Bài giảng Marketing - Chapter 8: Global marketing

global marketingeightCopyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LEARNING OBJECTIVESLO 8-1 Describe the components of a country market assessment.LO 8-2 Understand the marketing opportunities in BRIC countries.LO 8-3 Identify the various market entry strategies.LO 8-4 Highlight the similarities and differences between a domestic marketing strategy and a global marketing strategy.General Agreement on Tariffs and Trade (GATT)WTO WebsitePhotoLink/Getty ImagesAssessing Global MarketsGeneral economic environmentMarket size and population growthReal incomeEconomic analysis using metricsTransportationChannelsCommunicationCommerceInfrastructure and technologyTariffQuotaExchange controlTrade agreementGovernment actionsPower distanceUncertainty avoidanceIndividualismMasculinityTime orientationSociocultural analysisEconomic AnalysisGeneral Economic EnvironmentNationMaster WebsiteEvaluating Market Size and Population Growth RatePopulation 2002Population 2050REUTERS/Arko Datta/Corbis.Evaluating Real IncomeFirms can make adjustments to an existing product or change the price to meet the unique needs of a particular country market.Narinder Nanu/AFP/Getty ImagesREUTERS/Fayza KabliAnalyzing Infrastructure and Technological CapabilitiesCommunicationCommerceTransportationDistribution ChannelStockdisc©MIXA/PunchStockRoyalty-Free/CORBISPhotoLink/Getty ImagesAnalyzing Government ActionsBoth benefit domestically made products because they reduce foreign competitionTariff and QuotasBoycottEthical Consumer WebsiteThe McGraw-Hill Companies, Inc/John Flournoy, photographerExchange ControlExchange rateCountertradeImage Source/AlamyStockbyte/Punchstock ImagesTrade AgreementsNameCountriesEuropeanUnionThere are 27 member countries of the EU: Austria, Belgium, Bulgaria, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, and the United Kingdom. There are five official candidate countries to join the EU: Croatia, Macedonia, Turkey, Iceland, and Montenegro.NAFTAUnited States, Canada, and Mexico.CAFTAUnited States, Costa Rica, the Dominican Republic, El Salvador, Guatemala, Honduras, and Nicaragua.MercosurFull members: Argentina, Brazil, Paraguay, Uruguay, and Venezuela.ASEANBrunei Darussalam, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand, and VietnamAnalyzing Sociocultural FactorsCulturePower distanceUncertainty avoidanceIndividualismMasculinityTime orientationCountry ClustersWhat metrics can help analyze the economic environment of a country?What types of government actions should we be concerned about as we evaluate a country? What are five important cultural dimensions?Why are each of the BRIC countries viewed as potential candidates for global expansion?Choosing a Global Entry StrategyRiskControlDirectInvestmentExportJointVentureStrategicAllianceFranchisingWhich global entry strategy has the least risk and why?Which global entry strategy has the most risk and why?Choosing a Global Marketing Strategy: Target Market (STP)Courtesy Ford India Pvt. Ltd.The Global Marketing Mix: Product or Service StrategiesGlobal Marketing Mix: Pricing StrategiesPriceTariffsQuotasAnti-dumpingPoliciesEconomicConditionsCompetitivefactorsGlobal Marketing Mix: Global Distribution StrategiesSome global channels are very long and complex.Consumer shop local small local stores.Suppliers must be creative in delivering to these outlets.Courtesy of CJ Tucker, NASA/GSFCFedEx CommercialGlobal Marketing Mix: Global Communication StrategiesPhoto by Jeff Kravitz/FilmMagic/Getty ImagesWhat are the components of a global marketing strategy? What are the three global product strategies?A boycott pertains to a group’s refusal to deal commercially with some organization to protest against its policies.GlossaryCultural imperialism is the belief that one’s own culture is superior to that of other nations.GlossaryExchange control refers to the regulation of a country’s currency exchange rate, the measure of how much one currency is worth in relation to another.GlossaryThe purpose of the General Agreement on Tariffs and Trade (GATT) was to lower trade barriers such as high tariffs on imported goods and restrictions on the number and types of imported products that inhibited the free flow of goods across borders.GlossaryInfrastructure is the basic facilities, services, and installations needed for a community or society to function.GlossaryA quota designates the maximum quantity of a product that may be brought into a country during a specified time period.GlossaryA tariff is a tax levied on a good imported into a country.GlossaryA trade agreement is an intergovernmental agreement designed to manage and promote trade activities for a specific region.Glossary