Global Marketing Management System (Second Edition) - Management a european perspective warren j. Keegan bodo b. Schlegelmilch creation to worldwide advertising and marketing keegan/schlegelmilch global advertising management: a european attitude bankruptcy 1/ 2 evaluate the advertising concept the three key elements of advertising and marketing scope and obstacles of global marketing significance of global marketing management orientation and international advertising elements supporting or inhibiting global integration summary keegan/schlegelmilch worldwide marketing control: a european angle bankruptcy 1/ three getting to know targets know-how how the world economy developed over the past decades understanding the effect of globalization at the marketing area mastering about the interdependencies among control orientation and marketing overall performance know-how the factors helping or inhibiting global advertising and marketing sports keegan/schlegelmilch international advertising and marketing management: a european perspective bankruptcy 1/ four advertising: a everyday field advertising and marketing (1): the system of focusing sources and objectives of an organisation on environmental possibilities and wishes marketing (2): a hard and fast of ideas, gear, theories, practices, methods, and experiences even though a conventional discipline, advertising exercise varies from united states of america to country keegan/schlegelmilch international advertising and marketing control: a ecu attitude chapter 1/ five the advertising idea (1) concept has chanced dramatically 1950’s: recognition on merchandise 1960’s: consciousness on client orientation development of advertising mix: product, charge, promoting, location (4p’s) keegan/schlegelmilch global marketing management: a european perspective chapter 1/ 6 the advertising and marketing concept (2) 1990’s: awareness on patron within the context of the wider external environment e.G. Competition, government policy and law focus on stakeholder fee e.G. Employees, clients, shareholders, society keegan/schlegelmilch global marketing management: a ecu perspective chapter 1/ 7 the advertising concept (three) these days: key responsibilities of advertising consciousness on consumer and his/her surroundings create cost for consumers and stakeholder shift closer to focus on handling strategic partnerships positioning of company in value chain to optimize value introduction profit as a measure of achievement, not an end in itself keegan/schlegelmilch international advertising and marketing control: a eu perspective bankruptcy 1/ eight the three key elements of advertising fee differentiation awareness keegan/schlegelmilch global advertising control: a eu perspective chapter 1/ nine the three key factors of advertising - value aim: create value that is greater than the cost created by means of competition method: expand or enhance product and/ or carrier benefits reduce the fee integrate those elements keegan/schlegelmilch worldwide marketing management: a ecu angle bankruptcy 1/ 10 the three key elements of advertising and marketing - fee v = value b = perceived benefits – perceived charges p = rate v = b / p keegan/schlegelmilch international marketing management: a eu perspective bankruptcy 1/ 11 the 3 key elements of advertising and marketing - differentiation aim: create aggressive benefit through differentiation gain can exist in any detail of a organisation’s offer: e.G. Product, rate, advertising aggressive benefit must be sustainable over extended time period bmw: mixture of advanced production abilties and advertising abilties keegan/schlegelmilch global marketing control: a ecu attitude bankruptcy 1/ 12 the 3 key elements of advertising - consciousness goal: a concentration of interest and assets requirement to create patron fee at a aggressive gain a viable manner for small and medium sized corporations to gain dominant role in world marketplace frequentis: ninety export proportion with air traffic manipulate systems keegan/schlegelmilch international marketing control: a eu attitude bankruptcy 1/ 13 scope and limitations of world marketing advertising area is ordinary but markets and customers are quite exceptional three domain names of information applicable to global managers pass-cultural know-how us of a/ local know-how cross-border transactions knowledge need for “international localization”: adjustment of world advertising strategies to neighborhood requirements keegan/schlegelmilch global marketing control: a ecu attitude chapter 1/ 14 significance of global advertising sports inside the global area are of eminent importance to organizations in attaining maximum increase capacity e.G.: Ninety four of global market potential for german businesses is out of doors of germany trend: a big wide variety of industries can be dominated through a handful of world corporations keegan/schlegelmilch international advertising management: a ecu angle chapter 1/ 15 management orientation and international marketing (1) different management orientations inside the global arena – eprg framework regiocentric ethnocentric geocentric polycentric keegan/schlegelmilch global advertising and marketing control: a european attitude bankruptcy 1/ 16 control orientation and global advertising (2) ethnocentric orientation: function for domestic and global groups advertising possibilities out of doors the home market are pursued by way of extending various elements of the advertising and marketing mix polycentric orientation function for multinational businesses marketing blend is adapted through autonomous united states managers keegan/schlegelmilch global marketing management: a ecu perspective chapter 1/ 17 management orientation and international advertising and marketing (three) regiocentric or geocentric orientation: characteristic for worldwide and transnational businesses marketing possibilities are pursued through each, extension and model strategies in international markets keegan/schlegelmilch international marketing control: a eu perspective chapter 1/ 18 factors helping or inhibiting worldwide integration (1) driving forces era regional monetary agreements marketplace wants and needs transportation and conversation upgrades product development fees great world financial tendencies leverage keegan/schlegelmilch worldwide advertising and marketing management: a european attitude bankruptcy 1/ 19 elements helping or inhibiting international integration (2) restraining forces control myopia ethnocentric employer culture country wide controls keegan/schlegelmilch international advertising control: a european attitude bankruptcy 1/ 20 precis worldwide marketing is the process of focusing resources on global advertising possibilities purpose, to create client cost and aggressive benefit via keeping attention 3 classifications of control orientation: ethnocentric, polycentric, regiocentric, geocentric worldwide marketing significance is fashioned by using a diffusion of riding and restraining forces.