tailieunhanh - Lecture M: Marketing (4/e) - Chapter 8: Global marketing

Chapter 8: Global marketing. In this chapter you will learn: Describe the components of a country market assessment, understand the marketing opportunities in BRIC countries, identify the various market entry strategies, highlight the similarities and differences between a domestic marketing strategy and a global marketing strategy. | global marketing eight Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 8-1 Describe the components of a country market assessment. LO 8-2 Understand the marketing opportunities in BRIC countries. LO 8-3 Identify the various market entry strategies. LO 8-4 Highlight the similarities and differences between a domestic marketing strategy and a global marketing strategy. 2 General Agreement on Tariffs and Trade (GATT) WTO Website PhotoLink/Getty Images 3 Assessing Global Markets General economic environment Market size and population growth Real income Economic analysis using metrics Transportation Channels Communication Commerce Infrastructure and technology Tariff Quota Exchange control Trade agreement Government actions Power distance Uncertainty avoidance Individualism Masculinity Time orientation Sociocultural analysis 4 Economic Analysis General Economic | global marketing eight Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 8-1 Describe the components of a country market assessment. LO 8-2 Understand the marketing opportunities in BRIC countries. LO 8-3 Identify the various market entry strategies. LO 8-4 Highlight the similarities and differences between a domestic marketing strategy and a global marketing strategy. 2 General Agreement on Tariffs and Trade (GATT) WTO Website PhotoLink/Getty Images 3 Assessing Global Markets General economic environment Market size and population growth Real income Economic analysis using metrics Transportation Channels Communication Commerce Infrastructure and technology Tariff Quota Exchange control Trade agreement Government actions Power distance Uncertainty avoidance Individualism Masculinity Time orientation Sociocultural analysis 4 Economic Analysis General Economic Environment NationMaster Website 5 Evaluating Market Size and Population Growth Rate Population 2002 Population 2050 REUTERS/Arko Datta/Corbis. 6 Evaluating Real Income Firms can make adjustments to an existing product or change the price to meet the unique needs of a particular country market. Narinder Nanu/AFP/Getty Images REUTERS/Fayza Kabli 7 Analyzing Infrastructure and Technological Capabilities Communication Commerce Transportation Distribution Channel Stockdisc ©MIXA/PunchStock Royalty-Free/CORBIS PhotoLink/Getty Images 8 Analyzing Government Actions 9 Both benefit domestically made products because they reduce foreign competition Tariff and Quotas 10 Boycott Ethical Consumer Website The McGraw-Hill Companies, Inc/John Flournoy, photographer 11 Exchange Control Exchange rate Countertrade Image Source/Alamy Stockbyte/Punchstock Images 12 Trade Agreements Name Countries European Union There are 27 member countries of the EU: Austria, Belgium, Bulgaria, Cyprus, Czech Republic,