Introduction to GLOBAL MARKET.
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The document provides an overview of important decisions and strategies in global marketing, including market entry decisions and growth strategies. It outlines six indicators of market potential, covering geographic, demographic, economic, technological, sociocultural, and political factors that influence market selection and entry. Additionally, it discusses trends in international marketing that affect the marketing environment, such as social, demographic, cultural, technological, competitive, institutional, and political/legal factors.
Introduction to GLOBAL MARKET.
- 2. AGENDA. MAJOR DECISIONS IN GLOBAL MARKETING. MARKET-PRODUCT GROWTH STRATEGIES. SIX INDICATORS OF MARKET POTENTIAL.
- 3. Major decisions in global marketing. Deciding Whether to go International Deciding Which market to Enter Deciding How to enter the market Deciding the Global Marketing Program and Organization
- 5. Six indicators of market potential. GEOGRAPHIC. DEMOGRAPHIC. ECONOMIC. TECHNOLOGICAL. SOCIOCULTURAL. POLITICAL. ALSO, FACTORS GOVERNING ENTRY INTO FOREIGN MARKET
- 6. Geographic. Physical size of the country. Topological characteristics. Climatic conditions.
- 7. Demographic. Size of the population. Rate of population growth. Degree of urbanization. Population density. Age and composition of the population.
- 8. Economic. GNP per capita. Income distribution. Rate of growth of GNP. Rate of investment to GNP. *(Gross national product is the market value of all the products and services produced in one year by labor and property supplied by the residents of a country.)
- 9. Technological. Level of technological skill. Existing production technology. Existing consumption technology. Educational levels.
- 10. Sociocultural. Dominant values. Lifestyle patterns. Ethnic groups. Linguistic fragmentation.
- 11. Political. Laws & regulations. Industry priorities. Infrastructure. Investment plans.
- 13. The marketing environment consists of all factors external to an organization that can affect the organization’s marketing activities Marketing Environment
- 15. The various trends that affect market: The Social Environment :The social environment includes all factors and trends related to groups of people, including their number, characteristics, behavior, and growth projections The Demographic Environment : A global perspective requires that marketers be familiar with important demographic trends around the world as
- 16. • The cultural environment: It refers to factors and trends related to how people live and behave. • Changing Roles : for example As more women enter the workforce and household compositions change, typical household roles are altered.Tremendous market opportunities exist for firms that can develop effective strategies for appealing to these changing roles.
- 17. • The technological environment: includes factors and trends related to innovations that affect the development of new products or the marketing process. • The Competitive Environment: consists of all the organizations that attempt to serve similar customers. • The institutional environment :consists of all the organizations involved in marketing products and services. • The Political/Legal Environment: international political events greatly affect
- 19. Product Product range New product devl Rate of acceptance Packaging after sales
- 20. Price Global pricing: simple fair removes grey market Not responsive to global market Local pricing: maximimze revenue market response Grey market
- 21. Promotion Legal factor Socio econimc factor Legal factors How global is the brand Coorporate strategy Uniformity of product
- 22. Advantages of standardisation of promotion: Economies of scale spread of good idea use of global media Dis Culture linguistic legal not from here thoughts
- 23. Handling each area: global marketing mix strategy
- 24. Ideal global marjeting strategy
- 26. hybrid
- 27. hybrid