市场营销.ch05

1、Global Marketing Management, 8eWarren J. KeeganChapter 5: Global Customers2013 Pearson Education, Inc. publishing as Prentice Hall Learning Objectives学习目标学习目标Summarize the characteristics of the worlds major regional marketsDiscuss marketing challenges and opportunities in low-income countriesExplai

2、n the significance of customer value in global marketingDescribe the three key concepts of diffusion theory,总结世界主要地区市总结世界主要地区市场场的特点的特点讨论营销挑战和机遇在低收入国家讨论营销挑战和机遇在低收入国家解释顾客价值的重要性在全球营销解释顾客价值的重要性在全球营销描述了三个关键概念的扩散理论描述了三个关键概念的扩散理论2013 Pearson Education, Inc. publishing as Prentice Hall European Union欧洲联盟，欧盟

3、Smaller than AustraliaTotal of 502 million inhabitants3rd largest population, after China and IndiaFrance is the largest country and Malta is the smallest27 member countries小小于澳大利亚于澳大利亚共有共有5.02亿居民亿居民第三大人口第三大人口,仅次于中国和印度仅次于中国和印度法国最大的国家和马耳他是最小的法国最大的国家和马耳他是最小的27个成员国个成员国2013 Pearson Education, Inc. publi

4、shing as Prentice Hall Product Strategies 产品策略产品策略in the EU Harmonization in product standards Common patenting and branding Harmonization in packaging 协协调在产品标准调在产品标准 常见的专利和品牌常见的专利和品牌 协调在包装协调在包装2013 Pearson Education, Inc. publishing as Prentice Hall Pricing Strategies in the EU价格策略价格策略More competit

5、iveWithdrawal of restrictions on foreign productsAnti-monopoly measuresWidening of public procurement market更更有竞争力有竞争力撤回限制外国产品撤回限制外国产品反垄断措施反垄断措施扩大公共采购市场扩大公共采购市场2013 Pearson Education, Inc. publishing as Prentice Hall Promotion Strategies 促销策略促销策略in the EU Common guidelines for TV broadcasting Deregu

6、lation of national monopolies Uniform standard for TV commercials 常常见的广播电视节目指南见的广播电视节目指南 放松管制的国家垄断放松管制的国家垄断 统一的标准为电视广告统一的标准为电视广告2013 Pearson Education, Inc. publishing as Prentice Hall Distribution Strategies分销策略分销策略 in the EU Simplification of transit documents and procedures Elimination of customs

7、 formalities 简化运输文件和程序简化运输文件和程序 消除海关手续消除海关手续2013 Pearson Education, Inc. publishing as Prentice Hall Russia俄罗斯One of the biggest, most promising markets in the worldConsumer confidence and spending have been steadily rising142 million peopleEstimated per capita GDP of $12,100最大的一个,世界上最有潜力的市场消费者信心和支出

8、一直稳步上涨1.42亿人估计人均国内生产总值为12100美元2013 Pearson Education, Inc. publishing as Prentice Hall North America - NAFTA$14.6 trillion GNP30% of Global Income312 million population4.5% U.S. percentage of world population$500+ billion in goods and services flow between Canada and the U.S. the largest trading rel

9、ationship between any two countries14.6万亿美元国民生产总值全球30%的收入3.12亿人口4.5%的世界人口的百分比美国500美元+美元的商品和服务流动在加拿大和美国最大的两个国家之间的贸易关系任何2013 Pearson Education, Inc. publishing as Prentice Hall Asia-Pacific亚太亚太The five economic “tigers” areChinaJapanSouth KoreaTaiwanSingaporeBelow them are three countries poised to be

10、come the next “tigers”ThailandMalaysiaIndonesia五个经济“老虎”中国日本韩国台湾新加坡下面是三个国家将成为下一个“老虎”泰国马来西亚印尼2013 Pearson Education, Inc. publishing as Prentice Hall China$5.8 trillion GDP (2010)1.3 billion population$4,500 GDP per capitaNearly 10% annual growth in GDPTotal size of approximately 6 million square mile

11、s (slightly smaller than the US)Largest trading partner is the US5.8万亿美元国内生产总值(2010)13亿人口4500美元的人均GDP年度GDP增长近10%总长度约600万平方英里(略小于美国)是美国最大的贸易伙伴2013 Pearson Education, Inc. publishing as Prentice Hall Japan$5.4 trillion GDP (2010)1.26 million population$40,000 GDP per capitaTotal territory = 0.28% of t

12、he world totalOnly 3% of Japans total land is residential5.4万亿美元国内生产总值万亿美元国内生产总值(2010)126万人口万人口40000美元的人均美元的人均GDP总领土总领土=全球总额的全球总额的0.28%只有只有3%的日本总土地住宅的日本总土地住宅2013 Pearson Education, Inc. publishing as Prentice Hall India$1.6 trillion GDP (2010)+1 billion population$1,371 GDP per capitaOver 8% annual

13、growth in GDPAlmost 40% of population live below poverty line1.6万亿美元国内生产总值万亿美元国内生产总值(2010)+ 10亿人口亿人口1371美元的人均美元的人均GDP年度年度GDP增长超过增长超过8%几乎几乎40%的人口生活在贫困线以下的人口生活在贫困线以下2013 Pearson Education, Inc. publishing as Prentice Hall Indonesia$707 billion GDP (2010)$4,200 GDP per capitaOver 6% annual growth in GD

14、PIndonesia is approaching the growth stage of China two decades agoLanguage is Bahasa7070亿美元国内生产总值亿美元国内生产总值(2010)4200美元的人均美元的人均GDP年度年度GDP增长超过增长超过6%印尼是接近成长阶段二十年前的中国印尼是接近成长阶段二十年前的中国语言是印尼语语言是印尼语2013 Pearson Education, Inc. publishing as Prentice Hall OceaniaComprised of Australia and New ZealandTotal p

15、opulation of approximately 26 million (Australia has 22 million of total)Australia GDP = $1.2 trillion (2010)Australia GDP per capita = $55,000 (2010)New Zealand GDP per capita = $33,000 (2010)由澳大利亚和新西兰人口总数约为2600万(澳大利亚有2200万的总)澳大利亚国内生产总值= $ 1.2万亿(2010)澳大利亚人均国内生产总值= $ 55000(2010)新西兰人均国内生产总值= $ 33000(

16、2010)2013 Pearson Education, Inc. publishing as Prentice Hall Latin America and the CaribbeanConsists of South and Central America and the CaribbeanLatin America is a fast growing regionLatin America has 8.5% of world populationTotal population of over 550 millionAverage annual income per capita ran

17、ges from $14,440 (Chile) to $4,280 (Bolivia)由由南部和中美洲和加勒比地区南部和中美洲和加勒比地区拉丁美洲是一个快速发展的地区拉丁美洲是一个快速发展的地区拉丁美洲拥有世界上拉丁美洲拥有世界上8.5%的人口的人口总人口超过总人口超过5.5亿亿平均年人均收入范围从平均年人均收入范围从14440美元美元(智利智利)到到4280美元美元(玻利维亚玻利维亚)2013 Pearson Education, Inc. publishing as Prentice Hall Brazil Largest country in Latin America “B” in

18、BRIC-IT the six fast-growing developing countries of Brazil, Russia, India, China, Indonesia and Turkey Population of 194 million GDP of $2,477 billion (2010) Average GDP of $11,640 (2010)2013 Pearson Education, Inc. publishing as Prentice Hall Middle East and Africa Region encompasses 14 countries

19、Total population of 306 million Total GDP of $1.9 trillion (2010) Average annual GNI of $2,198 Long a battleground of rival religions, tribes, nations, and dynasties2013 Pearson Education, Inc. publishing as Prentice Hall Israel以以色列（亚洲国家）；犹太人，以色列（亚洲国家）；犹太人，以色列人色列人Population of 7 millionGDP of $220 b

20、illion (2010)GNI per capita of $27,170 (2010)Literacy rate is 92%700万人口万人口国内生产总值为国内生产总值为2200亿美元亿美元(2010)人均国民收入为人均国民收入为27170美元美元(2010)识字率是识字率是92%2013 Pearson Education, Inc. publishing as Prentice Hall Sub-Saharan AfricaProductivity is rising, trade is expanding, inflation has dropped, foreign debts

21、have dropped, and budget deficits have declinedComprised of 48 countriesLocated between Sahara Desert and Zambezi RiverTotal population of over 850 millionGDP is $1,1 trillion (2010)GNI per capita is $1,200 (2010)生产率上升,贸易扩大,通货膨胀已经下降,外国债务和预算赤字已经下降,但下降由48个国家位于撒哈拉大沙漠和赞比西河总人口超过8.5亿国内生产总值是美元,1万亿(2010)人均国

22、民总收入是1200美元(2010)2013 Pearson Education, Inc. publishing as Prentice Hall Marketing in Low-Income CountriesMarketing challenges includeLow per capita income ($4,000 and under)High inflationWide income distribution gapHigh levels of taxation, import dutiesLarge black marketInadequate distribution sys

23、tems营销挑战包括低人均收入(4000美元及以下)高通胀宽收入分配差距高水平的税收、进口关税黑色大市场分布系统的不足2013 Pearson Education, Inc. publishing as Prentice Hall Global Buyers全球买家Customer Value and the Value EquationV = B/PV=ValueB=BenefitsP=Price顾客价值和价值方程V = B / PV =价值B =效益P =价格2013 Pearson Education, Inc. publishing as Prentice Hall Diffusion Theory扩散理论The Adoption Process Awareness Interest Evaluation TrialAdoption采用过程采用过程意识意识兴趣兴趣