Introduction to Global Marketing by simply Theodore Levitt Essay

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

Focus

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?

Domestic marketing

Export advertising

International marketing

Multinational marketing

Global/transnational marketing

Driving pushes

‘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

systems transactions

scale economies

resource utilization

global approach. Scanning the world!

Restraining forces

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.

Root forces

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

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