Global marketing communication means conveying a consistent brand message around the world while adapting to local cultures and markets.
Global marketing communication involves delivering a consistent brand message worldwide while adapting to local cultures and markets.
1. The Marketing Strategy and its Relation with Sales: understand the differences between
marketing and sales and how these two area work in the organization. The Marketing
process and the marketing strategy
2. Global Marketing: if our business will be local, glocal, or global and understand the relation
of the value chain in your business strategy. Also, some tools to understand if your business
idea has potential and understand the different types of research that could help to identify
your market
3. Market entry strategies: some analysis to identify which entry strategie suits best your
business goal
4. Global Marketing decisions: Here we also talk about the services category . Now, we are
already familiarized with some strategies about the marketing strategy. In this chapter we
take them to an international or global level.
5. Cross Cultural Sales Negotiations: This lecture introduces the importance of the different
types of negotiations to take into consideration while conducting sales.
2. global marketing
2.1 initiation of internationalization
Internationalization triggers: internal/external events taking place to initiate internationalization
De-internationalization: process, determined by internal & external factors -> multinational
company shifts to strategic configuration -> lower international presence
Motives starting export:
Proactive : Reactive :
Profit & growth goals Competitive pressures
Managerial urge Domestic: small & saturated
Tech competence/ unique prod. Overprod./ excess capacity
Foreign market opportunities/ market info Unsolicited foreign orders
Eco of scale-learning curve Extend sales seasonal prod.
Tax benefits Proximity international customers/
psychological distance
Triggers of export initiation (change agents):
Internal: External:
Specific internal event Network partners
Import as inward internationalization Competing firms
Perceptive management Trade associations & other outside experts
Financing
Market D
Barriers & risks hindering:
Barriers Risks
Insufficient finances Further process of internationalization
Insufficient market knowledge General market risks
Lack of foreign market connections Commercial risks
Lack of export commitment Political risks
Lack of capital
Lack of productive capacity
Lack of foreign channels distribution
Management emphasis on developing domestic
market
Cost escalation
, 2.2 global marketing in firm
Globalization=Reflects trend of firms buying, developing, producing & selling products & services in
most countries & regions of world.
2.2.1 Globalization Vs Deglobalization
5-stage decision model
1. Decision whether to internationalize.
2. Deciding which markets to enter
3. Market entry strategies
4. Designing global marketing program
5. Implementing & coordinating market program
Large scale enterprise (LSE)
Firms w >250 employees. 1% companies but 1/3 of all the jobs
Small & medium sized enterprise (SME)
> than 50 but < 250 ‘medium’-> represents 90% of all firms.
LSE SME
Recourse - Many - Limited
- Internationalization - Externalization (outsourcing)
- Coordination of: personnel,
financing, market knowledge
Formation of strategy/ - Deliberate - Emergent
decision making - Adaptive dec-making mode in - Entrepreneurial dec- making model
ççprogress small incremental steps - Owner/ manager directly involved &
dec maker
Organization - Formal/ hierarchy - Informal/flat
- Independent of 1 person - Driven by founder
Risk-taking - Mainly risk-averse - Focus short term opportunities
- Focus long-term opportunities
Flexibility Low High
2.2.2 economies of scale/scope
Economies scale (upselling):
Accumulated volume in prod., resulting in lower cost price/ unit
Economies scope (cross selling):
Reusing recourse one B/ country in additional B/ country
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