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1、GlobalMarketingSpring2003SomeAboutsAboutmeAboutthiscourseAbouttheprojectAbouttheexaminationAboutgradingTextStructureIntroductiontoglobalmarketingTheglobalmarketingenvironmentGlobalmarketopportunitiesGlobalmarketingstrategyGlobalmarketingprogramGlobalmarketingmanagementListofQuestio
2、nsWhatisglobalmarketing?Dowehavetogoglobal?Why?Whereshallwego?Whatshallweknowbeforeplungingourselvesintothestormingsea?Howcanwesurviveandthriveinaforeignmarket?GlobalMarketing --IntroductionWhatisGlobalMarketing?Whatismarketing?Theprocessofplanningandexecutingtheconception,pricing
3、,promotion,anddistributionofideas,goods,services,organizations,andeventstocreateandmaintainrelationshipsthatwillsatisfyindividualandorganizationalobjectives.TheThreePrinciplesofMarketingCustomerValueValueEquation:V=B/PDifferentialAdvantageFocusWhatisglobalmarketing?Practicingmarket
4、ingintheglobalenvironment.AnorganizationthatengagesinglobalmarketingfocusesitsresourcesonglobalmarketopportunitiesandthreatsGlobalizationAnopeneconomicsystemNon-discriminationGlobalbrandsGlobalstructuresExports%shareofworldproductionAnnual%GrowthoftradeandGDP 1959–96GDPGDPEffectsof
5、globalizationonbusinessCheapoffshoreproductionReducedtransportcostsVirtualcommunicationStandardizationoflogisticsGlobalmarketingExport&ImportByRegions2002/01-10CorporateGlobalization -China’sCaseWalmartWorldWomenBasketBallGamesHaierinUSATsingdaoBeerGlobalMarketingVSDomesticMarketin
6、gMoredifficult:language,law,culture,tradeandnon-tradebarriers,marketresearch,andcommunication;Morecomplicated:currency,measuresandweights,customs,monetaryexchange,transportation,insurance,andcounter-claimMorerisky:credibility,currencyexchange,politicalrisk,transportation,andpricing
7、Moreopportunitiesandmoreprofitable,hopefully.Shouldwegoglobal?InternalanalysisResources,managerialmindset,strengths,weaknesses,etc.ExternalanalysisCompetition,opportunities,threats,benefits,risks,etc.CostVSIncomeManagementOrientationManagement’sassumptionsorbeliefs-bothconsciousand
8、unconscious-aboutthenature
