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1、GlobalMarketing Spring2003 SomeAbouts AboutmeAboutthiscourseAbouttheprojectAbouttheexaminationAboutgrading TextStructure IntroductiontoglobalmarketingTheglobalmarketingenvironmentGlobalmarketopportunitiesGlobalmarketingstrategyGlobalmarketingprogramGlobalmarketingmanagement ListofQuestions Whatisglo
2、balmarketing Dowehavetogoglobal Why Whereshallwego Whatshallweknowbeforeplungingourselvesintothestormingsea Howcanwesurviveandthriveinaforeignmarket 中国最庞大的资料库下载 GlobalMarketing Introduction WhatisGlobalMarketing Whatismarketing Theprocessofplanningandexecutingtheconception pricing promotion anddistr
3、ibutionofideas goods services organizations andeventstocreateandmaintainrelationshipsthatwillsatisfyindividualandorganizationalobjectives TheThreePrinciplesofMarketing CustomerValueValueEquation V B PDifferentialAdvantageFocus Whatisglobalmarketing Practicingmarketingintheglobalenvironment Anorganiz
4、ationthatengagesinglobalmarketingfocusesitsresourcesonglobalmarketopportunitiesandthreats Globalization AnopeneconomicsystemNon discriminationGlobalbrandsGlobalstructures Exports shareofworldproduction Annual GrowthoftradeandGDP1959 96 GDP GDP Effectsofglobalizationonbusiness Cheapoffshoreproduction
5、ReducedtransportcostsVirtualcommunicationStandardizationoflogisticsGlobalmarketing Export ImportByRegions2002 01 10 CorporateGlobalization China sCase WalmartWorldWomenBasketBallGamesHaierinUSATsingdaoBeer GlobalMarketingVSDomesticMarketing Moredifficult language law culture tradeandnon tradebarrier
6、s marketresearch andcommunication Morecomplicated currency measuresandweights customs monetaryexchange transportation insurance andcounter claimMorerisky credibility currencyexchange politicalrisk transportation andpricingMoreopportunitiesandmoreprofitable hopefully Shouldwegoglobal Internalanalysis
7、Resources managerialmindset strengths weaknesses etc ExternalanalysisCompetition opportunities threats benefits risks etc CostVSIncome ManagementOrientation Management sassumptionsorbeliefs bothconsciousandunconscious aboutthenatureoftheworldEthnocentricPolycentricRegiocentricGeocentric Ethnocentric
8、 Homecountryissuperior DomesticCompany Noopportunitiesoutsidethehomecountry InternationalCompanyProductsandpracticesthatsucceedinthehomecountrywillbesuccessfulanywhere ForeignoperationsaresecondaryorsubordinateNissan Polycentric Eachcountryisunique MultinationalCompany Eachsubsidiaryshoulddevelopits
9、ownbusinessandmarketingstrategiesaccordingtothespecificsituationinthatcountry Problem Cost control headquarteroutofgame Regiocentric Geocentric Regiocentric Eachregionisuniqueandanintegratedregionalstrategyistobedevelopedtoservethatregion Geocentric Theentireworldisapotentialmarketandintegratedworld
10、marketstrategiesshouldbedeveloped Globalortransnationalcompany GlobalLocalization Thinkglobally actlocally PhilipsVSMatsushita PhilipsElectronicsPolycentric 7modelsofTVbasedon4chassis VarietyMatsushitaGeocentric globalstrategy 2modelsofTVbasedonasinglechassis lowprice DrivingandRestrainingForcesAffe
11、ctingGlobalIntegrationandGlobalMarketing DrivingForces TechnologyInternet SatelliteDish GlobeSpanningTVRegionalEconomicAgreementsNAFTA EU ASEAN GCC APECMarketNeedsandWantsConverging GlobalBrand TransportationandCommunicationImprovementsJetPlane LargeCargoShip email fax videoconferencing costdeductio
12、n DrivingForcesCont ProductdevelopmentcostsQualityWorldEconomicTrendsMoreopportunitiesLessresistanceWorld widederegulationandprivatization DrivingForcesCont LeverageExperiencetransfersScaleeconomiesResourceutilizationGlobalstrategyTheGlobal TransnationalCorporation RestrainingForces ManagementMyopia
13、OrganizationCultureIntegrateglobalvisionandperspectivewithlocalmarketinitiativeandinputMutualrespectNationalcontrolsandbarriersTariffbarriersandnon tariffbarriers TheGlobalEconomicEnvironment ChangesinTheWorldEconomy EmergenceofglobalmarketsEconomicintegrationGlobalcompanies globalbrandsCapitalmovem
14、entsfarexceedthevolumeofglobalmerchandiseandservicestrade 4trillionVS LondonEurodollarMarket 100trillion VS Foreignexchange 250trillion ChangesinTheWorldEconomy ProductivityVS EmploymentApplicationofnewtechnologiesIncreaseinproductionefficiencyPlantemigrationInternalreforms ChangesinTheWorldEconomy
15、WorldeconomybecomesthedominanteconomicunitTheendofthecoldwarCollapseofUSSR ISC E EuropeanChina Vietnam Cuba NorthKorea EconomicSystems MarketAllocationMarketeconomyRoleofthestateCommandAllocationPlannedeconomyRoleofthestateMixedSystemWhichplaystheleadingrole StagesofMarketDevelopmentBasedonGNPPerCap
16、ita Lower IncomeCountries 2000Upper Middle IncomeCountries 3036 9386High IncomeCountries 9386 Low IncomeCountries Preindustrialcountries lessthan 766Limitedindustrialization highpercentageofpopulationinagricultureandfarmingHighbirthratesLowliteracyratesHeavyrelianceonforeignaidPoliticalinstabilityandunrestAfrica southofSahara Lower Middle IncomeCountries Lessdevelopedcountries LDC EarlystageofindustrializationConsumermarketsexpandingLowlaborcostLabor intensiveproductsmanufacturing Upper Middle I
