市场营销Global-Marketing-Strategy.ppt

Nike IKEA Mobile phones Honda Prelude Volvo Levi’s Pampers Similar Different Similar Different Local Micro-Segment Positioning Global S-T-P Strategies 11-* E. Global Marketing Planning The planning process involves a sequence of five steps. To evaluate the industry drivers favoring the globalization. To evaluate the local situations in various countries. To formulate the proposed global strategy. To get the proposed strategy evaluated at the local level to predict the likely effects of the strategies proposed. To sum up the positive and negative benefits for each local market and match the sum against the potential saving from centralized operations to arrive at a net benefit from the proposed global strategy. 1. Why is a high-tech product more likely to appeal to the same segment everywhere compared with a frequently purchased packaged good? Any examples? 2. Would services be more or less likely to have uiversal segments than products? Is the success of global fast-food restaurants (a service category) an exception or typical of services? 3. What are the advantages of “similar segments, similar positioning” in a product such as digital cameras? In cellphones? In leisure clothing? In athletic shoes? Any disadvantages? F. Discussion Questions 11-*  Global Marketing Strategy  Chapter 10 Outline The Managerial Context Global Market Planning Macro-segmentation Targeting Strategies Global S-T-P Strategies 11-* A. The Global Marketer’s Mindset The typical context for globalized marketing is not the usual “close to customer” mindset. Rather, the point is usually to coordinate marketing activities across a wide variety of markets where the firm does business. A top-down approach easily leads to insensitivity towards local customers and local requirements, and conflicts with local subsidiaries. 11-* Selling orientation – sell what we make, the product line is given. Standardization of products as much as possible. Coordination via new reporting lines to make sure