Global marketing Basis

Résumé du document

A company that engages in global marketing focuses its resources on global market opportunities and threats. Successful global marketers such as Nestlé, Coca-Cola and Honda use familiar marketing mix elements – the 4 PS – to create global marketing programs. Marketing, R&D, manufacturing and other activities comprise a firm's value chain; firms configure these activities to create superior customer value on a global basis. Global companies also maintain strategic focus while relentlessly pursuing competitive advantage. The marketing mix, value chain, competitive advantage, and focus are universal in their applicability, irrespective of whether a company does business only in the home country or has a presence in many markets around the world. However, in a global industry, companies that fail to pursue global opportunities risk being pushed aside by stronger global competitors.
A firm's global marketing strategy (GMS) can enhance its worldwide performance. The GMS addresses chiefly 3 basic issues. 1. The nature of the marketing program in terms of the balance between a standardization approach to the marketing mix elements and a localization (adaptation) approach that is responsive to country or regional differences.2. The concentration of marketing activities in a few countries or the dispersal of such activities across many countries. 3. The pursuit of global marketing activities requires cross-border coordination of marketing activities

Extraits

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[...] Global Marketers must recognize the influence of culture and be prepared to either respond to it or change it. Human behaviour is a function of a person's own unique personality and that person's interaction with the collective forces of that particular society and culture in which he or she has lived. In particular, attitudes, values and beliefs, can vary significantly from country to country. Also differences pertaining to religion, aesthetics, dietary customs and language and communication can affect local reaction to a company's brands or products as well as the ability of company personnel's to function effectively in different cultures. [...]

[...] A country can run a surplus in both accounts, a deficit in both accounts, and a combination of the two. f.ex: Japan enjoys an overall trade surplus and serves as a creditor nation. Foreign exchange provides a means or settling accounts in different currencies. The dynamics of international finance can have a significant impact on a nation's economy as well as the fortunes of individual companies. Currencies can be subject to devaluation by a country's central banker. Currency trading by international speculators can also lead to devaluation. [...]

[...] Although all three environments are complex, astute marketers plan ahead to avoid situations that might result in conflicts, misunderstanding or outright violation of national laws. Bibliography NB : La plupart de ces articles est rédigée en langue anglaise (US). BAUX P. : Marketing, une approche de Mega-Marketing, Eyrolles BENOUN M. : Marketing, Savoirs ef Savoir-faire, Economica BON J., GREGORY P. : Technique markefing, Vuibert Gestion CHIROUZE Y. : Le Markefing tomes) Chotard et ass CRACCO E.F. et ROSTENPIE J. : Le Marketing, Montréal, Éd. Commerce DARMON R.Y., LAROCHE M . PETROF J.V. [...]