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Global Marketing KIC
- 2. Domestic marketing Export marketing International marketing Multinational marketing Global Marketing THE DEVELOPMENT OF GM
- 6. Single country (domestic) marketing Dual country (Export) marketing Multicountry marketing Global marketing
- 22. Arabic read right to left Chinese “ delicious/happiness” The faces of Coca-Cola around the world
- 23. Marketing Mix Element Standardization Localized Product Promotion Place Price Big Mac Brand name Advertising slogan “I’m Loving It” Free-standing Big Mac is $3.10 in U.S. and Turkey McAloo Tikka potato burger (India) Slang ’Macca’s (Australia) MakDo (Philippines) McJoy magazine, “Hawaii Surfing Hula” promotion (Japan) Home delivery (India) Swiss rail system dining cars $5.21 (Switzerland) $1.31(China) McDONALD ’ S GLOBAL MARKETING
- 34. How purchasing power differs around the world
- 56. Hall’S CONTEXT FRAMEWORK Low-Context High-Context Information and meaning are explicitly stated in the message Individual “internalizes” meaning and information, so that less is explicitly stated Values Individualism Values Group Sense Values direct verbal interaction and is less able to read nonverbal expressions Values indirect verbal interaction and is more able to read nonverbal expressions Tends to use “logic” to present ideas Tends to use more “feeling” in expressions Tends to emphasize highly structured messages, give details, and place great stress on words Tends to give simple, ambiguous, non-contexting messages Emphasizes linear logic Emphasizes spiral logic
- 57. What you say is what you think - “No, I really mean it…” Silent language’s role is LOW. What you say is not really what you think. “As I am sure you understand,…” Read between the lines. A b c d e f g h i j k l m n o p A b c d e f g h i j k l m n o p A b c d e f g h i j k l m n o p W b x d y e Silent language’s role is HIGH.
- 58. ZER DEFECTS CONFORMS TO STANDARDS & SPECIFICATIONS Luxury GERMANY : FRANCE : USA : It works. JAPAN : Rapaille: What is “Quality”?
- 75. SWOT MATRIX Internal Factors External Factors Strengths (list key strengths) Weaknesses (list key weaknesses) Opportunities (list key opportunities) SO Strategies: strategies that use strengths to take advantage of opportunities WO Strategies: strategies that alleviate weaknesses and take advantage of opportunities Threats (list key threats) ST Strategies: strategies that use strengths to overcome threats WT Strategies: strategies that alleviate weaknesses and overcome threats
- 77. The Buyer Decision Process Problem/need recognition information search alternative evaluation purchase post-purchase behavior Seeking Customers Meeting Customers Keeping Customers
- 80. External Information Sources person publicity Advertising S/P Sales representative Word-of-Mouth Communication Mass media others firm media source
- 88. Cosmetic
- 94. Segmentation criteria Segmentation and analysis on each segment Target market and marketing goals Competitiveness analysis and Positioning Positioning evaluation and repositioning S egmentation T argeting P ositioning STP STRATEGY
- 102. 0 .9 .8 ,7 .6 .5 .4 .3 .2 .1 0 -.1 -.2 -.1 0 .1 .2 .3 .4 .5 .6 .7 .8 .9 1.0 • SOT • UKI NOR • • SWE • DEN FIN• • SWI • AUS • NET • GER • NEZ • BEL • AUT • COL • CHI • VEN • SPA • BRA • PER • MEX PUE • • FRA ITA• • ARG PHI • • THI • ISR • JAP • MAC • IND • PAK Factor VI Religion TUR • Protestant Catholic Factor III Standard of Living Macro-Segmentation on Standard of Living and Religion
- 103. Macro-Segmentation on “Think” and “Feel” Dimensions
- 104. TRADITIONALIST 18% HOMEBODY 14% RATIONALIST 23% PLEASURIST 17% STRIVER 15% TRENDSETTER 13% 6 PAN-EUROPEAN LIFESTYLE SEGMENTS Relative size of segments in percent, of the European Market, as developed by the RISC research agency Macro-Segmentation Based on Lifestyle
- 106. Mattel’s Barbie Hasbro’s G. I. Joe
- 108. AIO 활동 activity 관심 interest 의견 opinion 일 취미 사회활동 휴가 오락 클럽회원활동 지역사회활동 쇼핑 스포츠 가족 가정 직업 지역사회 여가활동 유행 음식 대중매체 업적 자기자신에 대한 의견 사회적 이슈 정치 사업 경제 교육 상품 미래 문화
- 111. Benefit Segmentation of the Snack Food Market Nutritional snakers Weight watchers Guilty snackers Party snackers Indiscriminate snackers Economical snackers % 22 14 9 15 15 18 Benefit sought Nutritious No artificial Low calorie Quick energy Good tasting Low calorie Good to serve Goes well with beverage Good tasting Satisfies hunger Low price Best value Demographics Have young children Younger single females nonurban teens Larger families Psychographics controlled Outdoor High anxiety sociable hedonistic Price-oriented Consumption light light heavy average heavy Average Types of snack Fruits vegetable Yogurt vegetables Yogurt Cookies candy Nuts Chips pretzels Candy Ice cream cookies No specific
- 112. Segmentation by Personality Factors Type of drinker Personality type Drinking patterns Reparative drinker Sensitive and responsive to needs of others, adapts to these needs by sacrificing own aspirations, well adjusted to this situation Drinks at end of day, usually with a few close friends, controlled drinker, seldom drunk, drinking is self reward for sacrifices made to others. Social drinker Driven by own ambitions, attempts to manipulate others to get what he wants, not yet attained level of aspirations, but expects to. Drinks heaviest on weekends, in larger groups in social settings, drinks as menas of acceptance of and by others, controlled drinker Indulgent drinker Considers self a failure, bales environment and others Heavy drinker, drinks in isolation as a form of escape Oceanic drinker Considers self a failure but blames own shortcomings Also heavy drinker and drink to escape recognition of shortcoming, doesn’t drink alone
- 115. Fit to the firm Market size Competition Day time user 직장인의 휴식 Low Small High couple Low Big Extremely High Stay over Foreign tourist High Big Medium Local tourist High Small Medium 사교모임 , 유흥 , 취객 대상 High Small Medium Coffee shop Social purpose Low Big Extremely high Business purpose Low Medium Extremely High Sauna High Big High club regular Low Big Medium high Group users Low Big Medium high restaurant regular Low Big Extremely high Group users Low Big Extremely high Special occasion service 결혼식 , 가족 모임 , 사은회 , 세미나 , 연말 모임 등 Low Big Extremely high
- 119. Integrated global business strategies
- 122. Hypothetical Competitive Positioning Map for Selected Retailers
- 123. Healthy drink Ionic drink Female drink Sports drink Thirst quencher masculine Product Space Map(Positioning Map) A B I 1 C I 2 D sporty masculine Size of a circle =market size healty feminine
- 124. American Soap Market scent weak moisturizing strong moisturizing weak scent strong 1 2 7 4 5 3 6 8 Tone Zest Dove Lux Dial Lifebuoy Lava Coast Phase 3 Safeguard
- 125. Korean Car Market 보수적 중장년층에 소구 고급 / 품위 실용적 현대적 스포티 청년층에 소구 EF 소나타 에쿠스 체어맨 오피러스 그랜져 XG 아토스 비스토 마티즈 라노스 리오 티뷰론 SM3 엑센트 BMW 매그너스 아반떼 XD SM5 라세티
- 126. Position Map - Korean Actor
- 128. Place Mix Product Mix Price Mix Promotion Mix Providing the best price Providing the best product Providing accessibility to target customers Provide product information and persuade customers
- 131. sales cost profit MKT objectives product price low High cost per customer Negative Awareness and trial basic product cost-plus distribution selective distribution communication Increase awareness for early adopters and dealers Introduction stage
- 132. Rapid growth Cost per customers gets lower Profit increases Maximize market share product extensions, service, warranty Market penetration intensive distribution Increase awareness of mass market Growth stage sales cost profit MKT objectives product price distribution communication
- 133. The biggest lowest High profits Keep market share and maximize profit Diversify Brands and models competitive more intensive distribution Emphasize difference from your competitors Mature stage sales cost profit MKT objectives product price distribution communication
- 134. decreases lowest decreases milk the brand Remove weak items Keep or reduce price Select a few channels Keep hard-core loyal customers Decline stage sales cost profit MKT objectives product price distribution communication
- 135. Diffusion of New Products
- 139. PREFER REJECT Line shows likelihood of Purchase Uniform Localized Adapted + - Uniform vs Adapted Product
- 140. Fully standardized Fully adapted Incremental manufacturing cost Combined costs Cost of lost sales Optimal Level of Standardization
- 142. EUROPE ASIA LATIN AMERICA NORTH AMERICA Honda City Honda Element Honda Fit Honda Stream Honda’s Non-Global Car Models
- 143. EUROPE ASIA LATIN AMERICA NORTH AMERICA Goodyear Eagle F1 Goodyear Eagle F1 Goodyear Eagle F1 Goodyear Eagle F1 Goodyear’s Globally Uniform Tires
- 151. Desired Service Predicted/Expected Service Adequate Service (Perceived Service low) Surprise Acceptable Dissatisfaction Zone of tolerance Performance Gap Service Quality: The Gap and the Zone of Tolerance (Perceived Service high) Inadequate Service
- 162. Private Brands
- 164. Typical Global Brand Portfolios
- 168. Role of brands: cultural differences JAPAN US EUROPE IMAGE RISK REDUCTION RECOGNITION/ENVY “ FEEL GOOD” TIME SAVER ACHIEVEMENT EMOTIONAL PEER DOMINATION HIGH ASPIRATIONS “ BELONGING” DISTINCT PEER RECOGNITION INDIVIDUAL _________________________ ________________________ ______________________ “ VALUE ADDED” AFFECT CONVENIENT AND SURE CALCULATED SOCIAL VALUE __________________________ ________________________ ______________________ DEFINES THE GROUP IDENTIFIES THE INDIVIDUAL HIGH-LOW STATUS
- 171. Advertising Global Marketing Communication Sales Promotion Public Relations Personal Selling Sponsorship Marketing Promotional Mix – Integrated Marketing Communication
- 172. Message Decisions Target Audience Media Budget Strategy Objectives Communication Decisions
- 177. Teaser Campaign
- 178. Image ads
- 179. Humanity appeals 삼성 기업광고
- 180. Patriotic ads
- 181. Fantasy ads
- 182. Dramatization
- 183. Humor ads
- 184. Fear appeals
- 185. Sex appeals
- 186. Testimonial 저도 미용실 가서 몇 시간씩 트리트먼트 받고 싶고 그렇거든요 . 시간도 만만치 않고… 몇 분만 해주어도 미용실 가서 영양팩 받은 느낌이에요 . Pantene
- 188. Two-sided
- 189. Slice of Life LG Maestro P&G Fabreeze
- 195. Medium Newspaper T.V. D.M. Radio Magazine Outdoor Advantage Flexible, Timely, Local market Disadvantage Short life Few “pass-along” Good attention Wide reach Expensive Fleeting exposure Expensive “ Junk mail” image Audio only Fleeting exposure Long lead time No audience selectivity Very short exposure Audience selectivity Personalization Wide reach Low cost Audience selectivity Long life and “pass-along” Repeat exposure Low cost Advertising Medium
- 197. Global Ad categories IDENTICAL ADS ads are identical, usually with localization only in terms of language voice-over changes & simple copy translations PROTOTYPE ADVERTISING the same ads, but the voice-over may be changed to avoid language & cultural problems, & the ad may be re-shot with local celebrities PATTERN STANDARDIZATION similar but less structured global approach, wherein the positioning theme is unified & some alternative creative concepts are planned, but execution differs between markets
- 199. VISUAL PROCESSING Low literacy Younger Segments Low Involvement products High context societies VERBAL PROCESSING High Literacy Older segments High involvement products Low context societies TV commercials Magazines Newspapers Radio Ads Cultures and Visual vs Verbal Processing
- 213. Unit sales Time in local market Profitability Time in local market Penetration price Penetration price Skimming price Skimming price Skimming vs. Penetration Pricing
- 215. The Questions Cheap At what price on the scale would you consider the product or service to be cheap? 상품의 가격이 어느 정도면 적당히 싸다고 생각하십니까 ? Expensive At what price on the scale would you consider the product or service to be expensive? 상품의 가격이 어느 정도면 비싸지만 이용해볼 만하다고 생각하십니까 ? Too Expensive At what price would you consider the product or service to be so expensive that it is beyond considering buying? 상품의 가격이 어느 정도면 아무리 품질이 좋아도 너무 비싸서 이용하지 않겠다고 생각하십니까 ? Too Cheap At what price do you consider the product or service to be so cheap that you would question the quality? 상품의 가격이 어느 정도면 품질이 의심스러울 만큼 싸서 이용하지 않겠다고 생각하십니까 ?
- 216. Define Product Establish Baseline Price Range Survey 4 Questions Plot Cumulative Frequency Indifference Price Optimal Price Point Range of Acceptable Prices Process
- 217. Plotting Cumulative Frequency Cheap Descending: Expensive Ascending Too Expensive Ascending Too Cheap Descending
- 219. Optimal Price
- 220. Acceptable Prices Range (APR) Point of Marginal Cheapness Point of Marginal Expensiveness
Hinweis der Redaktion
- Because countries and people are different, marketing practices that work in one country will not necessarily work in another. Customer preferences, competitors, channels of distribution, and communication may differ. Global marketers must realize the extent to which plans and programs may be extended or need adaptation. The way a company addresses this task is a reflection of its global marketing strategy (GMS). Standardization versus adaptation is the extent to which each marketing mix element can be executed in the same or different ways in various country markets. Concentration of marketing activities is the extent to which marketing mix activities are performed in one or a few country locations. Coordination of marketing activities refers to the extent to which marketing mix activities are planned and executed interdependently around the globe. Integration of competitive moves is the extent to which a firm ’ s competitive marketing tactics are interdependent in different parts of the world.
- The discipline of marketing is universal. It is natural, however, that marketing practices will vary from country to country, for the simple reason that the countries and peoples of the world are different. These differences mean that a marketing approach that has proven successful in one country will not necessarily succeed in another country. Customer preferences, competitors, channels of distribution, and communication media may differ. An important task in global marketing is learning to recognize the extent to which marketing plans and programs can be extended worldwide, as well as the extent to which they must be adapted.
- The design is basically the same but the name is frequently transliterated into local languages. The Arabic label is read right to left; the Chinese label translates “ delicious/happiness. ”
- Ethnocentric orientation leads to a standardized or extension approach. Foreign operations are typically viewed as being secondary or subordinate to the country in which the company is headquartered. Sometimes valuable managerial knowledge and experience in local markets may go unnoticed. Manufacturing firms may view foreign markets as dumping grounds with little or no marketing research conducted, manufacturing modifications made or attention paid to customer needs and wants. Example: In Nissan ’ s early days of exporting to the United States, the company shipped cars for the mild Japanese winters. Executives assumed that when the weather turned cold, Americans would put a blanket over their cars just like Japanese would. Nissan ’ s spokesperson said, “ We tried for a long time to design cars in Japan and shove them down the American consumer ’ s throat. That didn ’ t work very well. ” Michael Mondavi, former CEO of the wine company said, “ Robert Mondavi was a local winery that thought locally, grew locally, produced locally, and sold globally. . . . To be a truly global company, I believe it ’ s imperative to grow and produce great wines in the world in the best wine-growing regions, regardless of the country or the borders. ”
- At GM, executives were given considerable autonomy in designing autos for their regions. One result was the use of 270 different radios being installed around the world.
- While this step is basically the SWOT analysis that many of us have become accustomed to hearing about, it is the engine which drives the strategic management and planning processes. It is impossible for a business to know where it wants to go if it doesn ’ t know where it is currently at in relation to itself, its products, and other businesses which affect it. These other businesses will not only include competitors, but will also include product substitutes, complementary businesses, etc.
- Introduction. In this stage marketers spend heavily on promotions to inform the target market about the new product's benefits. Low or negative profits may encourage the company to price the product high to help offset expenses. companies can concentrate on skimming strategies to generate high profits now or on penetration strategies to build market share and dominant the market for larger profits once the market stabilizes. Product Life Cycle Strategies Product Life-Cycle Strategies This CTR relates to the material on pp. 289 and 293.
- Product Life-Cycle Strategies This CTR relates to the material on pp. 289-290 and 293. Product Life-Cycle Strategies Growth. In this stage the company experiences both increasing sales and competition. Promotion costs are spread over larger volume and strategic decisions focus on growth strategies. Strategies include adding new features, improving quality, increasing distribution, and entering new market segments.
- Product Life Cycle Strategies Maturity. In this stage the company must manage slower growth over a longer period of time. Strategic decisions made in the growth stage may limit choices now. Marketing managers must proactively seek advantage by either market modification to increase consumption, product modification to attract new users (quality, feature, and style improvements), or marketing mix modification in an attempt to improve competitive position. Product Life-Cycle Strategies This CTR relates to the material on pp. 290-292 and 293.
- Product Life-Cycle Strategies This CTR relates to the material on pp. 292-293. Product Life Cycle Strategies Decline. In this stage the costs of managing the product may eventually exceed profits. Rate of decline is a major factor in setting strategy. Management may maintain the brand as competitors drop out, harvest the brand by reducing costs of support for short term profit increases, or drop the product (divest) altogether.