Ch01全球营销概论

Global Marketing
It means a process one organization integrate its resources and objectives for the opportunities and challenges in the global market.
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Course organization & Grades
� . Course organization plans � . 1-14Chapter � . Cases � . Two term project � . Classroom exercises � . Exams & Grades 10% � . Class participation 40% � . Term project 50% . � . Final exam
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 we leave it alone. This is focus.
From Domestic to Global Marketing •domestic marketing •export marketing •international marketing •multinational marketing •global marketing
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Management Orientation: EPRG Schema
enterprise not necessary deliberate deliberate must involved involved much
Subject Product selling Attention to final users Attention to brand Marketing research product development Channel management Promotion
5 跨国公司
Transnational
战略 组织模式 视野
国内营销 国际营销 多国营销 全球营销 全球营销 无 协调的 分权的 集权中心 一体化的 联盟 联盟 网络 本国 延伸的 各国市场 全球市场 全球市场 市场 或资源 和资源
管理导向 母国中心 母国中心 多国中心 混合型 全球中心 Orientation Ethnocentric Polycentric Mixed Geocentric
Financial Times Forbes Fortune Harvard Business Review ☆ International Management Journal of International Business Journal of International Marketing☆ Wall Street Journal ☆ Trade & Culture International Business ☆ and others.
Global Marketing Management
Liu Yuya, School of Management,GDUFS Cathy_liu8@126.com February 2013
Global Marketing Vs. Marketing
� Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges that satisfy individual and organizational goals. � Global marketing focuses on global market opportunities and threats.
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Formula of Value V=B/C
V=Value B=Perceived Benefit C=Cost Approach to increase value: �B, �C
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Types of Competitive Advantage
Cost leadership Differentiation Focus
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SUGGESTED BUSINESS JOURNALS
Advertising Age International ☆ Business America Business Asia Business China Business Eastern Europe Business Europe Business Horizons Business International Business Latin America Business Week ☆ Europe
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Differences between Global Marketing and Marketing
� Scope of activities
� Nature of activities
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Differences Inter. Trade/Global Marketing Items Inter.Trade Global Marketing
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Coca-cola – fBiblioteka Baiduom international to global
Before the mid-1990s
In charge of U.S. operations
President
In charge of international operations
Vice president
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Go, now...
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Chapter 1
Introduction to Global Marketing
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Chapter 1: Introduction to Global Marketing
�What is global marketing? �Management Orientation �Internationalization theories �Why go glonal? �Global localization �Born Global
Helmut Maucher
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International marketing
It means marketing activities undertaken beyond home country ’s boundary(in one or more foreign country’ countries)
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Internationalization theories
� The traditional marketing approach ’ concept for international trade � ‘life cycle cycle’ � The Uppsala School approach � The internationalization/transaction cost approach ’s eclectic approach � Dunning Dunning’ � The network approach
Executive vice president
International division
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Academic Journals
� International Marketing Review � International Journal of Marketing � Journal of Product and Brand Management � Journal of Consumer Research � Journal of Marketing Communications
� Coca-Cola � Philip Morris � Daimler-Chrysler � McDonald’s � Toyota � Ford � Unilever � Gillette � IBM � USA � USA � Germany � USA � Japan � USA � UK/ Netherlands � USA � USA
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国际产品生命周期循环图
出口 原始发明国
生产线 进口 进口
消费线
发达国家
出口
消费线
较发达国家
进口
消费线 出口 消费线 进口 出口
发展中国家
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The Uppsala School approach
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The network approach
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Examples of Global Marketers
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Brief Review of Principles of Marketing
Essentially, marketing seeks to �create customer value �obtain competitive advantage
enlarged view:
contribute value to all concerning players in an economic system, including customers, suppliers, competitors, shareholders, employees, communities, society, etc.
Go Global?
Which Countries?
How to enter?
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Reading Guide：
� 《全球营销管理》（Global Marketing Management），沃伦·J.基根（Warren J. Keegan），清华大学出版社 � Hollensen S. (2011) Global Marketing: A decision-oriented approach,5th Edition.Prentice Hall � 《营销管理》（Marketing Management），菲利 普·科特勒（Philip Kotler）,中国人民大学出版社 � 《国际市场营销学》，甘碧群，高等教育出版社 � 《全球营销管理》，吴晓云，高等教育出版社
nation across boundary little or no little or no little or no not involved in general not involved in general little
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Overview of structure
� Part I: The decision whether to internationalize � Part II: Deciding which markets to enter � Part III: Marketing entry strategies � Part IV: Designing the global marketing programme � Part V: Implementing and coordinating the global marketing programme
母国中心
Ethnocentric:
Home Country is Superior Sees Similarities in Foreign Countries
多国中心
地区中心
全球中心
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管理导向
国际营销发展阶段
1 2 3 4 国内公司 国际公司 多国公司 全球公司
Domestic International Multinational Global