南京大学MBA国际市场营销（推荐PPT英语版339）.pptx

Global MarketingSpring 2003 Some AboutsAbout meAbout this courseAbout the projectAbout the examinationAbout grading Text StructureIntroduction to global marketingThe global marketing environmentGlobal market opportunitiesGlobal marketing strategyGlobal marketing programGlobal marketing management List of QuestionsWhat is global marketing?Do we have to go global?Why?Where shall we go?What shall we know before plunging ourselves into the storming sea?How can we survive and thrive in a foreign market? Global Marketing-- Introduction What is Global Marketing? What is marketing?The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives. The Three Principles of MarketingCustomer ValueValue Equation: V=B/PDifferential AdvantageFocus What is global marketing?Practicing marketing in the global environment.An organization that engages in global marketing focuses its resources on global market opportunities and threats Globalization An open economic systemNon-discriminationGlobal brandsGlobal structures Exports % share of world production Annual % Growth of trade and GDP1959 – 96GDPGDP Effects of globalization on businessCheap offshore productionReduced transport costsVirtual communicationStandardization of logisticsGlobal marketing Export Import By Regions??2002/01-10 Corporate Globalization-China’s CaseWalmartWorld Women Basket Ball GamesHaier in USATsingdao Beer Global Marketing VS Domestic MarketingMore difficult: language, law, culture, trade and non-trade barriers, market research, and communication;More complicated: currency, measures and weights, customs, monetary exchange, transportation, insurance, and counter-claimMore risky: credibility, currency exchange, political risk, transportation, and pricing More opportunities and more profitable, hopefully. Should we go global?Intern