the globalization marketing
Roadmap: Previewing the concepts Ê Discuss how the international trade system,
economic, political-‐legal, and cultural environments affect a companyʼ’s international marketing decisions.
Ê Describe three key approaches to entering
international markets.
Ê Explain how companies adapt their marketing
mixes for international markets.
Marketing in Action
Globalization by U.S. Firms
COCA-‐COLA – Successfully Going Global
Background Ê Established in 1893 in
How They Did It Ê Balances brand building and
Atlanta pharmacy. global standardization with Ê 1900: Coke was available in local adaptation. foreign countries. Ê 1940s: built bottling plants Ê Consistent positioning, packaging, and taste. abroad to supply soldiers. Ê Growth fueled by strong Ê Brands, flavors, ads, price, marketing: “Iʼ’d like to buy distribution and promotions the world a Coke” TV ad. are adapted to local markets. Ê Now in emerging markets.
Global Marketing in the 21st Century Ê The world is shrinking rapidly with the advent of faster
communication, transportation, and financial flows.
Ê International trade is booming and accounts for 20 percent of
GDP worldwide. Ê Global competition is intensifying. Ê Higher risks with globalization.
Key Influences in the Global Marketing Environment
Ê The International Trade
System
Ê Economic Environment
Ê Political-‐Legal Environment Ê
economic, political-‐legal, and cultural environments affect a companyʼ’s international marketing decisions.
Ê Describe three key approaches to entering
international markets.
Ê Explain how companies adapt their marketing
mixes for international markets.
Marketing in Action
Globalization by U.S. Firms
COCA-‐COLA – Successfully Going Global
Background Ê Established in 1893 in
How They Did It Ê Balances brand building and
Atlanta pharmacy. global standardization with Ê 1900: Coke was available in local adaptation. foreign countries. Ê 1940s: built bottling plants Ê Consistent positioning, packaging, and taste. abroad to supply soldiers. Ê Growth fueled by strong Ê Brands, flavors, ads, price, marketing: “Iʼ’d like to buy distribution and promotions the world a Coke” TV ad. are adapted to local markets. Ê Now in emerging markets.
Global Marketing in the 21st Century Ê The world is shrinking rapidly with the advent of faster
communication, transportation, and financial flows.
Ê International trade is booming and accounts for 20 percent of
GDP worldwide. Ê Global competition is intensifying. Ê Higher risks with globalization.
Key Influences in the Global Marketing Environment
Ê The International Trade
System
Ê Economic Environment
Ê Political-‐Legal Environment Ê