Global Management

1. Local Market saturation

2. New markets = new opportunities

3. bad domestic economical situations

4. internet revolution

5. stay competitive

- income impact: more money per head = more demand

- cultural liberation = need for intercultural exchange

- import and export

- outsourcing / off shoring

- sustainable trend = local production

- restoring! - focus on resilience of supply chain

1. domestic marketing

2. export marketing

3. international marketing = own needs for every market

4. multinational marketing = regional

5. global marketing = standartisation among different markets

- Chinese Area

- India

- CIS

-B.R.I.C

- Switzerland

- US

- Japan is catching up

- GATT: lowering trade barriers

- WTO: 153 countries

- better information finding

- easier to copy

- E-Commerce Regulation Problems

- free trade areas: NAFTA

- customs unions: ASEAN

- common markets: EU

- currency union: EU

- political union

78000 mcn's

- 10% outsourced in a foreigen enterprise

a start up is from minute one global!

• Asian Financial Crisis (1997-1998)
• Introduction of the Euro (1999)
• South American Financial Crisis (Early 2000s)
• U.S. and European Economic Slump (Early 2000s)
• The Great Recession (2007-2009)
• Chinese Economic Deceleration (Since Mid-2015)
• Brexit (2020)
• COVID-19 Pandemic (2020-Present)
• Russia's Invasion of Ukraine (2022)

Companies can purchase foreign exchange on the spot market or use forward contracts to hedge against currency fluctuations.

- enabel safe and efficent transactions without intermediaries

- are not stable

- Marketing needs to fit the cultural demand and need

- culture cane overcome borders

- is learned and shared

- some parts are connected (one big picture)

• Product Policy: Tailor products to local values and preferences; some products may be restricted due to cultural reasons.
• Pricing: Varies across cultures; perceptions of value differ.
• Distribution: Cultural variables influence distribution strategies.
• Promotion: Influenced by cultural norms and taboos; essential for communication strategy.

Political norms are usually connetcted with the countries legal sturcture

- law / government

- political stability

• Importance: Solid marketing research is crucial for making informed global marketing decisions and avoiding costly mistakes.

• Complexity of Research Design: Due to environmental differences.
• Accuracy of Secondary Data: Often lacks accuracy and comparability.
• Time and Cost: Primary data collection is time-consuming and expensive.
• Coordination: Difficult to manage multicountry research efforts.
• Comparability: Establishing comparability across countries is challenging.

• Pros:
  • Large sample sizes in a short time.
  • Global access.
  • Cost-effective.
  • Anonymity.
  • Quick data analysis.
  • Short response times.
• Cons:
  • Limited infrastructure in some countries.
  • Sample representativeness issues.
  • Technological problems.
  • Low response rates.
  • Risk of multiple responses from the same individual.

To understand if there is sales potential in the market.

- to understand our customer grouü and find specific marketing and product solutions for different segments

• Identifiable: Easy to define and measure.
• Sizable: Large enough to be worth targeting.
• Accessible: Easy to reach through promotional and distribution efforts.
• Stability: Stable in composition and behavior over time.
• Responsive: Respond differently to marketing mixes.
• Actionable: Align with the company’s goals and competencies.

• Country-as-Segments: Classifies countries based on socioeconomic, political, and cultural criteria.
• Disaggregate Consumer Segmentation: Focuses on individual consumers and identifies segments based on consumer similarities.
• Two-Stage Segmentation:
  • Macrosegmentation: Classifies countries into groups.
  • Microsegmentation: Segments consumers within each country-cluster.