人民大2026市场营销原理与实践英文版（第19版）课件ch-19-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter19TheGlobalMarketplaceCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives19.1 Defineglobalmarketingandthequestionscompaniesmustaskindecidingwhetherandhowtogoglobal.19.2. Understandhowglobalpolitical,economic,sociocultural,technological,legal,andenvironmentalfactorsaffectacompany’sglobalmarketingdecisions.19.3 Discusshowcompaniesdecidewhethertogoglobaland,ifso,whichmarketstoenter.19.4 Describethreekeyapproachestoenteringglobalmarkets.19.5 Explainhowcompaniesadapttheirmarketingstrategiesandmarketingmixesforglobalmarkets.19.6 Identifythethreemajorformsofglobalmarketingorganization.

7-Eleven:MakingLifeaLittleEasierforPeoplearoundtheGlobeAtfirstglance,a7-EleveninTokyolooksprettymuchlikeoneinTeaneck,NewJersey.However,7-Elevenskillfullyadaptsitsglobaloperationsandofferingsmarketbymarkettomatchlocalneedsandwants.SakarinSawasdinaka/Shutterstock

LearningObjective1Defineglobalmarketingandthequestionscompaniesmustaskindecidingwhetherandhowtogoglobal.

GlobalMarketingToday(1of3)Aglobalcompany:operatesinmorethanonecountrygainsmarketing,production,RD,andfinancialadvantagesnotavailabletopurelydomesticcompetitorsseestheworldasapotentialmarketManyAmericancompanieshavenowmadetheworldtheirmarket.KFC’sColonelSandersisalmostasfamiliarinShanghai,China(above),orTokyo,Japan,asheisinBoise,Idaho.GaryArmstrong

GlobalMarketingToday(2of3)Globalfirmsaskanumberofbasicquestions:Whatmarketpositionshouldwetrytoestablishinourowncountry,inoureconomicregion,andglobally?Whowillourglobalcompetitorsbe,andwhataretheirstrategiesandresources?Whereshouldweproduceorsourceourproduct?Whatstrategicalliancesshouldweformwithotherfirmsaroundtheworld?

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