...STERN SCHOOL OF BUSINESS NEW YORK UNIVERSITY Global Marketing Management Spring 2015, UB.0064.001 Professor Eileen Fischer E-mail: efischer@stern.nyu.edu Office: KMC 7-100A; Office Hours: Monday and Wednesday 12:30 -3.00 and by appointment Telephone: 646-591-8760 Teaching Fellow: TBA COURSE OBJECTIVE The purpose of the course is to examine the issues involved in developing a global marketing strategy and the challenges of implementing the marketing mix in individual countries. The course is designed to give students an understanding of: * the strategic issues surrounding global expansion and the strategic options for entering international markets * how to assess market opportunities on both Country macro and market related factors * the global competitive landscape that includes strong local competitors * balancing global and local considerations when developing the marketing mix with a focus on the tactical challenges of adapting to specific market needs * the rapidly changing challenges and opportunities in Emerging Markets My objective is to provide you with useful frameworks, tools and ‘rules of thumb’ which we apply to cases in virtually every class. Many cases will be only one or two pages and they focus on a specific question. Our longer cases will deal with multiple issues and will require the application of frameworks and concepts...
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...Global Marketing Management 1 Global Market Entry Strategies 2 Overview Target Market Selection Choosing the Mode of Entry Exporting Licensing Franchising Contract Manufacturing Joint Ventures Wholly Owned Subsidiaries Strategic Alliances 3 1. Target Market Selection A crucial step in developing a global expansion strategy is the selection of potential target markets. A four-step procedure for the initial screening process: 1. Select indicators and collect data 2. Determine importance of country indicators 3. Rate the countries in the pool on each indicator 4. Compute overall score for each country 4 Choosing the Mode of Entry Sample Decision Criteria: Mode of Entry Market Size and Growth Risk Regulatory Environment Competitive Environment Local Infrastructure Tax Breaks… 5 2. Choosing the Mode of Entry (contd.) • Emerging Countries (Vietnam, the Philippines) • Growth Countries (China, India) • Maturing and established Countries (South Korea, Taiwan, Japan) Company Objectives Need for Control Internal Resources, Assets and Capabilities Flexibility 6 2. Choosing the Mode of Entry (contd.) Mode of Entry Choice: A Transaction Cost Explanation Transaction Cost Analysis (TCA) Transaction-Specific Assets 7 3. Exporting Indirect Exporting Cooperative Exporting Piggyback Exporting Direct Exporting 8 4. Licensing Licensor and the licensee...
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...Assignment 1: Corporate Responsibility and Marketing Strategies NIKE INC The rivalry in the sportswear industry is as intense as it has ever been. According to Forbes, the global sports apparel market will grow at an estimated CAGR of 4% from 2012-2019. Some of the key players Nike, Adidas, Puma and Rebook are now competing with rapidly growing competitors Under Armour and Lululemon Athletica. In such a saturated domestic market, major players like Nike will have to set itself apart by focusing more on Image and Global strategies vs. product line. Company Overview Mission Statement: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.” - Bill Bowerman (co-founder of Nike) Nike Inc designs, develops, markets and sells high quality footwear, apparel, and equipment, accessories and services. Their product lines range between seven key categories: running, basketball, football, men’s training, women’s training, Nike Sportswear, and action sports. They are the leader in the industry, producing 25.3 billion in 2013 fiscal revenues. Nike is about recognizing sustainability as a route to future probability. Ethical and Social Responsibilities With the growing competition and product line equal, consumer perceptions of Nike will play a critical role in building the brand and competitive advantage. Improving image with respect too Ethical and...
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...The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself (Ducker). Though a simple statement, as the world economy grow and consumers change this gets increasingly difficult. Globalization has caused marketers to research different countries, creeds, and cultures to make unique marketing strategies. Globalization isn’t the future of our economy, it’s the now. Advances in technology have made the world a much smaller place. With access to new markets many companies are venturing into uncharted territory in search for profit. Though its sounds great there are many precautions to take before a company finds a new market. There are barriers to entry: most common among many are tariffs, quotas, and sociocultural variances. Tariffs are taxes put on imports from other countries. The effect of a tariff is to raise the price of the imported product; it makes imported goods more expensive so that people are more likely to purchase domestic products. Quotas are limits on the amount of goods that can be imported. Putting a quota on a good creates a shortage, which causes the price of the good to rise and make the imported goods less attractive for buyers. This encourages people to buy domestic products, rather than foreign goods. Sociocultural differences in religious beliefs or practices, basic cultural assumptions and/or patterned behavior, language, idiom, body language and assumptions about social strata are all among potential...
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...Running head: MARKETING ARTICLE REVIEW Marketing Article Review Chad L. Million Grand Canyon University: Marketing Management June 18, 2013 Marketing Article Review Appropriate global marketing has the power to hurtle a business into an international franchise, when done properly. Diverse tactics are employed based upon the area the corporation is marketing to. Case-in-point, the menu at fast-food restaurants differs depends on the whereabouts of the restaurant. The corporation emphases on well-liked marketing items inside the nation. Global marketing is particularly imperative to businesses that offer services and/or products that require a worldwide need for instance food and automobiles. Marketing Article Review Global marketing is marketing for the modern global ecosystem. The global view point is a plan that needs the capability to examine a company and competitive growths throughout the globe. The vendor have to then process what possibly will become contradictory data from these numerous resources and generate an effective strategy, a strategy that can provide a service or product a plea throughout boundaries. There are resemblances among domestic marketing plans and global marketing plans; however at core the dexterities needed to achieve both are dissimilar. The thesis of the article Global - marketing is the development of theorizing and then delivering a final service and/or product global in expectations of influencing the global marketing public, Business...
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...September 6, 2014 M.H. Alshaya Co. Job no: 888988 Shuwaikh Kuwait Head Office Re: Marketing manager position advertised on jobsearch.alshaya.com To Whom It May Concern: I was reviewing job positions, and I found that there is an opening within your institution for a Marketing Manager - Cheesecake Factory - Kuwait. If you are seeking to augment your leadership team with an experienced and accomplished marketing professional known for breakthrough results, please consider my enclosed resume. I am currently pursuing my Bachelor of Business Administration in Management and marketing. I intend to graduate in May 2015 and am seeking a position that will allow me further to develop my professional skills in the field of management and marketing. I have acquired a variety of experience as well as a great deal of interest in many of the same qualities and skills your company is looking for in an employee. I spent three years as a sales manager in lady of America were I experienced and developed marketing plans, good communication, management and organizational skills. Currently, I work as a sales manager in Global Med clinic. As a sales manager in Global Med Clinic, I have resolve customer complaints regarding sales and service, while promoting all our services. I direct all phases of both the creative and technical elements of sales initiatives including data mining, lead generation, customer segmentation/profiling, as well as CRM and acquisition strategies. I also plan...
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...[Type the company name] | Marketing channels | 81,105, 117, 93, 69 | | [Type the author name] | 9/21/2010 | Marketing channel: A set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user Channel level: A layers of intermediaries that the perform some work in bringing the product and its ownership closer to the final buyer. Channel conflict: Disagreement among marketing channel members. Vertical marketing system :A distribution channel structure in which producer wholsers , and retailers act as a unified system one channel members owns the others ,has contracts with them or has so much power that they all cooperate Future vertical marketing system divided in to two .They are 1.conventional marketing system 2.vertical marketing system Vertical marketing system: A vertical marketing system comprises of the producer, wholesaler and retailer acting as a unified system. One channel member, the channel captain owns the members and has so much power that they all cooperate. It arose as a result of strong channel member’s attempts to control channel behaviour. There are three types of VMS: CORPORATE, ADMINISTERED AND CONTRACTUAL. CORPORATE VMS: A corporate VMS combines successive stages of production and distribution under single ownership. For example Sears obtains over 50% of the goods it sells from companies that it partly or wholly owns. ADMINISTERED VMS: ...
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...Directions: Read the Your Turn Assignment, answer all of the questions unless otherwise noted by the professor. Delete or add question heading as needed below. Save file in MS Word format, upload to appropriate assignment dropbox by the due date. Question #1: What policy regarding external competitiveness would you advise? List the options and the pros and cons of each policy option. Offer the rationale for your recommendation. Consider using information in Exhibits 7.3, Exhibit 7.4, and Exhibit 7.14 in making your recommendations. In order to effectively obtain and retain the most competent and highly skilled marketing manager for this particular startup company a substantial monetary return in relation to both base pay and total compensation will need to be implemented. This compensation structure will need to be at least 25 percent above market price based upon external competitiveness to, in turn, ensure that this particular individual is both drawn to the company as well as being highly motivated extrinsically while engaged in his/her duties. Within this particular scenario the pay policy that would be most effective and efficient is the pay-with-competition-policy. This policy strives to ensure that an organizations wage costs are generally equal to those in relation of its overall competitors within its target market as well as having the ability to entice applicants that will be generally equal to its initial labor market competitors. These are all very...
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...ahbhuiya@live.com Md. Aminul Hoque Bhuiya. MBA (Marketing), M.Com (Management) "Baishakhi" • House No.71/30 (2nd Floor) • Shahid Abdur Rashid Street • Mirjapur • Binodpur Bazar• Rajshahi-6206 • Bangladesh •Email: ahbhuiya@live.com • Mobile: +880-1715-177533, +880-1712-011038. Top performing Sales & Marketing Manager with 20 plus years experience in sales, marketing, market research, lead generation, target marketing, negotiating, and sales staff management. Summary of Qualifications Twenty plus years sales experience in a variety of industries including four years in distribution, four years in showroom & direct sales, ten years of direct, institutional & dealer sales. Cultivate client relationships to better understand their needs, acting as client advocate, while acting in the best interest of the company. Develop relationships and networks with all level to expand contacts, cultivate new business, and expedite sales process. Work with clients to understand their business goals and objectives and provide solutions that meet or exceed client expectations. Assist companies in understanding how critical success factors are measured, achieved and reported to help establish short and long term goals. Train and mentor new sales personnel using real life situations, providing both positive and negative feedback, reinforcing skills and building self esteem. Proven self-starter, working independently, while contributing to the success...
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...[pic] Introduction to Marketing 33:630:301:05 Classroom: Tillett Hall – Room 116 Session: January 23, 2012 – May 7, 2012 Time: Monday Evenings 6:40 – 9:30 Course Web Page: http://blackboard.rutgers.edu Professor: Edward Filippazzo E-Mail: eaf@andromeda.rutgers.edu Phone: 973-464-1385 Office Hours: By Appointment Textbook: Kerin, Hartley, and Rudelius, Marketing (10th ed.), McGraw-Hill, 2009. Study Aid on the Web: http://highered.mcgraw-hill.com/sites/0073404721/student_view0/ Course Description The objective of this course is to provide students with an introduction to marketing and the basic areas that comprise this discipline. Course content includes review of marketing theories, concepts, key terms and tools used in the consumer, reseller, services and industrial markets. Also addressed is the integration of marketing in the broader business context and the role it plays in today’s society. Course Format This course will use the textbook above to guide lectures, class discussion, assignments and exams. Multiple chapters from the text will be discussed during each class lecture. The lectures will discuss the theories and concepts, tools and techniques used in marketing, as well as provide examples of how these have been applied. Lectures will include content and discussion beyond what is provided in the textbook. Attendance and Participation ...
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...Classic Airlines Marketing Solutions Ricardo R. Bonner MKT 571 November 21, 2011 Abstract The author has read the case study on Classic Airlines and will attempt to help the company by formulating a marketing plan which would help them recognize, diagnose, plan and implement which would put them in a better position for marketing and profitability reasons. The author breaks down Classic’s approach by recognizing its most valued commodity, and seizing on the opportunity to improve it by offering a 9 step process. The author uses examples to both illustrate the flaws inherit in their marketing efforts and to project successes if suggested solutions are utilized. Classic Airlines Marketing Solutions According to its stockholder’s annual report and outside business analysts’ opinions, Classic Airlines (or Classic for purposes of this paper) is poised to assume elite status among air carriers. With its vast assortment of resources and perceived positive PR (public relations) persona, Classic has enjoyed prime positioning because of it. However the economy has altered well-intentioned plans of many companies, including Classic, as the downturn has crippled economic conditions. Classic believes it can identify its weaknesses and craft an effective marketing effort which would position the company to achieve sustained profitability. Classic Airlines believes that recent economic pressures have been the main culprit in its journey from confident trendsetter to...
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...Annual India e-Marketing 2011 Benchmark Research on India Digital Marketing © Copyright Octane Marketing Pvt. Ltd. Octane Research, January 2011 0 Octane Marketing Pvt. Ltd. Report No: AIE2011 First Impression, 2011 Price USD 999 Address: The Research Group, Level 4, Rectangle 1, Commercial Complex, D-4, Saket, New Delhi - 110 017. INDIA Phone: +91 11 324 34 436 research@octane.in Copyright © Octane Marketing 2011 All rights reserved. This report has been prepared by Octane on the basis of information and opinions delivered by marketers which are believed to be reliable and accurate. Octane has tried its best to ensure the accuracy of the information; however no responsibility, expressed or implied, is being accepted or will be accepted by Octane for any consequences that may arise from errors or omissions in this publication. This publication is intended to provide only a general outline of the subjects covered and not a substitute for detailed research or the exercise of professional judgment. Professional advice should be sought before taking any action on any issue. The information contained herein is current as of January 31, 2011, unless otherwise specified. © Copyright Octane Marketing Pvt. Ltd. All rights reserved. Permission should be sought from Octane for the reproduction of the contents of this publication in whole or in parts. 1 Message from the CEO… Indian marketers are moving at a fast speed to tap the ‘new normal’ opportunity. Consumers...
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...[pic] HARVARD BUSINESS SCHOOL BRIEF CASES 4249 JANUARY 19, 2011 JOHN A. QUELCH HEATHER BECKHAM Clean Edge Razor: Splitting Hairs in Product Positioning On August 9, 2010, a group of executives from Paramount Health and Beauty Company (Paramount) sat in a research room intently observing a dozen men shaving on the other side of a two-way mirror. The subjects were testing out Paramount's newest nondisposable razor, Clean Edge, and discussing the experience. The verdict was extremely encouraging. The majority of men felt it was the closest, cleanest, and smoothest shave they had encountered. Clean Edge's improved design provided superior performance by utilizing a vibrating technology to stimulate hair follicles and lift the hair from the skin, allowing for a more thorough shave.1 Jackson Randall, product manager for Clean Edge, sat in the darkened observation room considering the positioning strategy for this new product. He had led the new product development process and was now grappling with how to position the product for the upcoming launch. All executives at Paramount agreed Clean Edge should be priced in the super-premium segment of the market. However, some executives believed Clean Edge should be launched as a mainstream entry within that segment, with the broad appeal of being the most effective razor available on the market. Others felt a more differentiated niche strategy, targeting the most intensely involved super-premium consumers, would be optimal...
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...· Analyze the effect of channel management decisions on the marketing of your selected product or service. LaToya · Select appropriate distribution channels for your product or service and address costs in terms of placement, shipping, and middlemen. LaToya Channel Management Decision: The channel management decision has a huge effect on the marketing of our new home pick up service. What is channel management? According to the web channel management is “The process by which a producer or supplier directs marketing activity by involving and motivating parties comprising its channel of distribution.” (www.businessdictionary.com) The channel of distribution is when goods or services flow from the vendor to the customer. Therefore, channel management decisions are needed to insure this process does not get interrupted. For example, the United Parcel Service (UPS) is a competitor that offers their customers the same home pick up service, so it is imperative that we manage our channels of distribution effectively. The main advantage of effective channel management decisions is it ensures that we keep an edge on the competitors and gain more customers in all markets. Appropriate Distribution Channels In the Parcel market there are various distribution channels we can utilize. There are four types of distribution channels: producer-customer, producer-retailer-customer, producer-wholesaler-retailer-customer, and producer-agent-wholesaler-retailer-customer. ...
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...Submitted in Partial Fulfillment Of the Requirements for Journal Critique #3 SM 325: Sport Marketing, Promotions, and Fundraising Instructor: Wooson Kim Michael Cassidy (Student) The Byron Nelson Championship is a very prestigious Pro Golf Association (PGA) tournament on tour. The Dallas, Texas tournament tends to draw more of an older crowd and now is trying to reach the markets of eighteen to thirty-four year olds (Smith, 2012). The PGA event will team up with ProPac Marketing as they introduce a marketing plan they are call “Argyle Army” (Smith, 2012). The campaign will hit many common areas around Dallas including a meet and greet and a Texas Rangers game (Major League Baseball) (Smith, 2012). Dallas is a very good area to advertise the PGA Tour event in because the city attracts close to 20,000 people per week (Smith, 2012). One of the things that the Byron Nelson Championship did was use its internal data sources to find out the age demographics of the crowd that attends their event. By using their data-base they were able to figure out that the majority of their crowd was in the older population, and they needed to reach out to the younger age demographic. Internal data sources can include sales records, inquiries, accounting records and website registrations (Hardy, Mullin, & Sutton, Data-based Marketing and the Role of Research, 2007, pp. 110-112). They are very easy sources to gather quick information about the people that are attending...
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