东北石油大学经济管理学院市场营销学课件Chapter 1 Introduction to Global Marketing.ppt

Chapter 1 Introduction to Global Marketing Introduction What is Global Marketing? How is it different from regular marketing? Introduction Marketing-营销 Process of planning and executing the conception pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals Global Marketing-全球营销 Focuses resources on global market opportunities and threats; the main difference is the scope of activities because global marketing occurs in markets outside the organization’s home country Reasons for Global Marketing Growth Access to new markets Access to resources Survival Against competitors with lower costs (due to increased access to resources) Overview of Marketing One of the functional areas of a business that is distinct from finance and operations Primary tools in marketing are product, price, place, and promotion Marketing is an activity that comprises the firm’s value chain Current trend is to involve marketers in all value-related decisions – called boundaryless marketing Boundaryless Marketing Goal is to eliminate communication barriers between marketing and other business functional areas Properly implemented it ensures that a market orientation permeates all value creating activities Goal of Marketing Surpass the competition at the task of creating perceived value for customers The Guide line is the value equation – Value = Benefits/Price (Money, Time, Effort, Etc.) Value Chain and Boundaryless Marketing-顾客价值与价值等式 Competitive Advantage-竞争优势 Success over competition in industry at value creation Achieved by integrating and leveraging operations on a worldwide scale Globalization Globalization is the inexorable integration of markets, nation-states, and technologies to a degree never witnessed before - in a way that is enabling individuals, corporations, and nation-states to reach around the world farther, faster, deeper and cheaper than ever before, and in a way that is enabling the world to