Chapter 15 discuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions; discuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions; explain how companies adapt their marketing mixes for international markets; identify the three major forms of international marketing organization. | Chapter Fifteen The Global Marketplace Discuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions. Describe three key approaches to entering international markets. Explain how companies adapt their marketing mixes for international markets. Identify the three major forms of international marketing organization. 15- Copyright 2007, Prentice Hall, Inc. Background Established in 1893 in Atlanta pharmacy. 1900: Coke was available in foreign countries. 1940s: built bottling plants abroad to supply soldiers. Growth fueled by strong marketing: “I’d like to buy the world a Coke” TV ad. Now in emerging markets. Coca-Cola – Successfully Going Global Case Study How They Did It Balances brand building and global standardization with local adaptation. Consistent positioning, packaging, and taste. Brands, flavors, ads, price, distribution, and promotions are adapted to local markets. Sprite: a global . | Chapter Fifteen The Global Marketplace Discuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions. Describe three key approaches to entering international markets. Explain how companies adapt their marketing mixes for international markets. Identify the three major forms of international marketing organization. 15- Copyright 2007, Prentice Hall, Inc. Background Established in 1893 in Atlanta pharmacy. 1900: Coke was available in foreign countries. 1940s: built bottling plants abroad to supply soldiers. Growth fueled by strong marketing: “I’d like to buy the world a Coke” TV ad. Now in emerging markets. Coca-Cola – Successfully Going Global Case Study How They Did It Balances brand building and global standardization with local adaptation. Consistent positioning, packaging, and taste. Brands, flavors, ads, price, distribution, and promotions are adapted to local markets. Sprite: a global success. 15- Copyright 2007, Prentice Hall, Inc. Global Marketing in the 21st Century The world is shrinking rapidly with the advent of faster communication, transportation, and financial flows. International trade is booming and accounts for 20% of GDP worldwide. Global competition is intensifying. Higher risks with globalization. 15- Copyright 2007, Prentice Hall, Inc. Major International Marketing Decisions Looking at the global marketing environment. Deciding whether to go international. Deciding which markets to enter. Deciding how to enter the market. Deciding on the global marketing program. Deciding on the global marketing organization. 15- Copyright 2007, Prentice Hall, Inc. Looking at the Global Marketing Environment The International Trade System: Restrictions—tariffs, quotas, embargos, exchange controls, and nontariff trade barriers. The World Trade Organization and GATT: Helps trade—reduces tariffs and other international trade barriers. Regional Free Trade Zones:
