上海大学管理学英语unit10 B

,Unit10,TextBWordListPhrasesandExpressionsExercises,TextBPre-readingActivitiesReadtextBcarefullyandthendividetheclassintogroups.Chooseoneofthefollowingtopicstodiscussineachgroup.Giveashortreportaboutthegroupsopinionafterthat.,Pleasedefineglobalmarketingmanagement.Statethewaystomanageglobalmarketing.3.Discusstheissuesinvolvingthemanagerialcompetenceofinternationalandglobalmarketingmanagers.4.Discussdifferentmanagementstyles.,DefinitionofGlobalMarketingManagement1Thetermglobalmarketinghasbeeninuseonlysincetheearly1980s.Priortothat,internationalmarketing,ormultinationalmarketing,wasthetermusedmostoftentodescribeinternationalmarketingactivities.However,globalmarketingisnotjustanewtermforanoldphenomenon;therearerealdifferencesbetweeninternationalmarketingandglobalmarketing.,Inmanyways,globalmarketingisasubcategoryofinternationalmarketingwithspecialimportanceinourpresentworld,butitstillhascapturedtheattentionofmarketingacademicsandbusinesspractitionersalike.Beforewefurtherstudiesofglobalmarketingmanagement,weshouldunderstandthedifferencesamonginternationalmarketing,multinationalmarketing,andglobalmarketing.,InternationalMarketing2Whenpracticinginternationalmarketing,acompanygoesbeyondexportingandbecomesmuchmoredirectlyinvolvedinthelocalmarketingenvironmentwithinagivencountryormarket.Theinternationalmarketerislikelytohavehisownsalessubsidiariesandwillparticipateinanddevelopentiremarketingstrategiesforforeignmarkets.Atthispoint,thenecessaryadaptationstothefirmsdomesticmarketingstrategiesbecomeamainconcern.Companiesgoinginternationalnowwillhavetofindouthowtheymustadjustanentiremarketingstrategy,includinghowtheysell,advertise,anddistribute,inordertofitnewmarketdemands.,3Animportantchallengefortheinternationalmarketingphaseofafirmbecomestheneedtounderstandthedifferentenvironmentsthecompanyneedstooperatein.Understandingdifferentcultural,economic,andpoliticalenvironmentsbecomesnecessaryforsuccess.Thisisgenerallydescribedaspartofacompanysinternationalizationprocess,wherebyafirmbecomesmoreexperiencedinoperatinginvariousforeignmarkets.Itistypicaltofind,aconsiderableemphasisontheenvironmentalcomponentatthisstage.Typically,muchofthefieldofinternationalmarketinghasbeendevotedtomakingtheenvironmentunderstandableandtoassistingmanagersinnavigatingthroughthedifferences.Thedevelopmentofthecultural/environmentalapproachtointernationalmarketingisanexpressionofthisparticularphase.,MultinationalMarketing4Thefocusonmultinationalmarketingcameasaresultofthedevelopmentofthemultinationalcorporation.Thesecompanies,characterizedbyextensivedevelopmentofassetsabroad,operateinanumberofforeigncountriesormarketsasiftheywerelocalcompanies.Suchdevelopmentledtothecreationofmanydomesticstrategies,thusthenamemultidomesticstrategy,wherebyamultinationalfirmcompeteswithmanystrategies,eachonetailoredtoaparticularlocalmarket.,Themajorchallengeofthemultinationalmarketeristofindthebestpossibleadaptationofacompletemarketingstrategytoanindividualcountry.Thisapproachtointernationalmarketingleadstoamaximumamountoflocalizationandtoalargevarietyofmarketingstrategies.Often,theattemptofmultinationalcorporationstoappear“local”wherevertheycompeteresultsintheduplicationofsomekeyresources.Themajorbenefitistheabilitytocompletelytailoramarketingstrategytothelocalrequirements.,GlobalMarketing5Overtheyears,academicsandinternationalcompaniesalikehavebecomeawarethatopportunitiesforeconomiesofscaleandenhancedcompetitivenessaregreateriftheycanmanagetointegrateandcreatemarketingstrategiesonaglobalscale.Aglobalmarketingstrategyinvolvesthecreationofasinglestrategyforaproduct,service,orcompanyfortheentireglobalmarket,encompassingmanymarketsorcountriessimultaneouslyandaimedatleveragingthecommonaltiesacrossmanymarkets.Ratherthan,tailorastrategyperfectlytoanyindividualmarket,thecompanyaimsatsettingononegeneralstrategythatcanbeappliedthroughouttheworldmarket.Themanagementchallengeistodesignmarketingstrategiesthatworkwellacrossmanymarkets.Itisdrivennotonlybythefactthatmarketsappearincreasinglysimilarinenvironmentalandcustomerrequirementsbutevenmoresobythefactthatlargeinvestmentsintechnology,logistics,orotherkeyfunctionsforcethecompaniestoexpandtheirmarketcoverage.,6Thus,globalmarketingisthelaststageinthedevelopmentofthefieldofinternationalmarketing.Whileglobalmarketersfacetheirownuniquechallengesthatstemfromfindingmarketingstrategiesthatfitmanycountries,theskillsandconceptoftheearlierstagesareveryimportantandcontinuetobeneeded.Infact,companiesthattakeaglobalmarketingapproachwillbegoodexportersbecausetheywillincludesomeexportingintheirstrategies.,Suchfirmswillalsohavetobegoodatinternationalmarketingbecausedesigningoneglobalstrategyrequiresasoundunderstandingofthecultural,economic,andpoliticalenvironmentofmanycountries.Furthermore,fewglobalmarketingstrategiescanexistwithoutsomelocaltailoring,whichisthehallmarkofmultinationalmarketing.Asaresult,globalmarketingisbutthelastofaseriesofskills,allincludedunderthebroadconceptofinternationalmarketing.,DefiningGlobalMarketingManagement7Althoughmuchconceptualworkhasbeenaccomplishedinglobalmarketing,theuseofthewordglobalremainsunclearamongmanymarketingacademicsandexecutives.Managerswithaglobalperspectivewillalsobechallengedtodealwithnewstrategiesthatwerenotpartofthedomesticorolderinternationalbusinessscenes.Formany,globalisjustaneworreplacementtermforinternational.,Itisacombinationofanewperspectiveontheworldandaseriesofnewstrategicconceptsthataddtothecompetitivenessofglobalmarketingstrategies.Masteringboththisnewoutlookandthenewconceptswillbecomearequirementforfirmsthataspiretoapositionofglobalplayerintheirchosenindustriesormarketsegments.,8Sincewetakeittomeansomethingnewanddifferent,weplantomakeuseoftheterminajudiciousway.Forus,globalmarketingisasubset,albeitdifferentanddistinct,ofinternationalmarketing.Ingeneral,westillusetheterminternationalmoreoftentodescribefactorsthatrelatetotheentirefieldanduseglobalmainlywhenitreferstothespecificnewphenomenaininternationalmarketing.Thetermglobalwas,selectedbecauseitindicatedclearlythatasignificantportionofthistextwilldealspecificallywithnewconceptsandstrategieswithoutneglectingthestandardconventionsofexport,international,ormultinationalmarketing.,9Havingexaminedthescopeofinternationalandglobalmarketing,wearenowabletodefineitmoreaccurately.Anydefinitionhastobebuilt,however,onbasicdefinitionsofmarketingandmarketingmanagement,withanaddedexplanationoftheinternationaldimension.Weunderstandmarketingastheperformanceofbusinessactivitiesdirectingtheflowofproductsandservicesfromproducertoconsumer.Asuccessfulperformanceofthemarketingfunctionbyafirmiscontingentupontheadoptionofthemarketingconcept.Marketingmanagementistheexecutionofacompanys,marketingoperation.Managementresponsibilitiesconsistofplanning,organizing,andcontrollingthemarketingprogramofthefirm.Toaccomplishthisjob,marketingmanagementisassigneddecision-makingauthorityoverproductstrategy,communicationstrategy,distributionstrategy,andpricingstrategy.Thecombinationofthesefouraspectsofmarketingisreferredtoasmarketingmix.,10Forinternationalandglobalmarketingmanagement,thebasicgoalsofmarketingandtheresponsibilitiesdescribedaboveremainedunchanged.Whatisdifferentistheexecutionoftheseactivitiesinmorethanonecountry.Consequently,wedefineinternationalmarketingmanagementastheperformanceofmarketingactivitiesacrosstwoormorecountries.Itrequiresmovingfromsingle-countrydecisiontomulticountrydecisions.TheFigure10.1belowshowsthatonlytwocountriesareinvolvedsimultaneously,particularlywhenglobalmarketingisreferredto.,11AU.S.firmexportingproductstoMexicoisengagedinamarketingeffortacrosstwocountries:theUnitedStatesandMexico.AnotherU.S.firmoperatingasubsidiaryinMexicothatmanufacturesandmarketslocallyunderthedirectionoftheheadofficeintheUnitedStatesisalsoengagedininternationalmarketingtotheextentthattheheadofficestaffdirectsandsupervisesthiseffort.,Consequently,internationalmarketingdoesnotalwaysrequirethephysicalmovementofproductsacrossnationalborders.Internationalmarketingoccurswhenevermarketingdecisionsaremadethatencompasstwoormorecountries.,ManagingtheGlobalMarketingEffort12Tobesuccessfulatglobalmarketing,acompanymustdomorethananalyzemarketsanddevisemarketingprograms.Increasingly,internationalcompaniesruncomplexorganizationswithoperatingunitsinmanydifferentcountries.Themanagerialchallengesofrunningsuchdiverseorganizationsaresubstantialandrequireskillsthataredifferentfromthoserequiredbysingle-countryorganizations.,13Thissectionofthepassageisdevotedtoissuesinvolvingthemanagerialcompetenceofinternationalandglobalmarketingmanagers.Thegoalistoshowhowmanagerswithcertainmanagementstylecanguidetheiroperationsmoreeffectivelyinthisverycompetitiveglobalmarketplace.,14Themanagementstyleofacompanycanbedescribedintermsofitsstructureanditsdecision-makingprocesses.Thesefactorsinfluencethetypeofinternationalorganizationthecompanyadopts.,15Therearethreebasicoptionsforthemanagerialstructureofanorganization:functional,market-based,ormatrix.Theseoptionsprovidethefoundationonwhichtodesignanorganization.Figure10.2depictstheoptionsacompanyhasonceitdecidesonthebasicframework.,16WhenAmericanStandardrestructureditscompanyfromageographicorganizationtoaproduct-basedorganization,itdidsotoencouragecross-fertilizationofmanagementskillsandtechnology.Additionally,AmericanStandardscorporatephilosophywastopromotethebestperson.Thispolicymeantthatnon-AmericansnotonlyranmostoftheoverseasdivisionsbutalsoweremovingintoseniorU.S.andglobaljobs.ThisphilosophyenabledAmericanStandardtosheditsreputationasaU.S.-basedcompany.,17TheprospectofanintegratedEuropegaveanumberoffirmstheimpetustochangetheirOrganizationstructures.ICI,BritishPetroleum(BP),Unilever,Procter小集团14.albeit/C:l5bi:It/conj.虽然，即使,15.option/5pFEn/n.选择;选择权16.matrix/5meItrIks/n.矩阵17.restructure/rI5strQktFE/vt.重新组织,调整,改组18.geographic/7dVIE5rAfIk/adj.地理的，地区的19.shed/Fed/vt.放弃,摆脱；脱落integrated/5IntIreItId/adj.综合的,完整的21.impetus/5ImpItEs/n.推动力,促进,22.federation/7fedE5reIFEn/n.同盟;联盟23.distill/dI5stIl/vt.蒸馏,提取24.abolish/E5blIF/vt.取消,废除25.portfolio/pC:t5fEljE/n.有价证券(组合);业务责任26.liaison/li(:)5eIzB:n/n.联络,密切的联系27.cannibalize/5kAnIbElaIz/vt.吃同类的肉,PhrasesandExpressions1.priorto在.以前,居先2.inmanyways在许多方面3.capturetheattentionof引起.的注意becomeexperiencedin在.方面变得有经验5.atthisstage眼下,暂时6.bedevotedto专心于,致力于7.approachto接近;(做某事)的方法8.manageto设法,达成,9.onaglobalscale在全球范围10.seton确定,着手,使开始11.moreso更是这样,尤其如此12.begoodat擅长，善于13.takeit猜想,以为;断定14.makeuseof利用;使用15.(be)contingentupon视.而定16.consistof由.组成17.beengagedin从事于，正做着18.underthedirectionof在.指导下,ExercisesofTextBPartOneAnswerthefollowingquestionsaccordingtowhatyouhavelearnedfromTextB.1.Whatisthemajordifferencebetweeninternationalmarketingandglobalmarketing?2.Inordertogointernationalwhatistheindispensableelementforthecompanies?3.Whatcontributestothesuccessoftheinternationalmarketingofafirm?,4.Howcanweproperlydefineglobalmarketingstrategy?5.Whatarethebasicgoalsofinternationalmarketingmanagement?6.Whichthreebasicoptionsconstitutethemanagerialstructureofanorganization?7.Asmentionedinthepassage,whatistheAmericanStandardscorporatephilosophy?8.Whatcausesenabledmanyfirms,includingBritishPetroleum,Unilever,P&,Philipsandmanyothers,tochangetheirmarketingstructure?,PartTwoFillinthefollowingblankswiththewordsgivenbelow.Changetheformswherenecessary.,optionprospectimpetusdistributioncharacterizerestructureperspectiveportfolioliaisonmarket-based,Employeestock_areawardedbyacompanytotheiremployeesasaformofincentivecompensation.2.Humanfatalityintheregionaddsfresh_tofightagainstbirdflu.3.Abettercareer_isdeterminedbymanyfactors.Youreducation,relativeexperienceandevennetworkingcouldbethemajorfactorsthatwillaffectyourchancesofbeinghired.,options,impetus,prospect,4.Ifwejusttakeafewmomentstopersonalizeand_ourbranditcansaveusagreatdealofheadachesduringtheprocessingtime.5.Ineconomicsandfinance,_-_representspassiveholdingsofsecuritiessuchasforeignstocks,bonds,orotherfinancialassets.6.IsaffordablehealthcoveragepossibleintheUnitedStates?Yes._insurancewouldnotonlybemoreaffordablehealthcoverage,itwouldalsoprovideconsumerswithmorechoice.7.Inadditiontoregularretail_channels,afirmnowadayscanavailitselfofsuchinformationtechnology(IT)astheInternettodistributeproductsdirectly“online”.,characterize,Portfolio,Investment,Market-based,distribution,8.Inthejobdescription,theapplicantisrequirednotonlytobeproactiveinfacilitatingtherelationshipbetweenbusinesspartnersbutalsotopossessacapacitytoassistin_,negotiationandconsultation.9.Asweinteractmoreandmorewithpeoplefromothercountries,itisbecomingincreasinglyimportanttohaveglobal_.10.Financialbenefitsfromincreasedefficiencyprovidethemainincentiveforanationto_itselectricpowerindustry.,liaison,perspective,restructure,1spect4.characterize5.PortfolioInvestment6.Market-based7.distribution8.liaison9.perspective10.restructure,PartThreeFillinthefollowingblankswiththephrasesgivenbelow.Changetheformswherenecessary.,takeitcapturetheattentionofcontingentuponaspiretotailortosetoninajudiciouswayonaglobalscaleadaptationtopriorto,Whatthepoorcouplereally_isthehoneymoonsuiteinthequietcountry.Inourillustratedcatalogue,youwillfindsomeexamplesofsuggesteditinerariesthatwecanputtogetherand_suityourrequirements.3._thewar,NaziGermanywasnotviewedassuchagreatevilbycommonpublicopinionintheWest.4.Formanydevelopingcountries,howtomake_climatechangeisanissueofgreatestconcernanditisalsoanimportantpartoftheefforttoaddresschallengesofclimatechange.,aspireto,tailorto,Priorto,adaptationto,5.Manmayhavewealthandbesuccessfulifheisusingthewealththathasbeenentrustedtohiscare_wiseand_.6.Ifyou_yourwholemindandheart_yourwork,yourlifewillbefullandhappy.7.I_tomeanthateveryonefailsandifyouletafailurestopyou,youllneversucceed.Successfulpeoplefailtoo,buttheylearnfromtheirfailuresandmoveon,untiltheysucceed.,judiciousway,ina,set,on,takeit,8.Yourappointmentis_ourreceivingconfirmationofyourPh.D.degreefromtheawardinginstitution.9.Manymultinationalcompaniesareengagedinbusinessactivities_.10.Brandblogsdedicatedtobrand-namegoodshave_somecompanieswhichusethemasakindofinformalnetworkofconsumeropinion.,contingentupon,onaglobalscale,capturedtheattentionof,aspireto2.tailorto3.Priorto4.adaptationto5.ina.judiciousway6.seton7.takeit8.contingentupon9.onaglobalscale10.capturedtheattentionof,PartFourGooverTextBagainandthensummarizeitwithyourownwordsbasedonthefollowinghintsorkeywordsandphrases.globalmarketingtofitnewmarketdemandsmultinationalmarketingstrategyadaptationuniquechallengesthemanagementstyleofacompanyglobalperspectivelocaltailoringmarketingeffortcommunicationstrategy,TheEnd,1.Inmanyways,globalmarketingisasubcategoryofinternationalmarketing.,2.Theywillhavetofindouthowtheymustadjustanentiremarketingstrategy,includinghowtheysell,advertise,anddistribute.,3.Understandingthedifferentenvironmentsthecompanyneedstooperatein,thatis,cultural,economicandpoliticalenvironments.,4.Aglobalmarketingstrategyinvolvesthecreationofasinglestrategyforaproduct,service,orcompanyfortheentireglobalmarket,encompassingmanymarketsorcountriessimultaneouslyandaimedatleveragingthecommonaltiesacrossmanymarkets.,5.Theexecutionoftheactivities,suchasproductstrategy,communicationstrategy,distributionstrategyandpricingstrategy,inmorethanonecountry.,6.Functional,market-basedandmatrix.,7.Topromote