Marketmanagement1.pptVIP

Organizing for Global Competition 1 global product divisions responsible for product sales throughout the world; 2 geographical divisions responsible for all products and functions within a given geographical area; or 3 a matrix organization consisting of either of these arrangements with centralized sales and marketing run by a centralized functional staff, or a combination of area operations and global product management An international marketing plan should optimize the resources committed to company objectives by using one of the following three alternative organizational structures: Global Marketing Management: Planning and Organization Global Marketing Management Global Marketing Management thought has undergone substantial revision In the 1970s the argument was framed as “standardization vs. adaptation” In the 1980s it was “globalization vs. localization” or “Think local, act local” In the 1990s it was “global integration vs. local responsiveness” The basic issue is whether the global homogenization of consumer tastes allowed global standardization of the marketing mix Global Marketing Management: An Old Debate and a New View 可口可乐thump up 广告 芭比娃娃 The Nestle Way The “Nestlé way” is to dominate its markets can be summarized in four points: think and plan long term decentralize stick to what you know, and adapt to local tastes Nestlé sells more than 8,500 products produced in 489 factories in 193 countries Nestlé is the world’s biggest marketer of infant formula, powdered milk, instant coffee, chocolate, soups, and mineral water Benefits of Global Marketing Economies of scale in production and marketing can be important competitive advantages for global companies Unifying product development, purchasing, and supply activities across several countries it can save costs Transfer of experience and know-how across countries through improved coordination and integration of marketing activities Diversity of markets by spreading the portfolio of markets