IB17 - Chapter 17 GHaga clic Marketing andde subttulo del...

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Haga clic para modificar el estilo de subtítulo del patrón 8/18/11 Chapter 17 Global Marketing and R&D
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8/18/11 Introduction The marketing mix (the choices the firm offers to its targeted market) is comprised of: product attributes distribution strategy communication strategy pricing strategy
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8/18/11 The Globalization Of Markets And Brands Theodore Levitt argued that world markets were becoming increasingly similar making it unnecessary to localize the marketing mix Levitt’s theory has become a lightening rod in the debate about globalization The current consensus is that while the world is moving towards global markets, cultural and economic differences among nations limit any trend toward global consumer tastes and preferences In addition, trade barriers and differences in product and technical standards also limit a
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8/18/11 Market Segmentation Market segmentation involves identifying distinct groups of consumers whose purchasing behavior differs from others in important ways Markets can be segmented by: geography demography socio-cultural factors psychological factors
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8/18/11 Market Segmentation Firms need to be aware of two key market segmentation issues: 1. the differences between countries in the structure of market segments 2. the existence of segments that transcend national borders When segments transcend national borders, a global strategy is possible
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8/18/11 Product Attributes A product is like a bundle of attributes Products sell well when their attributes match consumer needs If consumer needs were the same everywhere, a firm could sell the same product worldwide But, consumer needs vary from country to country depending on culture and the level of economic development
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8/18/11 Cultural Differences Countries differ along a range of cultural dimensions including: tradition social structure language religion education While there is some cultural convergence among nations, Levitt’s vision of global
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8/18/11 Economic Development A country’s level of economic development has important marketing implications Consumers in highly developed countries tend to demand a lot of extra performance attributes Consumers in less developed nations tend to prefer more basic products
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8/18/11 Product And Technical Standards Levitt’s notion of global markets does not allow for the national differences in product and technological standards that force firms to customize the marketing mix
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8/18/11 Distribution Strategy A firm’s distribution strategy (the means it chooses for delivering the product to the consumer) is a critical element of the marketing mix How a product is delivered depends on the firm’s market entry strategy Firms that manufacturer the product locally can sell directly to the consumer, to the retailer, or to the wholesaler Firms that manufacture outside the country have the same options plus the option of
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8/18/11 Distribution Strategy Figure 17.1: A Typical Distribution System
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IB17 - Chapter 17 GHaga clic Marketing andde subttulo del...

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