Documente Academic
Documente Profesional
Documente Cultură
Chapter 3
Prepared by
Deborah Baker
Texas Christian University
Discuss the
importance of
global marketing.
Use international
distribution networks
Describe the
external
environment facing
global marketers.
Culture
Culture Economic
Economic and
and
Technological
Technological
Development
Development
Environmental Political
Political
Environmental Structure
Factors Structure
Factors
Demographic
Demographic
Makeup
Makeup
Natural
Natural
Resources
Resources
Chapter 3 Essentials of Marketing 4e Lamb Hair McDaniel 19
©2005 South-Western/Thomson Learning
3 Culture
Language
Religion
Superstitions
Etiquette
Customs
Traditions
Notion of time
Type
Type ofof Description
Description
Society
Society
Traditional
Traditional Agricultural,
Agricultural, Little
Little Upward
Upward Mobility
Mobility
Pre-Industrial
Pre-Industrial Social
Social and
and Economic
Economic Change
Change
Takeoff
Takeoff New
New Industries
Industries
Industrializing
Industrializing Spread
Spread of of Technology
Technology
Fully
Fully Exporter,
Exporter, Technology
Technology as
as Driver
Driver
Industrial
Industrial of
of New
New Innovation
Innovation
Chapter 3 Essentials of Marketing 4e Lamb Hair McDaniel 22
©2005 South-Western/Thomson Learning
3 Political Structure Extremes
No private ownership
Minimal individual freedom
Tariff
Tariff
Quota
Quota
Boycott
Boycott
Exchange
Exchange Control
Control
Legal
Legal Structures
Structures
Encourage
Encourage oror Market
Market Grouping
Grouping
Limit
Limit Trade
Trade
Trade
Trade Agreement
Agreement
Chapter 3 Essentials of Marketing 4e Lamb Hair McDaniel 24
©2005 South-Western/Thomson Learning
3 Legal Considerations
Examples
Examples
FTAA
FTAA NAFTA
NAFTA European
European Union
Union
Marketing
Marketing
Considerations
Considerations Population density
Urban or rural
Personal income
Rise of global middle
class
Supply of professionals
Differences
Differences in
in
Resources
Resources
create…
create…
International dependencies
Shifts of wealth
Inflation and recession
Export opportunities if resources
are abundant
Stimulus for military intervention
Chapter 3 Essentials of Marketing 4e Lamb Hair McDaniel 29
©2005 South-Western/Thomson Learning
4 Learning Objective
Risk High
Direct risk/
Joint Invest- high
Contract Venture ment return
Manu-
Export Licensing facturing
Low
risk/
low
Return
return
Chapter 3 Essentials of Marketing 4e Lamb Hair McDaniel 33
©2005 South-Western/Thomson Learning
4 Entering the Global Marketplace
Sell
Selldomestically
domesticallyproduced
produced
Export
Export products
productstotobuyers
buyersin
inother
othercountries.
countries.
Legal
Legalprocess
processallowing
allowinguse
useof
of
Licensing
Licensing manufacturing/patents/knowledge.
manufacturing/patents/knowledge.
Contract
Contract Private-label
Private-labelmanufacturing
manufacturingby
byaa
Manufacturing foreign
foreigncountry
country
Manufacturing
Domestic
Domesticfirm
firmbuys/joins
buys/joinsaaforeign
foreign
Joint
Joint Venture
Venture company
companyto tocreate
createnew entity..
newentity
Direct
Direct Active
Activeownership
ownershipof
ofaaforeign
foreign
Investment company/manufacturing
company/manufacturingfacility.
facility.
Investment
Chapter 3 Essentials of Marketing 4e Lamb Hair McDaniel 34
©2005 South-Western/Thomson Learning
4 Export Intermediaries
Assumes
Assumesall
allownership
ownershiprisks
risksand
and
Buyer
Buyer for
for Export
Export sells
sellsglobally
globallyfor
forits
itsown
ownaccount.
account.
Plays
Playsthe
thetraditional
traditionalbroker’s
broker’srole
role
Export
ExportBroker
Broker by
bybringing
bringingbuyer
buyerand
andseller
sellertogether.
together.
Acts
Actslike
likeaamanufacturer’s
manufacturer’sagent
agentfor
for
Export
Export Agent
Agent the
theexporter
exporterin
inthe
theforeign market..
foreignmarket
Same One
One Product
Product Product
Product
Message One
One Message
Message Adaptation
Adaptation
Change Message
Message Product
Product
Message Adaptation
Adaptation Invention
Invention
Global shippers