1.  The coordinated performance of marketing
activities to create exchanges across countries
that satisfy individual organizational and
societal objectives.
 Global marketing is conducted across
countries (not domestic or foreign).
 Global marketing coordinates activities across
country markets.

2.  Global marketing should be motivated by
individual, organizational and societal goals.
 It is a marketing strategy used mainly by
multinational companies to sell goods or services
internationally.

3. ELEMENTS OF GLOBAL MARKETING

4. GLOBAL MARKETING
ADVANTAGES DISADVANTAGES
 Lower marketing cost
 Consistency in Brand Image.
 Power and scope
 Ability to leverage good ideas
quickly and efficiently.
 Helps to establish relationships
outside of the “political arena”.
 Differences in customer needs,
wants and usage patterns for
products.
 Differences in consumer response to
marketing mix elements.
 Differences in legal environment.
 Differences in administrative
procedures.

6. The process leading to identifying and
entering international markets.
The designing of a product in such a way
that it will meet the needs of users in many
countries or can be easily adapted to do so.

7. INTERNATIONALIZATIONS
ADVANTAGES DISADVANTAGES
 Possibility of accessing new
technologies.
 Increase in revenue.
 Brand awareness.
 New ideas can be generated.
 Cultural and language
barriers.
 Political barriers.
 Religious beliefs.
 Government interference

8. INTERNATIONALIZATION DECISION’S
Deciding
whether to go
Deciding
which markets
to enter
Deciding how
to enter
Deciding on
the marketing
program
Deciding on
the marketing
organization

9. RE-INTERNATIONALIZATION
 Re-internationalization is a process where the
firms that have been internationally active for
some time, but then withdrawn from one
,several foreign market.
 Firms paid more attention to domestic market
or some other countries for a considerable
time.
 And then re-enter one, some or all its previous
market.

10. CONT………..
 Firm may restart their internationalization
activity both from closest or farther market.
 They may be re-internationalization very
quickly, very slowly or in a moderate pace.

11. PROCESS OF RE-INTERNATIONALIZATION

12. CAUSE OF RE-INTERNATIONALIZATION
 Their re-internationalization may be caused
by one or more critical incident.
 When a firm takeover by another enterprise
or merge with some other firm.
 Acquisition of a company by another one
with international connection.

13. FACTOR INFLUENCING RE-
INTERNATIONALIZATION
 Network relationship that influence the process
of re-internationalization.
 Firms unique resources and capabilities.
 A change in management‟s global orientation.
 A re-internationalization company may use
their former knowledge of foreign market.
 Also able to revive some of their previous
network relationship on these market.

14. STRATEGY TO ENTER INTO INTERNATIONAL MARKET

15.  Exporting- It is a market entry strategy in
which a company maintains production
facilities within its home country and transfers
products for sale in foreign countries.
 Outsourcing- It means engaging in the
international division of labor so as to obtain
the cheapest sources of labor and supplies,
regardless of country.

16.  Licensing- A company in one country makes
certain resources available to companies in
other countries to participate in the production
and sale of its products abroad.
 Franchising- It is a form of licensing in which
a company provides its foreign franchisees
with a complete package of materials and
services.

17.  Joint venture- A company shares costs and
risks with another firm in a foreign country to
build a facility, develop new products, or set
up a sales and distribution network.
 Partnership- It is often the fastest, cheapest
and least risky way to get into the global game.

18. CHALLENGES OF INTERNATIONAL
MARKETING
 Legal-Political Environment-
o Political risk
o Tariffs, quotas and taxes
o Laws, regulation
 Economic Environment-
o Resource and Product markets
o Exchange rates
o Infrastructure
 Socio cultural Environment-
o Language
o Religion
o Social values, beliefs

19. CHANNEL
MANAGEMENT IN
INTERNATIONAL
MARKETING

20. CHANNEL STRUCTURE
 Channel configurations for the same product will vary within
industries, even within the same firm, because national markets quite
often have unique features.
 Channel structures are designed to manage multidirectional
connections for:
 Physical movement of goods and services.
 Transactional title flows.
 Information communications flows.
The essential linkage that connects producers
and consumers.

21. CHANNEL CONFIGURATION
Consumer Services

22. Consumer

23. CHANNEL DESIGN
EXTERNAL INTERNAL
 Customer characteristics
 Culture
 competition
 Company objectives
 Character
 Capital
 Cost
 Coverage
 Control
 Continuity
 communication

24. SELECTION OF INTERMEDIARIES
 Types of intermediaries
 Agents
 Distributors
 Sources of finding intermediaries
 Govt. agencies
 Private sources
 Screening intermediaries
 Performance
 professionalism
 The distributor agreement

25. CHANNEL MANAGEMENT
 Factors in channel management
 Cultural Difference
 Instability in exchange rate
 Laws and regulations
 Termination of channel relationship

26. E-COMMERCE
 E-commerce is the ability to offer goods and services over
the Web
 M-Commerce is the exchange of goods and services via
mobile devices
 Preparations for serving customers through e-commerce:
 Provide 24-hour order taking and customer service
 Regulatory and customs-handling expertise
 In-depth understanding of environments and customers
 The marketer has to be sensitive to the governmental role
in e-commerce
 Privacy issues have grown exponentially as a result of e-
business

27. IMPLEMENTING GLOBAL
MARKETING
 Balance and stability between local and global
concerns which will bring success .
 “Think globally, act locally” is the operative phrase
for global marketers competing in country markets.
 Product choices should consider individual markets
as well as transfer products from one region to
another.

28. CROSS CULTURE NEGOTIATION
 Intercultural selling through negotiation is one
of the biggest challenge in global marketing
 Learning and knowledge transfer across
borders can increase international
competitiveness
 Build awareness about how cultural
differences impact
 Motivate salespeople and managers to
„rethink‟ their behavior and attitude towards
customers.

29. IMPLEMENTATION OF GLOBALACCOUNTING
MANAGEMENT(GAM)
Global accounting management defined as a relationship
oriented marketing management approach focusing on dealing
with the needs of an important global customer business-to –
business market.
 Identifying the selling firm‟s global accounts;
 Analyzing the global accounts;
 Selecting suitable strategies for the global accounts;
 Developing operational level capabilities to build , grow and
maintain profitable and long lasting relationships with global
accounts.

30. ORGANIZATION OF GLOBAL MARKETING
ACTIVITIES
 A global marketing organization is structured is
an important determinant of its ability to exploit
effectively and efficiently the opportunities
available to it.
 Determines the capacity for responding to
problem and challenges.
 Companies operating internationally must decide
whether the organization should be structured
along functions, products, geographical areas or
combinations of the three(matrix)

31. LOCALIZING GLOBAL MARKETING
 Management processes
- Enhance the global transfer of
communications
- Interchange personnel to gain
experience abroad
 Headquarters should coordinate and leverage
resources
 Permit local managers to develop their own
programs within defined parameters

32.  Organization structures
 The shift to global account management
 Corporate culture
 The world is not one single market
 Plan and execute programs on a worldwide basis
 A global Identity favors no specific country

33. Thank You