GlobalMarketing,RD.pptVIP

Global Marketing, R D;Global Marketing and RD;“A powerful force drives the world toward a converging commonality, and that force is technology” (Prof. Ted Levitt, HBS);Globalization of Markets?;Market Segmentation;Market Segmentation Across National Markets;Marketing Strategy;International Marketing Mix: Product;Optimal channel a company chooses to deliver the product The most locally responsive element of marketing mix because distribution channels vary dramatically across countries Retail system: concentrated-fragmented Channel length: long, short Channel exclusivity;;International Marketing Mix: Promotion;International Marketing Mix: Promotion;International Marketing Mix: Price ;;New Product Development;Integrate RD, marketing and Production Ensure: Product development driven by customer needs New products can be manufactured efficiently/effectively Time to market is minimized Plan clearly: goals, milestones, budgets;Use cross-functional, multinationally diverse teams Span: initial concept development to market introduction Team composition critical Assign heavyweight project manager High status in organization; high power and authority Dedicated to fullest possible extent to project Team should have representative from each function Physical co-location When appropriate? Build team culture Communication and conflict resolution processes ;Strategic Analysis;Strategic Analysis;Strategic Analysis;Strategic Analysis;Strategic Analysis;Strategic Analysis;Marketing Mix (4 Ps);Marketing Mix (4 Ps);Marketing Mix (4 Ps);Marketing Mix (4 Ps);Marketing Mix (4 Ps);Export Pricing Policy Issues ;Dumping;Grey Marketing