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Global Vision
Globalization
Global marketers often face
unique problems in the
external environment
compared to domestic
marketers.
Different cultural values
and ideas, for example can
present unique challenges.
Globalization
Market buildings of all kinds
including Iranian firms whose
detergent bears the name
Barf (means snow in
Persia) is struggling for the
same goal along the old silk
Road to China: building a
brand name in Russia until
1991 were domains of the
Soviet Union.
Globalization
Led by Coke, Pepsi, Procter &
Gamble, Colgate, etc. these firms
brave bureaucracies and novice
consumers to gain in a region
where huge oil and gas reserves
are fueling a rapid growing
consumer market.
Pepsi had a hard time struggle to
shake off the stigma of having
been the main cola of the old
Multinational Firms
USA and the European Union
has a large number of firms
that are global marketers
A company that is heavily engaged in international
trade, beyond exporting and importing is call a
multinational corporation - (MNC)
Multinational corporation move resources, goods,
services and skills across national boundaries
without regard to the country in which the
headquarters is locate.
Some of these firms can be seen as follows:
COMPANY
COUNTR
Y
REVENUE
($
MILLIONS)
EMPLOYEES
General Motors
US
178,174
608,000
Ford Motors
US
153,627
363,892
Mitsui
Japan
142,688
40,000
Mitsubishi
Japan
128,922
36,000
Britain
128,141
105,000
Itochu
Japan
126,631
6,675
Exxon
US
122,279
80,000
Wal-Mart Stores
US
119,299
825,000
Marubeni
Japan
111,121
64,000
10
Sumitomo
Japan
102,395
29,500
MULTINATIONAL ADVANTAGE
Large multinationals have several
advantages over other companies.
These firms can overcome trade
problems.
Example:
1) Taiwan and South Koreans have long had an
embargo I against Japanese cars for
political reasons yet Honda USA a
Japanese owned company based in US
sends their products to Taiwan and Korea.
2) BASF, a major drug and chemical
manufacturer its product is always
challenged by the environmentalist in its
home based. So BASF moved its cancer and
EXTERNAL ENVIRONMENT
FACING GLOBAL MARKETERS
1)Culture
2)Economic/Technological
Development
3)Political Structure
4)Demographic Profile
5)Natural Resources
2) Level of Economic/Technological
Development
In general, complex and sophisticated
industries are found in developed
countries. Higher average family
incomes are common in the more
developed countries.
Larger incomes mean greater
purchase power and demand not
only for consumer goods and
services but also for the machinery
and workers required to produce
U.S.A.
Beijing- (cheapest)
Geneva - (most
expensive)
Denmark
Malaysia
$2.42
$1.16
$4.02
$3.95
$1.55
5 stages of Economic /
Technological
Development
a) Traditional society,
b) Pre-industrial society
c) Take-off economy
d) Industrialized society
e) Fully industrialized
society.
Global Marketing
by Individual Firms
Risk
Expor
t
Low
Risk/
Low
return
Licens
ing
Contra
ct
Manuf
acturin
g
Joint
Ventur
e
Direct
Invest
ment
Return
ASSIGNMENT
(Explain more of the following)
minimum 3-5 sentences each
1) Buyer for export
2) Global Vision
3) Exporting
4) Global vision
5) Keiretsu
6) Maastricht Treaty
7) Mercosur
8) Pre-Industrial society
9) Entrepreneurial insights
10) Multinational Corporations