DEVELOPING A GLOBAL VISION Deciding whether to enter International Markets . Environmental Analysis Issues in Global Markets Deciding Which Markets to Enter Ways of entering global marketplace . The Global marketing Mix
DEVELOPING A GLOBAL VISION •Deciding whether to enter International Markets •Environmental Analysis Issues in Global Markets •Deciding Which Markets to Enter •Ways of entering global marketplace •The Global Marketing Mix
External Environment Facing Global Marketers
External Environment Facing Global Marketers
External Environment: Social Culture: Set of values shared by group that determine what is socially acceptable, including social structure assum ptions and attitudes personal beliefs and assumptions interpersonal relationships
External Environment: Social Culture: Set of values shared by group that determine what is socially acceptable, including social structure assumptions and attitudes personal beliefs and assumptions interpersonal relationships
Economic Environment Stages of Development Buying power Traditional Society Gross National product- total value of Pre-Industrial Society goods and services produced in a particular country Takeoff Economy Per capita income- income per person Industrializing/Developing in a particular country Fully Industrialized Society Currency Exchange rate- price of currency in terms of another country
Economic Environment • Stages of Development – Traditional Society – Pre-Industrial Society – Takeoff Economy – Industrializing/Developing – Fully Industrialized Society • Buying Power – Gross National Product- total value of goods and services produced in a particular country – Per capita income- income per person in a particular country • Currency – Exchange rate-price of currency in terms of another country
Other Environments Political and legal environment How much control exerted over private organizations? Attitude toward foreign business? Political Stability? echnological Environment Levels of technological Development Available Infrastructure
Other Environments • Political and Legal Environment: – How much control exerted over private organizations? – Attitude toward foreign business? – Political Stability? • Technological Environment – Levels of Technological Development – Available Infrastructure