大学MBA国际市场营销
GlobalMarketingSpring2003
SomeAboutsAboutmeAboutthiscourseAbouttheprojectAbouttheexaminationAboutgrading
TextStructureIntroductiontoglobalmarketingTheglobalmarketingenvironmentGlobalmarketopportunitiesGlobalmarketingstrategyGlobalmarketingprogramGlobalmarketingmanagement
ListofQuestionsWhatisglobalmarketing?Dowehavetogoglobal?Why?Whereshallwego?Whatshallweknowbeforeplungingourselvesintothestormingsea?Howcanwesurviveandthriveinaforeignmarket?
GlobalMarketing
--Introduction
WhatisGlobalMarketing?
Whatismarketing?Theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,services,organizations,andeventstocreateandmaintainrelationshipsthatwillsatisfyindividualandorganizationalobjectives.
TheThreePrinciplesofMarketingCustomerValueValueEquation:V=B/PDifferentialAdvantageFocus
Whatisglobalmarketing?Practicingmarketingintheglobalenvironment.Anorganizationthatengagesinglobalmarketingfocusesitsresourcesonglobalmarketopportunitiesandthreats
GlobalizationAnopeneconomicsystem
Non-discrimination
Globalbrands
Globalstructures
Exports%shareofworldproduction
Annual%GrowthoftradeandGDP
1959–96GDPGDP
EffectsofglobalizationonbusinessCheapoffshoreproductionReducedtransportcostsVirtualcommunicationStandardizationoflogisticsGlobalmarketing
ExportImportByRegions
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CorporateGlobalization
-China’sCaseWalmartWorldWomenBasketBallGamesHaierinUSATsingdaoBeer
GlobalMarketingVSDomesticMarketingMoredifficult:language,law,culture,tradeandnon-tradebarriers,marketresearch,andcommunication;Morecomplicated:currency,measuresandweights,customs,monetaryexchange,transportation,insurance,andcounter-claimMorerisky:credibility,currencyexchange,politicalrisk,transportation,andpricingMoreopportunitiesandmoreprofitable,hopefully.
Shouldwegog