全球营销英文.ppt

GlobalMarketingSpring2003

SomeAboutsAboutmeAboutthiscourseAbouttheprojectAbouttheexaminationAboutgrading

TextStructureIntroductiontoglobalmarketingTheglobalmarketingenvironmentGlobalmarketopportunitiesGlobalmarketingstrategyGlobalmarketingprogramGlobalmarketingmanagement

ListofQuestionsWhatisglobalmarketing?Dowehavetogoglobal?Why?Whereshallwego?Whatshallweknowbeforeplungingourselvesintothestormingsea?Howcanwesurviveandthriveinaforeignmarket?

GlobalMarketing

--Introduction

WhatisGlobalMarketing?

Whatismarketing?Theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,services,organizations,andeventstocreateandmaintainrelationshipsthatwillsatisfyindividualandorganizationalobjectives.

TheThreePrinciplesofMarketingCustomerValueValueEquation:V=B/PDifferentialAdvantageFocus

Whatisglobalmarketing?Practicingmarketingintheglobalenvironment.Anorganizationthatengagesinglobalmarketingfocusesitsresourcesonglobalmarketopportunitiesandthreats

GlobalizationAnopeneconomicsystem

Non-discrimination

Globalbrands

Globalstructures

Exports%shareofworldproduction

Annual%GrowthoftradeandGDP

1959–96GDPGDP

EffectsofglobalizationonbusinessCheapoffshoreproductionReducedtransportcostsVirtualcommunicationStandardizationoflogisticsGlobalmarketing

ExportImportByRegions

??2002/01-10

CorporateGlobalization

-China’sCaseWalmartWorldWomenBasketBallGamesHaierinUSATsingdaoBeer

GlobalMarketingVSDomesticMarketingMoredifficult:language,law,culture,tradeandnon-tradebarriers,marketresearch,andcommunication;Morecomplicated:currency,measuresandweights,customs,monetaryexchange,transportation,insurance,andcounter-claimMorerisky:credibility,currencyexchange,politicalrisk,transportation,andpricingMoreopportunitiesandmoreprofitable,hopefully.

Shouldwegoglobal?Intern