《市场营销专业英语教程》教学课件第13章Global Marketing.ppt

* Organizing the Multinational Company Overall, whether a company should undertake a multidomestic or global approach to organizing its international operations will largely depend on the nature of the company and its products, how different foreign cultures are from the domestic market, and the company’s ability to implement a global perspective. 2. Organizing for Global Marketing  * In this section of the chapter, the major areas in developing a global marketing program will be examined. Global Marketing Research Global Product Strategy Global Distribution Strategy Global Pricing Strategy Global Advertising and Sales Promotion Strategy 3. Programming for Global Marketing  * Global Marketing Research To be successful, organizations must collect and analyze pertinent information to support the basic go/no-go decision. Population Characteristics Ability to Buy Willingness to Buy 3. Programming for Global Marketing  * Differences in Research Tasks and Processes In foreign countries the market researcher is likely to encounter a variety of problems in using census data. 1. Language. 2. Data content. 3. Timeliness. 4. Availability 3. Programming for Global Marketing  * Global Product Strategy product planning is necessary to determine the type of product to be offered and whether there is sufficient demand to warrant entry into a foreign market. 3. Programming for Global Marketing  * Global Distribution Strategy Global distribution strategy can be extremely challenging because sellers must influence two sets of channels: one in the home country and one in the foreign country. 3. Programming for Global Marketing  * International Channel-of-Distribution Alternatives * Global Pricing Strategy the pricing task is often more complicated in foreign markets because of additional problems associated with tariffs, antidumping laws, taxes, inflation, and currency conversion. 3. Programming for Global Marketing  * Global Advertising and Sales Promotion Strategy select