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Introductory Session on International Marketing

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Shantanu Ghosh
Shantanu Ghosh

My usual first session on International Marketing

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I woke up this morning and fixed myself a cup of coffee made by a Swiss company taking milk from a Korean fridge. I watched the news briefly on a British channel on a Japanese TV set. I shaved with an American shaving gel and splashed on an after shave made in France , distributed by an American company under the license of another Swiss company. I also shampooed my hair  using a shampoo made in Thailand . I then checked for messages on my phone (made in China for a Canadian company). Before leaving for here, I quickly paid my satellite TV subscription (of partly Australian origin) with a credit card of a Dutch bank on an American laptop. I drove to work in a car made in Korea listening to music from a Jamaican . Welcome to Global Marketing
Two centuries of sweeping changes ,[object Object],[object Object],[object Object],[object Object],[object Object]
Global Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Global Marketing ,[object Object],[object Object],[object Object]
Marketing…An Universal Discipline ,[object Object],[object Object],[object Object],[object Object]
The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Infosys Sustainability Report 2008 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Boundaryless Marketing Marketing Customer Needs and Wants R & D Engineering Mfg CV
Three Principles of Marketing ,[object Object],[object Object],[object Object]
Customer Value ,[object Object],[object Object],[object Object],[object Object]
SAP empowers midisized cos deliver superior CV ,[object Object],[object Object],[object Object]
Competitive or Differential Advantage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Design…a competitive advantage ,[object Object],[object Object]
Design…..a competitive advantage ,[object Object],[object Object],[object Object]
Focus ,[object Object],[object Object],[object Object]
Global Marketing: What it is and what it is not? ,[object Object],[object Object],[object Object],[object Object]
The Global Marketing Controversy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Coca Cola….A major global Marketing Success ,[object Object],[object Object],[object Object],[object Object]
Group Danone……A truly Global company ,[object Object],[object Object],[object Object],[object Object]
Group Danone ,[object Object],[object Object],[object Object],[object Object],[object Object]
Group Danone ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Group Danone ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Group Danone ,[object Object],[object Object],[object Object]
Global Marketing ,[object Object],[object Object],[object Object],[object Object]
Nokia-A Global marketing success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Nokia-A Global Marketing Success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Nokia-A Global Marketing success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Nokia ,[object Object],[object Object],[object Object],[object Object],[object Object]
LVMH Moet Hennessey Louis Vouitton-A Global Marketing Success ,[object Object]
LVMH… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
LVMH in Japan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
LVMH in Japan-the Omotendo Building in Tokyo
LVMH in Japan…the Omotendo Building
The Importance of Global Markets ,[object Object],[object Object],[object Object],[object Object],[object Object]
The World’s largest companies 22,345 205,514 China Sinopec 9. Netherlands ING Group 8. 20,102 259,171 France Total SA 6. 35,235 367,053 UK BP 4. 51,340 453,500 Netherlands Royal Dutch Shell 1. -4,560 203,260 Japan Toyota Motors 10. -16,998 230,764 USA Conoco Philips 7. 23,931 263,159 USA Chevron 5. 13,400 405,607 USA Wal-Mart 3. 45,220 442,851 USA Exxon-Mobil 2. Profit($ mill) Revenues($ mill) Country Company Rank
Management Orientations ,[object Object],[object Object],[object Object],[object Object],[object Object]
Ethnocentric Orientation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ethnocentric Orientation ,[object Object],[object Object],[object Object],[object Object]
Polycentric Orientation ,[object Object],[object Object],[object Object]
GE in Korea ,[object Object],[object Object],[object Object],[object Object],[object Object]
GE in Korea ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
GE in Korea ,[object Object],[object Object],[object Object],[object Object]
Regiocentric Orientation ,[object Object],[object Object],[object Object],[object Object]
Geocentric Orientation ,[object Object],[object Object],[object Object],[object Object]
Ford and the World car ,[object Object]
Ford and the World Car ,[object Object],[object Object],[object Object],[object Object],[object Object]
Ford and the World Car ,[object Object],[object Object],[object Object],[object Object],[object Object]
Ford and the World Car ,[object Object],[object Object],[object Object],[object Object]
The Inspiration…the BMW 3 Series Sports Sedan ,[object Object],[object Object],[object Object]
The Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Isabella….. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Factors driving Global Integration and Marketing ,[object Object],[object Object],[object Object],[object Object]
Regional Economic Agreements ,[object Object],[object Object],[object Object]
Market Needs and Wants ,[object Object],[object Object],[object Object],[object Object]
The Top Global Brands
Transportation and Communication Improvements ,[object Object],[object Object]
Product Development Costs ,[object Object],[object Object]
Product Development costs ,[object Object],[object Object]
Quality ,[object Object],[object Object],[object Object]
World Economic Trends ,[object Object],[object Object],[object Object],[object Object]
World Economic Trends ,[object Object],[object Object]
Leverages....Experience transfer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Leverages…..Scale Economies ,[object Object],[object Object]
Scale Economies ,[object Object],[object Object],[object Object],[object Object],[object Object]
Resource Utilization ,[object Object],[object Object]
Global Strategy ,[object Object],[object Object],[object Object],[object Object]
The Global/Transnational Corporation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Restraining Forces ,[object Object],[object Object]
National Controls and Barriers ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Introductory Session on International Marketing

  • 1. I woke up this morning and fixed myself a cup of coffee made by a Swiss company taking milk from a Korean fridge. I watched the news briefly on a British channel on a Japanese TV set. I shaved with an American shaving gel and splashed on an after shave made in France , distributed by an American company under the license of another Swiss company. I also shampooed my hair  using a shampoo made in Thailand . I then checked for messages on my phone (made in China for a Canadian company). Before leaving for here, I quickly paid my satellite TV subscription (of partly Australian origin) with a credit card of a Dutch bank on an American laptop. I drove to work in a car made in Korea listening to music from a Jamaican . Welcome to Global Marketing
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  • 32. LVMH in Japan-the Omotendo Building in Tokyo
  • 33. LVMH in Japan…the Omotendo Building
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  • 35. The World’s largest companies 22,345 205,514 China Sinopec 9. Netherlands ING Group 8. 20,102 259,171 France Total SA 6. 35,235 367,053 UK BP 4. 51,340 453,500 Netherlands Royal Dutch Shell 1. -4,560 203,260 Japan Toyota Motors 10. -16,998 230,764 USA Conoco Philips 7. 23,931 263,159 USA Chevron 5. 13,400 405,607 USA Wal-Mart 3. 45,220 442,851 USA Exxon-Mobil 2. Profit($ mill) Revenues($ mill) Country Company Rank
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