国际商务环境 International Business Environment Marketing Ch. 15.pptVIP

Global Marketing, R D;Global Marketing and RD;“A powerful force drives the world toward a converging commonality, and that force is technology” (Prof. Ted Levitt, HBS);Globalization of Markets?;Market Segmentation;Market Segmentation Across National Markets;Marketing Strategy;International Marketing Mix: Product;Optimal channel a company chooses to deliver the product The most locally responsive element of marketing mix because distribution channels vary dramatically across countries Retail system: concentrated-fragmented Channel length: long, short Channel exclusivity;曳裤匈妻降敦网萝庄仪阿操遏古速贾论划瑚追安俏琶畅果纷知署峨砒景宙国际商务环境 International Business Environment Marketing Ch. 15国际商务环境 International Business Environment Marketing Ch. 15;International Marketing Mix: Promotion;International Marketing Mix: Promotion;International Marketing Mix: Price ;松砍荧峨恨脾鳞淹毋孝咱更奴竹威镊睦集奋嗅鸥???趟前普呵峦驭盖赎都补国际商务环境 International Business Environment Marketing Ch. 15国际商务环境 International Business Environment Marketing Ch. 15;New Product Development;Integrate RD, marketing and Production Ensure: Product development driven by customer needs New products can be manufactured efficiently/effectively Time to market is minimized Plan clearly: goals, milestones, budgets;Use cross-functional, multinationally diverse teams Span: initial concept development to market introduction Team composition critical Assign heavyweight project manager High status in organization; high power and authority Dedicated to fullest possible extent to project Team should have representative from each function Physical co-location When appropriate? Build team culture Communication and conflict resolution processes ;Strategic Analysis;Strategic Analysis;Strategic Analysis;Strategic Analysis;Strategic Analysis;Strategic Analysis;Marketing Mix (4 Ps);Marketing Mix (4 Ps);Marketing Mix (4 Ps);Marketing Mix (4 Ps);Marketing Mix (4 Ps);Export Pricing Policy Issues ;Dumping;Grey Marketing