Global marketing Basis

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Global marketing Basis

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Abstract

A company that engages in global marketing focuses its resources on global market opportunities and threats. Successful global marketers such as Nestlé, Coca-Cola and Honda use familiar marketing mix elements – the 4 PS – to create global marketing programs. Marketing, R&D, manufacturing and other activities comprise a firm's value chain; firms configure these activities to create superior customer value on a global basis. Global companies also maintain strategic focus while relentlessly 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 chiefly 3 basic issues. 1. The nature of the marketing program in terms of the balance between a standardization approach to the marketing mix elements and a localization (adaptation) approach that is responsive to country or regional differences.2. The concentration of marketing activities in a few countries or the dispersal of such activities across many countries. 3. The pursuit of global marketing activities requires cross-border coordination of marketing activities

Introduction to global marketing.
1. The marketing mix, value chain, competitive advantage and focus.
2. Global marketing strategy.
3. Driving and restraining forces.
The global economic environment.
The global trade environment.
1. Preferential trade agreements.
2. Free trade areas.
3. Union such as the European Union.
Social and cultural environments.
1. Attitudes, values and beliefs.
2. Individualism versus collectivism.
The political, legal, and regulatory environments of global marketing.
1. Political environment.
2. Legal environment.
Bibliography.

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[...] V The political, legal, and regulatory environments of global marketing The political environment of global marketing is the set of governmental institutions, political parties, and organizations that are the expression of the people of the nations of the world. Anyone engaged in global marketing should have an overall understanding of the importance of sovereignty to national governments. The political environment varies from country to country, and political risk assessment is crucial. It is also important to understand a particular government's actions with respect to taxes and seizure of assets. [...]

[...] Companies with global aspirations generally have operations in all three areas. Market potential for a product can be evaluated by determining product saturation levels in light of income level. A country's balance of payment is a record of its economic transactions with the rest of the world. This record shows whether a country has a trade surplus (value of imports exceeds value of imports) or a trade deficit (value of imports exceed value of exports). Trade figures can be further divided into merchandise trade and services trade accounts. [...]

[...] et ROSTENPIE J. : Le Marketing, Montréal, Éd. Commerce DARMON R.Y., LAROCHE M . PETROF J.V. : Le Marketing, fondements et applications, Paris Mc Graw-Hill, DAYAN A., BON J., CADIX A., MARICOURT R. de, MICI~ON C., OLLMER A. : N Marketing PUF,Y éd DAYAN A.: Le Marketing, coll. que sais-je ? no 1672, PUF, éd DUROIS P.L. et JOUBERT A., Le Markeling, fondements et pratique, Economica HELFER J.P. et ORSOM J. : Marketing, Vuibert éd KOTLER [...]

[...] III The global trade environment The institutions and regional cooperation agreements affect global trade patterns. The World Trade Organization created in1995 as the successor to the General Agreement on Tariffs and Trade, provides a forum of settling disputes among member nations and tries to set policy for world trade. The global trade environment is also characterized by preferential trade agreements among smaller number of countries on a regional or sub regional basis. These agreements can be considered as a continuous increase of economic integration. [...]

[...] International companies pursue marketing opportunities outside the home market by extending various elements of their national marketing mix. A polycentric world view predominates at a multinational company, where le marketing mix is adapted by country managers operating autonomously. Global and transnational companies are regiocentric or geocentric in their orientation and pursue both extension and adaptation strategies in global markets. Global marketing's importance today is shaped by the dynamic interplay of several driving and restraining forces. Driving forces include: market needs and wants, technology, transportation and communication improvements, product costs, quality, world economic trends and recognition of opportunities to develop leverage by operating globally. [...]

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