全球营销学Ch1ppt课件.ppt

InternationalMarketing SomeAbouts AboutthiscourseAbouttheexaminationAboutgrading Aboutthiscourse 国际市场营销学是国际经贸专业的核心课程之一 本课程拟通过双语教学使学生不仅能掌握企业在国际市场营销方面的专业知识 而且还能提高学生对营销方面英文文献的阅读理解能力以及用英文撰写营销计划书的能力 通过教学 要求学生理解国际市场营销产生 发展的过程 掌握国际市场环境的分析方法 进入国际市场和制定国际市场营销组合的基本理论和方法 教学中使用较多的英文案例 培养学生的英文思维能力 提高学生的分析能力 强调学生自学能力的培养 运用多媒体教学 TextStructure Introductiontoglobalmarketing Ch1 Theglobalmarketingenvironment Ch2 3 4 ApproachingGlobalmarkets Ch6 7 Globalmarketingmix Ch8 11 9 10 10chapters 1 2 3 4 6 7 8 11 9 10text caseanalysis Referencebooks 全球营销学 第4版 中译本 傅慧芬 戚永翎 郭晓凌译 美 菲利普 R 凯特奥拉等著 国际营销 英文版 中国人民大学出版社 2005 PhilipKotler MARKETINGMANAGEMENG Analysis Planning ImplementationandControl NinthEdition Prentice HallInternational Inc 1997 菲利普R 凯特奥拉 约翰L 格雷厄姆 国际市场营销学 机械工业出版社 2005马萨基 科塔比 克里斯蒂安 赫尔森 全球营销管理 中国人民大学出版社 2005 国际市场营销学 李威王大超主编 机械工业出版社 2008年7月第一版闫国庆 沈哲 孙琪 陈林兴 国际市场营销学 清华大学出版社 2004甘碧群 国际市场营销学 武汉大学出版社 2002沈钺 全球营销学 武汉大学出版社 2004 Abouttheexamination 英文出题 题型可能为 multiplechoice单选题trueorfalse判断题discussionquestions问答题discussionessays论述题caseanalysis案例分析题 Aboutgrading Attendance homework dailyperformance30 Finalexamination70 ListofQuestions Whatisglobalmarketing Dowehavetogoglobal Why Whereshallwego Whatshallweknowbeforeplungingourselvesintothestormingsea Howcanwesurviveandthriveinaforeignmarket GlobalMarketing Introduction 1 OverviewofMarketing Whatismarketing Theprocessofplanningandexecutingtheconception pricing promotion anddistributionofideas goodsandservicestocreateexchangesthatsatisfyindividualandorganizationgoals 是一个策划和实施构思 产品和服务的概念 定价 促销和分销的过程 从而创造能够满足个人和组织目标的交换 Marketing oneofthefunctionalareasofabusiness ortheactivitiesthatalongwithproductdesign manufacturing andtransportationlogistics compriseafirm svaluechain Theessenceofmarketingistosurpassthecompetitionatthetaskofcreatingperceivedvalueforcustomers ValueEquation V B PB benefits product promotion anddistributionP price money time effort etc 此页 Competitiveadvantage Globalization Globalindustries GlobalmarketingisessentialifacompanycompetesInaglobalindustryoronethatisglobalizing 2 Whatisglobalmarketing Practicingmarketingintheglobalenvironment AnorganizationthatengagesinglobalmarketingfocusesitsresourcesonglobalmarketopportunitiesandthreatsStandardizationorLocalization Globallocalization Thinkglobalandactlocally Globalmarketingrequiresmarketerstobehaveinawaythatisglobalandlocalatthesametimebyrespondingtosimilaritiesanddifferencesinworldmarkets Examples Coca ColaandMcDonald sP10 11 GlobalMarketingVSDomesticMarketing Moredifficult language law culture tradeandnon tradebarriers marketresearch andcommunication Morecomplicated currency measuresandweights customs monetaryexchange transportation insurance andcounter claimMorerisky credibility currencyexchange politicalrisk transportation andpricingMoreopportunitiesandmoreprofitable Shouldwegoglobal 3 Theimportanceofglobalmarketing Wishtoachievemaximumgrowthpotentiale g theUScompanies 75 ofworldmarketpotentialisoutsidetheirhomecountryThroughouthistory companieshaveachievedworldwidedominanceinspiteofthesmallersizeandlimitedmarketoftheirhomecountry Itshouldbenoted however thataninternationalpresencewasessentialfortheirsuccess 纵观历史 无论是小规模公司还是本国市场有限的公司 他们都已经获得了全球主导地位 然而 值得一提的是 国际化是他们成功的必要条件 4 ManagementOrientation Management sassumptionsorbeliefs bothconsciousandunconscious aboutthenatureoftheworldEthnocentric母国中心导向Polycentric多国中心导向Regiocentric地区中心导向Geocentric全球中心导向 EthnocentricOrientation EthnocentricOrientation Homecountryissuperiortotherestoftheworld Foreignmarketssecondary A Domesticcompanies Seeonlysimilaritiesinmarkets Productsandpracticesthatsucceedinthehomecountrywillbesuccessfulanywhere B internationalcompanies Adheretothenotionthattheproductsthatsucceedinthehomecountryaresuperior Productscanbesoldeverywherewithoutadaptationstandardizedorextensionapproachtomarketing e g Nissan PolycentricOrientation Eachcountryisunique Eachsubsidiaryshoulddevelopitsownbusinessandmarketingstrategies MultinationalCompany e g Citicorp FordMotorCompany RegiocentricOrientation Regiocentric Eachregionisunique therelevantgeographicunit andanintegratedregionalstrategyistobedevelopedtoservethatregion e g aU S companythatfocusesonthecountriesincludedintheNAFTA theUnitedStates Canada andMexico GeocentricOrientation Geocentric Viewstheentireworldasapotentialmarketandstrivestodevelopintegratedworldmarketstrategies RegiocentricandGeocentric Geocentric asynthesisofethnocentrismandpolycentrism Itisaworldviewthatseessimilaritiesanddifferencesinmarketsandcountries andseekstocreateaglobalstrategythatisfullyresponsivetolocalneedsandwants Regiocentric haveaworldviewonaregionalscale theworldoutsidetheregionofinterestwillbeviewedwithanethnocentricorapolycentricorientation oracombinationofthetwo RegiocentricandGeocentric Acompanywhosemanagementhasaregiocentricandgeocentricorientationissometimesknownasaglobalortransnationalcompany Onethatpursueseitherastrategyofservingworldmarketsfromasinglemarket orthatsourcesgloballyforthepurposesoffocusingonselectcountrymarkets Retaintheirassociationwithaparticularheadquarterscountry Stateless blurringofnationalidentity E g Toyota Differencebetweentheorientations Ethnocentric centralizedinmarketingmanagementPolycentric decentralizedRegiocentric integratedonaregionalscaleGeocentric integratedonaglobalscaleAcrucialdifferencebetweenthemistheunderlyingassumptionforeach 具体见P20 5 ForcesAffectingGlobalIntegrationandGlobalMarketing DrivingForces驱动力 RegionalEconomicAgreements区域性经济协定NAFTA EU ASEAN GCC APECConvergingMarketNeedsandWantsandtheinformationrevolution市场需求和欲望的趋同以及信息革命TransportationandCommunicationImprovements交通和通讯技术的进步Productdevelopmentcosts产品开发成本Quality质量Worldeconomictrends世界经济趋势Leverage杠杆作用 DrivingForces Leverage杠杆作用Inthecontextofglobalmarketing leveragemeanssometypeofadvantagethatacompanyenjoysbyvirtueofthefactthatithasexperienceinmorethanonecountry Experiencetransfers经验移植Scaleeconomies规模经济resourceutilization资源利用globalstrategy全球战略 RestrainingForces抑制力 ManagementMyopiaandOrganizationCulture管理层的短视和组织文化Successfulglobalcompany integrateglobalvisionandperspective 全球视野 withlocalmarketinitiativeandinputMutualrespect 当地市场的主动性和投入 Nationalcontrols国家的控制 非关税壁垒 Oppositiontoglobalization全球化的反对势力 ChapterQuiz 1 KeyTerms MarketingGlobalmarketingEthnocentricorientationPolycentricorientationRegiocentricorientationGeocentricorientation 2 DiscussionQuestions 1 Whatismeantbygloballocalization IsCoca Colaaglobalproduct Explain 2 Describethedifferencebetweenethnocentric polycentric regiocentricorientationandgeocentricmanagementorientation 3 Identifyandbrieflydescribesomeoftheforcesthathaveresultedinincreasedglobalintegrationandthegrowingimportanceofglobalmarketing 4 Defineleverageandexplainthedifferenttypesofleverageutilizedbycompanieswithglobaloperations 3 MultipleChoice 1 WhichinternationalizationphilosophybestdescribestheFordFocusstrategy A EthnocentricorientationB Polycen