Understanding Marketing and the Marketing Process

The Global Marketplace

Global Marketing into the 21st Century

To compete, many U.S. companies are continuously improving their products, expanding into foreign markets, and becoming global firms.

Global firms face several major problems:

Political-Legal Environment

At Least Four Political-Legal Factors Should be Considered in Deciding Whether to do Business in a Given Country:

Sellers must examine the following before planning a marketing program within a given country:

Deciding How to Enter the Market (Fig. 19.2)

Deciding on the Global Marketing Program

Adapted Marketing Mix - / / Standardized Marketing Mix -
Examples:

International Pricing

Companies face many problems in setting their international prices.

Possibilities in setting prices include:

International prices tend to be higher than domestic prices because of ______

Companies may become guilty of ______– when a foreign subsidiary charges less than its costs or less than in its home market.

Problems in International Markets

International Problems can arise and cause VERY large international as well as domestic problems

Ben & Jerry’s

Marketing’s Impact on Individual Consumers

Criticisms Leveled at the Marketing Function by Consumers and Others:

Marketing’s Impact on Society as a Whole

Marketing’s Impact on Other Businesses

All Can Harm Other Companies & Reduce Competition

What company has been charged with these violations?

Consumerism

Consumerism is an Organized Movement of Citizens and Government Agencies to Improve the Rights and Power of Buyers in Relation to Sellers.

Basic Consumer Rights

Marketing Ethics

Companies Need to Develop Corporate Marketing Ethics Policies – Broad Guidelines That Everyone in the Organization Must Follow and Should Address:

Principles That Should Guide Companies and Marketing Managers On Issues of Ethics and Social Responsibility: