世界行销讲座之多元文化环境营销

1、世界行销讲座之多元文化环境营销4-2Chapter Learning ObjectivesWhen you have completed your study of this chapter, you should be able to:Explain how complex relationships among firms, countries, and regions influence world trade.Understand how political, legal, and cultural issues influence global marketing strategie

2、s and outcomes.Explain the strategies a firm can use to enter global markets.Understand the arguments for standardization versus localization of marketing strategies in global markets, and understand how elements of the marketing mix apply in international markets.4-3Introduction to the TopicThis ch

3、apter is about marketing on a global scale, which poses many more challenges for an organization than competing on a regional, or even national basis.Due to the limited size of our markets, Canadian firms by necessity, must look beyond our borders to achieve growth.There are many factors that affect

4、 how a company chooses to enter foreign markets, as shown in Figure 4.2 of the text.4-4Types of CompaniesA domestic firm confines its sales and marketing efforts to its home market. Most companies start out this way, and many do not stray any further beyond, such as service providers.An exporting fi

5、rm expands its operations by offering products for sale in other countries, usually those nearby. In Canada, 85% of our exports go to the United States, for obvious reasons.A multinational firm operates in many markets, modifying its products to suit local tastes and preferences. The firm retains th

6、e business culture of its home market.A global firm views the world as its market, using one basic strategy for most markets, adapting when necessary for local conditions. 4-5Types of Trade Countertrade: a type of trade in which goods are paid for with other items instead of cash. Also known as the

7、barter system, this form makes us 25% of world trade, and it is used when currency restrictions are in place.Example: much of the trade with the former Soviet bloc is done on a countertrade basis, as few companies want their currency. Trade flow: the pattern of economic interdependence among countri

8、es or regions.World trade is now greater than $5.6 trillion per year, and it is growing at a rate of 6% per year. Trade between the Americas and Europe accounts for approximately 45% of this total.4-6The Basis of Trade Competitive advantage: the ability of a firm to outperform the competition, there

9、by, providing customers with a benefit the competition doesnt. Porters four keys to a nations competitive advantage:Demand conditions that drive quality and competitiveness Related and supporting industries that contribute to successFactor conditions such as the quality of natural resources, skilled

10、 and educated labour, and infrastructureCompany strategy, structure, and rivalry that foster competitiveness4-7Roadblocks to TradeNot all trade flows freely between countries for a whole number of reasons, mostly political. Governments will seek to protect their home industries from foreign competit

11、ion when it suits their interests. Protectionism: a government policy that gives domestic companies an advantage over foreign companies.“A country that cannot feed itself can be held hostage by those that can”Wars have been fought over things such as access to natural resources, however, most govern

12、ments will seek to protect home industries because it will get them votes in the short term.There are different ways to restrict trade.4-8Roadblocks to Trade (continued) Import quotas: the limitations set by a government on the amount of a product allowed to enter or leave the country. There were qu

13、otas on importing Japanese-made automobiles into the U.S. in the 1980s.The Japanese “retaliated” by building factories in North America, which created jobs. Embargo: a quota completely prohibiting specified goods from entering or leaving a country. Tariffs: taxes levied on imported goods, thus makin

14、g them more expensive relative to domestic goods.The problem with these restrictions is that they lessen competition for domestic firms, which discourages innovation and the drive for them to be more competitive.4-9Trade Communities World Trade Organization (WTO): an organization that mediates trade

15、 disputes between nations and deals with cases in which one country claims unfair protectionism by another. This is a voluntary organization of 140 member countries whose main power is the threat of sanctions against offending countries. General Agreement on Tariffs and Trade (GATT): an internationa

16、l treaty to reduce import tax levels and trade restrictions.This agreement has been a work in progress since its creation following WW II, and rounds of negotiations take years to complete.The most serious issues facing GATT today are farm subsidies and intellectual property rights across borders.4-

17、10Economic Communities Economic communities: groups of countries that band together to promote trade among themselves and make it easier for member nations to compete elsewhere. North American Free Trade Agreement (NAFTA): the worlds largest economic community, composed of Canada, Mexico and United

18、States.The pre-cursor to this agreement was the Autopact, which provided for free flow of automotive parts and vehicles between the U.S. and Canada. European Union: an economic community that includes most of Western Europe.4-11The Global Marketing EnvironmentThe economic environment will influence

19、the potential for doing business on an international basis. Indicators of economic health are: Standard of living: an indicator of the average quality and quantity of goods and services consumed in a country. Gross domestic product: the total dollar value of goods and services that a nations produce

20、s in a year. Economic infrastructure: the quality of a countrys distribution, financial, and communications systems.4-12Levels of Economic Development Less developed country (LDC): a country at the earliest stage of economic development. Its economic base is agricultural, standards of living and lit

21、eracy rates are low. Potential sources of wealth are natural resources, if they can be developed with outside help. Developing country: a country in which the economy is shifting its emphasis from agriculture to industry. Approximately 77% of the worlds population live in developing countries. Devel

22、oped country: a country that boasts sophisticated marketing systems, strong private enterprise, and bountiful market potential for many goods and services.4-13The Political and Legal Environment Economic sanctions: trade prohibitions imposed by one country against another. Usually done for political

23、 reasons. Nationalization: a domestic governments takeover of a foreign company for its assets with some reimbursement, though often not for the full value. This is a the risk of direct investment in a developing country, particularly if the political situation is unstable. Expropriation: a domestic

24、 governments seizure of a foreign companys assets without any compensation. Local content rules: a form of protectionism stipulating that a certain proportion of a product must consist of components supplied by industries in the host country.4-14The Cultural Environment Cultural values: a societys d

25、eeply held beliefs about right and wrong ways to live. Companies need to be sensitive to how other cultures perceive their products and promotional strategies. Collectivist culture: a culture in which people subordinate their personal goals to those of a stable community. Ie. Japanese culture. Indiv

26、idualist culture: a culture in which people tend to attach more importance to personal goals than to those of the larger community.Freedom and independence have long been cornerstones of North American culture.4-15The Cultural Environment (continued) Norms: the specific rules dictating what is right

27、 or wrong, acceptable or unacceptable. Shaking right hands on introduction is a norm of social interaction in most cultures. Custom: a norm handed down from the past that controls basic behaviors, such as having supper at 5:30 PM. Convention: a norm regarding the conduct of everyday life, such as th

28、e “correct” way to furnish a house. More: a custom with a strong moral overtone, such as our attitude towards polygamy, or the morality of suggestive advertising such as the billboard shown.4-16 Semiotics: the field of study that examines how meanings are assigned to symbols. This is very important

29、for determining branding, packaging, and promotional strategies to be used in foreign markets. Language will also play an important part in translating product names and slogans.“Coke adds life” literally translated into Chinese meant “It will wake your dead relatives”, not exactly the message inten

30、ded. Ethnocentrism: the tendency to prefer products or people of ones own culture.While we prefer the familiar, we also look for variety and new experiences, particularly in ethnically diverse places such as Canada.The Cultural Environment (continued)4-17 Export merchant: an intermediary that a firm

31、 uses to represent it in another country.This involves the least amount of commitment to a global program. Licensing: an agreement in which one form gives another firm the right to produce and market its product in a specified location in return for royalties. Franchising: a form of licensing involv

32、ing the right to adapt an entire system of doing business.Global Entry StrategiesDomestic strategyExporting strategyContracting: licensing, franchising, or subcontractingStrategic allianceDirect investment+-Level of commitment, risk and control4-18 Strategic alliance: the relationship developed betw

33、een a firm seeking a deeper commitment to a foreign market and a domestic firm in the target country. Joint venture: a strategic alliance in which two or more forms form a new entity, allowing the partners to pool their resources for common goals. Direct investment by purchasing a local business or

34、building a facility in a foreign market requires the highest level of commitment, risk, and control. Global Entry Strategies (continued)Domestic strategyExporting strategyContracting: licensing, franchising, or subcontractingStrategic allianceDirect investment+-Level of commitment, risk and control4-19Choosing a Marketing Mix StrategyThe decision that needs to be made is between standard