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1、Global Marketing,Spring 2003,Some Abouts,About me About this course About the project About the examination About grading,Text Structure,Introduction to global marketing The global marketing environment Global market opportunities Global marketing strategy Global marketing program Global marketing m
2、anagement,List of Questions,What is global marketing? Do we have to go global? Why? Where shall we go? What shall we know before plunging ourselves into the storming sea? How can we survive and thrive in a foreign market?,Global Marketing - Introduction,What is Global Marketing?,What is marketing?,T
3、he process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives.,The Three Principles of Marketing,Customer Value Value Equat
4、ion: V=B/P Differential Advantage Focus,What is global marketing?,Practicing marketing in the global environment. An organization that engages in global marketing focuses its resources on global market opportunities and threats,Globalization,An open economic system Non-discrimination Global brands G
5、lobal structures,Exports % share of world production,Annual % Growth of trade and GDP 1959 96,GDP,GDP,Effects of globalization on business,Cheap offshore production Reduced transport costs Virtual communication Standardization of logistics Global marketing,Export & Import By Regions 2002/01-10,Corpo
6、rate Globalization -Chinas Case,Walmart World Women Basket Ball Games Haier in USA Tsingdao Beer,Global Marketing VS Domestic Marketing,More difficult: language, law, culture, trade and non-trade barriers, market research, and communication; More complicated: currency, measures and weights, customs,
7、 monetary exchange, transportation, insurance, and counter-claim More risky: credibility, currency exchange, political risk, transportation, and pricing More opportunities and more profitable, hopefully.,Should we go global?,Internal analysis Resources, managerial mindset, strengths, weaknesses,etc.
8、 External analysis Competition, opportunities, threats, benefits, risks, etc. Cost VS Income,Management Orientation,Managements assumptions or beliefs-both conscious and unconscious-about the nature of the world Ethnocentric Polycentric Regiocentric Geocentric,Ethnocentric,Home country is superior.
9、Domestic Company: No opportunities outside the home country; International Company Products and practices that succeed in the home country will be successful anywhere; Foreign operations are secondary or subordinate Nissan,Polycentric,Each country is unique. Multinational Company: Each subsidiary sh
10、ould develop its own business and marketing strategies according to the specific situation in that country. Problem: Cost, control, headquarter out of game,Regiocentric & Geocentric,Regiocentric: Each region is unique and an integrated regional strategy is to be developed to serve that region. Geoce
11、ntric: The entire world is a potential market and integrated world market strategies should be developed. Global or transnational company. Global Localization: Think globally, act locally.,Philips VS Matsushita,Philips Electronics Polycentric: 7 models of TV based on 4 chassis, Variety Matsushita Ge
12、ocentric: global strategy, 2 models of TV based on a single chassis, low price,Driving and Restraining Forces Affecting Global Integration and Global Marketing,Driving Forces,Technology Internet, Satellite Dish, Globe Spanning TV Regional Economic Agreements NAFTA, EU, ASEAN, GCC, APEC Market Needs
13、and Wants Converging, Global Brand, Transportation and Communication Improvements Jet Plane, Large Cargo Ship, email, fax, videoconferencing, cost deduction,Driving Forces Cont.,Product development costs Quality World Economic Trends More opportunities Less resistance World-wide deregulation and pri
14、vatization,Driving Forces Cont.,Leverage Experience transfers Scale economies Resource utilization Global strategy The Global/Transnational Corporation,Restraining Forces,Management Myopia Organization Culture Integrate global vision and perspective with local market initiative and input Mutual resp
15、ect National controls and barriers Tariff barriers and non-tariff barriers,The Global Economic Environment,Changes in The World Economy,Emergence of global markets Economic integration Global companies, global brands Capital movements far exceed the volume of global merchandise and services trade $4
16、 trillion VS. London Eurodollar Market, $100 trillion, VS. Foreign exchange $250 trillion,Changes in The World Economy,Productivity VS. Employment Application of new technologies Increase in production efficiency Plant emigration Internal reforms,Changes in The World Economy,World economy becomes the dominant economic unit The end of the cold war Collapse of USSR, ISC, E. European China, Vietnam, Cuba, North Korea,Economic Systems,Market Allocation Market economy Role of the state Command
