kotler mm14 ch21 dppt
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Kotler 14th Edition PPTTRANSCRIPT
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Kotler • KellerPhillip Kevin Lane
Marketing Management • 14e
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Tapping into Global MarketsChapter 1
6
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 31
Discussion Questions1. What factors should a company review
before deciding to go abroad?
2. How can companies evaluate and select specific foreign markets to enter?
3. What are the differences between marketing in a developing and a developed market?
4. What are the major ways of entering a foreign market?
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Discussion Questions5. To what extent must the company adapt its
products and marketing program to each foreign country?
6. How do marketers influence country-of-origin effects?
7. How should the company manage and organize its international activities?
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Competing on a Global Basis
Otis ElevatorDoor system – FranceSmall gear parts – SpainElectronics – GermanyMotor drives – JapanSystems integration – U.S.
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Figu
re
21.1
Decisions in International Marketing
Deciding whether to go abroad
Deciding on the marketing program
Deciding how to enter the market
Deciding which markets to enter
Deciding on the marketing
organization
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Deciding Whether to Go Abroad
Higher profit potential
Economies of scale
Reduce single market dependency
Counterattack competitors
Customers going abroad
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Risks of Going AbroadLack:•An understanding of foreign preferences•An understanding foreign business culture•Experienced managers
Foreign country may:•Change commercial laws•Devalue its currency•Undergo political revolution
Underestimate:•Foreign regulations
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The Internationalization Process
Establish sales subsidiaries
Independent Representatives
Establish production facilities
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Deciding Which Markets to Enter
Developed versus developing markets
Evaluating potential markets
How many markets
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Regional Trade Areas
NAFTA
European Union
MERCOSURASEAN
APEC
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Deciding How to Enter the Market
Joint Venture
Licensing Direct Investment
Export
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Figu
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21.2
Five Modes of Entry into Foreign Markets
Direct Investment
Direct Exporting
Licensing
Joint Ventures
Indirect Exporting
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Indirect and Direct Export
Indirect
Direct
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Licensing
Management Contracts
Franchising
Contract Manufacturing
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Joint Ventures & Direct Investment
Joint Venture
Direct Investment
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Deciding on the Marketing Program
Global Similarities and Differences
Marketing Adaptation
Global Product Strategies
Global Communication Strategies
Global Pricing Strategies
Global Distribution Strategies
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Tabl
e 21
.2
Standardized Marketing Pros and Cons
Advantages•Economies of scale•Lower marketing costs•Power and scope•Brand Consistency•Leverage ideas quickly and efficiently•Uniformity of marketing practices
DisadvantagesIgnores differences in:•Consumer needs, wants, and usage patterns•Consumer response•Brand and product development•Legal environment•Marketing institutions•Administrative procedures
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Global Similarities and DifferencesSoft Drink Consumption
Americans 760Mexicans 674Brazilians 315Russians 149Chinese 39
(8-ounce servings)
Median Age
25China, India
43Germany, Italy, & Japan
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Cultural Differences
Uncertainty avoidance
Individualism
Collectivism
Power distance
Masculine versus feminine
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Consumer Behavior Differences
Heineken
U.S. - Super Premium
Netherlands - Mid-tier
Japan – Speed, youth, and energyU.S. – Quality and reliability
Honda Automobiles
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Marketing Adaptation
Communications
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Global Product Strategies
Product Standardization
Product Adaptation Strategies
Brand Element Adaptation
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Figu
re
21.3 International Product and
Communication Strategies
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Classic Blunders in Global MarketingHallmark
(France)Coca-Cola
(Spain) Pop-Tarts(Britain)
Crest(Mexico)
Tang(France)
Phillips(Japan)
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Global Distribution Strategies
Channel Differences
Channel Entry
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Figu
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21.4
Whole-Channel Concept for International Marketing
Seller
Channels within foreign nations
Channels between nations
Seller’s marketing headquarters
Final buyer
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Country-of-Origin Effects
Building Country Images
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Country-of-Origin Effects
Consumer Perceptions
Ethnocentric
Ford Mustang
Toyota Sienna
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Which is More American?Ford Mustang
Toyota Sienna
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Marketing Organization
Export Department
Global Organization
International Division