MBA国际市场营销 全套课件（英文）.PPT

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 management 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? 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 Marketing Customer Value Value Equation: 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 Global structures Exports % share of world production Annual % Growth of trade and GDP1959 – 96 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 Corporate Globalization-China’s 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, monetary exchange, transportation, insurance, and counter-claim More risky: credibility, currency exchange, political risk, transportation, and pricing More opportunities and more