Kotler: Chapter 21

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]

Kotler: Chapter 21

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