1. Global
Marketing

2.  The coordinated performance of marketing activities to
create exchanges across countries that satisfy individual,
organizational , and societal objectives
 Global marketing is conducted across countries (not
domestic or foreign)
 Global marketing coordinates activities across different
country markets
 Global marketing should be motivated by individual,
organizational and societal goals
Global Marketing

3. Core Business Strategy
Country
A
Country
B
Country
C
Country
D
Develop Core
Business Strategy
Internationalize
the Strategy
Globalize
the Strategy
Global Marketing Evolution

4. What is Internationalization ?
• As the process of increasing involvement in
international operations.
Why consider going international ?
• To increase overall customer base.
• To offset seasonal fluctuations in local markets
• To minimize risk of losing market share to clients who
themselves use internet to find goods / services in
overseas markets
• To offset increasing costs of doing business at home
• To gain prestige with customers at home .

5. Internationalization
Advantage
• Spreading business risk
• Opportunity to exploit an existing
competitive edge in new markets
• Expansion of brand awareness to
new audiences
• Increased revenue generation
• Possibility of accessing new
technologies / information
• Business can be conducted via the
internet thus shortening the
communication channels between
customers and markets
Disadvantage
• cultural and language
barriers
• exchange rate fluctuations
• religious beliefs
• government regulations /
policy on profit repatriation
• political instability
• economic downturn.

6. Major International Marketing Decisions

7. Strategy to enter into International Market.
• Export
• Involves using domestic plants as a production base for exporting to
foreign markets.
• Licensing
• Has valuable technical know-how or a patented product but does not have
international capabilities or resources to enter foreign markets
• Franchise
• Often is better suited to global expansion efforts of service and retailing
enterprise by establishing franchise in particular country.

8. • Strategic alliance
• Through strategic alliance you can enter into international market.
• Global strategy
• Pursue basic strategy world wide.
• Sell the same products under the same brand
• Production plants located local efficiencies
• Best suppliers from anywhere
• Coordinated marketing and distribution worldwide
• Multi country strategy
• Production plants in each country
– Producing products for that country
– Using local suppliers where possible

9. • Strategic alliance
• Through strategic alliance you can enter into international market.
• Global strategy
• Pursue basic strategy world wide.
• Sell the same products under the same brand
• Production plants located local efficiencies
• Best suppliers from anywhere
• Coordinated marketing and distribution worldwide
• Multi country strategy
• Production plants in each country
– Producing products for that country
– Using local suppliers where possible

10. CHALLENGES to enter International
market
 While choosing new markets, MNCs
need to consider several factors:
1) Micro factor
2) Macro factor

11. Micro factor
• Political/regulatory environment.
Tariff barriers - taxes on imports paid
to customs officials - include
Nontariff barriers
• Financial/economic environment.
Exchange rate - price of one currency in relation to
another
Fiscal policies
Monetary policy
• Socio cultural issues and technological infrastructure.
Understanding the local culture is the most profitable way
of marketing product and services.

12. Macro factor
• Competitive considerations.
• Local infrastructure such as
transportation & logistics network.
• Availability of mass media for
advertising is important.

13. Implementing Global Marketing
 Success will come from a balance between local and
regional / global concerns.
 “Think globally, act locally” is the operative phrase
for global marketers competing in country markets.
 Product choices should consider individual markets
as well as transfer products from one region to
another.

14. Localizing Global Marketing
 Management processes
- Enhance the global transfer of communications
- Interchange personnel to gain experience
abroad
 Headquarters should coordinate and leverage resources
 Permit local managers to develop their own programs within
defined parameters

15.  CONCLUSION:
 I conclude that when firm goes to globalization it
has a lot of growth & development which leads
always in good profit motive.