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- San Diego State University
- Marketing
- Marketing 370
- Olson
- Test #2 ch7 Global Market Strategy
Test #2 ch7 Global Market Strategy
Marketing 370 with Olson at San Diego State University
About this deck
By: nick batcheller
Created: 2010-10-20
Size: 15 flashcards
Views: 43
Created: 2010-10-20
Size: 15 flashcards
Views: 43
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STP: Global Difficulties
- Understanding the subtle distinctions and variations of cultures or other countries
- subcultures within each country also must be considered
- consumers often view products and their role as consumers differently in different countries
- product or service must be positioned differently in different countries
most efficient route to global stp
develop and maintain a global positioning strategy
only one message to get out
only one message to get out
The Global Marketing Mix shifts
50's and 60's USA firms uniquely positioned in the global marketplace
- unique skills necessary to develop, promote, market brand name consumer products
- 70's - 80's
- Japanese dominated
- production, materials management and new production development skills
Global marketing mix (Global product and service strategies) Three
- Sell the same product or service in both the home country and the host country
- sell a product of service similar, but include minor adaptions
- Sell totally new products or services
Global Marketing mix Choosing product or service strategy
- level of economic development
- differences in product and technical standards
- cultural differences
- food preferences
- language
- religion
Global Marketing Mix Product or Service Strategy Examples
- Economic development
- Honda
- urban model - Mexico and China
- very basic
- sophisticated for USA
- Standardize
- Pringles
- same globally
- Campbell
- Russia and China consume a lot of soup
- don't like canned soup
- pride in making own soup
- broths and bases
Global PRICING Strategy (Determining)
Many countries have rules that affect pricing
- In parts of Europe by law you can only have two sales
Global Distribution Strategies (NETWORKS)
- complex value chains
- involve middlemen,
- exporters,
- importers,
- different transportation systems.
- These additional middlemen typically add cost
Global Distribution Strategies (Developing Countries)
- Manufacturers must go through many types of dist. channels. to get products to users who......
- lack transportation to shop at central shopping malls
- shop near there homes at small family - owned retail outlets
- Marketers have devised creative solutions to reach these potential customers
- Unilever in India - train 25,000 Indian women to be distributors
Global Communication Strategies (Promotion) (*)Challenges(*)
- literacy levels
- media availability varies
- some countries offer only state controlled media
- advertising regulations differ
- Differences in language, culture, customs complicate marketers ability to communicate
Global Communication Strategies (Dealing with language differences)
- firms spend million of dollars to develop brand names that have no preexisting meaning
- Use of the internet to customize global marketing campaigns for certain markets.
- many products have global appeal
- only have to change wording with no adaption in their form or message
Global Communication Strategies (Localized Approach)
- Womans bare arm and hand appear in advertisement for watch
- too risqué for Muslim countries,
- the company simply changed the advertisement to show a gloved arm and hand wearing the same watch.
- Cultural differences
- Regulatory factors
Global Ethical Issues
Environmental concerns
Global Labor Issues
Impact on host country culture
Global Labor Issues
Impact on host country culture
Global Labor Issues
working conditions and wages paid to factory workers in developing countries
Human rights activists, nongovernmental organizations question firms about workers employed by the companies are paid less than a living wage and forced to work long hours in poor conditions
Human rights activists, nongovernmental organizations question firms about workers employed by the companies are paid less than a living wage and forced to work long hours in poor conditions
Impact on host country culture (cultural imperialism)
belief that ones own culture is superior to that of other nations
critics of US firms
US products and services overwhelm the local culture, often replacing its foods, music, moves and tradition with those of the west
critics of US firms
US products and services overwhelm the local culture, often replacing its foods, music, moves and tradition with those of the west
About this deck
By: nick batcheller
Created: 2010-10-20
Size: 15 flashcards
Views: 43
Created: 2010-10-20
Size: 15 flashcards
Views: 43
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy
Kathy