chap001国际市场营销

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1、TheGlobalMarketingTaskChapter1OutlineTheNewGlobalEnvironmentKeyconceptsGlobalizationdriversGlobalmarketingobjectivesThethreerolesoftheglobalmarketingmanager1-2TheNewGlobalEnvironmentAntiglobalizationandTerrorismAnti-AmericanismFairTradeGlobalWarmingandGreenTradeTheFlatWo

2、rldTheDubaiPhenomenonRegionalization1-3KeyConceptsGlobalMarketsMarketsinwhichbuyerpreferencesaresimilaracrosscountriesWithineachcountry,severalsegmentswithdifferingpreferencesmayexist,butthecountrybordersarenotimportantsegmentlimitsGlobalProductsThekeytosuccessofthegloba

3、llystandardizedproductsisthattheyareoftenthebest-valueproductsbecausetheyofferhigherqualityandmoreadvancedfeaturesatbetterpricesGlobalproductstendtobestrongerontheintangibleextrassuchasstatusandbrandimageGlobalproductsembodythebestintechnologywithdesignsfromleadingmarket

4、sandaremanufacturedtothehigheststandards1-4LEVELOFPRODUCTSTANDARDIZATIONEntertainmentHigh-techSIMILARITYOFPREFERENCESFoodHighLowMulti-domesticmarketsGlobalmarketsWidelydifferentHighlysimilarMulti-domesticvsGlobalmarkets1-5KeyConceptsGlobalBrandsBrandswhichareavailableand

5、wellknownthroughouttheworld’smarketsExamplesofglobalbrandsincludeSwatch,Mercedes,Nestlé,Coca-Cola,Nike,McDonald’s,Sony,andHondaInglobalmarkets,withstandardizedproducts,aglobalbrandnameisnecessaryforsuccessThisiswhymanyfirmsconsolidatetheirbrandportfoliosaroundafewmajorbr

6、andsasglobalizationproceeds1-6KeyConceptsLeadingMarketsCharacterizedbystronganddemandingcustomersFreefromgovernmentregulationmeasuresProductsandservicesincorporatethelatesttechnologyCompaniesarestrongatthehigh-endoftheproductlineNotnecessarilythelargestmarkets,althoughth

7、eyoftenare1-7KeyIMConcepts:FirstMoverAdvantages(FMAs)First-moveradvantagesrefertotheadvantageofbeingthefirstbrandintoanewmarket.Itcanbeacompletelynewproduct,orsimplybethefirstinanewoverseasmarket.1-8KeyIMConcepts:FIRSTMOVERADVANTAGES(FMA’s)HigherbrandrecognitionMoreposit

8、ivebrandimageMorecustomerloyaltyMoredistributionLongermarketexperienceFIRSTMOVERDISADVANTAGES(FMA’s)Cha