CHAPTER ONE: GLOBALIZATION IMPERATIVE Why global marketing is imperative? 1.

Saturation of domestic market Domestic market saturation and marketing opportunities overseas

2. Emerging market Better growth opportunities to many firms

3. Global competition Competition around the world and proliferation of internet been rise and intensifying

4. Global cooperation Global competitions bring global cooperation. The most obvious in the information technology industry

5. Internet revolution

Internet and e-commerce are bringing major structural changes to the way companies operate worldwide. Whether the company operates domestically or national, no longer avoid competitive pressures.

International trade Involve export and import activities. Manages on global basis Who manage? - Growth of Multinational Corporation (MNCs) and intra-firm trade is major aspect of global markets

International business Broader concept and included international trade and foreign production.

Global reach Extensive international penetration of companies

What is marketing? Planning and execution of conception, pricing, promotion and distribution of ideas, products and services Involve customer satisfaction in current and future needs More in selling entire company Under competitive pressure to move forward both reactively and proactively

Five stage in evolution of global marketing

Domestic marketing domestic focus: home country customers

Export marketing Country choice, export Indirect vs direct exporting

International marketing

Markets in many countries Modify marketing strategy Develop and acquire new national brands Share advertising promotional and distribution costs

Multinational marketing Markets in many countries Modify marketing strategy Develop and acquire new national brands Share advertising promotional and distribution costs

Global marketing International, multinational and geocentric orientation Coordinate marketing mix Integrate sourcing and production with marketing Allocate resource to achieve portfolio balance or growth

International product life cycle Introduction stage -introduce the products and services -depend on skill labour -aggressive promotion Growth stage -price competition -product standard emerging -mass production -increase export activities -began export domestic countries Maturity stage -competition between price and product differentiation -capital intensive -begin export to develop countries -long run with stable techniques Decline stage -more price competition -long run with stable technique -lowest cost production

-competitors may begin production in developing countries - begin export around the world

E-business process networks successful value chain through standards

Three types of model supply chain e-business

1.

SCOR mode