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1、 2005 Prentice Hall,1-1,Chapter 1 Introduction to Global Marketing, 2005 Prentice Hall8/22/2020,1-2,1.Marketing and global marketing,Marketing Process of planning and executing the conception pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual
2、 and organization goals,Global Marketing Focuses resources on global market opportunities and threats; the main difference is the scope of activities because global marketing occurs in markets outside the organizations home country, 2005 Prentice Hall8/22/2020,1-3,Reasons for Global Marketing,Growth
3、 Access to new markets Access to resources Survival Against competitors with lower costs (due to increased access to resources), 2005 Prentice Hall8/22/2020,1-4,2.Overview of Marketing,One of the functional areas of a business that is distinct from finance and operations Primary tools in marketing a
4、re product, price, place, and promotion Marketing is an activity that comprises the firms value chain Current trend is to involve marketers in all value-related decisions called boundaryless marketing, 2005 Prentice Hall8/22/2020,1-5,Boundaryless Marketing,Goal is to eliminate communication barriers
5、 between marketing and other business functional areas Properly implemented it ensures that a market orientation permeates all value creating activities, 2005 Prentice Hall8/22/2020,1-6,Goal of Marketing,Surpass the competition at the task of creating perceived value for customers The Guide line is
6、the value equation Value = Benefits/Price (Money, Time, Effort, Etc.), 2005 Prentice Hall8/22/2020,1-7,Value Chain and Boundaryless Marketing, 2005 Prentice Hall8/22/2020,1-8,Competitive Advantage,Success over competition in industry at value creation Achieved by integrating and leveragingoperations
7、 on a worldwide scale, 2005 Prentice Hall8/22/2020,1-9,Globalization,Globalization is the inexorable integration of markets, nation-states, and technologies to a degree never witnessed before - in a way that is enabling individuals, corporations, and nation-states to reach around the world farther,
8、faster, deeper and cheaper than ever before, and in a way that is enabling the world to reach into individuals, corporations, and nation-states farther, faster, deeper, and cheaper than ever before, 2005 Prentice Hall8/22/2020,1-10,Global Industries,A global industry is one in which competitive adva
9、ntage can be achieved by integrating and leveraging operations on a worldwide scale. Indicators of globalization: Ratio of cross-border trade to total worldwide production Ratio of cross-border investment to total capital investment Proportion of industry revenue generated by companies that compete
10、in key world regions, 2005 Prentice Hall8/22/2020,1-11,Competitive Advantage, Globalization and Global Industries,Focus Concentration and attention on core business and competence Nestle is focused: We are food and beverages. We are not running bicycle shops. Even in food we are not in all fields. T
11、here are certain areas we do not touch.We have no soft drinks because I have said we will either buy Coca-Cola or we leave it alone. This is focus.,3. Global marketing: what it is and what it isnt,An important task in global marketing is learning to recognize the extent to which marketing plans and
12、programs can e extended worldwide, as well as the extent to which they must be adapted. Global marketing strategy ( GMS) addresses two fundamental issues: global market participation, standardization versus adaptation., 2005 Prentice Hall8/22/2020,12,GMS has three additional dimensions that pertain
13、to marketing management. Concentration of marketing activities is the extent to which activities related to the marketing mix are performed in one or a few country locations. Coordination of marketing activities refers to the extent to which marketing activities related to the marketing mix are plan
14、ned and executed interdependently around the globe. Integration of competitive moves is the extent to which a firms competitive marketing tactics in different parts of the world are interdependent., 2005 Prentice Hall8/22/2020,13, 2005 Prentice Hall8/22/2020,1-14,Standardization versus Adaptation,Gl
15、obalization (Standardization) Developing standardized products marketed worldwide with a standardized marketing mix Essence of mass marketing Global localization (Adaptation) Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction Essence of segmentation
16、Think globally, act locally, 2005 Prentice Hall8/22/2020,1-15,Standardization versus Adaptation, 2005 Prentice Hall8/22/2020,1-16,The Importance of Global Marketing,For US-based companies, 75% of sales potential is outside the US. About 90% of Coca-Colas operating income is generated outside the US. For Japanese companies, 85% of potential is outside Japan. For German and EU companies, 94% of potential is outside Germany.,4. Management orientations,Ethnocentric orientation: Home country is s
