ch01 Introduction to Global Marke.ppt

1、1-1,Chapter 1 Introduction to Global Marketing, 2005 Prentice Hall,AMA Definition of MarketingOld (1985-2004),Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that will satisfy individual and org

2、anizational objectives, 2005 Prentice Hall,AMA Definition of MarketingNew (August 2004+),Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its

3、stakeholders., 2005 Prentice Hall,The Marketing Mix Variables,Product,Distribution,Promotion,Price,Target Market, 2005 Prentice Hall,The Marketing Mix Variables,Product Strategy, 2005 Prentice Hall,The Marketing Mix Variables,Distribution Strategy, 2005 Prentice Hall,The Marketing Mix Variables,Pric

4、ing Strategy, 2005 Prentice Hall,The Marketing Mix Variables,Promotion Strategy, 2005 Prentice Hall,1-9,What is a Market?,Potential consumers make up a market, which is: People with the desire and with the ability to buy a specific product., 2005 Prentice Hall,1-10,The Target Market,Marketers usuall

5、y concentrate their efforts on certain needs of a specific group of potential consumers. This is the target market - one or more specific groups of potential consumers toward which an organization directs its marketing program. WHY ?, 2005 Prentice Hall,The Marketing Concept(a belief system),Custome

6、r orientation Coordinated effort by all departments of the firm to satisfy customers Emphasis on long term relationships This is most profitable way to do business over the long term, 2005 Prentice Hall,1-12,Marketings Dark Side.,Given the Marketing Concept; why would anyone criticize Marketing? 1)

7、Marketing unfairly takes the blame for many business evils 2) Unhealthy products/Waste 3) Focus on Children 4) “Manufacturing” consumer demand, 2005 Prentice Hall,1-13,Marketings Dark Side.,Does business have more of a “social conscience” today than in the past? 1950s/1960s Yes. Sort of (Show cigare

8、tte clips) Business is “better” than it used to be largely as a result of two forces: Consumer Movement Legislation, 2005 Prentice Hall,1-14,Introduction,What is Global Marketing? How is it different from regular marketing?, 2005 Prentice Hall,1-15,Introduction,Marketing Process of planning and exec

9、uting the conception pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals,Global Marketing Focuses resources on global market opportunities and threats; the main difference is the scope of activities because global market

10、ing occurs in markets outside the organizations home country, 2005 Prentice Hall,1-16,Reasons for Global Marketing,Growth Access to new markets Access to resources Survival Against competitors with lower costs (due to increased access to resources), 2005 Prentice Hall,1-17,Overview of Marketing,One

11、of the functional areas of a business that is distinct from finance and operations Primary tools in marketing are product, price, place, and promotion Marketing is an activity that comprises the firms value chain Current trend is to involve marketers in all value-related decisions called boundaryles

12、s marketing, 2005 Prentice Hall,1-18,Case McDonalds Case presentation Term projects, 2005 Prentice Hall,1-19, 2005 Prentice Hall,1-20,Global Perspective: Recent Events,Information technology boom of the late 1990s, 2005 Prentice Hall,1-21,Global Perspective: Recent Events, 2005 Prentice Hall,1-22,Bo

13、undaryless Marketing,Goal is to eliminate communication barriers between marketing and other business functional areas Properly implemented it ensures that a market orientation permeates all value creating activities, 2005 Prentice Hall,1-23,Fundamental Principles of Marketing,Customer Value,Differe

14、ntiation,Focus, 2005 Prentice Hall,1-24,Customer Value,Goal: create customer value that is greater than the value created by competitors Strategy: Expand or improve product and/or service benefits Reduce the price Combine these two elements,V = B P,V = Value B = Perceived Benefits Perceived Costs P

15、= Price, 2005 Prentice Hall,1-25,Value Chain and Boundaryless Marketing, 2005 Prentice Hall,1-26,Differentiation,Goal: create competitive advantage through differentiation Advantage can exist in any element of a companys offer It can be a real, tangible difference or a perceived difference One way t

16、o penetrate a new national market is to offer a superior product at a lower price., 2005 Prentice Hall,1-27,Competitive Advantage,Success over competition in industry at value creation Achieved by integrating and leveraging operations on a worldwide scale, 2005 Prentice Hall,1-28,Focus,Goal: a conce

17、ntration of attention is ethnocentric or polycentric in its view of the rest of the world,Geocentric: World view, sees Similarities and Differences in home And host countries,Polycentric: Each host country Is Unique, sees differences In foreign countries, 2005 Prentice Hall,1-53,Generally, four dist

18、inctive approaches dominate strategic thinking in international marketing:,Strategic Orientation,Opposite of ethnocentrism Management of these multinational firms place importance on international operations as a source for profits Management believes that each country is unique and allows each to d

19、evelop own marketing strategies locally,Home country marketing practices will succeed elsewhere without adaptation; however, international marketing is viewed as secondary to domestic operations, 2005 Prentice Hall,1-54,Generally, four distinctive approaches dominate strategic thinking in internatio

20、nal marketing:,Strategic Orientation,Regiocentric and Geocentric are synonymous with a Global Marketing Orientation where a uniform, standardized marketing strategy is used for several countries, countries in a region, or the entire world,Sees the world as one market and develops a standardized mark

21、eting strategy for the entire world, 2005 Prentice Hall,1-55,Forces Affecting Global Integration and Global Marketing,Driving Forces Regional economic agreements Market needs and wants Technology Transportation and communication improvements Product development costs Quality World economic trends Le

22、verage,Restraining Forces Management myopia Organizational culture National controls, 2005 Prentice Hall,1-56,Forces Affecting Global Integration and Global Marketing,Driving Forces,Global Integration and Global Marketing,Restraining Forces, 2005 Prentice Hall,1-57,Gross National Product TURKEY, 200

23、5 Prentice Hall,1-58,Source: World Bank (2006), 2005 Prentice Hall,1-59,Gross Domestic Income (Nominal), 2005 Prentice Hall,1-60, 2005 Prentice Hall,1-61,Purchasing Power Parity (per capita), 2005 Prentice Hall,1-62,Driving and Restraining Forces of International Marketing,How many can you think of ?, 2005 Prentice Hall,1-63,Driving Forces of IM,Technology Economic Agreements Leverage experience, economies of scale, resource utilization