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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Sixth,Seventh,Eighth,Ninth,11/4/20,#,Copyright 2017,2015,2013 Pearson Education,Inc.All Rights Reserved,Marketing:An Introduction,Thirteenth Edition,Chapter,15,The Global,M,arketplace,Marketing:An IntroductionThir,1,Learning,Objectives,(1 of 4),15-1,.,Discuss,how the international trade system and the economic,political-legal,and,cultural environments affect a,companys,international marketing decisions.,15-2,.,Describe,three key approaches to entering international,markets.,Learning Objectives(1 of 4)15,2,Learning,Objectives,(2 of 4),15-3,.,Explain,how companies adapt their marketing strategies and mixes for international markets.,15-4,.,Identify,the three major forms of international marketing organization,.,Learning Objectives(2 of 4)15,3,First Stop:,LOral“The,United Nations of Beauty”,LOral,balances local,brand responsiveness and global brand impact,.,First Stop:LOral“The Unite,4,Learning Objective 15-1,Discuss how the international trade system and the economic,political-legal,and cultural environments affect a companys international marketing decisions,.,Learning Objective 15-1Discuss,5,Global Firm,Operates in more than one country,Gains research and development,production,marketing,and financial advantages that are not available to purely domestic competitors,Faces increasing problems,Highly unstable governments and currencies,Restrictive government policies and regulations,High trade barriers and,corruption,Global FirmOperates in more th,6,Major International,Marketing,Decisions,Major International Marketing,7,Looking at the Global,Marketing,Environment,International trade system,Economic environment,Political-legal environment,Cultural,environment,Looking at the Global Marketin,8,International Trade,System,(1 of 2),Trade barriers,Tariffs or duties,Quotas and exchange controls,Nontariff trade barriers,Biases against the bids,Restrictive product standards,Excessive host-country regulations or,enforcement,International Trade System(1,9,International Trade,System,(2 of 2),Because of nontariff obstacles,Walmart recently suspended its once ambitious plans to expand into India,.,International Trade System(2,10,World Trade Organization(WTO),Established by the General Agreement on Tariffs and Trade(GATT)in 1995,Promotes world trade by reducing tariffs and other international trade barriers,Negotiates to reassess trade barriers and establish new rules for international trade,Imposes international trade sanctions and mediates global trade,disputes,World Trade Organization(WTO),11,Regional Free Trade,Zones,(1 of 2),Economic community,:Group of nations organized to work toward common goals in the regulation of international,trade,European,Union(EU),North American Free Trade Agreement(NAFTA),Central American Free Trade Agreement(CAFTA-DR),Union of,South,American Nations(UNASUR,),Regional Free Trade Zones(1 o,12,Regional Free Trade,Zones,(2 of 2),The European Union represents one of the worlds single largest markets,.,Regional Free Trade Zones(2 o,13,Economic Environment,Factors reflecting a countrys market attractiveness:,Industrial structure,Subsistence economies,Raw material exporting economies,Emerging economies,Industrial economies,Income distribution,Low-,medium-,and high-income households depending on the industrial structure of the,nation,Economic EnvironmentFactors re,14,Political-Legal Environment,Considerations for a company to do business in a country:,Countrys attitude toward international buying,Government bureaucracy,Political stability,Monetary,regulations,International trade involves,Cash transactions,Bartering,Political-Legal EnvironmentCon,15,Impact of Culture,on,Marketing,Strategy,(1 of 2),Companies that understand cultural nuances,can,Avoid expensive and embarrassing mistakes,Take advantage of cross-cultural,opportunities,Impact of Culture on Marketing,16,Impact of Marketing,Strategy on Cultures,KFC has become one of Japans leading Christmas dining traditions,.,Impact of Marketing Strategy o,17,Deciding Whether to Go Global,Factors influencing the decision:,Attacks on a company,s home market by global competitors,Expanding customer base in international markets,Better opportunities for,growth,Deciding Whether to Go GlobalF,18,Deciding Which Markets to Enter,A company should,Define its international marketing objectives and policies,Decide what volume of foreign sales it wants,Choose in how many countries it wants to market,Determine the types of countries to enter,Evaluate each,market,Deciding Which Markets to Ente,19,Table 15.1-Indicators of,Market,Potential,Demographic Characteristics,Sociocultural Factors,Education,Population size and growth,Population age composition,Consumer lifestyles,beliefs,and values,Business norms and approaches,Cultural and social norms,Languages,Geographic Characteristics,Political and Legal Factors,Climate,Country size,Population densityurban,rural,T
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