TAILIEUCHUNG - Lecture Global marketing management (7th edition): Chapter 19 - Masaaki Kotabe, Kristiaan Helsen

Chapter "global marketing and the internet". After studying this chapter you will be able to understand: Components of pricing as competitive tools in international marketing, how to control pricing in parallel import or gray markets, price escalation and how to minimize its effect, countertrading and its place in international marketing practices, the mechanics of price quotations, the mechanics of getting paid. | Chapter 19 PowerPoint Global Marketing and the Internet Chapter Overview Barriers to Global Internet Marketing Global Internet Consumers Globally Integrated versus Locally Responsive Internet Marketing Strategies The Internet and Global Product Policy Global Pricing and the Web Global Distribution Strategies and the Internet The Role of the Internet for Global Communication Strategies Chapter 19 Copyright © 2017 John Wiley & Sons, Inc. Introduction The internet has revolutionized the international business arena and global marketing in particular. Although the Internet originated in the United States, it has rapidly morphed into a global phenomenon. Nearly 88 percent of the Internet company’s business derives from outside the United States. Chapter 19 Copyright © 2017 John Wiley & Sons, Inc. Introduction Household Internet penetration in the developed world is close to saturation. This chapter looks at challenges international marketing managers face and the impact of the web on global marketing strategies. Chapter 19 Copyright © 2017 John Wiley & Sons, Inc. Exhibit 19-1: Top 15 Countries in Internet Usage Chapter 19 Copyright © 2017 John Wiley & Sons, Inc. 1. Barriers to Global Marketing Language Barriers English is still the leading language on the internet, but the web is becoming increasingly multilingual. A study by Forrester research found that business users on the web are three times more likely to purchase when the website is in their native tongue. Cultural Barriers Cultural norms and traditions can complicate global e-commerce. Credit card penetration in many countries is still very low, necessitating cash on delivery, wire transfers or e-cash. Chapter 19 Copyright © 2017 John Wiley & Sons, Inc. Exhibit 19-2: Number of Languages Used Chapter 19 Copyright © 2017 John Wiley & Sons, Inc. 1. Barriers to Global Internet Marketing Culture sensitivity also matters in website design. Patriotism is another important .

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