市场营销Global-Marketing-Strategy[共33页].pptVIP

 Global Marketing Strategy ;Outline;A. The Global Marketer’s Mindset;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 everyone is on board. Centralization of the marketing effort to make sure all speak the same language. ;The Global Marketer’s Mindset; B. Global Market Planning;The BCG Portfolio Matrix;;The GE/McKinsey Matrix;;Extending to multiple countries;11-*;11-*;Global Resource Allocation;Assessing country attractiveness and competitive strength;11-*;11-*;Market Share Focus;C. Segmentation-Targeting-Positioning;Two-Stage Global Segmentation;MACROSEGMENTATION – clustering of countries on the basis of common characteristics deemed to be important for marketing purposes, e.g. data on:;Typical Macro-Segmentation Criteria;;Macro-Segmentation on “Think” and “Feel” Dimensions;TRADITIONALIST 18% HOMEBODY 14% RATIONALIST 23% PLEASURIST 17% STRIVER 15% TRENDSETTER 13%;Targeting Segments;Diversification versus Focus Strategy Diversification Strategy In developing a global strategy, some companies make a conscious effort to be a player in different countries and different market segments. Difficulties in one market segment or country can be offset by gains elsewhere. Focus Strategy Markets and segments can be given more attention and markets positions fortified. This is particularly advantageous when the country or segment competitive rivalry is intense. ;Diversification vs. Focus;Global Product Positioning;D. Global S-T-P Strategies;;E. Global Marketing Planning;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 “simil