Global Marketing                            1
               Management                              2
    • The trend back toward localization 
       – Caused by the new efficiencies of 
         customization 
       – Made possible by the Internet 
       – Increasingly flexible manufacturing 
         processes
    • From the marketing perspective 
      customization is always best
    • Global markets continue to homogenize 
      and diversify simultaneously
       – Best companies will avoid trap of focusing 
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         on country as the primary segmentation 
         variable
           Benefits of Global                                 1
                   Marketing                                  2
     • When large market segments can be identified
        – Economies of scale in production and marketing
        – Important competitive advantages for global 
          companies
     • Transfer of experience and know-how 
        – Across countries through improved coordination 
          and 
          integration of marketing activities
     • Marketing globally 
        – Ensures that marketers have access to the 
          toughest customers
        – Market diversity carries with it additional financial 
          benefits
        – Firms are able to take advantage of changing 
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          financial circumstances
      International Planning  1
                         Process                                 2
 Exhibit 12.1
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                                                               1
    Alternative Market-Entry 
            Strategies (1 of 2)                                2
     • An entry strategy into international market 
       should reflect on analysis 
        – Market characteristics
            • Potential sales
            • Strategic importance
            • Strengths of local resources
            • Cultural differences
            • Country restrictions
        – Company capabilities and characteristics
            • Degree of near-market knowledge
            • Marketing involvement
            • Management commitment
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                                                                 1
    Alternative Market-Entry 
                      Strategies                                 2
 Exhibit 12.2
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