TR Chapter 07 - Chapter 7 Serving Global Serving Markets...

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Copyright © 2007 by Nelson, a division of Thomson Canada Limited Chapter 7 Chapter 7 Serving Global Serving Global Markets Markets
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7-2 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Chapter Objectives Chapter Objectives 1. Describe the importance of international marketing from the perspectives of the individual firm and the nation. 2. Identify the major components of the environment for international marketing. 3. Outline the basic functions of GATT, WTO, NAFTA, and the proposed FTAA, and the European Union. 4. Compare the alternative strategies for entering international markets. 5. Differentiate between a global marketing strategy and a multi domestic marketing strategy. 6. Describe the alternative marketing mix strategies used in international marketing. 7. Explain the attractiveness of Canada as a target market for foreign marketers.
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7-3 Copyright © 2007 by Nelson, a division of Thomson Canada Limited The Importance of Global Marketing Global marketing is rapidly becoming a necessity The Internet makes it possible for every marketer to become an international marketer Exports now account for more than 37% of all goods and services sold in Canada The United States accounts for 68% of our imported products and 81% of our exported products Exporting : Marketing domestically produced goods and services abroad Importing : Purchasing foreign goods, services, and raw materials
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7-4 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Service Exports Service Exports Next to the United States, the countries Canada imports the most from are China, Japan and Mexico More than two thirds of every dollar included in Canada’s GDP comes from services Services account for 75% of employment and 53% of consumer spending In 2002, services accounted for 16% of exports
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7-5 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Benefits of Going Global Benefits of Going Global Additional revenues New insights into consumer behavior Alternative distribution strategies Advance notice of new products Positioned well to compete effectively with foreign competitors
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7-6 Copyright © 2007 by Nelson, a division of Thomson Canada Limited The International Marketplace The International Marketplace Market Size Market Size Over 6 billion people (1.2 billion people in China) Goods and services need to be adapted to meet needs in developing countries Urban population increasing faster than rural As a nation develops, an increasingly affluent, educated, and cosmopolitan middle-class emerges Marketers in developing countries may face infrastructure challenges
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7-7 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Buyer Behaviour Buyer Behaviour Behaviour differs among both nations and market segments within each nation Change marketing mix, or change local buyer behavior
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7-8 Copyright © 2007 by Nelson, a division of
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TR Chapter 07 - Chapter 7 Serving Global Serving Markets...

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