2. Global Marketing Management
2. 1. Managing global brands
2. 2. Differences in distribution system
2. 3. New-product development for Consumer
2. 4. Global Human Resource Management
The moving of the business world into an interdependent global economic system is referred to as globalization. The principal goal of a globalization strategy is successful economic development in different countries, but we see also the influence of the globalization process on social, political and culture life. One of most difficult barriers for this process is cultural values and norms of civilisations. Despite of process of market and production globalization and as of world modernisation that could guide to universal civilisation, the countries are different, because their evolution process and culture are different. Even if there is no reason to think, that these differences bring to conflict between civilisations in future, it is necessary to know, that making contact between various cultural societies demands great effort.
In following paper we will discuses about a global marketing management, a new-product development and implementation at the global market, and also about global human resources management. We will illustrate some aspects to which a manager of an international firm must do attention doing business. We look at such elements, which constitute a firm’s global managing such as: brands and their attributes, distribution system, exactly said, differences in distribution system, then we look at principal facts challenging a new-product development. Each product must be viewed in light of how it is perceived by each culture with which it comes in contact. An established product in one culture may be considered an innovation in another is critical in planning and developing consumer products for foreign markets.
If we will discuss about managing functions, we will examine also global human resource management. Human resource management is an essential part of every manager’s responsibilities in different firms. The managers must give attention to numerous factors of doing business in various countries, and they must organize the work of personal in different nations. We look at factors of human resource management such: selection of employees, organization, trainings, and salary base.
Also, in our report we will try to determinate the aspects of global marketing management and to characterize principal activities of international firms’ managers.
2. Global Marketing Management
2. 1. Managing Global brands
A global brand is defined as the worldwide use of a name, term, sign, symbol, design, or combination thereof intended to identify goods or services of one seller and to differentiate them from those of competitors. A successful brand is the most valuable resource a company has. The brand name encompasses the years of advertising, good will, quality evaluation, product experience, and other beneficial attributes the market associates with the product. Even for products that must be adapted to local markets, a global brand can be successfully used.
A global brand present an image of a company worldwide that enhances efficiency and cost savings when introducing other products associated with the brand name. Customers everywhere respond to images, myths that help them define their personal and national identities within a global context of world culture and product benefits. Global brands play an important role in that process.
The companies such as Kodak, Coca-Cola, McDonalds, Levi’s a.o. use the same brands worldwide, other multinationals such as Nestle, Gillette, Procter & Gamble have some brands that are promoted worldwide and others that are country specific.
Companies that already have successful country-specific brand names must balance the benefits of a global brand against the risk of losing the benefits of an established brand. The cost of reestablishing the same level of brand preference and market share for the global brand that the local brand has must be offset against the long-term cost savings and benefits of having only one brand name worldwide. In those markets where the global brand is unknown, many companies are buying local brands of products that consumers want and revamping, repackaging, and finally relaunching them with a new image. Unilever purchased a local brand of washing powder, Biopan that had a 9% share of the market in Hungary, after relaunching, market share rose to about 25%.
Producing its product worldwide international firms are trying to keep their image. A product is a bundle of satisfaction that the buyer receives. These include its form, taste, color, odor, and texture; how it functions in use; the package, etc. These attributes of a product can vary among different countries with their different economic development and culture, that can influence the product attributes. For example, Coca-Cola had to change its global product Diet-Coke to Coke Light when it was introduced in Japan. Japanese women do not like to admit to dieting.
If we speak about global brands, we must remark that the global production must satisfy each customer at global market. What should do a global firm having global successes and satisfying customers with it production?
Naturally, global firms must limit the standardization of product; they can not produce a same product for all suppliers in various countries, because as we said, the customers from different countries have different needs. Country differences in consumer tastes and preferences are due to differences in culture and economic development. Global firms must produce their global production for special needs of each customer.
 Hill Charles W.L.: International Business: Competing in the Global Marketplace”, McGraw-Hill College, 2004
 Warren J. Keegan, Mark Green, Prentice Hall: Global Marketing Management von Warren, 2001