Global

Marketing
Management
Presented by Group 3
What is Global Marketing Management?

Global marketing management is a great importance to a

company that is looking to offer its product in an
international market.

It is also a field of study in general business management

that markets products, solutions and services to
customers locally, nationally, and internationally.

OBJECTIVES

To promote social and cultural exchange among the nations.

To assist developing countries in their economic and industrial growth

by inviting them to the international market thus eliminating the gap
between the developed and the developing countries.

To assure sustainable management of resources globally.

International marketing aims to achieve all the objectives and establish a connection
among the nations that participate in global trade. Establishing a business in one’s home
country has limited restrictions and demands but when it comes to marketing at
international level, one has to consider every minute detail and the complexities
involved therein. In such instances, the demand grows as the market expands, preferences
change and the company has to abide by the rules and regulations of two or more
countries.
The major objectives of
international marketing
To enhance free trade at global level and attempt to bring all the countries
together for the purpose of trading.
To increase globalization by integrating the economies of different countries.
To achieve world peace by building trade relations among different nations.
To promoTe social and cultural exchange among the nations.
To assist developing countries in their economic and industrial growth by
inviting them to the international market thus eliminating the gap between the
developed and the developing countries.
To assure sustainable management of resources globally.
To propel export and import of goods globally and distribute the profit among
all participating countries.
To maintain free and fair trade.
Global Marketing Manager

Global marketing managers are marketing executives

who handle a company's marketing interests abroad. This
can include creating and launching promotions that are
regionally or culturally appropriate, as well as
identifying new markets and determining which will
generate the most sales.

As a global marketing professional or global marketing

manager, you are responsible for handling the promotion
of your company and its products or services around the
world. You may work with other marketing professionals
to develop materials, conduct market research and
develop strategies to improve company sales.
Global Marketing Manager

Marketing to a global audience requires more than just

translating domestic marketing materials into another
language. Customers in different parts of the world have
different needs and preferences and respond to different
kinds of marketing. That's why companies that do
business around the world hire global marketing
managers. It's not easy to take a product or service
tailored to consumers in one country or culture and
market it effectively to another. Language barriers;
different rules, regulations, and standards governing
advertising; and the existence of established local
brands with a loyal customer base can all make
designing global marketing strategies and advertising
campaigns tough.
Global Marketing Manager

Global marketing managers (or international

marketing managers) don't just create advertising
campaigns, launch them, and call it a day. Every
time a company moves into a new market, the
global marketing manager has to put themselves in
the shoes of customers who may live and think very
differently. This is an excellent role for marketers
who love research, talking to people, and travel.
 Concepts of Global
Marketing

Global Marketing Concept is the overall

marketing framework which an international
enterprise adopts to design, introduce,
distribute, promote and maintain its products
in the global arena.

Dimensions of the global marketing concept

include the product design, the nature of
packaging and labeling, the choice of a brand
name, the presence or absence of warranty, the
advertising strategy in each country, and the
after-sales service support.
Domestic Export International
Marketing Makreting Marketing

indirect vs direct exporting, markets in many

domestic focus, home country choice, exports, home countries use of
country customers country customers multidomestic
marketing
Global Closed Loop Target
Marketing Marketing Demographics

is the name of continuously the success of any

international, monitoring the response of the marketing strategy depends
multinational, world customers to marketing on upon the targeted type of
as market population and its
techniques
properties

Multinational & Multioregional Marketing

many markets, consolidation

on regional basis
Scope of Global
Marketing
Exporting
It is an activity of selling goods and services
to foreign markets. The exporter performs
several other activities apart from exporting.
These activities are:

Establishment
Joint Venture or Collaborations
Licensing Arrangements
Consultancy Service
Technical and Managerial Know-How
Importing
It is the activity of buying goods and
services from other nations. Import of
goods and services is possible when there
is a change in ownership from a non-
resident to a resident company. In this
process, the goods or services don’t need
to cross national boundaries
Management of
International Operation
Deals with production of goods and
services in international locations and
markets. It involves management process
which has to take into consideration local
production market (labour and capital) and
international customer requirements.

Operating marketing an sales facilities

abroad
Establishing production or assembly
facilities on foreign country
Monitoring the operations and practices
of other MNCs and agencies.
 Re-exporting

It is also known as re-engineering of goods

for export purposes. It is a process of
importing semi-finished goods and then
exporting the same as finished goods.
Thank You