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  • Global Marketing Management

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    saad
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    This document discusses global marketing management and planning. It covers topics such as localization versus globalization, the benefits of global markets like economies of scale and knowledge transfer. It also discusses the planning process, including preliminary analysis, adapting the marketing mix, and implementation. Alternative market entry strategies are outlined, like exporting, contractual agreements, and direct foreign investment. Finally, it discusses organizing structures for global marketing like product divisions, geographic divisions, and matrix structures. Centralized and decentralized organizational models are also compared.

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    This document discusses global marketing management and planning. It covers topics such as localization versus globalization, the benefits of global markets like economies of scale and knowledge transfer. It also discusses the planning process, including preliminary analysis, adapting the marketing mix, and implementation. Alternative market entry strategies are outlined, like exporting, contractual agreements, and direct foreign investment. Finally, it discusses organizing structures for global marketing like product divisions, geographic divisions, and matrix structures. Centralized and decentralized organizational models are also compared.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    6 views9 pages

    Global Marketing Management

    Uploaded by

    saad
    This document discusses global marketing management and planning. It covers topics such as localization versus globalization, the benefits of global markets like economies of scale and knowledge transfer. It also discusses the planning process, including preliminary analysis, adapting the marketing mix, and implementation. Alternative market entry strategies are outlined, like exporting, contractual agreements, and direct foreign investment. Finally, it discusses organizing structures for global marketing like product divisions, geographic divisions, and matrix structures. Centralized and decentralized organizational models are also compared.

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    © All Rights Reserved
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    of 9

    Global Marketing

    Management: Planning &


    Organization
    Chapter 11

    Local v. Global
    Localization
    Customized to
    certain market
    Economies of scale

    Globalization
    Less focus on
    countries
    Increased focus on
    customers

    Benefits of Global Markets


    Economies of Scale
    Transfer of Knowledge and
    Experience
    Stabilities of revenues

    Planning
    Definition
    Types

    Corporate
    Strategic
    Tactical

    Company Objectives & Resources


    International commitment?
    Planning process

    Planning Process
    Preliminary Analysis & Screening
    Which countries do we want to enter?

    Adapting the Marketing Mix

    How will we need to adapt product,


    price, place, or promotion?

    Developing the Marketing Mix


    Writing the plan

    Implementation & Control

    Alternative Market Entry


    Strategies
    Exporting

    Direct v indirect
    Internet
    Direct sales

    Contractual Agreements
    Licensing
    Franchising

    Alternative Market Entry


    Strategies
    Strategic International Alliances

    Mutual need & shared risk


    International joint ventures
    Consortia
    How is it different from a joint venture?

    Direct Foreign Investment

    Organizing
    Three organizational structures

    Global product divisions


    Geographic divisions
    Matrix

    Locus of Decision

    Organizing
    Centralized
    Advantages
    Disadvantages

    Decentralized
    Advantages
    Disadvantages

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