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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 forms of
international marketing organization.
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Case Study
Coca-Cola – 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.
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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.
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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 on the global marketing program.
 Deciding on the global marketing
organization.
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Looking at the Global
Marketing Environment
 The International Trade System:
– Restrictions—tariffs, quotas, embargos, exchange
controls, and nontariff trade barriers.
 The World Trade Organization and GATT:
– Helps trade—reduces tariffs and other
international trade barriers.
 Regional Free Trade Zones:
– Groups of nations organized to work toward
common goals in the regulation of international
trade.
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Economic Environment
 Industrial Structure:
– Shapes a country’s product and service
needs, income levels, and employment
levels.
 Four types:
– Subsistence economies
– Raw material exporting economies
– Industrializing economies
– Industrial economies
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Political-Legal Environment
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Attitudes toward international buying
Government bureaucracy
Political stability
Monetary regulations
– Countertrade
• Barter
• Compensation
• Counterpurchase
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Cultural Environment
 Sellers must examine the ways consumers in
different countries think about and use
products before planning a marketing
program.
 Business norms and behavior vary from
country to country.
 Companies that understand cultural nuances
can use them to advantage when positioning
products internationally.
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Deciding Whether to Go
International
 Reason to consider going global:
– Foreign attacks on domestic markets.
– Foreign markets with higher profit
opportunities.
– Stagnant or shrinking domestic markets.
– Need larger customer base to achieve
economies of scale.
– Reduce dependency on single market.
– Follow customers who are expanding.
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Deciding Which Markets to Enter
 Before going abroad, the company should try
to define its international marketing
objectives and policies.
– What volume of foreign sales is desired?
– How many countries to market in?
– What types of countries to enter?
 Choose possible countries and rank based
on market size, market growth, cost of doing
business, competitive advantage, and risk.
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Market Entry Strategies
 Exporting:
– Indirect:
• Working through independent
international marketing intermediaries.
– Direct:
• Company handles its own exports.
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Market Entry Strategies
 Joint Venturing:
– Joining with foreign companies to produce
or market products or services.
 Approaches:
– Licensing
– Contract manufacturing
– Management contracting
– Joint ownership
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Market Entry Strategies
 Direct Investment:
– The development of foreign-based
assembly or manufacturing facilities.
– This approach has both advantages and
disadvantages which must be carefully
evaluated before making a decision.
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Deciding on the Global
Marketing Program
 Standardized Marketing Mix:
– Selling largely the same products and
using the same marketing approaches
worldwide.
 Adapted Marketing Mix:
– Producer adjusts the marketing mix
elements to each target market, bearing
more costs but hoping for a larger market
share and return.
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Global Product Strategies
 Straight Product Extension:
– Marketing a product in a foreign market
without any change.
 Product Adaptation:
– Adapting a product to meet local
conditions or wants in foreign markets.
 Product Invention:
– Creating new products or services for
foreign markets.
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Global Promotion Strategies
 Can use a standardized theme globally,
but may have to make adjustments for
language or cultural differences.
– Communication Adaptation:
• Fully adapting an advertising message
for local markets.
– Changes may have to be made due to
media availability.
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Global Pricing Strategies
 Companies face many problems in
setting their international prices.
– Standard pricing methods such as uniform
pricing, standard markup of costs
everywhere, or charging what the market
will bear ignores cost differentials and
local market conditions.
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Global Pricing Strategies
 International prices tend to be higher than
domestic prices because of price escalation.
 Companies may become guilty of dumping
when a foreign subsidiary charges less than
its costs or less than it charges in its home
market.
 The Internet makes global price differences
obvious and the euro has reduced the
amount of price differentiation.
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Global Distribution
 International firms must take a wholechannel view of distributing products
to final consumers.
 Differences in the numbers and types
of intermediaries serving each foreign
market requires time and money to
navigate.
 Size and character of retail units differ
as well, presenting challenges.
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Deciding on the Global
Marketing Organization
 Organize an export department
 Create international divisions
– Geographical organizations
– World product groups
– International subsidiaries
 Become a global organization
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Rest Stop: Reviewing 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 forms of
international marketing organization.
Copyright 2007, Prentice Hall, Inc.
15-22