- 1、本文档共14页,可阅读全部内容。
- 2、有哪些信誉好的足球投注网站(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
- 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
查看更多
International Marketing Management IMMCH01
* * * * Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Copyright (c) 2007 John Wiley Sons, Inc. Global Marketing Management * Chapter 1 Globalization Chia-Wen Hsu 2011/03/04 Chapter Overview * 1. Why Global Marketing is Imperative 2. Globalization of Markets: Convergence and Divergence 3. Evolution of Global Marketing 1. Why Global Marketing is Imperative * Saturation of domestic markets: Domestic-market saturation in the industrialized parts of the world and marketing opportunities overseas are evident in global marketing. Global competition: Competition around the world and proliferation of the Internet have been on the rise and are now intensifying. Need for global cooperation: Global competition brings global cooperation. 1. Why Global Marketing is Imperative * Internet revolution: The Internet and electronic commerce (e-commerce) are bringing major structural changes to the way companies operate worldwide. The term global epitomizes both the competitive pressure and expanding market opportunities. Whether a company operates domestically or across national boundaries, it can no longer avoid competitive pressures from around the world. Exhibit 1-1: Change in World’s 100 Largest Companies and Their Nationalities * 2. Globalization of Markets: Convergence and Divergence * Per capita income is an important determinant of consumer buying behavior. When a country’s per capita income is less than $10,000, much of the income is spent on food and other necessities, and very little disposable income remains. As a country’s per capita incomes reaches $20,000, the disposable portion of income increases dramatically. This increased disposable income level results in increased convergent pressures on consumer buying behavi
文档评论(0)