After studying this chapter you will be able to understand: Global marketing today, looking at the global marketing environment, deciding whether to go global, deciding which markets to enter, deciding how to enter the market, deciding on the global marketing program, deciding on the global marketing organization. | The Global Marketplace LECTURE-30 1 Global Marketing Today Looking at the Global Marketing Environment Deciding Whether to Go Global Deciding Which Markets to Enter Deciding How to Enter the Market Deciding on the Global Marketing Program Deciding on the Global Marketing Organization Topic Outline 2 Global Marketing Today A global firm Operates in more than one country Gains marketing, production, R&D, and financial advantages not available to purely domestic competitors The global firm sees the world as one market A global firm is one that, by operating in more than one country, gains marketing, production, R&D, and financial advantages that are not available to purely domestic competitors. Since the global company sees the world as one market, it minimizes the importance of national boundaries and develops global brands. The global company raises capital, obtains materials and components, and manufactures and markets its goods wherever it can do the best job. For example, Otis Elevator, the world’s largest elevator maker, is headquartered in Farmington, Connecticut. However, it offers products in more than 200 countries and achieves more than 83 percent of its sales from outside the United States. It gets elevator door systems from France, small geared parts from Spain, electronics from Germany, and special motor drives from Japan. It operates manufacturing facilities in the Americas, Europe, and Asia, and engineering and test centers in the United States, Austria, Brazil, China, Czech Republic, France, Germany, India, Italy, Japan, Korea, and Spain. In turn, Otis Elevator is a wholly owned subsidiary of global commercial and aerospace giant United Technologies Corporation . Many of today’s global corporations—both large and small—have become truly borderless. This does not mean, however, that every firm must operate in a dozen countries to succeed. Smaller firms can practice global niching. But the world is becoming smaller, and . | The Global Marketplace LECTURE-30 1 Global Marketing Today Looking at the Global Marketing Environment Deciding Whether to Go Global Deciding Which Markets to Enter Deciding How to Enter the Market Deciding on the Global Marketing Program Deciding on the Global Marketing Organization Topic Outline 2 Global Marketing Today A global firm Operates in more than one country Gains marketing, production, R&D, and financial advantages not available to purely domestic competitors The global firm sees the world as one market A global firm is one that, by operating in more than one country, gains marketing, production, R&D, and financial advantages that are not available to purely domestic competitors. Since the global company sees the world as one market, it minimizes the importance of national boundaries and develops global brands. The global company raises capital, obtains materials and components, and manufactures and markets its goods wherever it can do the best job. For .
