國際市場營銷學培訓講義-英文版(共339頁).ppt

1、Global MarketingSpring 2003http:/ (企管培訓資料下載) Some AboutsnAbout menAbout this coursenAbout the projectnAbout the examinationnAbout gradinghttp:/ (企管培訓資料下載) Text StructurenIntroduction to global marketingnThe global marketing environmentnGlobal market opportunitiesnGlobal marketing strategynGlobal mar

2、keting programnGlobal marketing managementhttp:/ (企管培訓資料下載) List of QuestionsnWhat is global marketing?nDo we have to go global?nWhy?nWhere shall we go?nWhat shall we know before plunging ourselves into the storming sea?nHow can we survive and thrive in a foreign market?http:/ (企管培訓資料下載) Global Mark

3、eting- Introductionhttp:/ (企管培訓資料下載) What is Global Marketing?http:/ (企管培訓資料下載) What is marketing?nThe process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy in

4、dividual and organizational objectives. http:/ (企管培訓資料下載) The Three Principles of MarketingnCustomer ValuenValue Equation: V=B/PnDifferential AdvantagenFocushttp:/ (企管培訓資料下載) What is global marketing?nPracticing marketing in the global environment.nAn organization that engages in global marketing fo

5、cuses its resources on global market opportunities and threatshttp:/ (企管培訓資料下載) Globalization nAn open economic systemnNon-discriminationnGlobal brandsnGlobal structureshttp:/ (企管培訓資料下載) Exports % share of world production0510152025191319502000http:/ (企管培訓資料下載) Annual % Growth of trade and GDP1959 9

6、6024681012WorldUSAGDPGDPGDPGDPTradeTradeTradeTradeGDPGDPhttp:/ (企管培訓資料下載) Effects of globalization on businessnCheap offshore productionnReduced transport costsnVirtual communicationnStandardization of logisticsnGlobal marketinghttp:/ (企管培訓資料下載) Export & Import By Regions 2002/01-10進出口進出口出口 出口 進

7、口 進口 總總 值 值 50,025,80126,249,92423,775,87819.720.618.7亞洲 28,989,87313,725,51315,264,36023.220.326非洲 1,001,081561,926439,15610.812.98.3歐洲 9,116,4064,750,4864,365,92013.9189.8拉丁美洲 1,438,463783,826654,63716.213.319.8北美洲 8,494,6176,001,2132,493,40416.6250.4大洋洲 984,621426,226558,39517.327.610.6累計比上年同期增減累

8、計比上年同期增減% 國家（地區(qū)國家（地區(qū)） ） 進出口額 進出口額 出口額 出口額 進口額 進口額 http:/ (企管培訓資料下載) Corporate Globalization-Chinas CasenWalmartnWorld Women Basket Ball GamesnHaier in USAnTsingdao Beerhttp:/ (企管培訓資料下載) Global Marketing VS Domestic MarketingnMore difficult: language, law, culture, trade and non-trade barriers, marke

9、t research, and communication;nMore complicated: currency, measures and weights, customs, monetary exchange, transportation, insurance, and counter-claimnMore risky: credibility, currency exchange, political risk, transportation, and pricing nMore opportunities and more profitable, hopefully.http:/

10、(企管培訓資料下載) Should we go global?nInternal analysisnResources, managerial mindset, strengths, weaknesses,etc.nExternal analysisnCompetition, opportunities, threats, benefits, risks, etc.n Cost VS Incomehttp:/ (企管培訓資料下載) Management OrientationnManagements assumptions or beliefs-both conscious and uncon

11、scious-about the nature of the worldnEthnocentric nPolycentricnRegiocentric nGeocentrichttp:/ (企管培訓資料下載) EthnocentricnHome country is superior.nDomestic Company:n No opportunities outside the home country;nInternational CompanynProducts and practices that succeed in the home country will be successf

12、ul anywhere;nForeign operations are secondary or subordinatenNissanhttp:/ (企管培訓資料下載) PolycentricnEach country is unique.nMultinational Company:nEach subsidiary should develop its own business and marketing strategies according to the specific situation in that country.nProblem: Cost, control, headqu

13、arter out of gamehttp:/ (企管培訓資料下載) Regiocentric & GeocentricnRegiocentric: Each region is unique and an integrated regional strategy is to be developed to serve that region.nGeocentric: The entire world is a potential market and integrated world market strategies should be developed. nGlobal or

14、transnational company.nGlobal Localization: Think globally, act locally.http:/ (企管培訓資料下載) Philips VS MatsushitanPhilips ElectronicsnPolycentric: 7 models of TV based on 4 chassis, VarietynMatsushitanGeocentric: global strategy, 2 models of TV based on a single chassis, low pricehttp:/ (企管培訓資料下載) Dri

15、ving and Restraining Forces Affecting Global Integration and Global Marketinghttp:/ (企管培訓資料下載) Driving ForcesnTechnologynInternet, Satellite Dish, Globe Spanning TVnRegional Economic AgreementsnNAFTA, EU, ASEAN, GCC, APECnMarket Needs and WantsnConverging, Global Brand, nTransportation and Communica

16、tion ImprovementsnJet Plane, Large Cargo Ship, email, fax, videoconferencing, cost deductionhttp:/ (企管培訓資料下載) Driving Forces Cont.nProduct development costsnQualitynWorld Economic TrendsnMore opportunitiesnLess resistancenWorld-wide deregulation and privatizationhttp:/ (企管培訓資料下載) Driving Forces Cont

17、.nLeveragenExperience transfersnScale economiesnResource utilizationnGlobal strategynThe Global/Transnational Corporationhttp:/ (企管培訓資料下載) Restraining ForcesnManagement MyopianOrganization CulturenIntegrate global vision and perspective with local market initiative and inputnMutual respectnNational

18、controls and barriersnTariff barriers and non-tariff barriershttp:/ (企管培訓資料下載) The Global Economic Environmenthttp:/ (企管培訓資料下載) Changes in The World EconomynEmergence of global marketsnEconomic integrationnGlobal companies, global brandsnCapital movements far exceed the volume of global merchandise

19、and services traden$4 trillion VS. London Eurodollar Market, $100 trillion, VS. Foreign exchange $250 trillion http:/ (企管培訓資料下載) Changes in The World EconomynProductivity VS. EmploymentnApplication of new technologiesnIncrease in production efficiencynPlant emigrationnInternal reformshttp:/ (企管培訓資料下

20、載) Changes in The World EconomynWorld economy becomes the dominant economic unitnThe end of the cold warnCollapse of USSR, ISC, E. EuropeannChina, Vietnam, nCuba, North Koreahttp:/ (企管培訓資料下載) Economic SystemsnMarket AllocationnMarket economynRole of the statenCommand AllocationnPlanned economynRole

21、of the statenMixed SystemnWhich plays the leading role?http:/ (企管培訓資料下載) Stages of Market DevelopmentBased on GNP Per CapitanLower-Income Countries n$2000nUpper-Middle-Income Countriesn$3036-$9386nHigh-Income Countries n$9386http:/ (企管培訓資料下載) Low-Income CountriesnPreindustrial countries, less than $

22、766nLimited industrialization, high percentage of population in agriculture and farmingnHigh birth ratesnLow literacy ratesnHeavy reliance on foreign aidnPolitical instability and unrestnAfrica, south of Saharahttp:/ (企管培訓資料下載) Lower-Middle-Income CountriesnLess developed countries (LDC)nEarly stage

23、 of industrializationnConsumer markets expandingnLow labor costnLabor-intensive products manufacturinghttp:/ (企管培訓資料下載) Upper-Middle-Income CountriesnIndustrializing countriesnPercentage of people in agriculture dropping sharplynDegree of urbanization increasingnHigh literacynRelatively low wage cos

24、tshttp:/ (企管培訓資料下載) High-Income CountriesnIndustrialized CountriesnSustained economic growthnKnowledge-basednService sectornNew products and innovationshttp:/ (企管培訓資料下載) Income and PPPnPurchasing Power ParitynReal IncomenStandard of LivingnThe concentration of incomenRegional, nationally, and within

25、 nationsn“Triad”: US, Canada, EU, and JapannIncome inequality in developing countrieshttp:/ (企管培訓資料下載) Implication for MarketersnProfitabilitynChances and challengesnMarketings RolenMarket potential evaluationhttp:/ (企管培訓資料下載) Emerging Markets EvaluationSizeGrowth Intensity Infrastructure Freedom Ri

26、skOverallCountriesRankRankRankRankRankRankRankHONGKONG21611421SINGAPORE2481421212S. KOREA6146773ISRAEL23935934CHINA11124172485HUNGARY221954246CZECH REP.1823153267POLAND10181276118CHILE193910159INDIA2162023171410MEXICO51261413911THAILAND135211981312RUSSIA 322212222313TURKEY9779202114http:/ (企管培訓資料下載)

27、 Social and Cultural EnvironmentsnDifferencesnSimilaritiesnMarketers two-folded task.nRecognize differencenFind similaritieshttp:/ (企管培訓資料下載) CulturenCulture includes both conscious and unconscious values, ideas, attitudes, and symbols that shape human behavior and that are transmitted from one gene

28、ration to the next.nCulture is learned, not born with.nCulture can be changed.http:/ (企管培訓資料下載) Implications for Global MarkersnFood, drink preferencesnKFC, Colgate, Coco-cola, Green Giant Foods, and soy saucenColor, flower, and other preferencesnWhite, green, chrysanthemum, Corbie, dog,nConverging

29、global attitudesnCultural universalsnBe culturally sensitive!http:/ (企管培訓資料下載) High and Low-Context CulturesnLow-context: messages are explicit, words carry most of the information in a communication. “I mean what I say”.nHigh-context: much more information resides in the context of communication, i

30、ncluding background, associations, and basic values of the communications rather in the verbal message. “Guess what I really mean.”http:/ (企管培訓資料下載) High and Low Context CulturesFactorHigh ContextLow ContextLawyerLess importantVery importantSpacePeople breath on each otherBubble of private space, no

31、 intrusionTimePolychronic, things dealt simultaneouslyMonochronic, linearNegotiationsLengthy, get to know each otherQuick, get things doneCountries Japan, Middle East,US, Northern Europehttp:/ (企管培訓資料下載) Communication and NegotiationnLanguage barriersnIts a “yes” or “no”?n“You are invited to take ad

32、vantage of the chambermaid”.n“Ease your bosoms. This coffee has carefully selected high quality beans and roasted by our all the experience.”nThe lift is being fixed for the next day. During that time we regret you will be unbearable.”nNonverbal communicationnVerbal VS. Nonverbalhttp:/ (企管培訓資料下載) So

33、cial BehaviornSneeze, belch, sharing foodnSaudi: Dont ask the host about the health of his spouse. Dont show the soles of your shoes. Dont touch or deliver with the left hand.nJapan, Korea, China, IndianVenezuela, IndonesianAfrican“Madam” or “maam”http:/ (企管培訓資料下載) Analytical Approaches to Cultural

34、FactorsnDont assume you know everything.nDont judge others by the culture you are from.nThere are no perfect cultures in this world, or there is no such culture superior than another.nTry to understand the beliefs, values, and motives of another culturenBe open, be understanding.http:/ (企管培訓資料下載) Ma

35、slows Hierarchy of NeedsPhysiologicalSafetySocialEsteemSelf-actualizationhttp:/ (企管培訓資料下載) Hofstedes Cultural TypologynPower distance nIndividualism or CollectivismnMasculinity or FemininitynUncertainty avoidancehttp:/ (企管培訓資料下載) Power DistancenThe extent to which the less powerful members of a soci

36、ety accept or expect that power to be distributed unequally.nHigh power distance nLow power distancehttp:/ (企管培訓資料下載) Individualism or CollectivismnIndividualistic culture: Each member of society is primarily concerned with his or her own interest and those of the immediate family.nCollectivist cult

37、ure: All of societys members are integrated into cohesive in-groupshttp:/ (企管培訓資料下載) Masculinity of FemininitynMasculinitynA society in which men are expected to be assertive, competitive, and concerned with material success while women fulfill the role of nurturer and take care of the familynFemini

38、nitynA society in which the social roles of men and women overlap, with neither gender exhibiting overly ambitious or competitive behaviorhttp:/ (企管培訓資料下載) Uncertainty AvoidancenThe extent to which the members of a society are uncomfortable with unclear, ambiguous, or unstructured situations.http:/

39、(企管培訓資料下載) Environmental SensitivitynThe extent to which products must be adapted to the culture-specific needs of different national markets.Product AdaptationHighLowEnvironmental SensitivityLowHighIntegrated CircuitComputerFoodhttp:/ (企管培訓資料下載) Impact on Marketing nConsumer behaviornCampbell in US

40、 VS in ItalynInstant coffee in UK VS. in SwedennCake in US VS. in UKnPersonal aspect of international businesshttp:/ (企管培訓資料下載) Suggested SolutionsnStake: expatriate failure averages $75,000, loss of business: $2.5 billionnResearchnTraining in cross-cultural competencyn“Boot camp”n“International exp

41、osure”n“Workshop”http:/ (企管培訓資料下載) The Political, Legal, and Regulatory Environments of Global Marketinghttp:/ (企管培訓資料下載) The Political EnvironmentnSovereigntynPolitical risknTaxesnDilution of Equity ControlnExpropriationhttp:/ (企管培訓資料下載) SovereigntynThe supreme and independent political authority.n

42、Control the flow of goods across borders nStage of developmentnThe political and economical systemnProtectionism: AgriculturenPrivatization dilutes the command portion of a mixed economynGlobal market integration erodes national economic sovereignty.http:/ (企管培訓資料下載) Political RisknThe risk of a cha

43、nge in government policy that would adversely impact a companys ability to operate effectively and profitably.nHK, Argentina, Venezuela, http:/ (企管培訓資料下載) TaxesnDiverse geographic activities of MNCnHost country tax avoidancenBilateral tax treatieshttp:/ (企管培訓資料下載) Dilution of Equity ControlnControl

44、ownership of foreign-owned companies. nEquity percentage in local projects or joint venturesnBecome an insiderhttp:/ (企管培訓資料下載) ExpropriationnGovernmental action to dispossess a company or investor. nCompensationnNationalization: Ownership of the property or assets in question is transferred to the

45、host government.nConfiscationhttp:/ (企管培訓資料下載) ExpropriationnCreeping expropriation: limitations on repatriation of profits, dividends, royalties, or technical assistance fees from local investments or technology arrangements.nTariff and non-tariff barriersnIntellectual property restrictionsnRemedie

46、s: buy insurance, follow the lawhttp:/ (企管培訓資料下載) International LawnRules and principles that nation-states consider binding upon themselves.nPublic law, international commercial lawnCommon law VS code lawhttp:/ (企管培訓資料下載) Which Law Applies?nBe explicit in the contractnThe place of the domicile or p

47、rincipal place of business of one of the partiesnThe place where the contract was enterednThe place of performance of the contracthttp:/ (企管培訓資料下載) Intellectual PropertynPatents and TrademarksnRegistrationnProtectionnCounterfeiting: The unauthorized copying and product of a product.nImitation: Use o

48、f a product name that differs slightly from a well-known brandnPiracy: The unauthorized publication or reproduction of copyrighted work.http:/ (企管培訓資料下載) Intellectual Property ProtectionnThe Paris Union: International Convention for the Protection of Industrial Property.nThe Patent Cooperation Treat

49、ynEuropean Patent ConventionnTRIPs: Trade Related Intellectual Property Rightshttp:/ (企管培訓資料下載) AntitrustnTo combat restrictive business practices and to encourage competition.nConstens case, Grundig nRuling: “Territorial protection proved to be particularly damaging to the realization of the common

50、 market.”nIBM and Microsoft in Europehttp:/ (企管培訓資料下載) Licensing nLicensing is a contractual agreement in which a licensor allows a licensee to use patents, trademarks, trade secrets, technology, or other intangible assets in return for royalty payments or other forms of compensation.nWhat assets? A

51、t what price? The right to “make”, “use”, or “sell”? Sublicense? “Exclusive or nonexclusive?”nCreation of competitor.http:/ (企管培訓資料下載) Trade SecretsnConfidential information or knowledge that has commercial value.nTRIPs requires signatory countries to protect against acquisition, disclosure, or use

52、of trade secrets in a manner contrary to honest commercial practices. http:/ (企管培訓資料下載) Bribery and Corruption- A World-wide problemhttp:/ (企管培訓資料下載) Conflict resolutionnLitigationnDifferences in language, legal systems, currencies, traditional business customs and patterns, discovery procedure, and

53、 enforcement.nComplex, time consuming, costlyhttp:/ (企管培訓資料下載) ArbitrationnInternational Chamber of CommercenThe New York ConventionnAAA and China Beijings Conciliation Center.nSwedish Arbitration InstitutenInternational Council for Commercial ArbitrationnUN Conference on International Trade Lawhttp

54、:/ (企管培訓資料下載) The Regulatory EnvironmentnGovernmental and nongovernmentalnInternational Economic OrganizationsnPrice control, valuation of imports and exports, trade practices, labeling, food and drug regulations, employment conditions, collective bargaining, advertising content, competitive practic

55、es, etc.http:/ (企管培訓資料下載) Regional Economic OrganizationsnWTOnEUnNAFTAnhttp:/ (企管培訓資料下載) Global Markets and Buyershttp:/ (企管培訓資料下載) Trends of Global MarketnMarkets in almost every world region are expected growing.nThe fastest growing markets are the developing countries.nThe fastest growing regions

56、 in the developing world are East AsianThe fastest growing country in East Asia is China.http:/ (企管培訓資料下載) The BoomCountries1974-19931994-2003Developed Countries2.9%2.7%Developing Countries3.0%4.8%East Asia7.5%7.6%South Asia4.8%5.3%Latin America2.6%3.4%East Europe1.0%2.7%Sub-Saharan Africa2.0%3.9%Mi

57、ddle East, North Africa1.2%3.8%http:/ (企管培訓資料下載) Economic Cooperation & Preferential Trade ArrangementsnInternational economic cooperationnFree Trade Area (FTA)nCustoms UnionnCommon MarketnEconomic UnionnWTO and GATThttp:/ (企管培訓資料下載) Regional Trade AreasChart 1: RTAs in force and under negotiati

58、on as of July 2000, by type of RTA14824671FTAs in forceCUs in forceFTAs under negotiationCUs under negotiationhttp:/ (企管培訓資料下載) Chart 2: Geographical Distribution of RTAs, both in force and under negotiation020406080100120AmericasAsia PacificEastern Europe& Central AsiaEuro-MediterraneanSub-Saha

59、ranCross RegionalRegionNumber of RTAsFTAs under negotiationCUs under negotiationFTAs in forceCUs in forcehttp:/ (企管培訓資料下載) Free Trade Area (FTA)nA group of countries that have agreed to abolish all internal barriers to trade among themselves.nCertificates of originhttp:/ (企管培訓資料下載) Customs UnionnMem

60、ber countries agree to the establishment of common external barriers. nThe Central American Common Market, Southern Cone Common Market (Mercosur), and the Andean Grouphttp:/ (企管培訓資料下載) Common MarketnRemoval of internal barriersnEstablishment of external barriersnElimination of barriers to flow of factors (labor an