExportingJoint

    Venture

    Direct

    Investment

    Licensing &

    Contract Mfg

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    Same

    Product

    One ProductOne Message

    ProductAdaptation

    MessageAdaptation

    ProductInvention

    Same

    Message

    Change

    Message

    Change

    Product

    Product and Promotion Strategies for

    Global Marketing

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    Pricing Strategy

    Hurts the local businesses

    Gray Market or

    Parallel Importing

    (individuals)

    Dumping(companies)

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    Pricing Strategy

    Countertrade - a form of trade in which

    the payment for goods and services is in

    the form of other goods and services

    Hurts the local governments

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    Protectionism

    Protectionism is the practice of shielding

    one or more industries within a countryseconomy from foreign competition

    through the use of tariffs or quotas.

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    Tariff

    A tariffis a government tax on goods or

    services entering a country, primarily

    serving to raise prices on imports.

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    Quota

    A quotais a restriction placed on the

    amount of of a product allowed to enter or

    leave a country.

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    World Trade Organization

    The World Trade Organization (WTO)

    is a permanent institution that sets rules

    governing trade between its members

    through panels of trade experts who

    decide on trade disputes between

    members and issue binding decisions.

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    Multidomestic Marketing

    Strategy

    A multidomestic marketing strategy is

    used by multinational firms that have as

    many different product variations, brand

    names, and advertising programs as

    countries in which they do business.

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    Global Marketing Strategy

    A global marketing strategyis used by

    transnational firms that employ the

    practice of standardizing marketing

    activities when there are cultural

    similarities and adapting them when

    cultures differ.

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    Global Brand

    A global brandis a brand marketed under

    the same name in multiple countries with

    similar and centrally coordinated

    marketing programs.

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    Exportingis producing goods in one

    country and selling them in another

    country.

    Exporting

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    Ajoint ventureis when a foreign country

    and a local firm invest together to create a

    local business.

    Joint Venture

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    A gray marketis a situation where

    products are sold through unauthorized

    channels of distribution. Also called

    parallel importing.

    Gray Market

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    Direct investmententails a domestic firm

    actually investing in and owning a foreign

    subsidiary or division.

    Direct Investment

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    Direct investmententails a domestic

    firm actually investing in and owning aforeign subsidiary or division.

    Licensing is the legal process allowing theuse of manufacturing, patents and/or

    knowledge.

    Licensing

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    Dumpingis when a firm sells a

    product in a foreign country below

    its domestic price or below its actual cost.

    Dumping

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