Describes in important points how to enter in the market. Six indicators of market potential. Trends in international marketing. Marketing environment. Identifying marketing opportunities and threats.

1. INTRODUCTION TO GLOBAL
MARKET.
MODULE- 5.

2. AGENDA.
 MAJOR DECISIONS IN GLOBAL
MARKETING.
 MARKET-PRODUCT GROWTH
STRATEGIES.
 SIX INDICATORS OF MARKET
POTENTIAL.

3. Major decisions in global marketing.
Deciding Whether
to go International
Deciding Which
market to Enter
Deciding How to
enter the market
Deciding the
Global Marketing
Program and
Organization

4. Market-product growth strategies.

5. Six indicators of market potential.
 GEOGRAPHIC.
 DEMOGRAPHIC.
 ECONOMIC.
 TECHNOLOGICAL.
 SOCIOCULTURAL.
 POLITICAL.
ALSO,
FACTORS
GOVERNING
ENTRY INTO
FOREIGN
MARKET

6. Geographic.
Physical size of the country.
Topological characteristics.
Climatic conditions.

7. Demographic.
 Size of the population.
 Rate of population growth.
 Degree of urbanization.
 Population density.
 Age and composition of the population.

8. Economic.
GNP per capita.
Income distribution.
Rate of growth of GNP.
Rate of investment to GNP.
*(Gross national product is the market value of all the products and
services produced in one year by labor and property supplied by the
residents of a country.)

9. Technological.
 Level of technological skill.
 Existing production technology.
 Existing consumption technology.
 Educational levels.

10. Sociocultural.
Dominant values.
Lifestyle patterns.
Ethnic groups.
Linguistic fragmentation.

11. Political.
Laws & regulations.
Industry priorities.
Infrastructure.
Investment plans.

12. Trends in
international
marketing

13. The marketing environment consists of all factors
external to an organization that can affect the
organization’s marketing activities
Marketing Environment

14. Identifying Market Opportunities an

15. The various trends that
affect market:
 The Social Environment :The social
environment includes all factors and
trends related to groups of people,
including their number, characteristics,
behavior, and growth projections
 The Demographic Environment : A
global perspective requires that
marketers be familiar with important
demographic trends around the world as

16. • The cultural environment: It refers to
factors and trends related to how people
live and behave.
• Changing Roles : for example As more
women enter the workforce and household
compositions change, typical household
roles are altered.Tremendous market
opportunities exist for firms that can
develop effective strategies for appealing
to these changing roles.

17. • The technological environment: includes
factors and trends related to innovations
that affect the development of new
products or the marketing process.
• The Competitive Environment: consists of
all the organizations that attempt to serve
similar customers.
• The institutional environment :consists of
all the organizations involved in marketing
products and services.
• The Political/Legal Environment:
international political events greatly affect

19. Product
 Product range
 New product devl
 Rate of acceptance
 Packaging
 after sales

20. Price
 Global pricing:
simple fair removes grey market
 Not responsive to global market
 Local pricing:
maximimze revenue
market response
 Grey market

21. Promotion
 Legal factor
 Socio econimc factor
 Legal factors
 How global is the brand
 Coorporate strategy
 Uniformity of product

22.  Advantages of standardisation of promotion:
 Economies of scale spread of good idea use
of global media
 Dis
 Culture linguistic legal not from here thoughts

23. Handling each area:
global marketing mix strategy

24. Ideal global marjeting strategy

25. Ideal nATional strategy

26. hybrid

27. hybrid