全球营销（英文PPT 339页）

GlobalMarketingSpring2003SomeAboutsAboutmeAboutthiscourseAbouttheprojectAbouttheexaminationAboutgradingTextStructureIntroductiontoglobalmarketingTheglobalmarketingenvironmentGlobalmarketopportunitiesGlobalmarketingstrategyGlobalmarketingprogramGlobalmarketingmanagementListofQuestionsWhatisglobalmarketing?Dowehavetogoglobal?Why?Whereshallwego?Whatshallweknowbeforeplungingourselvesintothestormingsea?Howcanwesurviveandthriveinaforeignmarket?GlobalMarketing--IntroductionWhatisGlobalMarketing?Whatismarketing?Theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,services,organizations,andeventstocreateandmaintainrelationshipsthatwillsatisfyindividualandorganizationalobjectives.TheThreePrinciplesofMarketingCustomerValueValueEquation:V=B/PDifferentialAdvantageFocusWhatisglobalmarketing?Practicingmarketingintheglobalenvironment.AnorganizationthatengagesinglobalmarketingfocusesitsresourcesonglobalmarketopportunitiesandthreatsGlobalizationAnopeneconomicsystemNon-discriminationGlobalbrandsGlobalstructuresExports%shareofworldproduction0510152025191319502000Annual%GrowthoftradeandGDP1959–96024681012WorldUSAGDPGDPTradeTradeGDPGDPEffectsofglobalizationonbusinessCheapoffshoreproductionReducedtransportcostsVirtualcommunicationStandardizationoflogisticsGlobalmarketingExport&ImportByRegions2002/01-10进出口出口进口总值50,025,80126,249,92423,775,87819.720.618.7亚洲28,989,87313,725,51315,264,36023.220.326非洲1,001,081561,926439,15610.812.98.3欧洲9,116,4064,750,4864,365,92013.9189.8拉丁美洲1,438,463783,826654,63716.213.319.8北美洲8,494,6176,001,2132,493,40416.6250.4大洋洲984,621426,226558,39517.327.610.6累计比上年同期增减%国家（地区）进出口额出口额进口额CorporateGlobalization-China’sCaseWalmartWorldWomenBasketBallGamesHaierinUSATsingdaoBeerGlobalMarketingVSDomesticMarketingMoredifficult:language,law,culture,tradeandnon-tradebarriers,marketresearch,andcommunication;Morecomplicated:currency,measuresandweights,customs,monetaryexchange,transportation,insurance,andcounter-claimMorerisky:credibility,currencyexchange,politicalrisk,transportation,andpricingMoreopportunitiesandmoreprofitable,hopefully.Shouldwegoglobal?InternalanalysisResources,managerialmindset,strengths,weaknesses,etc.ExternalanalysisCompetition,opportunities,threats,benefits,risks,etc.CostVSIncomeManagementOrientationManagement’sassumptionsorbeliefs-bothconsciousandunconscious-aboutthenatureoftheworldEthnocentricPolycentricRegiocentricGeocentricEthnocentricHomecountryissuperior.DomesticCompany:Noopportunitiesoutsidethehomecountry;InternationalCompanyProductsandpracticesthatsucceedinthehomecountrywillbesuccessfulanywhere;ForeignoperationsaresecondaryorsubordinateNissanPolycentricEachcountryisunique.MultinationalCompany:Eachsubsidiaryshoulddevelopitsownbusinessandmarketingstrategiesaccordingtothespecificsituationinthatcountry.Problem:Cost,control,headquarteroutofgameRegiocentric&GeocentricRegiocentric:Eachregionisuniqueandanintegratedregionalstrategyistobedevelopedtoservethatregion.Geocentric:Theentireworldisapotentialmarketandintegratedworldmarketstrategiesshouldbedeveloped.Globalortransnationalcompany.GlobalLocalization:Thinkglobally,actlocally.PhilipsVSMatsushitaPhilipsElectronicsPolycentric:7modelsofTVbasedon4chassis,VarietyMatsushitaGeocentric:globalstrategy,2modelsofTVbasedonasinglechassis,lowpriceDrivingandRestrainingForcesAffectingGlobalIntegrationandGlobalMarketingDrivingForcesTechnologyInternet,SatelliteDish,GlobeSpanningTVRegionalEconomicAgreementsNAFTA,EU,ASEAN,GCC,APECMarketNeedsandWantsConverging,GlobalBrand,TransportationandCommunicationImprovementsJetPlane,LargeCargoShip,email,fax,videoconferencing,costdeductionDrivingForcesCont.ProductdevelopmentcostsQualityWorldEconomicTrendsMoreopportunitiesLessresistanceWorld-widederegulationandprivatizationDrivingForcesCont.LeverageExperiencetransfersScaleeconomiesResourceutilizationGlobalstrategyTheGlobal/TransnationalCorporationRestrainingForcesManagementMyopiaOrganizationCultureIntegrateglobalvisionandperspectivewithlocalmarketinitiativeandinputMutualrespectNationalcontrolsandbarriersTariffbarriersandnon-tariffbarriersTheGlobalEconomicEnvironmentChangesinTheWorldEconomyEmergenceofglobalmarketsEconomicintegrationGlobalcompanies,globalbrandsCapitalmovementsfarexceedthevolumeofglobalmerchandiseandservicestrade$4trillionVS.LondonEurodollarMarket,$100trillion,VS.Foreignexchange$250trillionChangesinTheWorldEconomyProductivityVS.EmploymentApplicationofnewtechnologiesIncreaseinproductionefficiencyPlantemigrationInternalreformsChangesinTheWorldEconomyWorldeconomybecomesthedominanteconomicunitTheendofthecoldwarCollapseofUSSR,ISC,E.EuropeanChina,Vietnam,Cuba,NorthKoreaEconomicSystemsMarketAllocationMarketeconomyRoleofthestateCommandAllocationPlannedeconomyRoleofthestateMixedSystemWhichplaystheleadingrole?StagesofMarketDevelopmentBasedonGNPPerCapitaLower-IncomeCountries$766Lower-Middle-IncomeCountries$766-$3036China