TAPPING IN TO GLOBAL MARKETING โลกกว้าสำหรับผู้แสวงหา

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1. Dr.PONGSAK SWATDIKIAT Tapping into Global Markets

2. OEM ODM OBM

3. The Importance of Global Marketing Demand for foreign products is increasing in fast-growing economies Globalization and the Internet allow every marketer to be an international marketer 3

4. The Importance of Global Marketing Demand for foreign products is increasing in fast-growing economies Globalization and the Internet allow every marketer to be an international marketer 4

5. Service and Retail Exports Nearly four of every five dollars in the nation’s gross domestic product comes from services United States is the world’s largest exporter of services and retailing Profitable exports include services such as engineering, financial, computing, legal services , insurance, and entertainment 5

6. Benefits of Going Global Additional revenue New insights into customer behavior Alternative distribution strategies Advance notice of new products A major key to achieving success in foreign markets Ability to adapt products to local preferences and culture 6

7. International Economic Environment Factors that determine a nation’s prospects as a host for international business expansion Size Per-capita income Stage of economic development 7

8. International Economic Environment Infrastructure is an important economic factor to consider when planning to enter a foreign market Changes in exchange rates can complicate international marketing Exchange rate - Price of one nation’s currency in terms of another country’s currency 8

9. International Social-Cultural Environment To be effective, marketers must understand a nation’s culture Language plays an important role in global marketing 9

10. International Technological Environment The Internet transcends political, economic, and cultural barriers to reach every corner of the globe Technology presents challenges for global marketers that extend beyond the Internet and other telecommunication innovations 10

11. International Political-Legal Environment Global marketers must stay abreast of laws and trade regulations in each country in which they compete Firms set up internal political risk assessment units The political environment involves labor conditions in different countries 11

12. International Political-Legal Environment International law U.S. has friendship, commerce, and navigation (FCN) treaties with other governments Europe has pushed for mandatory ISO certification to standardize quality levels 12

13. International Political-Legal Environment U.S. law Various trade regulations, tax laws, and import and export requirements affecting international marketing Export Trading Company Act of 1982 exempts exporters from antitrust regulations Foreign Corrupt Practices Act makes it illegal to bribe a foreign official in an attempt to solicit new or repeat sales abroad 13

14. International Political-Legal Environment Legal requirements of host nations Example: Despite China’s many advances in recent years, the Chinese government continues to censor the Internet 14

15. Trade Barriers Barriers fall into two major categories Tariff - Tax levied against imported goods Administrative barriers GATT and WTO agreements have eliminated many tariffs on many products Countries frequently use nontariff barriers to boost exports and control the flows of imported products 15

16. Tariffs Two types of tariffs Revenue tariffs - Designed to raise funds for the importing government Protective tariffs - Designed to raise the retail price of an imported product to match or exceed that of a similar domestic product 16

17. Other Trade Barriers Import quotas - Limit the number of units of products in certain categories that can cross a country’s border for resale Embargo - Complete ban on the import of specified products Subsidies - Government financial support of a private industry Exchange control - Method used to regulate international trade among importing organizations by controlling access to foreign currencies 17

18. Dumping Controversial practice of selling a product in a foreign market at a price lower than what it receives in the producer’s domestic market 18

19. Multinational Economic Integration Free-trade area in which participating nations agree to free trade among themselves, abolishing tariffs and trade restrictions Custom union establishes a free-trade area and uniform tariffs for nonmember nations Common market extends a customs union by seeking to reconcile all government regulations affecting trade 19

20. General Agreement on Tariffs and Trade (GATT) International trade accord that has helped reduce world tariffs In 1994, Uruguay round produced several important outcomes Reduced farm subsidies Increased protection for patents, copyrights, and trademarks Included services under international trading rules Phased out import quotas on textiles and clothing from developing nations 20

21. World Trade Organization (WTO) Succeeded GATT Oversees GATT agreements Serves as a forum for trade negotiations Mediates trade disputes Monitors national trade policies Works to reduce trade barriers throughout the world 21

22. World Trade Organization (WTO) WTO has made slow progress toward its major policy initiatives Liberalizing world financial services Telecommunications Maritime markets 22

23. North American Free Trade Agreement (NAFTA) Accord removing trade barriers among Canada, Mexico, and the United States Particularly important to U.S. marketers because Canada and Mexico are two of its largest trading partners 23

24. The Free Trade Area of the Americas and CAFTA-DR Proposed free trade area stretching the length of the entire Western hemisphere Designed to extend free trade benefits to additional nations in North, Central, and South America Central American Free Trade Agreement–DR (CAFTA-DR ) - Trade agreement among the United States, Central American nations, and the Dominican Republic 24

25. European Union (EU) Customs union that is moving in the direction of an economic union by: Adopting a common currency Removing trade restrictions Permitting free flow of goods and workers throughout the member nations Goal is to remove all barriers to free trade among its members 25

26. Figure 8.2 - The 27 Members of the European Union 26

27. Going Global Reasons for marketers to go global Saturation of the target market Strong domestic market share Globalization of customers New customers in emerging markets Globalization of competitors Reduced trade barriers Advances in technology Enhanced customer responsiveness 27

28. Strategies for Entering Foreign Markets Three basic choices Importing and exporting Contractual agreements such as franchising, licensing, and subcontracting International direct investment 28

29. Figure 8.3 - Levels of Involvement in Global Marketing 29

30. Importing and Exporting Decision to import, or bring in foreign goods to sell domestically or use as component parts, depends on: Ability of supplier to maintain quality Flexibility in filling orders that vary Response time in filling orders Total costs 30

31. Importing and Exporting First-time exporters can reach foreign customers through: Export-trading companies Export-management companies Offset agreement 31

32. Franchising Contractual arrangement in which a wholesaler or retailer agrees to meet the operating requirements of a manufacturer or other franchiser Benefits are risk reduction, standardized operations, and greater recognizability Success depends on ability to adapt to local customer preferences 32

33. Foreign Licensing Agreement that grants foreign marketers the right to distribute a firm’s merchandise or to use its trademark, patent, or process in a specified geographic area Gives access to local partner’s marketing information and distribution channels, and protection from legal barriers Allows quick entry into a foreign market with a known product 33

34. Subcontracting Contractual agreements that assign the production of goods or services to local or smaller firms Can prevent mistakes involving local culture and regulations Can provide protection from import duties 34

35. International Direct Investment High involvement and high risk are the major characteristics Firms choosing this method often have a competitive advantage Several forms Acquisition Joint venture 35

36. From Multinational Corporation to Global Marketer Multinational corporation - Significant operations and marketing activities outside its home country Examples: General Electric, Siemens, Mitsubishi Important changes since 1960 No longer exclusively U.S. based Multinationals no longer think of their foreign operations as mere outsourcing appendages 36

37. From Multinational Corporation to Global Marketer Employ large foreign workforces relative to American staffs Reflect interdependence of world economies, growth of international competition, and globalization of world markets 37

38. Developing an International Marketing Strategy Global marketing strategy - Standardized marketing mix with minimal modifications that a firm uses in all of its domestic and foreign markets Can effectively market some goods and services to segments in many nations that share cultures and languages Can be highly effective for luxury products that target upscale consumers everywhere Major benefit is its low cost to implement 38

39. Developing an International Marketing Strategy Multidomestic marketing strategy - Application of market segmentation to foreign markets by tailoring the firm’s marketing mix to match specific target markets in each nation 39

40. Figure 8.4 - Alternative International Product and Promotional Strategies 40

41. International Distribution Strategy Marketers must set up proper channels and anticipate extensive physical distribution problems A distribution decision involves two steps The firm must decide on a method of entering the foreign market It must determine how to distribute the product within the foreign market through that entry channel 41

42. Pricing Strategy Competitive, economic, political, and legal factors can limit pricing decisions Adaptation to local markets Emergence of commodity marketing organizations 42

43. Countertrade Form of exporting whereby goods and services are bartered rather than sold for cash May be imposed in less developed nations that lack sufficient foreign currency to obtain goods and services they want Way to control balance-of-trade problems 43

44. The United States as a Target for International Marketers U.S. is an inviting target for foreign companies Increasingly, foreign multinationals invest in U.S. assets as they seek to produce goods locally and control distribution channels 44

45. Strategic Implications of Marketing in the 21st Century Marketers are pioneers in bringing new technologies to developing nations Greatest competitive advantage belongs to marketers who capitalize on the similarities of their target markets and adapt to the differences New and better products in developing markets will create and maintain relationships for the future 45

46. Nederlander Video 46 Scripps Networks Interactive & Food Network Video http ://www.cengage.com/marketing/book_content/boone_9781133628460/videos/part2.html http ://www.cengage.com/marketing/book_content/boone_9781133628460/videos/ch08.html

47. Decisions In International Marketing

48. Deciding Whether to Go Abroad Factors that draw companies into the international arena Some international markets present better profit opportunities than domestic market Firm needs larger customer base to achieve economies of scale Firm wants to reduce dependence on any one market Firm counterattacks global competitors in home markets Customers going abroad require international service

49. Deciding Whether to Go Abroad Factors that draw companies into the international arena Some international markets present better profit opportunities than domestic market Firm needs larger customer base to achieve economies of scale Firm wants to reduce dependence on any one market Firm counterattacks global competitors in home markets Customers going abroad require international service

50. I nternationalization P rocess Stage 1: No export activities Stage 2: Export via independent representatives Stage 3: Establishment of sales subsidiaries Stage 4: Establishment of production facilities abroad

51. Evaluating Potential Markets Neighboring countries Psychic proximity/cultural distance Fewer countries

52. Factors Influencing Company Marketing Strategy 25/05/2023 ดร.พงษ์ศักดิ์ สวัสดิเกียรติ MBE 22 BANGKHEN 52 Target customers Product Promotion Place Price Marketing information system Marketing planning system Marketing organization system Marketing organization and implementation Demographic/ economic environment Social/ cultural environment Technological/ physical environment Political/ legal environment Competitors Marketing intermediaries Publics Suppliers FTA WTO OPEC TERRORISM DISASTER

53. Succeeding in Developing Markets BRICS Brazil, Russia, India, China, and South Africa CIVETS Columbia, Indonesia, Vietnam, Egypt, Turkey, and South Africa CLMV

54. Succeeding in Developing Markets Brazil Biggest economy in Latin America Sixth largest economy in the world Fifth-largest country of digital users High cost of transporting products Crime and corruption exist

55. Succeeding in Developing Markets Russia Largest exporter of natural gas Second-largest exporter of oil Third-largest exporter of steel/aluminum Make heavy use of social media Dwindling workforce/poor infrastructure

56. Succeeding in Developing Markets India Lively democracy/youthful population World ’ s second most populous nation One of the youngest large economies Has fully embraced mobile technology Poor infrastructure/public services

57. Succeeding in Developing Markets China Largest auto market in the world Emerging urban middle class World ’ s top consumer of luxury goods Fierce competition among foreign firms Opaque and arbitrary bureaucracy

58. Succeeding in Developing Markets South Africa Access point to the African region Increasing discretionary income Consumers are brand conscious Increasing reliance on mobile phones Logistical/infrastructure problems

59. Succeeding in Developing Markets Indonesia Increasing political stability Increasing economic growth Largest Muslim country Consumers are brand conscious Distribution/infrastructure limitations

60. Modes of Foreign Market Entry

61. Deciding How to Enter the Market Indirect exporting Working through independent intermediaries Domestic-based export merchants Cooperative organizations Domestic-based export agents Export-management companies

62. Deciding How to Enter the Market Direct exporting Handling one ’ s own exports Domestic-based export department Traveling export sales representatives Overseas sales branch Foreign-based distributors

63. Deciding How to Enter the Market Licensing Licensor issues a license to a foreign company to use a manufacturing process, trademark, patent, trade secret, or other item of value for a fee or royalty

64. Deciding How to Enter the Market Joint ventures Foreign investors have often joined local investors in a joint venture company in which they share ownership and control Direct Investment The foreign company can buy part or full interest in a local company or build its own manufacturing or service facilities

65. Deciding How to Enter the Market Acquisition Acquiring local brands for their brand portfolio

66. Deciding on the Marketing Program Advantages Economies of scale Lower marketing costs Power and scope Consistency in brand image Ability to leverage good ideas Uniformity of marketing practices Disadvantages Differences in consumer needs, wants, usage patterns Differences in consumer response to marketing programs Differences in brand development process Differences in legal environment

67. Deciding on the Marketing Program Global similarities and differences The Internet, cable and satellite TV, and global linking of telecommunications networks have led to a convergence of lifestyles Hofstede four cultural dimensions Individualism versus collectivism High versus low power distance Masculine versus feminine Weak vs. strong uncertainty avoidance

68. Marketing Adaptation Product features Labeling Colors Materials Sales promotion Prices Advertising media Brand name Packaging Advertising execution Advertising themes

69. Global product strategies Product standardization

70. Product & Communication Strategies

71. Global product strategies Product invention Backward invention: reintroduces earlier product forms well adapted to a foreign country ’ s needs Forward invention: creates a new product to meet a need in another country

72. Global Pricing Strategies Companies have three choices for setting prices in different countries Uniform price everywhere Market-based price Cost-based price

73. Global Pricing Strategies Transfer price Dumping Arm ’ s-length price Gray markets Counterfeit products

74. Global Distribution Strategies Channel entry Whole-Channel Concept for International Marketing Channel differences Various distribution systems Size and character of retail units

75. Country-of-Origin Effects Mental associations and beliefs triggered by a country

76. Project Overview What is the project about? Define the goal of this project Define the scope of this project

77. Current Status What progress has been made since the previous milestone? Which tasks have been completed? What issues have been resolved? What new issues have risen? * Is the project currently ahead of schedule, on track, or delayed? If delayed, what is the mitigation plan?

78. Issues and Resolutions Description of the issue How was it resolved? What and how did it impact the project? Time Cost Other

79. Timeline

80. Timeline

81. Timeline

82. Looking Ahead When is the next milestone? What are the expected deliverables? Known risks and issues What is the investigation timeline for these issues? What are the immediate next steps?

83. Dependencies and Resources

84. Appendix

85. Appendix Budget Design documents Marketing plan Supplemental documents Contact information

86. ประเด็นท้าทายของอาเซียน ประชาคมอาเซียน ผลประโยชน์แห่งชาติ VS ภูมิภาค ขาดความไว้เนื้อเชื่อใจ ความขัดแย้งใน ประวัติศาสตร์ การแข่งขันของมหาอำนาจ สหรัฐ รัสเซีย จีน อินเดีย ญี่ปุ่น ความแตกต่าง ด้านเชื้อชาติ ศาสนา ระดับการพัฒนา การแข่งขันเพื่อแย่งชิง ทรัพยากร ตลาด การลงทุน การพัฒนา โครงสร้างสถาบัน

87. ASEAN Economic Community Liberalisation เปิดเสรี Free flow of goods Free- er flow of capital Free flow of services Free flow of investment Free flow of skilled labor AEC Blueprint

88. Regional :A Comparison EU 4,325,675 496,198,60 24,235 ASEAN 4,500,000 600,000,000 4,044 ASEAN+3+ ( 4?)(+6? ) 14,474,479 2,067,857,361 7,456 Organization Sq. km Population GDP/capita (US$) USA 9,631,418 300,000,000 43,500 IND+AUS+NZ CHN+JAP+KOR 10 TIMES

89. RANK COUNTRY ARES SQ.KM POPULATIONN 12.08.13 YEARLY GROWTH DAILY INCREASE POPULATION 13.08.2013   World 510,072,000 7,171,151,946 1.10% 215,060 7,171,367,006 1 China 9,596,960 1,386,531,119 0.61% 22,966 1,386,554,085 2 India 3,287,590 1,253,919,006 1.24% 42,367 1,253,961,373 4 Indonesia 1,919,440 250,214,101 1.21% 8,297 250,222,398 10 Japan 377,835 127,131,288 -0.08% -293 127,130,995 12 Philippines 300,000 98,587,520 1.71% 4,618 98,592,138 14 Viet Nam 329,560 91,780,164 0.95% 2,391 91,782,555 20 Thailand 514,000 67,033,480 0.30% 547 67,034,027 24 Myanmar 678,500 53,310,619 0.84% 1,229 53,311,848 26 Korea, Republic of 98,480 49,292,628 0.53% 713 49,293,341 43 Malaysia 329,750 29,772,121 1.61% 1,313 29,773,435 51 Australia 7,686,850 23,377,793 1.31% 839 23,378,632 69 Cambodia 181,040 15,165,612 1.75% 725 15,166,337 106 Lao People's Democratic Republic 236,800 6,784,232 1.86% 345 6,784,577 116 Singapore 697 5,424,316 2.02% 299 5,424,615 123 New Zealand 268,680 4,511,044 1.02% 126 4,511,170 175 Brunei Darussalam 5,770 418,433 1.35% 15 418,448                         48.3 %  3,463,339,974

90. RANK COUNTRY ARES SQ.KM POPULATION 12.08.13 YEARL GROWTH DAILY INCREASE POPULATION 13.08.2013   World 510,072,000 7,171,151,946 1.10% 215,060 7,171,367,006   World 510,072,000 7,171,151,946 1.10% 215,060 7,171,367,006 4 Indonesia 1,919,440 250,214,101 1.21% 8,297 250,222,398 12 Philippines 300,000 98,587,520 1.71% 4,618 98,592,138 14 Viet Nam 329,560 91,780,164 0.95% 2,391 91,782,555 20 Thailand 514,000 67,033,480 0.30% 547 67,034,027 24 Myanmar 678,500 53,310,619 0.84% 1,229 53,311,848 43 Malaysia 329,750 29,772,121 1.61% 1,313 29,773,435 69 Cambodia 181,040 15,165,612 1.75% 725 15,166,337 106 Lao People's Democratic Republic 236,800 6,784,232 1.86% 345 6,784,577 116 Singapore 697 5,424,316 2.02% 299 5,424,615 175 Brunei Darussalam 5,770 418,433 1.35% 15 418,448                          8.62 % 618,510,378

91. อัตราส่วน จีดีพี ไทย ต่อโลก 0.45 % อัตราส่วนการส่งออก ไทย ต่อโลก 1.1 % อัตราส่วนประชากรไทย ต่อโลก ประมาณ 1. %

92. ประชากรโลก % ประชากร จีดีพี % จีดีพี 6, 800 60 ล้านคน ล้านล้านเหรียญ สหรัฐอเมริกา 603 4.5 % 14.40 25 % ญี่ปุ่น 127 1.9% 5.08 8.47% จีน 1, 350 20 % 4.90 8.17% อินเดีย 1, 150 17 % 1.60 2.67% อาเซียน 580 9 % 1.60 2.67% POTENTIAL

93. 3 เทรดการตลาดผ่านโซเชียล cr ภาวุธ พงษ์วิทยาภานุ กระแสไลฟ์ เฟสบุค ยูทูบ อินสตราแกรม ความสามารถของโซเชียลมีเดียที่พัฒนาขึ้น มิกซ์ยูส ทำได้ได้ เหมือน หรือดีกว่า อีกแพลทฟอร์มหนึ่ง (เลือก สื่อ / งบคุ้มค่า วัดผลได้) การเชื่อมต่อกับ เทคโนโลยี่เสมือน VERTUAL REALITY เฟสบุค 360 แว่นตาถ่ายวีดี.โอ สแนปแชท

94. 5 numbers cr.BBC ประชากรเพิ่มขึ้นปีละ 83 ล้าน ปี 2643 11 , 200 คน อายุเฉลี่ยเพิ่มเป็น 72 เป็น 83 ในปี 2643 อยู่ในเมือง 66 % 6300 ล้าน จาก 4100 ล้าน การใช้พลังงานแสงอาทิตย์ จาก 2553-2558 664 % สหรัฐอเมริกา แรงงานจะถูกแทนที่ด้วยระบบอัตโนมัติ 47 % พนักงานขายสินค้าและบริการผ่านโทรศัพท์ 99 % พนักงานบัญชี 94 % คนขับแทกซี่ 89 % ส่วนที่ถูกทดแทนน้อย ทนายความ 4/ กราฟฟิคดีไซน์ 8 / ช่างทำผม 11/

95. การตลาดเด็กแนว alternative marketing cr ผศ.ดร.วิเลิศ ภูริวัชร Unseen marketing ไม่ยัดเยียด หรือ รู้สึกว่าตั้งใจ ตีเนียน Unkown marketing คาดเดาไม่ได้ว่าจะเกิดอะไรขึ้นมา ประหลาดใจ ว้าวๆๆ Unlimited marketing ลูกค้าติดตามได้ทุกแพลทฟอร์ม ทุกที่ทุกเวลา Uncommon marketing แบบแปลกใหม่ใหญ่ดัง Extraordinary Unowned marketing จุดขายที่ยังไม่มีแบรนด์ใดทำมาก่อน

96. Table 8.1 - World’s Ten Largest Marketers (Ranked by Annual Sales) 100