SLIDE 1 – MARKETING MANAGEMENT

Programme BBA

Subject Marketing Management

Semester II

Session No. 33

Topic
Introduction to Global Marketing
Created by Dr.Amit Mirji
 GLOBAL MARKETING

 Several trends characterize the global marketplace today:

 The world is shrinking rapidly with the advent of faster
communication, transportation, and financial flows.
 International trade is booming.

 Global competition is intensifying.

 Risks associated with globalization are increasing.

 GLOBAL MARKETING
 Global firm:
A firm that, by operating in more than one country, gains R&D,
production, marketing, and financial advantages in its costs and
reputation that are not available to purely domestic competitors.
 GLOBAL MARKETING

 Major international marketing decisions:

 Looking at the global marketing environment.
 Deciding whether to go global.
 Deciding which markets to enter.
 Deciding how to enter the market.
 Deciding on the global marketing program.
 Deciding on the global marketing organization.
 GLOBAL MARKETING ENVIRONMENT
 The International Trade System:
 Restrictions exist on trade between nations—tariffs,
quotas, embargos, exchange controls, and nontariff trade
barriers.
 The World Trade Organization and GATT:
 Helps trade—reduces tariffs and other international trade
barriers.
 Sets global standards for trade.

 WTO enforces GATT rules by mediating disputes and

enforcing trade sanctions.