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Global Marketing Management

This chapter discusses localization versus globalization in marketing and outlines the benefits of global markets such as economies of scale, transfer of knowledge, and revenue stability. It also covers the different types of marketing planning including corporate, strategic, and tactical planning and the planning process which involves preliminary analysis, adapting the marketing mix, developing the plan, and implementation/control. Finally, it examines alternative market entry strategies such as exporting, contractual agreements like licensing and franchising, strategic alliances, and direct foreign investment as well as organizational structures for global companies.

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becbellary
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56 views

Global Marketing Management

This chapter discusses localization versus globalization in marketing and outlines the benefits of global markets such as economies of scale, transfer of knowledge, and revenue stability. It also covers the different types of marketing planning including corporate, strategic, and tactical planning and the planning process which involves preliminary analysis, adapting the marketing mix, developing the plan, and implementation/control. Finally, it examines alternative market entry strategies such as exporting, contractual agreements like licensing and franchising, strategic alliances, and direct foreign investment as well as organizational structures for global companies.

Uploaded by

becbellary
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Global Marketing Management:

Planning & Organization


Chapter 11
Local v. Global
Localization
Customized to certain
market
Economies of scale
Globalization
Less focus on
countries
Increased focus on
customers

Benefits of Global Markets
Economies of Scale
Transfer of Knowledge and Experience
Stabilities of revenues
Planning
Definition
Types
Corporate
Strategic
Tactical
Company Objectives & Resources
International commitment?
Planning process
Planning Process
Preliminary Analysis & Screening
Which countries do we want to enter?
Adapting the Marketing Mix
How will we need to adapt product, price,
place, or promotion?
Developing the Marketing Mix
Writing the plan
Implementation & Control
Alternative Market Entry Strategies
Exporting
Direct v indirect
Internet
Direct sales
Contractual Agreements
Licensing
Franchising
Alternative Market Entry Strategies
Strategic International Alliances
Mutual need & shared risk
International joint ventures
Consortia
How is it different from a joint venture?
Direct Foreign Investment

Organizing
Three organizational structures
Global product divisions
Geographic divisions
Matrix
Locus of Decision

Organizing
Centralized
Advantages
Disadvantages
Decentralized
Advantages
Disadvantages

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