Global Marketing Today

Key Words & Head Topics

1. Global marketing today. 2. Looking at the global marketing environment. 3. Deciding whether to go global. 4. Deciding which markets to enter. 5. Deciding how to enter the market. 6. Deciding on the global marketing program. 7. Deciding on the global marketing organization. 8. Discuss how the international trade system and the economic, political-legal, and cultural environments affect a company’s international marketing decisions. 9. Explain how companies adapt their marketing strategies and mixes for international markets. 10. Identify the three major forms of international marketing organization. 11. Global firm.
Global Firm
A Global Firm (AKA an International Firm) is a company with multi national branches and head quarters such as Wal-mart, Coke, Toyota, GE, Siemens, FedEx, Sony, and Microsoft. 12. Economic community. 13. Exporting. 14. Joint venturing. 15. Licensing. 16. Contract manufacturing. 17. Management contracting. 18. Joint ownership. 19. Direct investment. 20. Standardized global marketing. 21. Adapt global marketing. 22. Straight product extension. 23. Product adaptation. 24. Product invention. 25. Communication.

PowerPoint Presentation:
Global Marketing Today
A global firm

Operates in more than one country.

Gains marketing, production, R&D, and financial advantages not available to purely domestic competitors

The global firm sees the world as one market

PowerPoint Presentation:
The Importance of Going Global For U.S. companies, 70% of total world market for goods and services is outside the country Coca-Cola earns 75% of operating income and two-thirds of profit outside of North America For Japanese companies, 90% of world market is outside the country 94% of market potential