Marketing Globally
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Why Firms Alter Products
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Legal, Cultural or Economic reasons
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Product line decisions depend on
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Sales, cost and product life cycle considerations
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Production
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Sales
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Customer
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Strategic
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Social marketing
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Worldwide brand pros
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Global image and player ID
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Worldwide brand Cons
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Language, brand aquisition, country of origin,, generic and near generic names
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Gap analysis
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estimating potential sales by identifying prospects not serving adequately. Usage, line, distribution, competitive
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Country
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Global segment
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Multiple criteria
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Promotion sales messages.
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Standardized advertising: low $, better quality. common global image, rapid entry. May have issues with legals, anguage and matching market needs
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Push / Pull
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Opportunities
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Fast, cheap
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Problems
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cannot differentiate between countries, legals still apply
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Potential obstacles
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Government intervention via min/max $ or prohibiting pricing strategys. Market diversity.
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Tactics
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Skimming, penetration, cost-plus
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Export price escalation
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Fluctuations in currency value
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Gray market or product diversion
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Selling and handling of goods through unofficial distributors
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Distribution
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the course that goods take between production and consumption
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Physical path or legal title
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Distribution can vary substantially among countries
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Distribution can be difficult to change
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When choosing distributors and channels firms must consider
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is internal handling feasible, which distributors are qualified, reliability
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May need to give distributors
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Incentives, confidence in product, successful products
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Cause cost diff in countries
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Infrastructure, levels in distribution, retail inefficencies, size and hour restrictions, inventory stick outs
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