国际市营Chapter 01.ppt

如何使用此本教材？ 通读目录 预习可先阅读每章最后的SUMMARY 注意正文中标题的级别 注意分辨重点与非重点内容 注意正文文字中的斜体字 注意不要被大量的案例所迷惑 有余力可补充阅读每章后面案例 和中文教材的大不同 1.Overview of marketing P3 Global Marketing: What it is and What it isn’t Marketing discipline is universal -the marketing discipline is equally applicable in different part of the world, from the US to China, from Asia to Africa Global Marketing: What it is and What it isn’t Global localization: think globally and act locally -global marketing may include a combination of standard and nonstandard approaches -Standard: actual product itself; nonstandard: distribution or packaging -The ability to think globally and act locally can be a source of competitive advantage -A central issue in global marketing is how to tailor the global marketing concept to fit a particular product or business -The success was not based on a total standardization of marketing mix elements -Global marketing does not mean entering every country in the world -Global marketing requires marketers to behave in a way that is global and local at the same time by responding to similarities and differences in world markets Global marketing strategy that a company adopts will depend on industry conditions and its source or sources of competitive advantage. 3.The importance of Global Marketing阅读P13 More and more companies have an greater motivation to seek market opportunities beyond their own borders In most countries, the companies that will survive and prosper in the next century will be global enterprises. Some companies that do not respond to the challenges and opportunities of globalization will be absorbed by more dynamic enterprises; others will simply disappear. 4.Evoulution of Global Marketing From domestic to global -domestic marketing -export marketing -international marketing -multinational marketing -global marketing Domestic Marketing Extension 5.Driving and restraining forces Global Marketing Lecturer: 温中原 Office: Room 2617 Tel: 3