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1、GlobalMarketing Spring2003 SomeAbouts AboutmeAboutthiscourseAbouttheprojectAbouttheexaminationAboutgrading TextStructure IntroductiontoglobalmarketingTheglobalmarketingenvironmentGlobalmarketopportunitiesGlobalmarketingstrategyGlobalmarketingprogramGlobalmarketingmanagement ListofQuestions Whatisglo
2、balmarketing Dowehavetogoglobal Why Whereshallwego Whatshallweknowbeforeplungingourselvesintothestormingsea Howcanwesurviveandthriveinaforeignmarket GlobalMarketing Introduction WhatisGlobalMarketing Whatismarketing Theprocessofplanningandexecutingtheconception pricing promotion anddistributionofide
3、as goods services organizations andeventstocreateandmaintainrelationshipsthatwillsatisfyindividualandorganizationalobjectives TheThreePrinciplesofMarketing CustomerValueValueEquation V B PDifferentialAdvantageFocus Whatisglobalmarketing Practicingmarketingintheglobalenvironment Anorganizationthateng
4、agesinglobalmarketingfocusesitsresourcesonglobalmarketopportunitiesandthreats Globalization AnopeneconomicsystemNon discriminationGlobalbrandsGlobalstructures Exports shareofworldproduction Annual GrowthoftradeandGDP1959 96 GDP GDP Effectsofglobalizationonbusiness CheapoffshoreproductionReducedtrans
5、portcostsVirtualcommunicationStandardizationoflogisticsGlobalmarketing Export ImportByRegions2002 01 10 CorporateGlobalization China sCase WalmartWorldWomenBasketBallGamesHaierinUSATsingdaoBeer GlobalMarketingVSDomesticMarketing Moredifficult language law culture tradeandnon tradebarriers marketrese
6、arch andcommunication Morecomplicated currency measuresandweights customs monetaryexchange transportation insurance andcounter claimMorerisky credibility currencyexchange politicalrisk transportation andpricingMoreopportunitiesandmoreprofitable hopefully Shouldwegoglobal InternalanalysisResources ma
7、nagerialmindset strengths weaknesses etc ExternalanalysisCompetition opportunities threats benefits risks etc CostVSIncome ManagementOrientation Management sassumptionsorbeliefs bothconsciousandunconscious aboutthenatureoftheworldEthnocentricPolycentricRegiocentricGeocentric Ethnocentric Homecountry
8、issuperior DomesticCompany Noopportunitiesoutsidethehomecountry InternationalCompanyProductsandpracticesthatsucceedinthehomecountrywillbesuccessfulanywhere ForeignoperationsaresecondaryorsubordinateNissan Polycentric Eachcountryisunique MultinationalCompany Eachsubsidiaryshoulddevelopitsownbusinessa
9、ndmarketingstrategiesaccordingtothespecificsituationinthatcountry Problem Cost control headquarteroutofgame Regiocentric Geocentric Regiocentric Eachregionisuniqueandanintegratedregionalstrategyistobedevelopedtoservethatregion Geocentric Theentireworldisapotentialmarketandintegratedworldmarketstrate
10、giesshouldbedeveloped Globalortransnationalcompany GlobalLocalization Thinkglobally actlocally PhilipsVSMatsushita PhilipsElectronicsPolycentric 7modelsofTVbasedon4chassis VarietyMatsushitaGeocentric globalstrategy 2modelsofTVbasedonasinglechassis lowprice DrivingandRestrainingForcesAffectingGlobalI
11、ntegrationandGlobalMarketing DrivingForces TechnologyInternet SatelliteDish GlobeSpanningTVRegionalEconomicAgreementsNAFTA EU ASEAN GCC APECMarketNeedsandWantsConverging GlobalBrand TransportationandCommunicationImprovementsJetPlane LargeCargoShip email fax videoconferencing costdeduction DrivingFor
12、cesCont ProductdevelopmentcostsQualityWorldEconomicTrendsMoreopportunitiesLessresistanceWorld widederegulationandprivatization DrivingForcesCont LeverageExperiencetransfersScaleeconomiesResourceutilizationGlobalstrategyTheGlobal TransnationalCorporation RestrainingForces ManagementMyopiaOrganization
13、CultureIntegrateglobalvisionandperspectivewithlocalmarketinitiativeandinputMutualrespectNationalcontrolsandbarriersTariffbarriersandnon tariffbarriers TheGlobalEconomicEnvironment ChangesinTheWorldEconomy EmergenceofglobalmarketsEconomicintegrationGlobalcompanies globalbrandsCapitalmovementsfarexcee
14、dthevolumeofglobalmerchandiseandservicestrade 4trillionVS LondonEurodollarMarket 100trillion VS Foreignexchange 250trillion ChangesinTheWorldEconomy ProductivityVS EmploymentApplicationofnewtechnologiesIncreaseinproductionefficiencyPlantemigrationInternalreforms ChangesinTheWorldEconomy Worldeconomy
15、becomesthedominanteconomicunitTheendofthecoldwarCollapseofUSSR ISC E EuropeanChina Vietnam Cuba NorthKorea EconomicSystems MarketAllocationMarketeconomyRoleofthestateCommandAllocationPlannedeconomyRoleofthestateMixedSystemWhichplaystheleadingrole StagesofMarketDevelopmentBasedonGNPPerCapita Lower In
16、comeCountries 2000Upper Middle IncomeCountries 3036 9386High IncomeCountries 9386 Low IncomeCountries Preindustrialcountries lessthan 766Limitedindustrialization highpercentageofpopulationinagricultureandfarmingHighbirthratesLowliteracyratesHeavyrelianceonforeignaidPoliticalinstabilityandunrestAfrica southofSahara Lower Middle IncomeCountries Lessdevelopedcountries LDC EarlystageofindustrializationConsumermarketsexpandingLowlaborcostLabor intensiveproductsmanufacturing Upper Middle IncomeCountri
