全球营销（英文PPT339.pptx

Global MarketingSpring 2003Some AboutsAbout meAbout this courseAbout the projectAbout the examinationAbout gradingText StructureIntroduction to global marketingThe global marketing environmentGlobal market opportunitiesGlobal marketing strategyGlobal marketing programGlobal marketing managementList of QuestionsWhat 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-- IntroductionWhat is Global Marketing?What is marketing?The 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 MarketingCustomer ValueValue Equation: V=B/PDifferential AdvantageFocusWhat is global marketing?Practicing marketing in the global environment.An organization that engages in global marketing focuses its resources on global market opportunities and threatsGlobalization An open economic systemNon-discriminationGlobal brandsGlobal structuresExports % share of world productionAnnual % Growth of trade and GDP1959 – 96GDPGDPEffects of globalization on businessCheap offshore productionReduced transport costsVirtual communicationStandardization of logisticsGlobal marketingExport Import By Regions?2002/01-10Corporate Globalization-China’s CaseWalmartWorld Women Basket Ball GamesHaier in USATsingdao BeerGlobal Marketing VS Domestic MarketingMore difficult: language, law, culture, trade and non-trade barriers, market research, and communication;More complicated: currency, measures and weights, customs, monetary exchange, transportation, insurance, and counter-claimMore risky: credibility, currency exchange, political risk, transportation, and pricing More opportunities and more profitable, hopefully.Should we go global?Internal analysisResources, manag