Global_350_Notes_Mar_08

Global_350_Notes_Mar_08 - Global Marketing Global Marketing...

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Global Marketing
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Global Marketing Overview Stress the value of global marketing Describe potential global concerns Identify entry modes & marketing mixes
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21 Century Trends Global Village Idea faster communication rapid transportation instant financial flows Upsurge of Global Firms Taking the Plunge vs. Risks
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Overarching Goals Global Firm Approach Levi Coke GE Ford Global Niche Approach Dot coms
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Global Checklist 1. Scan the global marketing environment 2. Decide whether to go abroad 3. Select market(s) to enter
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Global Checklist (continued) 4. Determine how to enter market(s) 5. Create the marketing program 6. Build the marketing organization
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International Trade Trade System 1. Tariff 2. Quota 3. GATT & WTO
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Political-Legal Political System 1. Prevalent attitudes 2. Government bureaucracy 3. Political stability
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Monetary Regulations Countertrade 1. Barter 2. Compensation 3. Counterpurchase
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European Union (EU) Economic Community Free Trade Zone 1. est. EU in 1992 (rumblings circa 1951) 2. impetus: to rebuild war-torn Europe 3. currently consists of 27 member states 4. working languages: English, French, German 5. motto: Unity in diversity
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