AB219 Marketing Unit Nine Tonight ‘s Focus: The Global Marketplace, Social Responsibility and Ethics.

AB219 Marketing Unit Nine

Tonight ‘s Focus: The Global Marketplace, Social Responsibility and Ethics

What do I have to do this week?Unit 9 Work• Reading: Chapters 15 & 16.

• Discussion: 4P’s & Getting an Overseas Job!

• Quiz (Review): On Unit 8 & 9 material.

• Evaluation: Let us know what you think!

Upcoming in Unit 10• U10 Discussion: Networking!

• U10 Powerpoint Assignment (On the U8 Research Project)

Please Note: No credit given for work not submitted by the close of U10 (official end of term) and applicable under the late policy. U10 work must be submitted by close of unit 10 to receive credit for it.

Discussion “Best Practices”Major Discussion Requirements include:

• 1st detailed original response (answers discussion questions) no later than Saturday of unit.

• EXCEED minimum 100 word initial post (usually will have to exceed this minimum to adequately respond to the question(s) asked .)

• Post on at least 3 different days.

• Respond to @ least 2 of your classmates (These posts must also include the substance from our weekly focus and demonstrate your application of the material we are learning.)

• Minimum 3 total posts for each unit (1st detailed original response, 2 peer responses).

Remember:• Relate Discussion to Reading & Weekly Focus. • Interactive discussions, so please answer any questions that I or classmates may ask.

AB219 Unit 10 Powerpoint Assignment

Presentation of your U8 Research Project

The Marketing Mix (4P’s) & Expanding Internationally

U10 Assignment Instructions

• Powerpoint Presentation (Version 2003 or higher) that Summarizes your U8 Research Project.

• Completed by creating PowerPoint presentation consisting of 10 slides of content. (2 for each major section of the paper)

• You will also have 2 additional APA formatted separate title and reference pages as the bookends of your presentation.

• You will have 3 – 5 bulleted points on each “content” slide and put detailed notes in the Notes section.

• Submit your presentation to the Dropbox before the close of Unit 10.

When Submitting Assignments & Projects for AB219

• Save file to submit in this format:

NameU#Assgn

• So & for example, I would save the U2 Assignment & submit it as:

DavidButlerU10Assgn

Major Slides you will Include:

• Title Page (APA formatted)• Product (2 slides)• Price (2 slides)• Distribution/Place (2 slides)• Promotion (2 slides)• Expanding Internationally (2 slides)• Reference Page (APA formatted)

Total Slides = approx. 12 with separate title & reference pages.

A Partial U10 Powerpoint

Presentation ExampleFollows

Apple Iphone

Joseph StudentUnit 10 Assignment

MarketingProfessor David Butler

Special Note: 1st Page will be your separate title page for this and all Assignments or Research Projects.

Product

• Consumer Goods (Shopping) Product Classification• Product Life Cycle – Growth to Maturity Stage.• Differentiated Product Positioning

- Different product lines or line extensions

exemplified by various versions of Iphone.

• Unique Features and Benefits of the Iphone include design, app store, product support and warranty coverage.

• Importance of Product Packaging

Don’t Forget to include Notes!If you are

missing the section to

include your notes: Go to

the “view tab,” at top of

window, and choose

“normal” as the

“presentation view.”

Basically, can cut-and-paste

applicable information

from your U8 paper.

References

Armstrong, G., Kotler, P. (2010). Marketing: An Introduction, Revised Global 10th Edition. (pg. 45, 77, 122). Upper Saddle River, Pearson Education.

Apple Computers (2007). Apple.com. Retrieved from http://www.apple.com/swf/index.html

The New York Times Magazine, James, R. (November 22, 2010). Reaching Out, Apple Iphone. Retrieved from http://www.nytimes.com/2011/11/22/.html

Special Note: Last Page will be your reference page for this and all assignments or Research Projects. This page should be structured in APA format as shown here.

Need Help ……. Contact Me!

• Email: [email protected]

• Phone: 215-360-1258 (Please be kind & call before 9 pm EST)

Let’s Test our Knowledge!

U9.1: Consumers and business buyers benefit from Internet buying because it is convenient, interactive and immediate, offers a wealth of comparative information and ______ .

a) Provides access to a greater product selection.

b) Leads to quicker product delivery.

c) Filters out unethical vendors.

d) All of the above.

U9.2: Suppose you wanted to sell custom-built cars to consumers using one of the major methods of direct marketing. Which do you think would be the most effective?

a) Telemarketing

b) Direct-mail marketing

c) Catalog marketing

d) Kiosk marketing

U9.3: Robert's Clothiers operates a downtown store and an e-tail site on the Web. Robert's is an example of a(n):

a) ISP  (Internet Service Provider)

b) Click-only company 

c) Click-and-mortar company 

d) Transaction site

Review of Unit Eight

• Just reviewed! Questions or concerns?

• Lets start discussing Unit 9!

Major International Marketing Decisions

• Evaluate the global marketing environment• Make the decision to market internationally• Select the markets to enter• Decide how to enter the selected markets• Decide and develop the marketing program• Decide on the marketing organization to support effort

The Global Marketing Environment

The International Trading System

• GATT -Group of countries that agree to certain rules and agree to a process for settling trade disputes so they do not spiral out of control. The WTO was created in the Uruguay Round of GATT to promote free trade.

• TRADE ALLIANCES AND AGREEMENT-European Union: Higher form of agreement that joins member states in trying to develop a common economic partnership.

-NAFTA: Trade agreement between Mexico, Canada and the US.

-UNASUR: South American trade agreement

-APEC: Asian alliance focused only on trade cooperation

The Global Marketing Environment

Many aspects of the marketing mix must often be changed to be successful in international markets due to the new microenvironmental & macroenvironmental factors.

The Global Marketing Environment

Economic Environment

-Industrial structure: the type of economy that a country has helps determine if products might be successful.

-Even if the economy is not highly developed, marketer may see opportunity. For example: laundry detergents in single use sachets

-Income distribution: How income is distributed can pose challenges, but also develop opportunity if product can be modified for lower (or higher) income earning groups.

The Global Marketing Environment

Political-Legal Environment

- Legal requirements for operations and doing

business

- Government bureaucracy

- Regulations regarding money and domestic

participation

- Political stability

- Attitude of political and legal system towards foreign

companies

The Global Marketing Environment

• Cultural Environment - Extremely important to remember that products that are socially or culturally inappropriate are unlikely to be successful.

• Competitive Environment- Established competitors often understand the markets and are more agile at thwarting new competition

• Technological Environment- Will the local technology infrastructure be able to foster local operations AND will the products you are planning on selling work with the local technology?

Deciding to Expand Internationally

Why companies expand internationally:

-Domestic or international competition might be very high in domestic markets

-The domestic market might be saturated

-Business customers might be expanding globally

Deciding to Expand Internationally

Risks in expanding internationally:

-Can the company adapt to consumer behavior, wants and needs in other countries?

-Will their products be attractive to consumer sin other countries or do they need to be modified?

-Will the firm be able to adapt to the new environment?

-Do the firm’s managers actually understand the international environment?

-Have all aspects of the international environment been considered?

Deciding Which Markets to Enter

• Requires a thorough environmental analysis

-Can the country provide the level of sales that is required?

-Should one or more countries be considered?

-Are there particular types of countries that provide a more attractive market segmentation than others?

Entering an International Market

• Exporting: Simplest and least risky way to get into international markets. Export from the domestic market.

• Joint Venture: Bring in a partner. More risky, but you have a partner with experience and spread the risk.

-Licensing and franchising-Contract manufacturing and services-Joint ownership

• Direct Investment: The company assumes all risk by setting up operations in the country. As a result, this has the highest risk.

Specific Marketing Program Decisions

• Standardized or adapted global marketing?

• Considerations apply to the entire marketing mix.

-Product-Promotion-Price -Place

Sustainable Marketing: Ethics and Social Responsibility

“Social responsibility is socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.” (Armstrong, Kotler, 2010)

Social Criticism of Marketing

• Creation of wants and high levels of consumerism• Lack of social goods• Cultural contamination• Deceptive or too aggressive sales practices• Low quality products and planned obsolescence • Some markets with real needs underserved

Promotion of Sustainable Marketing by Consumers

• Development of organized consumer activities

• Recognition that sellers have rights in an open market

• Making sure that consumers have rights to safe products and clear marketing practices

Promotion of Sustainable Marketing by Regulators

• Many laws and regulations limit the ability of marketers to sell their products

• These can vary depending on the location where business is being done

• There are sometimes overlapping jurisdictions- National, state, county, local, etc.

Promotion of Sustainable Marketing by Businesses

Principles of Sustainable Marketing-Consumer orientation-Integrating consumer values into marketing-Innovative marketing-Developing a sense of mission in marketing-Societal marketing

Marketing Ethics

• Ethics is the study of moral choices and what is considered to be right or wrong.

• Applies to individuals and any organization

• For marketers, it refers to evaluating what is right or wrong in the marketplace.

Let’s Test our Knowledge!

U9.4: Before going abroad, a company should do all of the following EXCEPT:

a) Define its international marketing objectives and policies. 

b) Choose how many countries it wants to market to. 

c) Decide how it will reinvest the profits of its international venture. 

d) Decide the best mode of market entry.

U9.5: A firm’s first step in entering the global marketplace is often the creation of an:

a) Export department 

b) International division 

c) International subsidiary 

d) International headquarters

e) International Asset Sales

U9.6: Critics often argue that the American marketing system results in higher prices for consumers due to all EXCEPT which of the following?

a) High distribution costs 

b) Excessive mark-ups 

c) Replacement and repair costs stemming from poor product quality

d) High advertising and promotion costs

U9.7: Some criticize marketers for introducing new technology that requires the replacement of old products that still work. This is called:

a) Deceptive practices

b) High pressure selling

c) Unethical behavior

d) Planned obsolescence

e) Upgradeable Introductions

Use What You Learned in AB219!• Operational Recommendations will help you succeed as you move through

Kaplan.

• Apply the Micro & Macro Environmental Factors beyond marketing. So, in your future courses, business & life.

• Applying Consumer Buying Behavior & Segmentation can be critical to making sound business decisions and business success.

• The Marketing Mix (4P’s) are key to marketing yourself, your business or any product(s) or company you are involved with. (i.e. apply in social networking for your career or job search)

What do I have to do this week?Unit 9 Work• Reading: Chapters 15 & 16.

• Discussion: 4P’s & Getting an Overseas Job!

• Quiz (Review): On Unit 8 & 9 material.

• Evaluation: Let us know what you think!

Upcoming in Unit 10• U10 Discussion: Networking!

• U10 Powerpoint Assignment (On the U8 Research Project)

Please Note: No credit given for work not submitted by the close of U10 (official end of term) and applicable under the late policy. U10 work must be submitted by close of unit 10 to receive credit for it.

Any Questions?

Thank you for attending!

This is, sadly, our last seminar for the term. It was a pleasure interactively working with you in our seminars over the past 9 weeks!