Lecture Principles of Marketing - Chapter 15: The global marketplace

Chapter Fifteen The Global Marketplace Roadmap: Previewing the Concepts 1. Discuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions. 2. Describe three key approaches to entering international markets. 3. Explain how companies adapt their marketing mixes for international markets. 4. Identify the three major international marketing forms of organization. Copyright 2007, Prentice Hall, Inc. 15-2 Case Study Coca­Cola – Successfully Going Global Background How They Did It Established in 1893 in Atlanta pharmacy. 1900: Coke was available in foreign countries. 1940s: built bottling plants abroad to supply soldiers. Growth fueled by strong marketing: “I’d like to buy the world a Coke” TV ad. Now in emerging markets. Balances brand building and global standardization with local adaptation. Consistent positioning, packaging, and taste. Brands, flavors, ads, price, distribution, and promotions are adapted to local markets. Sprite: a global success. Copyright 2007, Prentice Hall, Inc. 15-3 Global Marketing in the 21st Century The world is shrinking rapidly with the advent of faster communication, transportation, and financial flows. International trade is booming and accounts for 20% of GDP worldwide. Global competition is intensifying. Higher risks with globalization. Copyright 2007, Prentice Hall, Inc. 15-4 Major International Marketing Decisions Looking at the global marketing environment. Deciding whether to go international. Deciding which markets to enter. Deciding how to enter the market. Deciding Deciding on the global on the global marketing program. marketing organization. Copyright 2007, Prentice Hall, Inc. 15-5 ... - tailieumienphi.vn