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Dr. Paurav Shukla

Invented Here, Made Elsewhere

U.S. Invented Technology

Phonographs Color TVs

1%

1 0%

9 0%

9 0%

Audiotape Recorders

0%

4 0%

1970 NOW

Videotape Recorders Machine Tools Telephones

1%

1 0%

3 5%

2 5%

9 9%

9 9%

Semiconductors Computers

  • 0

    20

40

60

8 9%

6 4%

9 8%

7 4% 80

100

13

Some Big U.S. Players in Global Game

15

Definition of Marketing

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.

  • -

    Philip Kotler

17

Marketing

The Companies we know

U.S. Company

Foreign Owner

North West Airlines (Travel) J. Walter Thompson (Advertising) Giant Food Stores (Supermarkets) Pillsbury, Hueblein (Food, Drink) CBS Records (Music & Entn.) Chesebrough-Pond’s (Vaseline) Zenith (Television)

Netherlands Britain Netherlands Britain Japan Netherlands Korea

14

Reasons for Going International

  • Saturated home market

  • Competition

  • Excess Capacity

  • Advantage in product, skill or technology

  • Product life cycle differences

  • Geographic diversification

  • Organizational reasons

  • Financial reasons

16

Marketing mix: 4Cs & 4As

Acceptability

Product

Affordability

Awareness

Customer solution

Promotion

Marketing Mix

Communication

Accessibility

Price

Cost

Place

Convenience

Kotler, Philip (2003), Marketing Management, Pearson Education, New Jersey pp. 10-15. Sheth J (2004) Marketing Paradigms for Emerging Economies Proceedings of international conference at IIMA India18

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