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.A GLOBAL VERSUS LOCAL PARADOX Think of brands and products known around the world and their sense of identity.

and better products. Failure to understand global markets increases the risk of failure as global competitors enter domestic markets with lower costs. We are undergoing a sweeping transformation that is impacting people and industries of many nations. more experience.THE GROWING IMPORTANCE OF GLOBAL MARKETING…. global marketing is imperative to survival. . Today. Three decades ago the phrase global marketing did not exist.

. Companies that engage in global marketing frequently encounter unique or unfamiliar features in specific countries or regions of the world. but must also have a deep and broad understanding of the world’s varied business environments. Global marketers need to understand marketing concepts.THE FUNDAMENTAL DIFFERENCE BETWEEN REGULAR MARKETING & GLOBAL MARKETING? The scope of activities. A company that engages in global marketing conducts important business activities outside the home-country market.

World Economic Trends .Converging Market Needs .Multilateral Trade Agreements (NAFTA. . global strategy) Restraining forces .Management myopia & organizational culture .Democratization of Information (satellite dishes. Skype. GATT. social networking…) . Driving forces of globalization are greater than the restraining forces.Opposition to globalization . broadband internet. resource utilization.Quality (global companies raise benchmarks) .Increasing product development costs (pharmaceuticals…) .National controls . CNN. …) .Transportation and communication improvements (containerization. broadband internet.FORCES AFFECTING GLOBAL INTEGRATION & MARKETING Remarkable growth in the global economy over the past 65 years. scale economies. video teleconferencing…) . e-mail. MTV.Leverage (experience transfers.

more than any other nation. China is also investing heavily in U. Most fundamental change is the emergence of global markets. Interesting to examine EU and NAFTA. today it is 50%. The global economic crisis illustrates the dynamic. trade deficit with China reached $250 billion in 2007. integrated nature of today’s economic environment.S. . Foreign-owned U. and government securities. Global competitors have steadily displaced or absorbed local ones. land. Of special interest are the BRIC nations. China has more than $1 trillion in foreign reserves.5 trillion.S. assets total $2. real estate. Examples? Economic integration was 10% at the beginning of the twentieth century.S. The US growing trade deficit is a concern especially since U.THE GLOBAL ECONOMIC ENVIRONMENT World economy has changed profoundly.

S. and engineering. U.Hakuna Matata Lion King (Mandarin-Chinese) The Lion King is the highest grossing animated film of all time.$300 million in global sales Information services.S. SERVICES EXPORT SURPLUS A fundamental shift has been taking place in the world's economy over the past 25 years for most developed economies and multinational firms. domestic market.BRIGHT SPOT. advertising. The following industries have high export potential.S. This sector includes accounting.S. Education and training services. expertise remains unchallenged. YouTube . Architectural. and insurance services. service sector. financial institutions are very competitive internationally. Banking. . The largest single category within the U. Professional business services..U. construction. The international market for these services is expanding at a more rapid rate than the U. Entertainment. Travel and tourism. and English language training are areas where U. financial. and management consulting services.S. legal. Management training. technical training. Transportation services.

So….GLOBAL MARKETING REQUIRES COMPANIES TO THINK GLOBALLY AND ACT LOCALLY U. 75% of world market is outside of our home country..S. represents approximately 25% of the total world market for all products and services. . In most industries. Industries that were essentially national in scope are dominated today by a handful of global companies. 85% of the world market is outside of Japan for Japanese companies 94% of the world market potential for German companies is outside Germany. the companies that will survive and prosper in the 21st century will be global enterprises.

FORTUNE’S TOP TEN GLOBAL COMPANIES Rank 1 2 3 4 5 6 7 8 9 Company Wal-Mart Stores Royal Dutch Shell Exxon Mobil BP Toyota Motor Country United States Netherlands† United States Japan Japan China China France Field Retail Petroleum Petroleum Automobiles Diversified Petroleum Power Insurance United Kingdom Petroleum Japan Post Holdings Sinopec State Grid AXA China National Petroleum 10 China Petroleum .

THE TOP 10 COUNTRIES WITH THE MOST GLOBAL 500 COMPANIES Rank 1 2 3 4 5 6 7 Country United States Japan China France Germany United Kingdom Switzerland Companies 139 71 46 39 37 29 15 8 9 9 Netherlands Canada Italy 13 11 11 .

Tide. Eg. but there are 347 spoken languages.SOCIAL AND CULTURAL ENVIRONMENTS Independent of social class and income. Pampers. culture is a significant influence on consumption behavior and durable goods ownership. Head and Shoulders. Procter & Gamble India : advertising and marketing profile at P&G has 23 Billion Dollar Brands and 20 that sell ½ a billion a year. It becomes even more difficult in nations with multiple cultures and languages. The social and cultural environment impacts every aspect of the marketing mix. Deep cultural understanding that is based in language can be an important source of competitive advantage for global companies. Crest. India has 18 national languages . Charmin. Ace and Ariel? .

BLOOMBERG Number of Global Restaurants: More than 32.MCDONALD’S .000 Number of Countries: 117 Number of worldwide employees: 1.# 4 GLOBAL BRAND MCDONALD'S SCHOOL IN CHINA TRAINS WORKERS AMID EXPANSION VIDEO .7 million Percentage of franchised restaurants around the world: More than 80% .


Convergence of tastes and preferences in a number of product categories. The impact of marketing and global capitalism on culture can be controversial. .MARKETING’S IMPACT ON CULTURE Universal aspects of the cultural environment represent opportunities for global marketers to standardize some or all elements of a marketing program. “McDonaldization of culture”. Widespread shared preference for convenience fools. disposable products. Europe.. Asia.when global companies break down cultural barriers while expanding into new markets with their products. popular music and movies in U.S.