Global, B2B and service marketing
Global marketing
Introduction to international/global marketing
3 developments with very important impact on globalization
- COVID-19
- Wars
o Russia is supplier of raw material and energy
- US tariffs
Impact COVID on global trade
- “nothing can happen for decades, and then decades can happen in weeks” Lenin
o What happened with COVID
- Increase in E-commerce
o Effect 8 weeks after COVID = effect 10 years before COVID
▪ Dramatic shock -> incredible shift to digital
o Why? We couldn’t go outside we didn’t have another choice
- Increase in alcohol -> increasing depression
- Decrease airline travel -> link with globalization
o We couldn’t go visit customers in other countries
- Some countries benefited, but most lost
1
,Impact war Ukrain
- Soaring energy prices:
o Peak July 2022
o After that decrease until inflation went back to normal
▪ But why do we still have the feeling that there is inflation?
• For certain products there is: groceries, restaurant
And then there was this other historical moment in 2022: launch of ChatGPT
o Went incredible fast
- GenAI will have a large impact on various corporate functions, especially marketing/sales
o Also high impact + impact on spendings: software engineering
2
,Importance of global trade in ancient times
- The historical silk route: from China to Rome
…and in the future
- Today: consulting firms expect growth
o But 2 limitations:
▪ They did not take everything that happened into account
▪ Bias: they have certain motives
• They want to make sure people keep using their services
• => take with a grain of salt
- Red: decline
o US-China: trade war
o EU-Russia: war
o UK: Brexit
Current threads to global trade
- Pandemics:
o Will it happen again? Not sure
o Covid is still not completely gone
- Politics and wars
- Singular events:
o Things you can not plan
o Ex. Blockage of the cannel
3
, Voices about covid’s impact on globalization
Voices about the Ukraine war’s impact on globalization
Question: how will globalization develop “after” COVID and the war in Ukraine?
- Covid -> digitalization
- War: depends when and how it ends
o But we can already see a division: East-West (2 blocks)
▪ -> stronger competition + positions against each other
▪ -> new role of US: EU has to protect itself
• Increase in military spending is EU -> deficits -> impact on economy
Companies short-term reactions towards the war in Ukraine
- 24% stopped sales <-> but only 14% stopped production
- Question: which % did react one way or another? 54%
o => Firms take stance in political situations
4
Global marketing
Introduction to international/global marketing
3 developments with very important impact on globalization
- COVID-19
- Wars
o Russia is supplier of raw material and energy
- US tariffs
Impact COVID on global trade
- “nothing can happen for decades, and then decades can happen in weeks” Lenin
o What happened with COVID
- Increase in E-commerce
o Effect 8 weeks after COVID = effect 10 years before COVID
▪ Dramatic shock -> incredible shift to digital
o Why? We couldn’t go outside we didn’t have another choice
- Increase in alcohol -> increasing depression
- Decrease airline travel -> link with globalization
o We couldn’t go visit customers in other countries
- Some countries benefited, but most lost
1
,Impact war Ukrain
- Soaring energy prices:
o Peak July 2022
o After that decrease until inflation went back to normal
▪ But why do we still have the feeling that there is inflation?
• For certain products there is: groceries, restaurant
And then there was this other historical moment in 2022: launch of ChatGPT
o Went incredible fast
- GenAI will have a large impact on various corporate functions, especially marketing/sales
o Also high impact + impact on spendings: software engineering
2
,Importance of global trade in ancient times
- The historical silk route: from China to Rome
…and in the future
- Today: consulting firms expect growth
o But 2 limitations:
▪ They did not take everything that happened into account
▪ Bias: they have certain motives
• They want to make sure people keep using their services
• => take with a grain of salt
- Red: decline
o US-China: trade war
o EU-Russia: war
o UK: Brexit
Current threads to global trade
- Pandemics:
o Will it happen again? Not sure
o Covid is still not completely gone
- Politics and wars
- Singular events:
o Things you can not plan
o Ex. Blockage of the cannel
3
, Voices about covid’s impact on globalization
Voices about the Ukraine war’s impact on globalization
Question: how will globalization develop “after” COVID and the war in Ukraine?
- Covid -> digitalization
- War: depends when and how it ends
o But we can already see a division: East-West (2 blocks)
▪ -> stronger competition + positions against each other
▪ -> new role of US: EU has to protect itself
• Increase in military spending is EU -> deficits -> impact on economy
Companies short-term reactions towards the war in Ukraine
- 24% stopped sales <-> but only 14% stopped production
- Question: which % did react one way or another? 54%
o => Firms take stance in political situations
4
