当代全球商务第七版配套课件Chap15.pptVIP

Global Business Today 7e by Charles W.L. Hill Chapter 15 Global Marketing and R D Introduction Question: How can marketing and RD be performed so they reduce the costs of value creation and add value by better serving customer needs? Answer: The marketing mix (the choices the firm offers to its targeted market) is comprised of product attributes distribution strategy communication strategy pricing strategy Globalization of Markets and Brands Levitt - world markets were becoming increasingly similar making it unnecessary to localize the marketing mix theory has become a lightening rod in the debate about globalization Most experts believe that while there is a trend towards global markets, cultural and economic differences among nations act as a major brake on any trend toward global consumer tastes and preferences In addition, trade barriers and differences in product and technical standards also limit the ability of firms to sell a standardized product to a global market Market Segmentation Question: What is market segmentation? Answer: Market segmentation - identifying distinct groups of consumers whose purchasing behavior differs from others in important ways global market segments are more likely to exist in industrial products than in consumer products Market Segmentation Firms must adjust their marketing mix from segment to segment consider the existence of segments that transcend national borders and understand differences across countries in the structure of segments customize the product, the packaging, or the way in which the product is marketed in order to maximize performance in market where there are no cross-national segments Product Attributes Products can be thought of as a bundle of attributes products sell well when their attributes match consumer needs Consumer needs vary from country to country depending on culture the level of economic development So, the ability of firms to sell the same product wo