GLOBAL

MARKETING

Global Marketing is a worldwidescale reconciling or takingcommercial advantages of

global operational differences, Similarities and opportunitiesin order to meet globalobjectives.

ELEMENTS OF GLOBAL

MARKETING

PRODUCT PRICE PLACEMENT PROMOTION

GLOBAL MARKETING

OBJECTIVES

Exploit Market Potential and Growth.

Gain Economies of Scale and Scope.

Learn from the Leading Market.

Pressuring Competitors.

Diversifying Markets.

Learning How to do business Abroad?

Business we Admire for

Brilliant global Marketing

Airbnb

Rezdy

World Wildlife Foundation

Pearse Trust

Mc Donald’s

Innocent Drinks

Coca- Cola

Results.com

Factors influence International

Trade

1. Tariff

2. Inflation

3. Transportation

Cost

4. Exchange and Cost

Control

5.Gross Domestic Product

6. Foreign Direct Investment

7. Import Duty

New patterns for the Future of Global

Marketing

Today, there is a net redistribution of wealth away fromthe rapid-growth economies — a process accelerated bythe financial downturn and the economic recession that ithas caused. Companies from those rapid-growth marketsare now challenging the giants of the Fortune and Forbeslists. We are witnessing a surge of investment from west toeast, some of it speculative but much of it the result of byindividual businesses decisions. Focusing on west to

east misses the important east to east and growing

east to west dimension. And centering on flows to

India and China misses the far greater increase that

is happening within regional blocs closer to home.

A model of future international trade patterns for the next 10 yearsWorking with Oxford Economics, we have sought to model the future patterns of international trade for the next 10 years. The report includes:

Changes in geography, supply, sectors•The brightest prospects•FDI flows and the need for a local presence•Global trade growth to become more concentrated

Lower Marketing Costs Eliminate Travel Time and Cost Overcome Geographical Limitations Economic Scale in Production and Distribution Gain new customers Locate product Quicker Provides Comparison shopping Provides abundant information on products Remain open at all times

DISADVANTAGES OF GLOBAL

MARKETING

Differences affecting all marketing aspectsa. Culturally

b. Legally

The value of human relationship

Delay of goods

Goods you can not buy online

does not allow you to experience the product before

purchasing

Security

When you’re selling complex software that helps companies innovate and build world-class products, consistency and clarity of marketing communications is a must. Maintaining that message consistency is a challenge for any company, but for Siemens PLM Software it’s compounded by a large, global marketing organization that supports regional programs across diverse geographies. The provider of product lifecycle management (PLM) software needs to tell its story on a global scale, across multiple languages and in a way that is contextually relevant to a variety of different industry segments and international audiences.

Case Study:: Siemens PLM Software

combines global and local with Eloqua's

marketing automation .

For the Siemens PLM Software global marketing organization, driving universal brand and message consistency was an elusive target. A one-size-fits-all marketing message didn’t work across the myriad of challenges faced by customers and prospects and the unique requirements for each industry, region and regulatory compliance issues. While marketers in different countries and regions were enjoying moderate success with independent campaigns, their isolated marketing activities were spawning silos of customer data and preventing Siemens PLM Software from effectively building a consistent worldwide brand.

To make matters worse, the problem really couldn’t be solved with the infrastructure in place at Siemens PLM Software a year ago. Marketers were primarily using e-newsletter and web design tools to orchestrate the company’s diverse global marketing initiatives. The lack of automation made it next to impossible to choreograph communication with customers, let alone reuse and replicate messaging across different regions.

To get more control over its global messaging, Siemens PLM Software decided to consolidate customer data and standardise on Eloqua’s marketing automation platform. Using this unified platform, the various marketing teams would gain access to a shared set of customer and prospect data, universal campaign templates, website forms and marketing best practices that would ensure consistency of message. At the same time, Eloqua provided the flexibility Siemens PLM Software needed to tailor its messaging to meet the business requirements and special nuances of various global markets.Eloqua’s ability to automatically trigger any sequence of communications based on pre-defined rules enables Siemens to seamlessly execute their lead nurturing strategy and keep prospects engaged. These powerful automation capabilities also help the company efficiently orchestrate

7 RECOMMENDATIONS FOR THE

BALANCED GLOBAL MARKETING

Clarify what is driven Globally and what is managed Locally? Understand Local Market needs and develop a collaborative approach.Develop and socialize a Global marketing plan early (seek feedback). Manage campaigns like an army operation – plan ruthlessly. Make sure you track and adjust in real time. Consolidate and share insight. Over-communicate.