Global-Marketing(沃伦·J·基坎第四版教材-Kristopher-Blanchard制作).pptx
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1、 2005 Prentice Hall1-1Chapter 1 Introduction to Global MarketingPower PointbyKristopher BlanchardNorth Central University 2005 Prentice Hall1-21.Marketing and global marketingMarketingProcess of planning and executing the conception pricing,promotion and distribution of ideas,goods and services to c
2、reate exchanges that satisfy individual and organization goalsGlobal MarketingFocuses resources on global market opportunities and threats;the main difference is the scope of activities because global marketing occurs in markets outside the organizations home country 2005 Prentice Hall1-3Reasons for
3、 Global MarketingGrowth Access to new markets Access to resourcesSurvivalAgainst competitors with lower costs(due to increased access to resources)2005 Prentice Hall1-42.Overview of MarketingOne of the functional areas of a business that is distinct from finance and operationsPrimary tools in market
4、ing are product,price,place,and promotionMarketing is an activity that comprises the firms value chainCurrent trend is to involve marketers in all value-related decisions called boundaryless marketing 2005 Prentice Hall1-5Boundaryless MarketingGoal is to eliminate communication barriers between mark
5、eting and other business functional areasProperly implemented it ensures that a market orientation permeates all value creating activities 2005 Prentice Hall1-6Goal of MarketingSurpass the competition at the task of creating perceived value for customersThe Guide line is the value equation Value=Ben
6、efits/Price(Money,Time,Effort,Etc.)2005 Prentice Hall1-7Value Chain and Boundaryless Marketing 2005 Prentice Hall1-8Competitive AdvantageSuccess over competition in industry at value creationAchieved by integrating and leveraging杠杆作用operations on a worldwide scale 2005 Prentice Hall1-9GlobalizationG
7、lobalization 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 nation-states to reach around the world farther,faster,deeper and cheaper than ever before,and in a way that is enabling the
8、world to reach into individuals,corporations,and nation-states farther,faster,deeper,and cheaper than ever before 2005 Prentice Hall1-10Global IndustriesA global industry is one in which competitive advantage can be achieved by integrating and leveraging operations on a worldwide scale.Indicators of
9、 globalization:Ratio of cross-border trade to total worldwide productionRatio of cross-border investment to total capital investmentProportion of industry revenue generated by companies that compete in key world regions 2005 Prentice Hall1-11Competitive Advantage,Globalization and Global IndustriesF
10、ocusConcentration 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 Coca-Cola or we lea
11、ve it alone.This is focus.2005 Prentice Hall1-123.Global marketing:what it is and what it isnt An important task in global marketing is learning to recognize the extent to which marketing plans and programs can e extended worldwide,as well as the extent to which they must be adapted.Global marketing
12、 strategy(GMS)addresses two fundamental issues:global market participation,standardization versus adaptation.2005 Prentice Hall1-13GMS has three additional dimensions that pertain to marketing management.Concentration of marketing activities is the extent to which activities related to the marketing
13、 mix are performed in one or a few country locations.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.Integration of competitive moves is the extent to which a firms competi
14、tive marketing tactics in different parts of the world are interdependent.2005 Prentice Hall1-14Standardization versus AdaptationGlobalization(Standardization)Developing standardized products marketed worldwide with a standardized marketing mixEssence of mass marketingGlobal localization(Adaptation)
15、Mixing standardization and customization in a way that minimizes costs while maximizing satisfactionEssence of segmentationThink globally,act locally 2005 Prentice Hall1-15Standardization versus Adaptation 2005 Prentice Hall1-16The Importance of Global MarketingFor US-based companies,75%of sales pot
16、ential is outside the US.About 90%of Coca-Colas 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.2005 Prentice Hall1-174.Management orientationsEthnocentric orientation:Home country is
17、superior,Sees similarities in foreignCountries.Regiocentric orientation:Sees similarities and differences in a world region;is ethnocentric or polycentric in its view of the rest of the worldGeocentric orientation:world view,sees similarities and differences in home and host countries.Polycentric or
18、ientation:Each host country is unique,Sees differences in foreign Countries.2005 Prentice Hall1-18Ethnocentric orientationA person who assumes that his or her home country is superior to the rest of the world is said to have an ethnocentric orientation.Company personnel with an ethnocentric orientat
19、ion see only similarities in markets,and assume that products and practices that succeed in the home country will be successful anywhere.Such companies are called domestic companies.Ethnocentric companies that conduct business outside the home country can be described as international companies;they
20、 adhere to the notion that the products that succeed in the home country are superior.This point of view leads to a standardized or extension approach to marketing.2005 Prentice Hall1-19Polycentric orientationThe term polycentric describes managements belief or assumption that each country in which
21、a company does business is unique.This point of view leads to a localized or adaptation approach that assumes products must be adapted in response to different market conditions.multinational company.2005 Prentice Hall1-20Regiocentric orientation and Geocentric orientationIn a company with a regioce
22、ntric orientation a region becomes the relevant geographic unit;managements goal is to develop an integrated regional strategy.A company with a geocentric orientation views the entire world as a potential market and strives to develop integrated world market strategies.A global or transnational comp
23、anyThe regiocentric and geocentric companies are integrated on a regional and global scale.2005 Prentice Hall1-21A global or transnational companya)A global company can be described as one that pursues either a strategy of serving world markets from a single country,or that sources globally for the
24、purposes of focusing on select country markets.In addition,global companies tend to retain their association with a particular headquarters country.b)Transnational companies both serve global markets and source globally;in addition,there is often a blurring of national identity.2005 Prentice Hall1-2
25、2c)At global and transnational companies,management uses a combination of standardized and localized elements in the marketing program.In addition,global operations are integrated and coordinated.d)One way to assess the extent to which a company is transnational is to compute an average of three fig
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- Global Marketing 沃伦 第四 教材 Kristopher Blanchard 制作
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