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Kotler: Chapter 21

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TAPPING INTO GLOBAL MARKETS Maria Ellaine Grace Uy Ateneo School of Medicine and Public Health May 12, 2010 Top 10 Concepts: Chapter 21
Outline: Tapping into global markets ,[object Object],[object Object],[object Object],[object Object]
Concept 1: Global firms plan, operate and coordinate their activities on a worldwide basis. + +
Global Firms.. ,[object Object],[object Object],[object Object]
Concept 2: Deciding whether to go abroad… FACTORS: Profit Customers Competitors RISKS: ,[object Object],[object Object],[object Object]
Deciding whether to go abroad… ,[object Object],[object Object],[object Object]
Concept 3: Deciding which markets to enter through marketing objectives and policies . ,[object Object],[object Object],[object Object]
Concept 3: Deciding which markets to enter… ,[object Object],[object Object],[object Object]
Concept 4: Fives modes of entry into foreign markets ,[object Object],[object Object],[object Object],[object Object],[object Object],Commitment, Risk, Control and Profit Potential
Concept 4: Fives modes of entry into foreign markets: Licensing ,[object Object],[object Object],[object Object]
Concept 5: Deciding on the Marketing Program: A mix of culture and preferences WANTS ? CULTURE MARKET TRENDS Add revenue? Add cost?
Concept 5: Deciding on the Marketing Program: A mix of culture and preferences ,[object Object],[object Object],[object Object]
Concept 6: Communicate the message to consumers.
Concept 6: Communicate the message to consumers. ,[object Object],[object Object],[object Object]
Concept 7: Set a globally competitive price. UNIFORM MARKET-BASED COST-BASED
Concept 7: Set a globally competitive price. ,[object Object],[object Object],[object Object]
Concept 8: Companies should decide on how much a product should adapt in a local market. Communications PRODUCT Do not change Adapt Develop new product Do not change Straight extension Product adaptation Product invention Adapt Communication adaptation Dual adaptation
Concept 8: Companies should decide on how much a product should adapt in a local market. ,[object Object],[object Object],[object Object]
Concept 9: Country of origin perceptions have value in commerce.
Concept 9: Country of origin perceptions have value in commerce. ,[object Object],[object Object],[object Object]
Concept 10: Deciding on marketing organizations in three ways: ,[object Object],[object Object],[object Object]
Concept 10: Deciding on marketing organizations in three ways: ,[object Object],[object Object],[object Object]
TAPPING INTO GLOBAL MARKETS Maria Ellaine Grace Uy Ateneo School of Medicine and Public Health May 12, 2010 Top 10 Concepts: Chapter 21

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Kotler: Chapter 21

  • 1. TAPPING INTO GLOBAL MARKETS Maria Ellaine Grace Uy Ateneo School of Medicine and Public Health May 12, 2010 Top 10 Concepts: Chapter 21
  • 2.
  • 3. Concept 1: Global firms plan, operate and coordinate their activities on a worldwide basis. + +
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11. Concept 5: Deciding on the Marketing Program: A mix of culture and preferences WANTS ? CULTURE MARKET TRENDS Add revenue? Add cost?
  • 12.
  • 13. Concept 6: Communicate the message to consumers.
  • 14.
  • 15. Concept 7: Set a globally competitive price. UNIFORM MARKET-BASED COST-BASED
  • 16.
  • 17. Concept 8: Companies should decide on how much a product should adapt in a local market. Communications PRODUCT Do not change Adapt Develop new product Do not change Straight extension Product adaptation Product invention Adapt Communication adaptation Dual adaptation
  • 18.
  • 19. Concept 9: Country of origin perceptions have value in commerce.
  • 20.
  • 21.
  • 22.
  • 23. TAPPING INTO GLOBAL MARKETS Maria Ellaine Grace Uy Ateneo School of Medicine and Public Health May 12, 2010 Top 10 Concepts: Chapter 21