F10++MKTG+3104+Student+07.+Global+Markets+ppt

Basic principles theories and analyses are the same

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Basic principles, theories, and analyses are the same. The marketing concept Environmental scanning and marketing research Segmentation, positioning, targeting Evaluating distinctive competitive advantage The marketing mix and related theory (product life cycle, buyer-seller relationships, communications process, channel functions and conflict…)
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Basic principles, theories, and analyses are the same. Strategies may or may not change. P&G sells global brands in China but reformulates them to lower price in rural areas. Implementation almost always changes. WHAT CHANGES WHEN MARKETING IN GLOBAL MARKETS?
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Companies in the Global Marketplace 1. International firms extend the home market strategy less start-up cost requires international segments similar to the home market Company type can evolve!
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Companies in the Global Marketplace 2. Transnational firms use a global marketing strategy , standardizing when possible, customizing when necessary. lower costs through economies of scale requires global segments for success youth segment middle-income segment elite segment low-income segment? provides consistency for global customers marketing concept fit?
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3. Multinational firms use a multidomestic marketing strategy and customize to local preferences Conforms to the marketing concept Needed for iconic brands? Often occurs when companies grow by growth strategy Companies in the Global Marketplace
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MARKETING MISSTEPS Hallmark cards in France Crest in Mexico GF cake mixes in Japan Oreos in China
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