1.国际市场营销概况

similarities and differences in world markets.
Kenichi Ohmae (大前研一) p6 (http://baike.haosou.com/doc/5068983-5296463.html) Cases from page 10 (lean them by yourself)
A global product may be the same product everywhere and yet different. Global marketing requires marketers to behave in a way that is global and local at the same time by responding to
primary tools.
• Marketing is a universal discipline, as applicable
in Argentina as it is in Zimbabwe.
2. What is global marketing?
Global marketing is the performance of business
国际市场营销双语课程 GLOBAL MARKETING MANAGEMENT
注：文本框可根据需求改变颜色、移动位置；文字可编辑
Chapter 1 Introduction to Global Marketing
© 2005 Prentice Hall
1-2
We live in a global marketplace. p1
5.The value equation 价值等式 p4-5
Value=Benefits/Price (money, time, effort, etc) Marketer can offer customers an improved bundle of benefits or lower prices (or both)
7.The Importance of Global Marketing p8
1. Go to global market to find the maximum growth
potential. 2. Many companies have recognized the importance of conducting business activities outside the home countries.
activities designed to plan, price, promote, and
direct the flow of a company’s goods and services
to consumers or users in more than one nation for a profit.
7.The Importance of Global Marketing
p8
For US-based companies, 75% of sales potential is outside the US.
1. 2. The scope of activities—Environment difference— outside the home-country market Global marketing involves an understanding of specific concepts, considerations, and strategies that must be skillfully applied in conjunction with universal marketing
What is Marketing?
AMA（American Marketing Association） 2004
•Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
2. What is global marketing? p2
An organization that engages in global
marketing focuses its resources on global market opportunities and threats.
3.What are differences between “regular” marketing and “global” marketing? p3
profit profit
means
selling 4Ps
Customer Stakeholder in a context benefits including a lot of forces
Boundaryless marketing
4. boundaryless marketing? P3-4 无边界营销
What’s marketing
——《principles of marketing》 Philip Kotler
• The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
What is Marketing?
《global marketing》 Warren J Keegan p2
Marketing can be defined as a series of
activities leading to an exchange
transaction between a seller and a buyer at
quality world products and market them around the globe
by using st来自百度文库ndardized advertising, pricing, and distribution.
Case analysis
Case: Coca-Cola p6
Global marketing made Coke a worldwide success. However, that success was not based on a total standardization of marketing mix elements. In Japan— global localization In India
（ broadly defined ） Marketing is a social
and managerial process by which individuals
and groups obtain what they need and want through creating and exchanging products and value with others.
A global marketplace has emerged.p1
1.What is marketing? 2.What is Global marketing? 3.Management orientations
What’s marketing
——《principles of marketing》 Philip Kotler
Globalization (Standardization) p6
西奥多·莱维特（Theodore Levitt），
已故哈佛商学院资深教授，他是市场营销
领域里程碑式的偶像人物，其营销思想构 筑起了现代营销理念的基础。正如当代营 销大家菲利普·科特勒所说，“莱维特就 是营销的代名词”。 《Harvard Business Review》 “The Globalization of Markets”
What does global localization really mean?
Means that a successful global marketer must have the
ability to “think globally and act locally.”
p6
“Global” marketing may include a combination of standard (e.g., the actual product itself) and nonstandard (e.g., distribution or packaging) approaches.
Marketing
Customer needs and wants
R&D
engineering
manufacturing
Customer value
Give the employees at all levels and in all departments the opportunity to be involved in marketing.
6.Standardization versus Adaptation
p6
Globalization (Standardization) – Developing standardized products marketed worldwide with a standardized marketing mix – Essence of mass marketing Global localization (Adaptation) – Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction – Essence of segmentation – Think globally, act locally（思维全球化，行动当地化）
4.Marketing: a universal discipline
Focus on
The marketing concept The new concept of marketing The strategic concept of marketing product customer
objective
西奥多·莱维特 （Theodore Levitt）
http://wiki.mbalib.com/wiki/%E8%8E% B1%E7%BB%B4%E7%89%B9
Levitt argued that marketers were confronted with a
“homogeneous global village”. He advised organizations to develop standardized ,high-
a profit.
• Marketing activities center on an organization’s
efforts to satisfy customer wants and needs with products and services that offer competitive value. • The marketing mix (product, price, place, and promotion) comprises a contemporary marketer’s