...3213 – International Marketing Week 2 Tutorial 1: Introduction to Global Marketing SECTION A: Coursework Briefing SECTION B: Discussion Questions 1. What are the basic goals of marketing? Are these goals relevant to global marketing? 2. What is meant by “global localization?” Is Coca-Cola a global product? Explain. 3. Describe some of the global marketing strategies available to companies. Give examples of McDonald that use the different strategies. 4. Describe the difference between ethnocentric, polycentric, regiocentric, and geocentric management orientations. 5. Define leverage and explain the different types of leverage utilized by companies with global operations. 6. What is “global marketing” and how does it differ from “regular marketing?” Giving examples of at least one major corporation explain these differences. SECTION C: CASE STUDY CASE 1-3: Acer Inc (page 57) 1. How did the “global markets-local markets” paradox figure into Shih’s strategy for China? 2. Can Acer become the world’s third largest PC company, behind Dell and Hewlett-Packard? 3. Growth in the U.S. PC market has started to slow down. Despite strong competition from Dell and Hewlett-Packard, Acer’s U.S. market share increased form 1 percent in 2004 to 3.3 percent by the end of 2006. What are Acer’s prospects for gaining further share in the United States? ABDT 3213 – International Marketing Week 3 Tutorial...
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...the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world. This book offers a truly global approach with cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America. It provides a complete and concentrated overview of the total international marketing planning process, along with many new, up-to-date exhibits and cases, which illustrate the theory by showing practical applications. • Extensive coverage of hot topics such as glocalization, born globals, value creation, value net, celebrity branding, brand piracy, and viral marketing, as well as a comprehensive new section on integrated marketing communication through social networking. • Brand new case studies focus on globally recognized brands and companies operating in a number of countries, including Build-A-Bear Workshop, Hello Kitty, Ralph Lauren and Sony Music Entertainment. • Global Marketing ‘Svend Hollensen writes with real authority and insight having been involved in global marketing both as a manager and academic. His book provides a framework within which managers can develop their own approach to overseas markets, and is illustrated with cases and...
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...UBTI2013 GLOBAL MARKETING Bachelor of Marketing (Hons) Bachelor of Business Administration (Hons) Bachelor of International Business (Hons) Bachelor of Business Administration (Hons) Entrepreneurship Year One Year Two 201401 3 credit hours 2 hours lecture per week for the duration of 14 weeks. 1.5 hours tutorial per week for the duration of 14 weeks 7 Lecturer and Tutor: Lecturer / Tutor Mr. Neerjang Lama (Faculty of Business & Finance) neerjang@utar.edu.my Dr Falahat Nejadmahani Mohammad (Faculty of Accountancy & Management) falahat@utar.edu.my 3 Year of Study: 4 5 6 Year and Trimester: Credit Hour Lecture hours & tutorial hours 8 9 Mode of Delivery: Moderator Lecture & Tutorial Dr Gengeswari a/p Krishnapillai - Assistant Professor gengeswarik@utar.edu.my 10 Objective: The objectives of this unit are: To provide a theoretical framework for analyzing global marketing strategies and orientations. To examine the relationship between global marketing environments and global marketing strategies. To examine the concept of global marketing research and its impact to the global marketing. To import the knowledge of various entry modes into a foreign market place. To highlight various marketing mix strategies applicable to global marketing. 11 Learning Outcome: On completion of this unit, a student shall be able to: Identify different levels of global marketing orientation and its respective implications in the global marketing practices...
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...Fall 2013 International Marketing(4545) Course Syllabus 1 Contact Information Instructor Mobile phone E-mail Course webpage Ok Yeon Pyo 010-9150-8780 nanospeed@naver.com http://blog.naver.com/nanospeed Feel free to send me an e-mail with any questions about the course or if you want to arrange an appointment. 2. Course Requirements and Grading The course grade is based on Absolute Rating. The final grade will be determined using the following weights: ① Attendance 15% Students are expected to attend class and participate in discussions, unless prevented by sickness or some other legitimate circumstances. Missing class will affect your overall understanding of marketing communications and will have a strong negative impact on the participation portion of your grade. If you know beforehand that you will miss a class, please notify me in advance. Any absence without leave won't be permitted. ② Exam 70% (midterm 35% + final 35%) This is an in-class essay exam covered throughout the entire course. The mid range is excluded from the final exam. No makeup exam will be given. Material to be covered during the exam will be announced at least one week before the exam. ③ Team Project 15% Each student is required to participate in individual or team presentation. The presentation should be conducted in English through PPT format. There’re no restrictions at all except time compliances. It should be finished within 20 minutes. 3. Course Schedule week 1 (09/03) week 2 (09/10)...
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...[pic] Going global, acting local - communicating global brands to global markets. Student Id : W12030873 Program : International Business management (Year 4) Course Code : IBM1BNN01A Module Code : MK0389 Word Count : 1997 Dead Line : 13/05/2013 Contents page Introduction 3 PART A: Promotion and Branding in Global World 3 Standardized and Localized Strategies 4 Case Study: Nike 5 Case Study: PizzaHut 5 Discussion 6 PART B: Future Environmental issue 6 Changing Social Trends 7 Case Study: Nike 7 Case Study: PizzaHut 8 Conclusion 8 Reference List 9 Introduction With the growing pace of globalization, companies’ marketing departments are faced with a substantial challenge of designing successful marketing strategies promoting their products and services (Keller, 2010). The ongoing academic debate has pointed out the tension between standardization and localization practices (e.g. Whatley, 2012). While the benefits frequently associated with the standardization practice revolve around the promotion of a single consistent message to the global market (Aaker, 1991), the localization paradigm emphasises the particular differences between individual markets and thereby the need to adapt marketing strategies to suit the needs of the local population (Gillespie, Jeanner & Hennessey, 2010). The aim of the presented paper is to critically...
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...www.hbr.org HBR CASE STUDY AND COMMENTARY Should Espoir take its new branding initiative global? Five commentators offer expert advice. The Global Brand Face-Off by Anand P Raman . • Reprint R0306A Espoir Cosmetics wants to make a big splash with a new global branding initiative. What should headquarters do when a country manager says his market will never go for it? HBR CASE STUDY The Global Brand Face-Off by Anand P Raman . COPYRIGHT © 2003 HARVARD BUSINESS SCHOOL PUBLISHING CORPORATION. ALL RIGHTS RESERVED. Natasha Singh was amused to see almost every guest at the black-tie gala sporting the same futuristic sunglasses. It was past 10 pm in Los Angeles, and the party to celebrate the release of the summer’s most anticipated movie, The Grid Revisited, was heating up. Earlier that evening, a select audience had watched the longawaited sequel to the 1998 blockbuster The Grid, and the scene-stealers had once again proved to be the lead pair’s eyewear. In fact, there had been a near stampede when the invitees realized that each of the goody bags of TGR memorabilia contained a pair of the new shades, designed by the legendary Tom Strider. Singh, the executive vice president and global marketing officer of one of the world’s bestknown cosmetics companies, $1.1 billion Espoir Cosmetics, rarely found the time to attend such events. When she wasn’t visiting one of the 75odd countries where the company marketed lipstick and nail polish, she liked to spend...
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...of Standardization, Localization, Culture and Market Research in International Marketing Strategies Adamu Yushau Usumanu This Paper is Submitted in Partial Fulfillment of the requirement for International Marketing Management course SMC University School of Management Dr. Babu P. George May 19 , 2014 Abstract The research paper discussed standardization and localization strategies, where standardization strategy refer to a common marketing program cutting across nations and marketing segments, while localization strategy seek to adapt products and marketing strategy to the specific characteristics of individual markets. The paper further identified the advantages and disadvantages of standardization and localization strategies in the context of international marketing. The role of cultural pattern in society and its effect on consumption were also discussed, where culture refer to a system of values and norms that are shared among a group of people. Cultural patterns exert a great influence on consumption in a social setting. The paper finally discussed the need for a business entity to carry out a research on differences in language culture, regulations governing marketing before entering a new international market. Key Words Marketing Strategy, Standardization, Localization,, International Marketing, Cultural Patterns, Marketing Mix, Market Research Introduction The discussions concerning globalization...
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...UNIVERSITY GLOBAL MARKETING MANAGEMENT BM7017 MODULE HANDBOOK September 2014 COURSE TEAM The Module Leader is: Patricia Harris Room402 harris@kingston.ac.uk My office hours will be posted on StudySpace at the start of the module. These are times when you can drop in without an appointment. For appointments outside these times, please e-mail me in advance. Note: You should only use your university e-mail account to contact me. I will not reply to e-mails sent from private accounts. MODULE SUMMARY Global Marketing Management is the discipline of planning, organising and managing marketing resources on a global basis, to achieve an organisation’s specific marketing objectives. Marketing is regarded as a key area of management in both the private and not for profit sectors. This module examines how theories and methodologies of marketing management can be applied to ensure long-term success for organisations. AIMS The aims of the module are to: • to appreciate the importance of marketing as a management discipline in ensuring the long-term success of organisations across the ‘not-for-profit’, public sector and private sector business arenas and across the globe • to develop an understanding of marketing management in the broadest sense, of how marketing management approaches may have to be modified when seeking access to international markets and to be able to adopt a robust and objective approach to management decision making in both a domestic and in a global context...
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...Answers of Ist Set (Part-A), IInd Set (Part-B), IIIrd Set (Part – C) and Set-IV (Case Study) must be sent together. Mail the answer sheets alongwith the copy of assignments for evaluation & return. Only hand written assignments shall be accepted. 5 Questions, each question carries 1 marks. 5 Questions, each question carries 1 marks. 5 Questions, each question carries 1 marks. Confine your answers to 150 to 200 Words. Two Case Studies : 5 Marks. Each case study carries 2.5 marks. MARKETING A. First Set of Assignments: B. Second Set of Assignments: C. Third Set of Assignments: D. Forth Set of Assignments: Objective: 1. To give an overview of the scenario on international marketing which offer unlimited opportunities to the organization 2. To equip students with the understanding of environments with capability to develop products and other marking mix elements to develop effective market plan. 3. To imbibe an outlook to win world markets Contents GLOBALIZATION: THOUGHTS AND PROCESS For and Against Globalization; Determinants of Global Trade; Global Trade Dynamics; Global Trade and Economy Flows During -; International Competition; Outgrowth of New Markets; Defining Concepts of Global Trade; Drivers of Globalization;Organizing Global Marketing; Global Local Marketing; Objectives of Global Marketing GLOBAL MARKETPLACE: ENVIRONMENT AND MANAGEMENT Key Aspects of International Marketing; The Global Marketplace; The Triad Market; Asia-CaribbeanPacific Rim Countries; Post-Communist...
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...CHAPTER 1 INTRODUCTION TO GLOBAL MARKETING SUMMARY Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. A company that engages in global marketing focuses resources on global market opportunities and threats. Successful global marketers such as Nestle, Coca-Cola, and Honda use familiar marketing mix elements – the four Ps – to create global marketing programs. Marketing, R&D, manufacturing, and other activities comprise a firm’s value chain; The value equation (V =B/P) expresses the relationship between values and the marketing mix. Global companies also maintain strategic focus while pursuing competitive advantage. The marketing mix, value chain, competitive advantage, and focus are universal in their applicability, irrespective of whether a company does business only in the home country or has a presence in many markets around the world. However, in a global industry, companies that fail to pursue global opportunities risk being pushed aside by stronger global competitors. A firm’s global marketing strategy (GMS) can enhance its worldwide performance. The GMS addresses several issues. First is nature of the marketing program in terms of the balance between a standardization (extension) approach to the marketing mix and a localization (adaptation) approach that is responsive to country or regional...
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...Principles of Marketing (MKTG 320) Fall 2013 Syllabus (Tentative) Madan M.Batra (MBA, Ph.D.) Professor of Marketing and International Business Room 406A Eberly 724-357-5776 (Office) 723-388-9595 (Cell) batra@.iup.edu Office Hours Tuesdays and Thursdays: 12:15 to 2:00 p.m. & 3:15 to 3:30 p.m. Wednesdays: 1:00 to 2:00 p.m. Please see the D2L course website for announcements concerning any changes in office hours during a specific week. Instructor Profile I am a professor of marketing and international business at Eberly College of Business and Information Technology. My academic preparation includes MBA in International Business (Dalhousie, Canada), and MS in Marketing and Ph.D. in International Business with focus on International Marketing—both from the University of Wisconsin-Madison. I have worked at a managerial level in a large multinational enterprise. I have taught a wide range of courses--International Business, International Marketing, The Global Village, Self-Marketing, Marketing Internship, Principles of Marketing, Consumer Behavior, Marketing Research, Seminar in Marketing, and Marketing Management at undergraduate, graduate and executive levels. My research interests are in international business, business sustainability, international marketing ethics, advertising ethics, self-marketing, export marketing, cross-cultural marketing, experiential education, and effective pedagogy. My research articles are published in numerous journals that...
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...SAMSUNG LEARNING POINTS This is a great case dealing with the “big picture/helicopter vision”. It is an ideal case to get us started. Below are the main learning points. There may also be other things you learnt from the class, that are not listed here. Think about how you can take some of these learning points back to your own companies and context, and apply them. The case teaches us: - about moving from a production/selling orientation to a market orientation. This is really really important. The whole case is about this. Market orientation is not just some price change or a new ad campaign. It involves the whole organizational culture, organizational structure, and the whole marketing mix. Get it right inside (i.e. develop a market oriented company culture), and then go outside. - about the role and responsibilities of a chief marketing officer (Mr Kim) in a large MNC. - about bottom up and top down structures i.e. think global, act local. The GMO had a global strategy team (top down. Looking at global strategy, global branding, global budgets) and a regional strategy team, and the regional strategy team interacted with regional managers and country managers. - the importance of internal marketing, and selling to staff the importance of being market oriented. - about being a market leader rather than a market follower i.e. moving from a commodity product to a premium branded product. Moving from a price taker to a price maker. Market leaders...
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...Case Study Analysis PSY/322 Monday February 24, 2014 Mary-Lynne Ament Case Study Analysis Consumer behavior determines how and why a person makes a purchasing decision. Marketers try to understand this behavior so that they can adjust their marketing strategies to increase their brand loyalty and profit. There are social, cultural and psychological factors that influence these behaviors. Some social factors include lifestyle, personality, family, peers, and life roles. The psychological element includes attitude, perceptions, beliefs and motivation. Some cultural factors include basic values, ideals and behavior. When a business is going to “go global”, they need to understand their target audience and interpret their buying behavior. Apple iPhone in Japan case study In 2008, Apple released the latest version of the iPhone. The release of the iPhone did well in most places except in Japan. Apple had estimated on selling a million units there but had later changed that estimate to 500,000. There consumer behavior in Japan was much different from the behaviors of other countries. These other markets were happy to welcome the new iPhone and all of its capabilities, but the people in Japan were not impressed. In the case study of Japan to Apple’s iPhone: “No Thanks”, there was a hard lesson learned by Apple. It is fair to say that they did not do their research on Japan and the need for the iPhone. First there is cultural opposition because Japanese have high, complex...
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...How does Marketing affect the Global Economy Introduction: Nowadays, the development of global economy is closely related to the Marketing which involves some professional behaviour to sell or promote the goods. There are no possibilities to push the economic growth without the strategies of the Marketing, on the other hand, the Marketing cannot be separated from the global economy. During the financial crisis, the amounts of global transaction declined keeping company with the economic recession. In this case, it illustrates directly the interaction between the Marketing and the global economy. Not only does the Marketing play a fundamental role in the development of the micro companies’ economy, it is also irreplaceable for the progress of the society and the prosperity of the macro economy. However, it is hard to maintain the favourable condition between the Marketing and the global economy always. This essay is intended to explain what Marketing is and the affection to the global economy. Main body: Part 1: The conception and the meaning of the Marketing and the global economy A: The Marketing Philip Kotler once elaborated that Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with other (1991). However, it is difficult to get an accurate principle of Marketing because of various interpretations from different researchers. To give some examples, referring the...
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...Nike Case Analysis 1 Nike Case Analysis Contents I. Introduction............................................................................................................................................................3 II. Conclusions of Nike Core Marketing Strategy .......................................................................................................3 2.1. Pros: ............................................................................................................................................................3 2.2. Cons: ...........................................................................................................................................................3 2.3. Risks: ...........................................................................................................................................................3 III. Nike Core Marketing Strategy ...........................................................................................................................4 3.1. IV. Core marketing strategies .........................................................................................................................4 SWOT analysis .................................................................................................................................................6 4.1. 4.2. Weakness ..................................................................
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