资源描述：
《国际市场营销课件-Global Marketing Management全球市场营销管理.ppt》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、GlobalMarketingManagement全球市场营销管理Topic#12Chapter#9GlobalMarketingManagement全球市场营销管理Withmanynewdevelopingandemergingmarketsprovidingestablishedaswellasgrowingcompanieswithnewandexpandingmarketopportunitiesinternationalmarketingmanagementisbecomingmoreimportantallthetime.Thetrendtowardglo
2、balfreetradeandtheincreaseinthenumberandsizeoflargetradingblockswithexpandedmarketsiscontinuallychangingthebusinessenvironment.随着许多新兴市场中的公司提供更多扩大市场的机会,国际市场营销变得越来越重要,全球自由贸易的趋势和贸易区规模的增加在不断的改变商业环境Localbusinesses,eveniftheyhavestrongbrandrecognitionmustlooktotheinternationalenvironmentforex
3、pansionastheycompetewithnationalandinternationalbrandsthathaveadvantagesineconomiesofscale,distributionandbrandrecognition.本地商业:即使他们有很强的品牌认可,也必须注意国际环境,因为他们与有经济规模,配送,品牌认可优势的国内和国际品牌竞争Sincenewtradeblocksarecontinuallybeingformedandthroughmasscommunicationstraditionalculturalbeliefsandbehav
4、ioursarebeingaugmentedwithpopculturemarketsegmentationacrossbordersisatrendinmarketingmanagement.因为新贸易区通过大众传媒不断成形,在市场管理中一个趋势是传统文化理念和行为被越过国界的通俗文化市场细分扩张Example!案例A22yearoldgirlwholikesthebeachandpopmusicfromBrazilhasmuchmoreincommonfromamarketsegmentationpointofviewwithaChinesegirlwhois22
5、,theneitherhavewiththeirowngrandparents!!!Eventhoughtheydonotspeakthesamelanguage,theybothlikepopmusic,boys,andthebeach!!!一个喜欢沙滩和巴西流行音乐的22岁女孩与市场细分中的22岁中国姑娘的观点有更多的相同之处,但与他们的祖父母都不同.即使她们不说相同的语言,但她们都喜欢流行音乐,男孩和沙滩Anothertrendintheinternationalenvironmentisamovementtowardlocalization,andcustom
6、ization!Peoplewanttobuyandsupportlocalbusinessandproductsiftheycanandtheywantindividualizedcustomerserviceandproductofferingsasmuchaspossible,whenpossible!!!Thus,thecrucialquestionformarketersis“whatarethemostefficientwaystosegmentmarkets?”.国际环境的另一个趋势是本土化和客户化的行为.当可能时,人们会购买本地产品和支持本地商业如果他
7、们能得到尽可能多的个性化客户服务和产品供应Example;“TheNestleWay!”案例:雀巢的途径Nestlewasfoundedin1866,andhasbeeninternationalsinceitbegan.Itsell8500productsproducedin489factoriesin193countriesworldwide!!!Theiroverallstrategycanbesummedupin4points;雀巢成立于1866年,刚成立时就成为有国际化企业,它在全球范围的193个国家中有489个工厂生产8500种产品.它的
