Global

Marketing

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International Trade

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 Restrictions
to trade Tariffs
Quotas
Exchange controls
Non-tariff trade barriers

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 Facilitators of trade
WTO and GATT

Region free trade zones

EU and NAFTA

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Economic
Environment

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Industrial
structure and
distribution

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Political/Legal
Environment

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Countertrade
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Cultural
Environment

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 Cultural Environment

Marketing Culture

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 Go Global?
Global competitors might
attack the home market

More growth in foreign

markets

Customers might be
expanding abroad

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 Risks
Difficult to understand
foreign buyers
Making products
competitive
Adapting to foreign
business conditions
International experience of
managers
International regulations
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Which markets to enter?

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MARKET SIZE Entry criteria
GROWTH

COST OF DOING
BUSINESS

COMPETITIVE
ADVANTAGE

RISK LEVEL

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 Market Entry Strategies

Exporting Joint Venturing Direct

investment

PROFIT - COMMITMENT - RISK

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Exporting

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Joint venture

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Direct investment

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 Global Marketing Strategy

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 Global Marketing Strategy

PRODUCT
Same Adapted New
COMMUNICATION

Straight Product
Same extension adaptation
Product
invention

Communication Dual
adaptation adaptation
Adapted

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 Product

Straight Extension
Product Adaptation
Product Invention

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Promotion

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 Price

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 Distribution

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 Global organization

Organize an Create Become global

export international organization
department division

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Publishing as Prentice Hall