Tapping into Global Markets
- 1. Chapter 21. Tapping into Global MarketsHow to Conquer the WorldMarketing ManagementJustine Alessandra U. UyMay 12, 2010
- 2. SUMMARYWhat is a global firm?Some decisions should be made before entering the int’l market.How do firms enter the market?Dealing with the country of origin.How are the markets managed?
- 3. CONCEPT #1A global firm operates in more than one country.KotlerLocalIntegrated Microelectronics, Inc. (IMI)MedicalExporter of Health CareUnion Medicare Corporation
- 4. CONCEPT #2Major decisions have to be made before entering the international market.Decide whether to go abroadDecide which market to enterDecide how to enter the marketDecide on the market-ing programDecide on the market-ing org
- 5. CONCEPT #2Major decisions have to be made before entering the international market.KotlerBillabongLocalJollibeeMedicalExodus of medical professionals
- 6. CONCEPT #3Several factors draw companies into the international arena.Higher profit opportunitiesEconomies of scaleReduce dependenceRequire international service
- 7. CONCEPT #4There are four stages of internationalization.No regular export activitiesExport via independent representative(agents)Establishment of one or more sale subsidiariesEstablishment of production facilities abroad
- 8. CONCEPT #4There are four stages of internationalization.KotlerBillabongLocalSorsogon Food EnterprisesMedicalSC Global Coco Products Inc.
- 9. CONCEPT #5The company needs to define its marketing objectives and policies.How many markets to enterDeveloped vs. DevelopingEvaluating potential markets
- 10. CONCEPT #5The company needs to define its marketing objectives and policies.KotlerBMW, The Body Shop, MicrosoftLocalSM CityMedicalThe Medical City
- 11. CONCEPT #6A company must determine the best mode of entry.Direct invest-mentJoint VentureLicens-ingDirect Export-ingIndirect Export-ingCommitment, Risk, Control and Profit Potential
- 12. CONCEPT #6A company must determine the best mode of entry.KotlerM.A.G. ManufacturingLocalIntegrated Microelectronics, Inc. (IMI)Medical
- 13. CONCEPT #7International companies must decide on how much to adapt to local conditions.ProductCommunicationsPriceDistribution channels
- 14. CONCEPT #7International companies must decide on how much to adapt to local conditions.KotlerRed Bull, Western UnionLocalJolllibeeMedicalExodus of medical professionals
- 15. CONCEPT #8Distribution channels within countries vary considerably.SellerSeller’s int’l market-ingheadQChannel between nationsChannel within foreign nationsFinal buyers
- 16. CONCEPT #8Distribution channels within countries vary considerably.KotlerAldi, WalmartLocalMedical
- 17. CONCEPT #9Country-of-origin perceptions are the mental associations and beliefs triggered by a country.Building country imagesConsumer perceptions of country of originHospitableOFWs
- 18. CONCEPT #9Country-of-origin perceptions are the mental associations and beliefs triggered by a country.KotlerJapan, Hong Kong, New ZealandLocalCebu CityMedicalPhilippine Medical Tourism Inc.
- 19. CONCEPT #10Companies manage their international marketing activities in three ways.Export DepartmentInternational DivisionGlobal Division
- 20. CONCEPT #10Companies manage their international marketing activities in three ways.KotlerCoca-ColaLocalMedicalExodus of medical professionals
- 21. SUMMARYA global firm operates in >1 country.Some decisions should be made before entering the int’l market.There are 4 stages of internationalization.Country of origin perceptions affect the company’s image.Markets are managed in three ways.
- 22. Chapter 21. Tapping into Global MarketsHow to Conquer the WorldMarketing ManagementJustine Alessandra U. UyMay 12, 2010