全球市场营销(Global marketing)课件Chapter 1

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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
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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.
Indicators of globalization: – Ratio of cross-border trade to total worldwide production – Ratio of cross-border investment to total capital investment – Proportion of industry revenue generated by companies that compete in key world regions
Global Marketing
– Focuses resources on global market opportunities and threats; the main difference is the scope of activities because global marketing occurs in markets outside the organization’s home country
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Standardization versus Adaptation
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The Importance of Global Marketing
For US-based companies, 75% of sales potential is outside the US.
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Standardization versus Adaptation
Globalization (Standardization)
– Developing standardized products marketed worldwide with a standardized marketing mix – Essence of mass marketing
– About 90% of Coca-Cola’s operating income is generated outside the US.
For Japanese companies, 85% of potential is outside Japan. For German and EU companies, 94% of potential is outside Germany.
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2.Overview of Marketing
One of the functional areas of a business that is distinct from finance and operations Primary tools in marketing are product, price, place, and promotion Marketing is an activity that comprises the firm’s value chain Current trend is to involve marketers in all value-related decisions – called boundaryless marketing
Chapter 1 Introduction to Global Marketing
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1.Marketing and global marketing
Marketing
– 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
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Reasons for Global Marketing
Growth
– Access to new markets – Access to resources
Survival
– Against competitors with lower costs (due to increased access to resources)
Globalization is the inexorable integration of markets, nation-states, and technologies to a degree never witnessed before - in a way that is enabling individuals, corporations, and nationstates to reach around the world farther, faster, deeper and cheaper than ever before, and in a way that is enabling the world to reach into individuals, corporations, and nation-states farther, faster, deeper, and cheaper than ever before
Global localization (Adaptation)
– Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction – Essence of segmentation – Think globally, act locally
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Goal of Marketing
Surpass the competition at the task of creating perceived value for customers The Guide line is the value equation –
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Global Industries
A global industry is one in which competitive advantage can be achieved by integrating and leveraging operations on a worldwide scale.
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4. Management orientations
Ethnocentric orientation: Home country is superior, Sees similarities in foreign Countries.
Polycentric orientation: Each host country is unique, Sees differences in foreign Countries.
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Competitive Advantage, Globalization and Global Industries
Focus
– Concentration and attention on core business and competence 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 CocaCola or we leave it alone. This is focus.