Powerpoints Segment 21

Powerpoints Segment - ✦ MIXED(“Glocalization” ✦ PURE NON-STANDARDIZATION GLOBALSCAN Large-scale market survey spanning five continents

Info iconThis preview shows pages 1–13. Sign up to view the full content.

View Full Document Right Arrow Icon
SEGMENT 21: THE GLOBAL ENVIRONMENT (Related chapter in text: 7)
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
LEARNING OBJECTIVES Appreciate the significance of the international environment for marketing. Describe the components of cross- cultural analysis. Be able to distinguish between good and bad global marketing practices.
Background image of page 2
INTERNATIONAL INTERNATIONAL ENVIRONMENT ENVIRONMENT Importance Sectors
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
INTERNATIONAL TRADE SHARE OF GNP 1960 2000 9.5% 21.5 %
Background image of page 4
OTHER FACTORS OTHER FACTORS SIGNIFYING IMPORTANCE SIGNIFYING IMPORTANCE BALANCE OF TRADE SHRINKING GLOBE FOREIGN COMPETITION
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
CROSS-CULTURAL ANALYSIS DEMOGRAPHIC SOCIAL / CULTURAL ECONOMIC TECHNOLOGICAL NATURAL LEGAL / REGULATORY
Background image of page 6
GLOBAL MARKETING APPROACHES International Marketing Multinational Marketing Transnational Marketing
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
HOW MUCH STANDARDIZATION ? PURE STANDARDIZATION
Background image of page 8
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 10
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 12
Background image of page 13
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: ✦ MIXED (“Glocalization”) ✦ PURE NON-STANDARDIZATION GLOBALSCAN Large-scale market survey spanning five continents, eight languages, 14 countries and more than 15,000 consumers measured over 250 beliefs and values and more than 1000 brand preferences. FIVE KEY SEGMENTS IDENTIFIED ✦ Strivers ✦ Achievers ✦ Pressureds ✦ Adapters ✦ Traditionals SOME COMPARISONS SEGMENT U.S. JAPAN U.K. Strivers 26 % 22 % 29 % Achievers 22 % 17 % 18 % Pressured 14 % 19 % 12 % Adapters 14 % 22 % 17 % Traditionals 12 % 18 % 16 % THE SAME BASIC MARKETING PRINCIPLES APPLY TO INTERNATIONAL MARKETING AS TO DOMESTIC, BUT THE EXECUTION IS MORE COMPLEX! MARKETING PROGRAM VARIABLES ✦ PRODUCT ✦ PACKAGING ✦ PROMOTION ✦ BRAND NAME ✦ PRICING...
View Full Document

This note was uploaded on 02/09/2011 for the course MAR 3023 taught by Professor Lutz during the Spring '08 term at University of Florida.

Page1 / 13

Powerpoints Segment - ✦ MIXED(“Glocalization” ✦ PURE NON-STANDARDIZATION GLOBALSCAN Large-scale market survey spanning five continents

This preview shows document pages 1 - 13. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online