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Business English Upper Intermediate U2W09 John Silberstein [email protected] Agenda •What are we doing this term? •International Marketing •Industrial Marketing •Features and Benefits •Event Marketing •Public Relations •Marketing Ethics •More Numbers – Graphs •Presentation – Required •Presentations •International Marketing Presentations Presentations are required. Talk about questions first You need to be PERSONABLE! Forget the basic format everyone has used. “This is my company, I will first tell you about the company…” That is incredibly boring and not engaging. You are all intelligent and interesting people and you would never know that from your presentations. This class is a chance to experiment and do something different! What do you want to do? Presentations Default presentation International Marketing Talk about questions first Pick a product or service that is made/provided by a German company. The Company should have an internet presence but should not be a large global company (i.e.: BMW, SAP, BASF, Etc.). The company should have a website. You will give a brief summary about the company and about the product. You will then talk indicate which country (nonEuropean country) you intend to export to. Presentation Presentation Your job is to persuade the Marketing Leadership Team that the Talk questions first product which youabout are product manager for should be marketed in a specific foreign market. Questions you should answer: Why do you believe your product should be marketed abroad? What is the competition in that country/region? What competitive advantage does your product have over the competition? What is the current size of the market in the target market? What are the challenges of entering the target market? Presentation Timing th: Topic October Talk 18 about questions and or company first name should be submitted December 4 & 6th: Presentations International Marketing What is International Marketing? International Marketing is the exchange of goods between companies from different countries of origin. International Marketing What is the importance of International Marketing? International Marketing allows for the most efficient use of resources. Example: Bananas Could Germany produce Bananas? Would that be an efficient use of resources? International Marketing Is the Global Market Place a truly modern phenomena? NO! Even before the time of the Roman Empire, cultures were trading throughout the Mediterranean Sea and south into Africa and West into Asia. Columbus was looking for a way to China for the Spanish because the Portuguese controlled the route around Africa. International Marketing The Global Market Place Today What makes the Global Market Place so different today? International Marketing The Global Market Place Today Transportation Speed: Goods can move between distant locations quickly. Bulk: Large container ships and planes can move large quantities of goods. Middle Class: There is a larger demand for goods as more nations have a larger and larger middle class populations. Middle class people are the largest consumers based on the percentage of income they spend and the amount they have to spend. International Marketing The Global Market Place Today Where are Cars manufactured? In the United States almost all major auto manufacturers now have assembly plants. MB, BMW, VW, Toyota, Nissan, etc. International Marketing The Global Market Place Today Increasingly rapid technology lifecycles also increases the competition among countries as to who can produce the newest in technology. In part to accommodate these realities, countries in the last several decades have taken increasing steps to promote global trade through agreements such as the General Treaty on Trade and Tariffs, and trade organizations such as the World Trade Organization (WTO), North American Free Trade Agreement (NAFTA), and the European Union (EU). International Marketing The Global Market Place Today Today’s Global Market place tends to be a Capitalistic Market with some socialist activities. There is not one overall regulatory body. There are organizations that attempt to level the playing field and to inhibit countries from raising barriers to free trade. International Marketing The Global Market Place Today The Global Market Place is very complicated. There are two levels to consider. Nations: would like to enact laws that promote their products and stop the flow of foreign products that are imported. Multi-National Corporations: spend huge amounts of money to circumvent local regulations and use their economic power to obtain special privileges. International Marketing The Global Market Place Today What are the two basic tools that a Nation can use to influence the import and/or export of goods? Tariffs: Fees added to the importation of a product. Dumping: When a nation assists local producers by providing monetary incentives to over produce and export the product. International Marketing The Global Market Place Today Example: Japan vs. USA: Steel During WW2, the USA has increased the production of steel and by the end of the war had a large over capacity relative to demand. This spurred the increase in the production of Cars and other appliances. International Marketing The Global Market Place Today Example 1: Japan vs. USA: Steel During WW2, Japan’s industrial infrastructure was destroyed and the US assisted in rebuilding Japan’s industrial infrastructure. The US’s steel production was largely based on 1920/30’s technology. Japan’s steel production was based on 1950’s technology and was far more efficient. During the late 1960’s and 1970’s the Japanese government paid manufacturers to export to the US. Many US steel production facilities were forced to close due to this ‘dumping’ of inexpensive Japanese steel. International Marketing The Global Market Place Today Example 2: USA and Sugar The US protect sugar manufacturers by charging a high tariff on imports of sugar. Sugar is grown in the southern states of Louisiana, Alabama, Mississippi and Texas. In the US, a 5 lb. bag of sugar costs $2.99. Half of the cost of sugar is caused by the tariff. Countries such as Brazil and many other Caribbean islands are large producers of sugar and are blocked from exporting to the US because of this tariff. International Marketing Stages in the International Involvement of a Firm A Purely Domestic firm focuses only on its home market, has no current ambitions of expanding abroad, and does not perceive any significant competitive threat from abroad. Such a firm may eventually get some orders from abroad, which are seen either as an irritation (for small orders, there may be a great deal of effort and cost involved in obtaining relatively modest revenue) or as "icing on the cake.“ Some of these customer may order on a regular basis, this may move the company into an Intermittent Export stage. International Marketing Stages in the International Involvement of a Firm As the firm begins to export more, it enters the Export stage, where little effort is made to market the product abroad, although an increasing number of foreign orders are filled. In the International stage, as certain country markets begin to appear especially attractive with more foreign orders originating there, the firm may go into countries on an ad hoc basis—that is, each country may be entered sequentially, but with relatively little learning and marketing efforts being shared across countries. International Marketing Stages in the International Involvement of a Firm In the Multi-National stage, some efficiencies are pursued by standardizing across a region (e.g., Central America, West Africa, or Northern Europe). Finally, in the Global stage, the focus centers on the Global Market Place, with decisions made to optimize the product’s position across many markets—the home country is no longer the center of the product. An example of a truly global company is Coca Cola. International Marketing Stages in the International Involvement of a Firm 1. Purely Domestic, 2. Intermittent, 3. Export, 4. International, 5. Multinational, 6. Global. Current Events Managing a Global Market Place 1. On page 1, lines 10 & 11, the author mentions Original Design Manufacturer, what is does this mean? 2. On page 1 line 26, the author uses the acronym NMC’s, what does this refer to? Homework The World Wide Web Research websites for German companies where the web site is a .de website but also has an option for an English translation. Identify at least 2 errors in grammar. Cut and paste the text (or graphic) and send the URL in an email. DUE DATE: October 20th We will discuss in class on October 21st.