全球营销英文版最新版教学课件第1章
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全球营销学ppt课件
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
▪ 菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销 学》, 机械工业出版社，2005
▪ 马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管 理》，中国人民大学出版社，2005
▪ 《国际市场营销学》，李威 王大超主编，机械工业出 版社，2008年7月第一版
▪ 闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》， 清华大学出版社，2004
1. Overview of Marketing
What is marketing?
▪ The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals. 是一个策划和实施 构思、产品和服务的概念、
▪ Examples: Coca-Cola and McDonald’s P10-11
Global Marketing VS Domestic
Marketing
▪ More difficult: language, law, culture, trade and non-trade barriers, market research, and communication;
Global Marketing -- Introduction
▪ 菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销 学》, 机械工业出版社，2005
▪ 马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管 理》，中国人民大学出版社，2005
▪ 《国际市场营销学》，李威 王大超主编，机械工业出 版社，2008年7月第一版
▪ 闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》， 清华大学出版社，2004
1. Overview of Marketing
What is marketing?
▪ The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals. 是一个策划和实施 构思、产品和服务的概念、
▪ Examples: Coca-Cola and McDonald’s P10-11
Global Marketing VS Domestic
Marketing
▪ More difficult: language, law, culture, trade and non-trade barriers, market research, and communication;
第一章国际市场营销双语ppt课件
• 1.2 The Concepts of International Marketing
国际市场营销基本范畴
• 1.3 Related International Economic Organizations
与国际市场营销相关的国 际经济组织
精品课件
1.1The Concepts of Marketing
Technological factors
• 社会文化因素 • 科技因素
精品课件
Monopolies
legislation
Environmental
protection laws
Taxation policyΒιβλιοθήκη Employment laws
Government policy
Legislation
P
S
精品课件
1.1.2. Marketing philosophy
• a way of organizing and controlling marketing. The whole philosophy of marketing is changing. Previously, marketing involved creating a demand for a specific product or service. That approach is obsolete. Today marketers must interact with the market, determine what products and services are needed, and supply enough information to the market about those products so that the products find their own market.
《英文版营销》课件
The means by which a company communicates its value proposition to customers This includes advertising, public relationships, sales promotion, and personal selling
01
Marketing Overview
Definition of Marketing
Marketing Definition
The process of creating, communicating, and delivering value to customers through the satisfaction of their needs and wants
Product differentiation
Market Segmentation
Developing unique features or services that differentiate a product from its competitors
Targeting specific customer groups with products that meet their unique needs
02
It helps businesses identify the most profitable target market and develop marketing strategies that are detailed to the specific needs and preferences of that market segment
国际市场营销课件英文版
2. Countries entering into regional free-trade agreements do not need to extend the preferences negotiated in this context on an MFN basis.
3. A country can invoke temporary 'safeguard' protection of one of its industries suffering serious injury due to a surge of imports.
4. Temporary quantitative restrictions can be invoked by a country with serious balance-of-payment problems.
(The latter two cases are temporary exceptions and a public investigation has to be undertaken for limited relief from GATT obligations.)
Market Groups • V. Marketing in a Developing Country
I. GATT 1. GATT (General Agreement on Trade and Tariffs)
1947, Marrakech, Morocco Three basic elements: ▪Trade shall be conducted on a nondiscriminatory basis. ▪Protection shall be afforded to domestic industries through customs tariffs rather than quotas. ▪Consultation shall be the primary method used to solve global trade problems
3. A country can invoke temporary 'safeguard' protection of one of its industries suffering serious injury due to a surge of imports.
4. Temporary quantitative restrictions can be invoked by a country with serious balance-of-payment problems.
(The latter two cases are temporary exceptions and a public investigation has to be undertaken for limited relief from GATT obligations.)
Market Groups • V. Marketing in a Developing Country
I. GATT 1. GATT (General Agreement on Trade and Tariffs)
1947, Marrakech, Morocco Three basic elements: ▪Trade shall be conducted on a nondiscriminatory basis. ▪Protection shall be afforded to domestic industries through customs tariffs rather than quotas. ▪Consultation shall be the primary method used to solve global trade problems
世界行销讲义之全球营销
• Define the marketing concept. • Define the objective of marketing. • Understand the basics of marketing
planning. • Describe the evolution of the marketin
• What is marketing?
• Is is advertising? Sales? Going to the grocery store? • It is a functional area within a business, but what does it do?
they can be influenced in the process.
Exchange of Value
• If marketing is all about exchanges of value, what is value?
• Customer value: what the customer gets in the purchase, use, and
Exchange of Value (continued)
• To be meaningful to marketers, wants need resources.
• Demand: customers’ desire for products coupled with the
resources to obtain them.
concept. • Explain how marketing is important to
both individual and business customers in the market place, in our daily lives, and in society. • Explain marketing’s role within an organization.
planning. • Describe the evolution of the marketin
• What is marketing?
• Is is advertising? Sales? Going to the grocery store? • It is a functional area within a business, but what does it do?
they can be influenced in the process.
Exchange of Value
• If marketing is all about exchanges of value, what is value?
• Customer value: what the customer gets in the purchase, use, and
Exchange of Value (continued)
• To be meaningful to marketers, wants need resources.
• Demand: customers’ desire for products coupled with the
resources to obtain them.
concept. • Explain how marketing is important to
both individual and business customers in the market place, in our daily lives, and in society. • Explain marketing’s role within an organization.
国际营销英文课件Chap (一)
国际营销英文课件Chap (一) IntroductionChap is a comprehensive international marketing course that is designed to equip learners with the necessary skills and knowledge to excel in the global market. The course is divided into various modules that cover different aspects of international marketing, such as market research, pricing, distribution, and promotion. This article will explore the content and structure of the Chap course in detail.Module 1: Introduction to International MarketingThis module provides an overview of international marketing, including its scope, definition, and significance. Learners are introduced to the key concepts and principles of international marketing, such as cultural diversity, global competition, and international trade barriers.Module 2: Market Analysis and ResearchThis module focuses on the process of market analysis and research, which is a critical step in developing effective marketing strategies for international markets. Learners will gain an understanding of the importance of market research, the various methods of conducting market research, and how to analyze and interpret market data.Module 3: International Marketing EnvironmentThis module explores the different factors that influence international marketing, such as political, economic,cultural, and legal factors. Learners will also learn aboutthe impact of globalization and technological advancements on international marketing.Module 4: International Product and Service StrategiesThis module covers the various product and service strategies that organizations can adopt when entering foreign markets. Learners will gain an understanding of product development, branding, packaging, and pricing strategies.Module 5: International Distribution StrategiesThis module focuses on the distribution strategies that organizations can adopt when entering foreign markets, suchas direct export, licensing, franchising, and joint ventures. Learners will learn about the various channels ofdistribution, the role of intermediaries, and the challengesof managing global supply chains.Module 6: International Promotion StrategiesThis module covers the various promotion strategies that organizations can adopt when entering foreign markets, suchas advertising, personal selling, public relations, anddirect marketing. Learners will gain an understanding of the importance of cultural sensitivity in international promotion,and the need to adapt promotional messages to local markets. ConclusionThe Chap course is a comprehensive and well-structured international marketing course that covers all the key aspects of international marketing. Learners who complete the course will have a deep understanding of the global market and the skills and knowledge needed to develop effective international marketing strategies. The course is suitablefor anyone who wants to excel in the global market, whether they are students, professionals, or entrepreneurs.。
国际市场营销英文版ppt课件
2.3 Macroenvironment
macroenviroment : P-political environment E-economic S-sociocultural T-technological N-natural environment
P-population environment
business,groups.
For example: the government of singapor encourage in.
• Various groups shared different values
emerging form their special life experience
Time : for example in Guangzhou , the attitude of Chinese youths change during these years.
Technological Environment
• It provides important opportunities to improve customer value
Economic Environment
I The economic environment for marketing comprises the overall economy
II It includes: Business cycles Spending patterns Consumer income issues
products
Sociocultural Environment
• Sociocultural environmrnt 1) high persistence core cultural values 2) existence of subcultures 3) shift of secondary cultural values through time
macroenviroment : P-political environment E-economic S-sociocultural T-technological N-natural environment
P-population environment
business,groups.
For example: the government of singapor encourage in.
• Various groups shared different values
emerging form their special life experience
Time : for example in Guangzhou , the attitude of Chinese youths change during these years.
Technological Environment
• It provides important opportunities to improve customer value
Economic Environment
I The economic environment for marketing comprises the overall economy
II It includes: Business cycles Spending patterns Consumer income issues
products
Sociocultural Environment
• Sociocultural environmrnt 1) high persistence core cultural values 2) existence of subcultures 3) shift of secondary cultural values through time
国际营销英文版最新版教学课件unit01
The International Marketing Task
Uncontrollable uncertainty
• Comprised of uncontrollable elements in business environments
• Each international market has own set of factors
Many foreign-controlled companies in U.S.
• Foreign direct investment in U.S. is above $3 trillion • Foreign-owned companies in almost all industries:
• Automobiles (Honda, BMW, Mercedes) • Appliances (LG Electronics, Frigidaire) • Convenience stores and restaurants (7-Eleven, Ben & Jerry’s) • News and entertainment (The Wall Street Journal, Pearle Vision, Universal
Global Commerce Causes Peace 3 of 3
Four Trends Affecting Global Business
1. Growth of the WTO and open trade agreements 2. Developing countries moving toward free trade 3. The Internet, cellular, and networked communication 4. A mandate to manage the global environment for the
营销英语课件第1-2章
Value Gained From Owning a Product and Costs of Obtaining the Product is Customer Value
Product’s Perceived Performance in Delivering Value Relative to Buyer’s Expectations is Customer Satisfaction
1-12
Marketing Management Practice
Stage 1. Entrepreneurial Marketing
Stage 2. Formulated Marketing
Stage 3. Intrepreneurial Marketing
1-13
Marketing Management Philosophies
Societal Marketing Concept (Fig. 1-4)
/
1-16
What are the major differences between the Marketing Concept and the Societal Marketing Concept?
1-3
Core Marketing Concepts (Fig. 1-1)
1-4
Marketing Defined
Process by which individuals and groups obtain what they need and
want through creating and exchanging products and value
“click-and-mortar” companies “click-only” companies Business-to-business e-commerce
Product’s Perceived Performance in Delivering Value Relative to Buyer’s Expectations is Customer Satisfaction
1-12
Marketing Management Practice
Stage 1. Entrepreneurial Marketing
Stage 2. Formulated Marketing
Stage 3. Intrepreneurial Marketing
1-13
Marketing Management Philosophies
Societal Marketing Concept (Fig. 1-4)
/
1-16
What are the major differences between the Marketing Concept and the Societal Marketing Concept?
1-3
Core Marketing Concepts (Fig. 1-1)
1-4
Marketing Defined
Process by which individuals and groups obtain what they need and
want through creating and exchanging products and value
“click-and-mortar” companies “click-only” companies Business-to-business e-commerce
英文版营销PPT
6. Learn why good strategy and good strategy execution are the most trustworthy signs of good management.
1-4
Chapter Roadmap
What Do We Mean by “Strategy?” Strategy and the Quest for Competitive Advantage Identifying a Company’s Strategy Why a Company’s Strategy Evolves Over Time A Company’s Strategy Is Partly Proactive and
without a rudder.”
Joel Ross and Michael Kami
Chapter Learning Objectives
1. Understand the role of business strategies in moving a company in the intended direction, growing its business, and improving its financial and market performance.
Display corporate responsibility and environmental sustainability
Control costs of opening new stores
Promote customer-friendly service and enhance store ambience by making Starbucks a great place to work
1-4
Chapter Roadmap
What Do We Mean by “Strategy?” Strategy and the Quest for Competitive Advantage Identifying a Company’s Strategy Why a Company’s Strategy Evolves Over Time A Company’s Strategy Is Partly Proactive and
without a rudder.”
Joel Ross and Michael Kami
Chapter Learning Objectives
1. Understand the role of business strategies in moving a company in the intended direction, growing its business, and improving its financial and market performance.
Display corporate responsibility and environmental sustainability
Control costs of opening new stores
Promote customer-friendly service and enhance store ambience by making Starbucks a great place to work
全球市场营销(Global marketing)课件Chapter 1
© 2005 Prentice Hall 1-4
Boundaryless Marketing
Goal is to eliminate communication barriers between marketing and other business functional areas Properly implemented it ensures that a market orientation permeates all value creating activities
© 2005 Prentice Hall
1-12
GMS has three additional dimensions that pertain to marketing management. ① Concentration of marketing activities is the extent to which activities related to the marketing mix are performed in one or a few country locations. ② Coordination of marketing activities refers to the extent to which marketing activities related to the marketing mix are planned and executed interdependently around the globe. ③ Integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of the world are interdependent.
Boundaryless Marketing
Goal is to eliminate communication barriers between marketing and other business functional areas Properly implemented it ensures that a market orientation permeates all value creating activities
© 2005 Prentice Hall
1-12
GMS has three additional dimensions that pertain to marketing management. ① Concentration of marketing activities is the extent to which activities related to the marketing mix are performed in one or a few country locations. ② Coordination of marketing activities refers to the extent to which marketing activities related to the marketing mix are planned and executed interdependently around the globe. ③ Integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of the world are interdependent.
英文版营销PPT
3. Learn that business strategies evolve over time because of changing circumstances and ongoing management efforts to improve the company’s strategy.
Important?
1-5
Thinking Strategically: The Three Big Strategic Questions
1. What’s the company’s present situation?
2. Where does the company need to go from here?
will we get there?” is its strategy
1-6
What Do We Mean By “Strategy?”
Consists of competitive moves and business approaches used by managers to run the company
Partly Reactive Strategy and Ethics: Passing the Test of Moral
Scrutiny The Relationship Between a Company’s Strategy
and Its Business Model What Makes a Strategy a Winner? Why Are Crafting and Executing Strategy
6. Learn why good strategy and good strategy execution are the most trustworthy signs of good management.
Important?
1-5
Thinking Strategically: The Three Big Strategic Questions
1. What’s the company’s present situation?
2. Where does the company need to go from here?
will we get there?” is its strategy
1-6
What Do We Mean By “Strategy?”
Consists of competitive moves and business approaches used by managers to run the company
Partly Reactive Strategy and Ethics: Passing the Test of Moral
Scrutiny The Relationship Between a Company’s Strategy
and Its Business Model What Makes a Strategy a Winner? Why Are Crafting and Executing Strategy
6. Learn why good strategy and good strategy execution are the most trustworthy signs of good management.
《英文版营销》课件
了解如何优化您的英文版网站以 提高搜索排名和用户体验。
社交媒体营销
借助社交媒体平台的力量，在英 文市 英文版营销成功案例
分析在英文市场上获得成功的品牌的策略和经验，并从中汲取灵感。
2 英文版营销失败案例
探究在英文市场上失败的品牌的原因和教训，以避免类似的错误。
结论
展望英文版营销的未来趋势，以及如何更好地实践和应用这些趋势，以使您 的品牌保持竞争力。
参考文献
- Smith, J. (2021). 英文版营销策略手册。 - Johnson, L. (2020). 跨文化营销指南。 - Williams, M. (2019). 社交媒体营销成功秘诀。
文化差异
探索不同文化之间的营销差异，包括价值观、习俗和消费习惯，以确保您的营销策略具有文 化敏感性。
地域差异
了解不同地区的营销环境和市场趋势，以制定针对特定地理位置的定位策略。
英文版营销策略
制定英文版营销策略的步骤 英文版网站优化
探索成功的英文版营销策略的关 键步骤，包括目标市场分析、目 标设置和执行计划。
《英文版营销》PPT课件
本课件将介绍英文版营销的基础知识、策略和案例分析，以及未来的趋势和 实践方法。帮助您获得成功的营销技巧，让您的业务更上一层楼！
概述
营销的定义及英文版营销的重要性。通过深入理解全球市场上主要的英文营 销趋势，您将能够增加在国际市场上的竞争力。
英文版营销基础知识
语言差异
了解不同语言之间的差异，包括语法、词汇选择和文化背景，以便有效传达您的品牌信息。
英文版营销PPT课件
2. Develop an awareness of the four most reliablestrategic approaches for setting a company apart from rivals and winning a sustainable competitive advantage.
How to manage each functional piece of the business (R&D, production, marketing, HR, finance, and so on)
will we get there?” is its strategy
1-6
What Do We Mean By “Strategy?”
Consists of competitive moves and business approaches used by managers to run the company
❖ Business(es) to be in and market positions to
stake out
❖ Buyer needs and groups to serve ❖ Direction to head
3. How should it get there?
❖ A company’s answer to “how
3. Learn that business strategies evolve over time because of changing circumstances and ongoing management efforts to improve the company’s strategy.
How to manage each functional piece of the business (R&D, production, marketing, HR, finance, and so on)
will we get there?” is its strategy
1-6
What Do We Mean By “Strategy?”
Consists of competitive moves and business approaches used by managers to run the company
❖ Business(es) to be in and market positions to
stake out
❖ Buyer needs and groups to serve ❖ Direction to head
3. How should it get there?
❖ A company’s answer to “how
3. Learn that business strategies evolve over time because of changing circumstances and ongoing management efforts to improve the company’s strategy.
市场营销学英文版最新版教学课件第1章
Wants
• Form taken by human needs when shaped by culture and individual personality
Demands
• Human wants that are backed by buying power
Customer Needs, Wants, and Demands (2 of 2)
Staying close to customers: Target’s energetic new CEO
Market Offerings
• Products, services, information or experiences
– Offered to satisfy a need or want
Understanding the Marketplace and Customer Needs
• Five core customer and marketplace concepts:
– Needs, wants, and demands – Market offerings – Value and satisfaction – Exchanges and relationships – Markets
– Strong relationships are built by consistently delivering superior customer value.
Markets
• All actual and potential buyers of a product • Sellers and Consumers market • Customer-managed relationships
• Form taken by human needs when shaped by culture and individual personality
Demands
• Human wants that are backed by buying power
Customer Needs, Wants, and Demands (2 of 2)
Staying close to customers: Target’s energetic new CEO
Market Offerings
• Products, services, information or experiences
– Offered to satisfy a need or want
Understanding the Marketplace and Customer Needs
• Five core customer and marketplace concepts:
– Needs, wants, and demands – Market offerings – Value and satisfaction – Exchanges and relationships – Markets
– Strong relationships are built by consistently delivering superior customer value.
Markets
• All actual and potential buyers of a product • Sellers and Consumers market • Customer-managed relationships
市场营销国外原版教材第一章
These are major keys to success Marketing research plays a role in not
only marketing decision making but also in the broader business context
Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e © 2006 Pearson Education Australia
Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e © 2006 Pearson Education Australia
5
Topic
What is marketing research? History of marketing research Research for management decision
Define the seven steps of the marketing research process
List the key outputs in the research process Describe the activities involved in defining
problem Careers in marketing research Marketing research process Defining the management decision
problem International marketing research Summary
problem Careers in marketing research Marketing research process Defining the management decision
only marketing decision making but also in the broader business context
Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e © 2006 Pearson Education Australia
Malhotra, Hall, Shaw, Oppenheim: Marketing Research 3e © 2006 Pearson Education Australia
5
Topic
What is marketing research? History of marketing research Research for management decision
Define the seven steps of the marketing research process
List the key outputs in the research process Describe the activities involved in defining
problem Careers in marketing research Marketing research process Defining the management decision
problem International marketing research Summary
problem Careers in marketing research Marketing research process Defining the management decision
世界行销讲座之全球营销
these that, through the exchange process, satisfies consumer or business customer needs; a bundle of attributes including features, function, benefits, and uses. Products have:
Marketing: Real People, Real Decisions
Chapter Learning Objectives
When you have completed your study of this chapter, you should be able to:
• Define the marketing concept. • Define the objective of marketing. • Understand the basics of marketing
1-5
Marketing: Real People, Real Decisions
Exchange of Value (continued)
• To be meaningful to marketers, wants need resources.
• Demand: customers’ desire for products coupled with the
• Marketplace: any location or
medium used to conduct an exchange.
1-6
Marketing: Real People, Real Decisions
(Almost) Anything Can Be Marketed
Marketing: Real People, Real Decisions
Chapter Learning Objectives
When you have completed your study of this chapter, you should be able to:
• Define the marketing concept. • Define the objective of marketing. • Understand the basics of marketing
1-5
Marketing: Real People, Real Decisions
Exchange of Value (continued)
• To be meaningful to marketers, wants need resources.
• Demand: customers’ desire for products coupled with the
• Marketplace: any location or
medium used to conduct an exchange.
1-6
Marketing: Real People, Real Decisions
(Almost) Anything Can Be Marketed
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~Jagdish Bhagwati~
1-6
Global Industries
• An industry is global to the extent that a company’s industry position in one country is interdependent with its industry position in another country
we leave it alone. This is focus.”
~Helmut Maucher, former chairman of Nestlé SA~
1-8
GLOBAL MARKETING: What It Is & What It Isn’t
Single Country Marketing Strategy
– Often referred to as multinational
– Leads to a localized or adaptation approach that assumes products must be adapted to local market conditions
1-18
Coca Cola spent $5 billion worldwide on promotions and marketing in 2010
1-7
Competitive Advantage, Globalization
• Focus
& Global Industries
– Concentration and attention on core business and competence
The British Invasion of the music world was led by the Beatles who first toured the U.S. in 1964.
• U.K. vs. U.S. Markets
– EMI U.K label Parlophone – EMI U.S. label Capitol
• Global Marketing: The scope of activities outside the home market
1-3Βιβλιοθήκη Value Chain and Value Proposition
• Value Chain:
Marketing, along with all other functional business areas, create value for the customer
– Coca-Cola earns 75% of operating income and 2/3 of profit outside of North America
• For Japanese companies, 90% of world market is outside the country
1-12
McDonald’s Global Marketing
1-13
Burberry’s GMS
• Expand in BRIC, US • Marketing Mix
– Product: emphasize handbags, belts, accessories – Price: Affordable luxury – Place: Key major cities including Hong Kong, NYC – Promotion: New logo, use social media, Burberry
– Essence of mass marketing
• Global localization (Adaptation)
– Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction
• Value Proposition
– Perceived value to the customer
– The firm’s promise to the customer
1-4
Customer Perceived Value
• Create value for customers by improving benefits or reducing price
– Leads to a standardized or extension approach
1-17
Management Orientations
• Polycentric Orientation
– Each country is unique
– Each subsidiary develops its own unique business and marketing strategies
1-2
Marketing and Global Marketing Defined
• Marketing: “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”
Indicators of globalization:
•Ratio of cross-border investment to total capital investment •Proportion of industry revenue generated by all companies that compete in key world regions •Ratio of cross-border trade to worldwide production
– 4 P’s: Adapt or Standardize?
• Concentration of Marketing Activities
• Coordination of Marketing Activities
• Integration of Competitive Moves
1-9
The Beatles: Global Marketing Strategy
Management Orientations
• Regiocentric Orientation
– A region is the relevant geographic unit
• Ex: The NAFTA or European Union market
– Some companies serve markets throughout the world but on a regional basis
Global Marketing Strategy
• Target Market Strategy • Marketing Mix
– Product – Price – Promotion – Place
• Global Market Participation
• Marketing Mix Development
“Nestle is focused: We are food and beverages. We are not
running bicycle shops. Even in food we are not in all fields. There are certain areas we do not touch…We have no soft drinks because I have said we will either buy Coca-Cola or
• 94% of market potential is outside of Germany for its companies even though it is the largest EU market
1-15
How Big Is The Global Market?
1-16
Management Orientations
• Ex: General Motors had four regions for decades
European Union
Global Marketing
Introduction to Global Marketing
Chapter 1
1-1
INTRODUCTION
• Global vs. “Regular” Marketing
- Scope of activities are outside the home-country market
1-5
Globalization
“Economic globalization constitutes integration of national economies into the international economy through trade, direct foreign investment (by corporations and multinationals), short-term capital flows, international flows of workers and humanity generally, and flows of technology.”
– Improve the product – Find new distribution channels – Create better communications – Cut monetary and non-monetary costs and prices
1-6
Global Industries
• An industry is global to the extent that a company’s industry position in one country is interdependent with its industry position in another country
we leave it alone. This is focus.”
~Helmut Maucher, former chairman of Nestlé SA~
1-8
GLOBAL MARKETING: What It Is & What It Isn’t
Single Country Marketing Strategy
– Often referred to as multinational
– Leads to a localized or adaptation approach that assumes products must be adapted to local market conditions
1-18
Coca Cola spent $5 billion worldwide on promotions and marketing in 2010
1-7
Competitive Advantage, Globalization
• Focus
& Global Industries
– Concentration and attention on core business and competence
The British Invasion of the music world was led by the Beatles who first toured the U.S. in 1964.
• U.K. vs. U.S. Markets
– EMI U.K label Parlophone – EMI U.S. label Capitol
• Global Marketing: The scope of activities outside the home market
1-3Βιβλιοθήκη Value Chain and Value Proposition
• Value Chain:
Marketing, along with all other functional business areas, create value for the customer
– Coca-Cola earns 75% of operating income and 2/3 of profit outside of North America
• For Japanese companies, 90% of world market is outside the country
1-12
McDonald’s Global Marketing
1-13
Burberry’s GMS
• Expand in BRIC, US • Marketing Mix
– Product: emphasize handbags, belts, accessories – Price: Affordable luxury – Place: Key major cities including Hong Kong, NYC – Promotion: New logo, use social media, Burberry
– Essence of mass marketing
• Global localization (Adaptation)
– Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction
• Value Proposition
– Perceived value to the customer
– The firm’s promise to the customer
1-4
Customer Perceived Value
• Create value for customers by improving benefits or reducing price
– Leads to a standardized or extension approach
1-17
Management Orientations
• Polycentric Orientation
– Each country is unique
– Each subsidiary develops its own unique business and marketing strategies
1-2
Marketing and Global Marketing Defined
• Marketing: “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”
Indicators of globalization:
•Ratio of cross-border investment to total capital investment •Proportion of industry revenue generated by all companies that compete in key world regions •Ratio of cross-border trade to worldwide production
– 4 P’s: Adapt or Standardize?
• Concentration of Marketing Activities
• Coordination of Marketing Activities
• Integration of Competitive Moves
1-9
The Beatles: Global Marketing Strategy
Management Orientations
• Regiocentric Orientation
– A region is the relevant geographic unit
• Ex: The NAFTA or European Union market
– Some companies serve markets throughout the world but on a regional basis
Global Marketing Strategy
• Target Market Strategy • Marketing Mix
– Product – Price – Promotion – Place
• Global Market Participation
• Marketing Mix Development
“Nestle is focused: We are food and beverages. We are not
running bicycle shops. Even in food we are not in all fields. There are certain areas we do not touch…We have no soft drinks because I have said we will either buy Coca-Cola or
• 94% of market potential is outside of Germany for its companies even though it is the largest EU market
1-15
How Big Is The Global Market?
1-16
Management Orientations
• Ex: General Motors had four regions for decades
European Union
Global Marketing
Introduction to Global Marketing
Chapter 1
1-1
INTRODUCTION
• Global vs. “Regular” Marketing
- Scope of activities are outside the home-country market
1-5
Globalization
“Economic globalization constitutes integration of national economies into the international economy through trade, direct foreign investment (by corporations and multinationals), short-term capital flows, international flows of workers and humanity generally, and flows of technology.”
– Improve the product – Find new distribution channels – Create better communications – Cut monetary and non-monetary costs and prices