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Chapter 12

Global Marketing Management
by

Andre von Burkhard

on 22 August 2013

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Transcript of Chapter 12

form of Licensing
standart package of products and services
marketing control
Chapter 12
Global Marketing Management

ROADMAP
Introduction
Planning for Global Markets
Alternative Market-Entry Strategies
Exporting
Contractual Agreements
Strategic International Alliances
Direct Foreign Investment

GLOBAL MARKETING MANAGEMENT
PLANNING FOR GLOBAL MARKETS
CONTRACTUAL AGREEMENTS
STRATEGIC INTERNATIONAL ALLIANCES
Business relationship between two or more companies
DIRECT FOREIGN INVESTMENT
Invest locally to:
four different modes
classified on the basis of equity requirements and risk
ALTERNATIVE MARKET-ENTRY STRATEGIES
first option
as sales revenue grow - following further steps
using several marketing strategies because of different markets
direct and indirect
International Internet Marketing
EXPORTING
Benefits:
- rapid extension in new markets
- reduced marketing costs
- new technology
- strategic competitive moves
-access to products and capital
warning
establishing the brand or product without large capitals
often combined with exporting or manufacturing
company character
home-country constraints
Phase 1: Preliminary Analysis and Screening
Matching company and country needs
host-country constraints
price
promotion
Phase 2: Defining Target Markets and Adapting the Marketing Mix Accordingly
product
distribution
objectives and goals
Phase 3: Developing the Marketing Plan
strategy and tactics
selection mode of entry
budgets
situation analysis
action programs
Phase 4: Implementation and Control
objectives
standards
assign responsibility
measure performance
correct for error
Marketers must understand:
- Competition
- Planning requirements
- market-entry options

Benefit of Global Marketing
A) Large market segment identification
B) Knowledge and experience
C) Accessibility to tough customers
D) Financial stability
Global Marketing v. International Marketing
- Enhance current position
Today's Global Marketing
Global marketing strategy is it right?
Mass customization = Mass production
"The customer doesn't always respond to the "one size fits all" approach
Standardization v. Adaption
-> Globalization v. adaption -> global integration v. localization
Customization is always the best

Short capital
LICENSING
Patents and Trademarks
Sensitive Government
Wrong partner
Quality
Loss of marketing control
Licensing
Franchising
Timing: may be high risk
complex contacts
long term
non equity association
transfer of knowledge rather than equity
WTO: Helping to ease legal restrictions *
78
Mahalo!
Full transcript