International Marketing 118. 330 Slides

Multinational Market Groups

• Examples of Integration
• European Economic Community (EEC)
• Enlargement of EEC (6 to 9 to 12)
• Single European Act--1992
• Canada-US Free Trade Agreement (FTA)
• North American Free Trade Agreement (NAFTA)
• European Free Trade Agreement (EFTA)
• Andean Common Market
• African Integration Experiences
• Association of Southeast Asian Nations (ASEAN)

The Trading Blocs
European
American
Asian
EU
EEA
EFTA
NED
Former
USSR
Lome
NAFTA
EEI
Canada-US
FTA
Mexico
MERCOSUR
ANCOM
CARICOM
CACM
ASEAN
AFTA
CBI
AUS, NZ, JAP
SK, US, CD
HK, JAP, SK
TH
Other Pacific
Nations
(Africa)

Multinational Market Groups

• Marketing Implications
• Marketing Strategy
• Tactical Issues
• Explicit Barriers and Potentials
• Marketing Mix Implications at Operative Level

Global Marketing Management: Planning and Organization

• Global Marketing Restated:
• product life cycle design segmentation
• competition production consumers
• product price promotion
• distribution
• Benefits and Costs of Global Marketing
• transfer of experience--benefit
• control and coordination--benefit
• uniformity--benefit
• unresponsiveness to consumers--cost
• inflexibility--cost
• tendency toward marketing relativism--cost
• control and coordination--cost

Global Marketing Management: Planning and Organization

• Alternative Marketing Strategies
• Exporting Licensing Joint Venture
• Consortia Management Contracts
• Market Planning Process
• Study Chart on Planning Process in Text
• Analysis and Definition
• Marketing Mix Definition
• Marketing Plan Development
• Implementation, Evaluation, & Control
• Methods of Control
• Centralized - New Forms
• Decentralized