Introduction to global marketing
‘The procedure for focusing the time (people, cash, and physical assets) and objectives of your organisation about global market opportunities and threats' Keegan 1995
Advertising is now a universal self-control
the new idea of marketing made an appearance 1960 -- Marketing Myopia - Levitt now ‘strategic' concept
Three Principles of promoting
Customer benefit and the worth equation
i. e. worth greater than competitors
Value equation is:
VALUE = IDENTIFIED BENEFITS as well as PRICE
Competitive or differential box advantage
advantage vis-à-vis competition
we. e. the concentration of attention
IBM ‘was' focused on customer demands and wishes for data processing APPLE crisis at the begining of 1990s -- ‘lost focus'
achieved through concentrating resources
From Domestic to Global/Transnational Marketing
Wherever is it produced? V Where is it advertised?
‘Global Village' Mashall Macluhan
Market demands - X-Box for leisure
Technology -- Third Technology phones (3G)
Cost - low cost development e. g. Gap
Quality - Is currently taken for granted.
Sales and marketing communications and Transportation
Driving makes (2)
Leverage (i. e. features of operating in many markets simultaneously) experience exchanges
global approach. Scanning the world!
Marketplace differences -- diversity
Record - Guanxi
Management myopia as a hurdle
Organisational lifestyle as a buffer
National controls/Barriers to access e. g tariffs and Quotas.
Doctor Howard Perlmutter ‘Orientation of Management and Companies' Foreign money platform and exposure to currency variances post WWII World trading system - WTO (GATT)
Global peace - post September 11th
Arrival of global/transnational businesses