Pensar Globalmente – Agir Localmente

Apresentação em tema: "Pensar Globalmente – Agir Localmente"— Transcrição da apresentação:

1 Pensar Globalmente – Agir Localmente
Mkt Internacional Marketing Internacional Pensar Globalmente – Agir Localmente Promoção de Vendas Distribuição; Preços Novos Produtos Café em lata Bebidas Lácteas ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Mesma identidade Mesmo Produto Estilo Americano Made in USA Escola de Negócios

2 Orientações de Marketing Internacional
Mkt Internacional Marketing Internacional Orientações de Marketing Internacional ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

3 Orientações Administrativas
Mkt Internacional Marketing Internacional Orientações Administrativas Seu país é superior; Seu produtos são superiores; Não fazem adaptações em seus produtos; Operações no exterior são secundárias; Desprezam os conhecimentos locais; Ex.: Carros Nissan; Etnocêntrica Oposto do Etnocentrismo; Cada pa[is que a em,presa opera é único; Cada subsidiária desenvolve seu próprio modelo de negócio e estratégias de marketing; Ex.: Citibank (depois virou geocentrica; ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Policêntrica Escola de Negócios

4 Orientações Administrativas
Mkt Internacional Marketing Internacional Orientações Administrativas Vê as regiões como únicas; Estratégias regionais integradas; Estratégias para o Nafta, União Européia, Mercosul, América Latina; Empresas Transnacionais Regiocêntrica ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Empresa global; Estratégias globais considerando aspectos locais; Ex. Coca-Cola, Mac Donalds. Geocêntrica Escola de Negócios

5 Forças que afetam o Marketing Internacional
Mkt Internacional Marketing Internacional Forças que afetam o Marketing Internacional Forças Motrizes ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

6 Forças que afetam o Marketing Global
Mkt Internacional Marketing Internacional Forças que afetam o Marketing Global Tecnologia Revolução nas telecomunicações; Fibras ópticas; Barateamento dos custos de telecom; Internet; TV satélite e cabo; EDS; ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

7 Acordos Econômicos Regionais
Mkt Internacional Marketing Internacional Forças que afetam o Marketing Global Acordos Econômicos Regionais Nafta; Mercosul; Comunidade Européia Pacto Andino; ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

8 Forças que afetam o Marketing Global
Mkt Internacional Marketing Internacional Forças que afetam o Marketing Global Necessidades de Mercado ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Criação de novos mercados; Percepção de novas necessidades; Novas necessidades (china ex.) Ex.: Coca-Cola, Marlboro etc.

9 Forças que afetam o Marketing Global
Mkt Internacional Marketing Internacional Forças que afetam o Marketing Global Transportes Navios maiores; Custos menores; ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Desenvolvimento tecnológico; Transporte modal;

10 Custo de Desenvolvimento de Produto
Mkt Internacional Marketing Internacional Forças que afetam o Marketing Global Custo de Desenvolvimento de Produto Novos produtos com custos altos; Uso de alta tecnologia e pesquisa avançada (genética, robótica etc); Necessita da escala do mercado Global . Ex.: Custo de desenvolvimento de remédio – 1976 – 54 milhões, milhões, milhões. ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

11 Forças que afetam o Marketing Global
Mkt Internacional Marketing Internacional Forças que afetam o Marketing Global Aumento da Qualidade Maior verba para pesquisa, desing e manutenção da qualdiade; Aumento da qualidade geral do setor Ex.: Mac Donalds, Motorola, Ford, GE;. ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

12 Forças que afetam o Marketing Global
Mkt Internacional Marketing Internacional Forças que afetam o Marketing Global Tendências Econômicas Mundiais Maiores oportunidades de crescimento para as empresas; Regiões sem crescimento do mercado interno; Necessidade de capital privado para sustentar crescimento da demanda; Movimento mundial pela desregulamentação e pela privatização (procura de fornecedores, executivos etc.); ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

13 Forças que afetam o Marketing Global
Mkt Internacional Marketing Internacional Forças que afetam o Marketing Global Alavancagem Transferência de experiência; Economia de Escala; Utilização de recursos; Estratégia Global; ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

14 Forças que afetam o Marketing Internacional
Mkt Internacional Marketing Internacional Forças que afetam o Marketing Internacional Forças Restritivas ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

15 Forças que afetam o Marketing Global
Mkt Internacional Marketing Internacional Forças que afetam o Marketing Global Miopia Gerencial e Cultura Organizacional Empresa desconsidera oportunidades globais; Interessada apenas no momento presente (mercado interno aquecido); ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Empresa etnocêntrica; Desconsidera culturas locais. Escola de Negócios

16 Forças que afetam o Marketing Global
Mkt Internacional Marketing Internacional Forças que afetam o Marketing Global Controles e Barreiras Nacionais Controles internos: capital, propaganda, investimentos etc. Ideologias contrárias ao livre comércio; ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Barreiras tarifárias e não tarifárias; Restrições diversas (fornecedores gov. exemplo) Escola de Negócios

17 Forças que afetam o Marketing Global
Mkt Internacional Marketing Internacional Forças que afetam o Marketing Global Movimentos Contrários Sindicatos. Movimentos populares; ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Efeitos colaterais; ONGS - Protestos Escola de Negócios

18 Ambiente Econômico Global
Mkt Internacional Marketing Internacional Ambiente Econômico Global ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

19 Ambiente Econômico Global
Mkt Internacional Marketing Internacional Ambiente Econômico Global Crescimento Econômico Global – Maior da história; Maior crescimento – países em desenvolvimento; Grande volume de investimentos; Grande disponibilidade de informações. ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

20 Ambiente Econômico Global
Mkt Internacional Marketing Internacional Ambiente Econômico Global Capitalismo Alocação / dotação por mercados: Recursos alocados pelos consumidores – Consumidor tem o poder de escolha: O que será produzido; Quem produzirá; Estado: Promover a concorrência; Proteger o consumidor; ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

21 REFORMA Mkt Internacional Marketing Internacional Socialismo
Alocação comandatária/; Estado com amplos poderes: O que será produzido; Consumidor: Consome o que o estado disponibiliza; Demanda maior que a oferta; Composto de Marketing não tem aplicação ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

22 Marketing Internacional
Mkt Internacional Marketing Internacional Sistema Misto Proporção do PIB taxado e gasto pelo governo; (OCDE) 32 % EUA – 64% Suécia; Critérios de liberdade econômica Política comercial; Política fiscal; % governo na produção; Política monetária; Fluxo de Capitais; Investimentos estrangeiros; Controle sobre preços e salários; Direitos de propriedade; Regulamentação do mercado ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios