1. Introduction to global marketing
= systematic planning, coordination and implementation of marketing activities in international
markets
1. EVOLUTION OF GLOBAL MARKETING
Globalization
= increasing interdependence, integration & interaction among people, companies & governments of
different nations around the world.
Lead to converging commonalities across globe
Drivers of globalization
1. Technological changes
= global connectivity
Global telecommunication infrastructure
= information flows btw geographicallly distant locations
ICT
e.g. internet, satellites, wireless telephone
= facilitates communication btw companies x consumers
Web 2.0
= content websites created by users
Barriers remain!
Digital divine (niet iedereen internet/ telefoon)
2. Political arrangements & unification process
Since WWII
= creation of supra-national political organizations (NATO, UN)
International trade organizations x agreements to promote the trade of pxs
E.g. WTO, GATT, MERCOSUR, NAFTA
Monetary unions
e.g. Euro zone
3. Technological and legal harmonization
= increase in #standards applied globally
e.g. Copyright laws x patents
4. Globalization of economy & trade
= increase in volume x variety of transactions across borders
Rise x success of multinational companies
Volume global trade x 20 since 1950
e.g. China biggest exporter, US biggest importer
5. Financial globalization
Emergence of worldwide financial markets
Better access to external financing for corporate, national x sub-national borrowers
Free international capital flows
Globalization of financial crises…
Steffie Trouwen 1
, Marketing globalization
= rise of consumerist society around world (buying of material goods)
Started in US & spread across world
Consumerism
Evolution of global marketing
1. Domestic strategy
Entering international markets by applying domestic strategies
Ignoring country differences
International sales as bonus
NOT successful
e.g. Kellogg’s
2. Separate strategies
Importance of international differences
M strat per country
NO coordination of strategies across countries = no synergies/ cost savings!
Effective but expensive
Period of Kotler!
= early ‘70s
Companies need to be customer driven instead of needs marketing magager
Market segmentation, segment targeting & product positioning
Marketing mix adaption
3. Integrated phase
Recognize inefficiencies of separate strategies
Look to exploit similarities
o Same competitors in different countries
o Global customers
Standardization
Global marketing: Levitt 1983
4. Global strategy with adjustments
Unique customers no longer ignored
Glocal marketing
= balance btw global marketing (standardization) and local marketing (adaptation)
Glocalization
= differentiated globalization
= standardize parts of marketing strategy (global e.g. product lines, brand name) & adapt another
part of mm (e.g. assortment, promotions, advertising)
E.g. Mc Donald’s, Ford, Disney, Unilever
Steffie Trouwen 2
= systematic planning, coordination and implementation of marketing activities in international
markets
1. EVOLUTION OF GLOBAL MARKETING
Globalization
= increasing interdependence, integration & interaction among people, companies & governments of
different nations around the world.
Lead to converging commonalities across globe
Drivers of globalization
1. Technological changes
= global connectivity
Global telecommunication infrastructure
= information flows btw geographicallly distant locations
ICT
e.g. internet, satellites, wireless telephone
= facilitates communication btw companies x consumers
Web 2.0
= content websites created by users
Barriers remain!
Digital divine (niet iedereen internet/ telefoon)
2. Political arrangements & unification process
Since WWII
= creation of supra-national political organizations (NATO, UN)
International trade organizations x agreements to promote the trade of pxs
E.g. WTO, GATT, MERCOSUR, NAFTA
Monetary unions
e.g. Euro zone
3. Technological and legal harmonization
= increase in #standards applied globally
e.g. Copyright laws x patents
4. Globalization of economy & trade
= increase in volume x variety of transactions across borders
Rise x success of multinational companies
Volume global trade x 20 since 1950
e.g. China biggest exporter, US biggest importer
5. Financial globalization
Emergence of worldwide financial markets
Better access to external financing for corporate, national x sub-national borrowers
Free international capital flows
Globalization of financial crises…
Steffie Trouwen 1
, Marketing globalization
= rise of consumerist society around world (buying of material goods)
Started in US & spread across world
Consumerism
Evolution of global marketing
1. Domestic strategy
Entering international markets by applying domestic strategies
Ignoring country differences
International sales as bonus
NOT successful
e.g. Kellogg’s
2. Separate strategies
Importance of international differences
M strat per country
NO coordination of strategies across countries = no synergies/ cost savings!
Effective but expensive
Period of Kotler!
= early ‘70s
Companies need to be customer driven instead of needs marketing magager
Market segmentation, segment targeting & product positioning
Marketing mix adaption
3. Integrated phase
Recognize inefficiencies of separate strategies
Look to exploit similarities
o Same competitors in different countries
o Global customers
Standardization
Global marketing: Levitt 1983
4. Global strategy with adjustments
Unique customers no longer ignored
Glocal marketing
= balance btw global marketing (standardization) and local marketing (adaptation)
Glocalization
= differentiated globalization
= standardize parts of marketing strategy (global e.g. product lines, brand name) & adapt another
part of mm (e.g. assortment, promotions, advertising)
E.g. Mc Donald’s, Ford, Disney, Unilever
Steffie Trouwen 2
