Global Marketing Management

Chapter 18 The Future of

Global Marketing

Warren J. Keegan
 Overview

❚ Six Major Changes

❚ Careers in Global Marketing
❚ Summary

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 Learning Objectives

❚ Knowing the major forces shaping the future of

global marketing

❚ Learning about the opportunities open to students

that intend pursuing a career in global marketing

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6 Major Changes

❚ World Growth
❚ World Economy Dominates
❚ Trade-Cycle Model Clarified
❚ Triumph of Markets
❚ Rise of Global Markets
❚ Rise of Internet & IT

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 World Growth

❚ Most of the world‘s poor countries are getting

richer except for Africa

❚ Broader global prosperity translates into dramatic

growth opportunities - Singapore & Hong Kong

❚ Population in developed economies continues to

gray

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World Economy Dominates

❚ USA no longer can tell successful countries

how to behave
❚ Asian Flu impact

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Trade-Cycle Model Clarified

❚ Old: as a product matures, its production

location would shift to lower-income
countries
❚ Now: automobiles are a mature product that
are designed, manufactured and assembled
in high-income countries

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Triumph of Markets

❚ USSR???
❚ Only Cuba and North Korea
❚ Does economic democracy so hand in hand
with political democracy?

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The Rise of Global Markets

❚ Global segments for soft drinks, luxury

cars, medical and industrial products, etc.
❚ Internet
❚ Unlimited possibilities for average citizen

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Rise of the Internet & Information
Technology

❚ Marketing can address the individual

customer
❚ Local to global capability
❚ Birth of e-commerce

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 Careers in Global Marketing

❚ Go directly into a job outside your home country

or into a headquarters job in a global company -
experience counts

❚ Get experience with a company in an industry that

prepares you for promotion to a job with multi-
country responsibility.

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Summary
Future of global marketing is characterized by
increased environmental complexity and
contradictory trends
❙ growth and prosperity
❙ world economy
❙ trade-cycle change
❙ free markets
❙ global markets
❙ Internet & IT

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