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Global Marketing Decision Elements Presentation by

MVS.SRINIVASA RAO, ASOCIATE PROFESSOR, MRPG COLLEGE, VIZIANAGARAM

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Patterns of Globalizing Marketing Operations

• Opportunistic Global Market Development• Following Customers Abroad• Pursuing Geographic Diversification• Exploiting Different Economic Growth Rates • Exploiting Product Life Cycle Differences• Pursuing Potential Abroad• Globalizing for Defensive Reasons• Pursuing a Global Logic or Imperative

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Pathways to Global Expansion

• Domestic Marketing Strategies

• Regional and Multiregional Marketing Strategies

• Asset Globalization Versus Market Globalization

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Figure 8.2: Market Coverage vs. Asset Distribution

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Pathways to Global Expansion (cont’d)

• Idea Sourcing: The Third Dimension

• Stages of Market Development Pathways

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Figure 8.3: Sequencing Internationalization Strategies

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Geographic Market Choices

• Emphasizing Developed Economies

• Emphasizing Emerging Markets

• Expanding in Eastern Europe

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Geographic Market Choices (cont’d)

• Country Selection– Analyzing the Investment Climate– Determining Market Attractiveness

• Targeting Lead Markets

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Regional Marketing Strategies

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Multidomestic Marketing Strategies (cont’d)

• Global Marketing Strategies

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Level of Global Marketing Strategy Integration

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Multidomestic Marketing Strategies (cont’d)

– Integrated Global Marketing Strategy– Global Product Category Strategy– Global Segment Strategy– Global Marketing Mix Element Strategies– Global Product Strategy– Global Branding Strategies– Global Advertising Strategy– Hybrid Global Marketing Strategy

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Multidomestic Marketing Strategies

• Integrated Global Business Strategies– Formulating Global Focus Strategies– Creating Global Business Units

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Global Business Strategies

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Competitive Global Marketing Strategies

– Global Firm vs. Global Firm

– Local Company vs. Global Firm