RESUME

Global Marketing by Ditha Riyansa

Universitas Al-Azhar Indonesia
Introduction to Globalization
■ Globalization could be said as “the journey”, where the
spreads happened to other countries (expand)
■ Globalization has three dimensions are Political, Economic
and Social
■ Happen for globalization must face the advantages and
disadvantages that need to be research first and learn to
success going global goals
■ Adoption of global entrepreneur mindset could help to
minimize the risk of globalization negative returns
Global Marketing
Today companies go global to survive as competitors will enter the home market with lower
costs, more experience and better products.
Marketing: “the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large”
Global Marketing: The scope of activities outside the home market
■ Ways of mapping for a company to expand globally by using product/market growth
matrix
■ Global marketing only could be cultivated by created or recognized a competitive
advantage
■ Barrier in going Global : Management myopia, organizational culture, national controls,
opposition to global
Global Marketing
Environment

■ The nature of the

marketing environment
and it is important to
marketers to understand
them as they could be the
factors affecting
marketing
Global Marketing Opportunities
■ Kombinasi konstruktif dari lingkungan, lokasi,
atau timing yang menawarkan prospek untuk
exporting, investing, sourcing, atau kemitraan
pada pasar luar negeri.
■ An industry is Global if there is some
competitive advantage to integrating activities
on a worldwide basis
■ Dalam pemasaran global, rantai nilai biasa
disebut rantai nilai global (Global Value Chain)
hal ini di gambarkan berbagai aktivitas yang
dilakukan untuk membawa produk atau
layanan dari konsepsinya ke penggunaan akhir
dan bagaimana aktivitas ini didistribusikan atas
ruang geografis dan melintas batasbatas
internasional.
Marketing Information System

■ Marketing information system is valuable resources for organizations nowadays since

the competition in the market getting higher and higher, then the reality need to faced is
the rapid changing of environment.
■ The complexities of marketing environments often require manager to develop plans
and make tactical decisions based a wide variety of internal and external data sources
and use complex analytical procedures.
■ MKIS help organization to grow and expand product lines, market and distribution
channels also make it easier as a tool to formal analytical tools for rapid data increment.
■ MKIS allows marketing managers to make the best use of available data in a timely and
efficient manner, so the decision made could be measured.