Global Marketing


  Global Marketing.ppt (Size: 322 KB / Downloads: 1)
Insights

In Hong Kong, a German businessperson is driving a Lexus; he’s wearing Bruno Magli shoes, Irish cashmere socks, Calvin Klein underwear, an Armani suit, with a Gucci belt. He has a Mont Blanc pen, in his Italian shirt. He’s going to meet an American investor at a KFC restaurant, for a Coke. After lunch, they stop for a Baskins-Robbins (actually a foreign firm) ice cream sundae. --- OK, that’s a stretch.
When he gets home, sitting on an ottoman, he has an Absolut vodka nightcap, while listening to American country western music.


Challenges

Huge Foreign indebtedness
Unstable governments
Foreign-exchange problems
Foreign entry and government bureaucracy
Tariffs and other trade barriers
Corruption
E-commerce---doesn’t offer complete solutions
Technological pirating
High cost of product and communication adaptations



Global Marketing


Marketing has become more complex.
Increases in new products, product extensions, high cost of distribution and shelf space.
Expansion of retailer control and power, changing media habits, overload of information, and array of communication choices.
Ultimate goal of programs
Timing goals


Challenges

Markets can present higher profit opportunities than present markets.
Markets can offer size but not profits.
Company needs a larger customer base for economies of scale.
Present customers are needing service and products as they go international.