tailieunhanh - Lecture International marketing (16th edition) - Chapter 12: Global marketing management: Planning and organization

The main goals of this chapter are to: How global marketing management differs from international marketing management, the need for planning to achieve company goals, the important factors for each alternative marketentry strategy, the increasing importance of international strategic alliances. | Global Marketing Management: Planning and Organization Chapter 12 Learning Objectives LO1 How global marketing management differs from international marketing management LO2 The need for planning to achieve company goals LO3 The important factors for each alternative market entry strategy LO4 The increasing importance of international strategic alliances 2 Global Marketing Management Global Marketing Management The issue is if the global homogenization of consumer tastes allow for the global standardization of the marketing mix The Internet revolution of the 1990s added a new twist to the old debate Some companies continue to believe that “global” is the way to go In many parts of the world, consumers have become pickier, more penny-wise, or a little more nationalistic They are spending more of their money on local drinks whose flavors are not part of the Coca-Cola lineup The trend back toward localization is because of the efficiencies of customization because of the proliferation of the Internet and flexible manufacturing processes The debate about standardization versus adaptation is an example of ethnocentrism in the . As global markets homogenize and diversify simultaneously, the best companies will avoid focusing on country as the primary segmentation variable Other segmentation variables are often more important—for example, climate, language group, media habits, age, or income 4 The Nestlé Way: Evolution Not Revolution The “Nestlé way” is to dominate its markets Its overall strategy can be summarized in four points: 5 Benefits of Global Marketing Economies of scale in production and marketing Transfer of experience and know-how across countries Global diversity in marketing talent leading to new approaches Marketing globally ensures that marketers have access to the toughest customer Spreading the portfolio of markets brings stability of revenues and operations to many global companies Planning for Global Markets Planning is a systematized way of . | Global Marketing Management: Planning and Organization Chapter 12 Learning Objectives LO1 How global marketing management differs from international marketing management LO2 The need for planning to achieve company goals LO3 The important factors for each alternative market entry strategy LO4 The increasing importance of international strategic alliances 2 Global Marketing Management Global Marketing Management The issue is if the global homogenization of consumer tastes allow for the global standardization of the marketing mix The Internet revolution of the 1990s added a new twist to the old debate Some companies continue to believe that “global” is the way to go In many parts of the world, consumers have become pickier, more penny-wise, or a little more nationalistic They are spending more of their money on local drinks whose flavors are not part of the Coca-Cola lineup The trend back toward localization is because of the efficiencies of customization because of the proliferation of