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1、GlobalMarketingSpring2003SomeAboutsAboutmeAboutthiscourseAbouttheprojectAbouttheexaminationAboutgradingTextStructureIntroductiontoglobalmarketingTheglobalmarketingenvironmentGlobalmarketopportunitiesGlobalmarketingstrategyGlobalmarketingprogramGlobalmarketingmanagementListofQuestionsWhati
2、sglobalmarketing?Dowehavetogoglobal?Why?Whereshallwego?Whatshallweknowbeforeplungingourselvesintothestormingsea?Howcanwesurviveandthriveinaforeignmarket?GlobalMarketing --IntroductionWhatisGlobalMarketing?Whatismarketing?Theprocessofplanningandexecutingtheconception,pricing,promotion,and
3、distributionofideas,goods,services,organizations,andeventstocreateandmaintainrelationshipsthatwillsatisfyindividualandorganizationalobjectives.TheThreePrinciplesofMarketingCustomerValueValueEquation:V=B/PDifferentialAdvantageFocusWhatisglobalmarketing?Practicingmarketingintheglobalenviron
4、ment.AnorganizationthatengagesinglobalmarketingfocusesitsresourcesonglobalmarketopportunitiesandthreatsGlobalizationAnopeneconomicsystemNon-discriminationGlobalbrandsGlobalstructuresExports%shareofworldproductionAnnual%GrowthoftradeandGDP 1959–96GDPGDPEffectsofglobalizationonbusinessCheap
5、offshoreproductionReducedtransportcostsVirtualcommunicationStandardizationoflogisticsGlobalmarketingExport&ImportByRegions2002/01-10CorporateGlobalization -China’sCaseWalmartWorldWomenBasketBallGamesHaierinUSATsingdaoBeerGlobalMarketingVSDomesticMarketingMoredifficult:language,law,culture
6、,tradeandnon-tradebarriers,marketresearch,andcommunication;Morecomplicated:currency,measuresandweights,customs,monetaryexchange,transportation,insurance,andcounter-claimMorerisky:credibility,currencyexchange,politicalrisk,transportation,andpricingMoreopportunitiesandmoreprofitable,hopeful
7、ly.Shouldwegoglobal?InternalanalysisResources,managerialmindset,strengths,weaknesses,etc.ExternalanalysisCompetition,opportunities,threats,benefits,risks,etc.CostVSIncomeManagementOrientationManagement’sassumptionsorbeliefs-bothconsciousandunconscious-aboutthenature
