南京大學(xué)MBA國際市場營銷

1、Global MarketingSpring 20031Some AboutsAbout meAbout this courseAbout the projectAbout the examinationAbout grading2Text StructureIntroduction to global marketingThe global marketing environmentGlobal market opportunitiesGlobal marketing strategyGlobal marketing programGlobal marketing management3Li

2、st of QuestionsWhat is global marketing?Do we have to go global?Why?Where shall we go?What shall we know before plunging ourselves into the storming sea?How can we survive and thrive in a foreign market?4Global Marketing- Introduction5What is Global Marketing?6What is marketing?The process of planni

3、ng and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives. 7The Three Principles of MarketingCustomer ValueValue Equation: V=B/PDifferentia

4、l AdvantageFocus8What is global marketing?Practicing marketing in the global environment.An organization that engages in global marketing focuses its resources on global market opportunities and threats9Globalization An open economic systemNon-discriminationGlobal brandsGlobal structures10Exports %

5、share of world production11Annual % Growth of trade and GDP1959 96GDPGDP12Effects of globalization on businessCheap offshore productionReduced transport costsVirtual communicationStandardization of logisticsGlobal marketing13Export & Import By Regions2002/01-1014Corporate Globalization-Chinas CaseWa

6、lmartWorld Women Basket Ball GamesHaier in USATsingdao Beer15Global Marketing VS Domestic MarketingMore difficult: language, law, culture, trade and non-trade barriers, market research, and communication;More complicated: currency, measures and weights, customs, monetary exchange, transportation, in

7、surance, and counter-claimMore risky: credibility, currency exchange, political risk, transportation, and pricing More opportunities and more profitable, hopefully.16Should we go global?Internal analysisResources, managerial mindset, strengths, weaknesses,etc.External analysisCompetition, opportunit

8、ies, threats, benefits, risks, etc. Cost VS Income17Management OrientationManagements assumptions or beliefs-both conscious and unconscious-about the nature of the worldEthnocentric PolycentricRegiocentric Geocentric18EthnocentricHome country is superior.Domestic Company: No opportunities outside th

9、e home country;International CompanyProducts and practices that succeed in the home country will be successful anywhere;Foreign operations are secondary or subordinateNissan19PolycentricEach country is unique.Multinational Company:Each subsidiary should develop its own business and marketing strateg

10、ies according to the specific situation in that country.Problem: Cost, control, headquarter out of game20Regiocentric & GeocentricRegiocentric: Each region is unique and an integrated regional strategy is to be developed to serve that region.Geocentric: The entire world is a potential market and int

11、egrated world market strategies should be developed. Global or transnational company.Global Localization: Think globally, act locally.21Philips VS MatsushitaPhilips ElectronicsPolycentric: 7 models of TV based on 4 chassis, VarietyMatsushitaGeocentric: global strategy, 2 models of TV based on a sing

12、le chassis, low price22Driving and Restraining Forces Affecting Global Integration and Global Marketing23Driving ForcesTechnologyInternet, Satellite Dish, Globe Spanning TVRegional Economic AgreementsNAFTA, EU, ASEAN, GCC, APECMarket Needs and WantsConverging, Global Brand, Transportation and Commun

13、ication ImprovementsJet Plane, Large Cargo Ship, email, fax, videoconferencing, cost deduction24Driving Forces Cont.Product development costsQualityWorld Economic TrendsMore opportunitiesLess resistanceWorld-wide deregulation and privatization25Driving Forces Cont.LeverageExperience transfersScale e

14、conomiesResource utilizationGlobal strategyThe Global/Transnational Corporation26Restraining ForcesManagement MyopiaOrganization CultureIntegrate global vision and perspective with local market initiative and inputMutual respectNational controls and barriersTariff barriers and non-tariff barriers27T

15、he Global Economic Environment28Changes in The World EconomyEmergence of global marketsEconomic integrationGlobal companies, global brandsCapital movements far exceed the volume of global merchandise and services trade$4 trillion VS. London Eurodollar Market, $100 trillion, VS. Foreign exchange $250

16、 trillion 29Changes in The World EconomyProductivity VS. EmploymentApplication of new technologiesIncrease in production efficiencyPlant emigrationInternal reforms30Changes in The World EconomyWorld economy becomes the dominant economic unitThe end of the cold warCollapse of USSR, ISC, E. EuropeanCh

17、ina, Vietnam, Cuba, North Korea31Economic SystemsMarket AllocationMarket economyRole of the stateCommand AllocationPlanned economyRole of the stateMixed SystemWhich plays the leading role?32Stages of Market DevelopmentBased on GNP Per CapitaLower-Income Countries $2000Upper-Middle-Income Countries$3

18、036-$9386High-Income Countries $938633Low-Income CountriesPreindustrial countries, less than $766Limited industrialization, high percentage of population in agriculture and farmingHigh birth ratesLow literacy ratesHeavy reliance on foreign aidPolitical instability and unrestAfrica, south of Sahara34

19、Lower-Middle-Income CountriesLess developed countries (LDC)Early stage of industrializationConsumer markets expandingLow labor costLabor-intensive products manufacturing35Upper-Middle-Income CountriesIndustrializing countriesPercentage of people in agriculture dropping sharplyDegree of urbanization

20、increasingHigh literacyRelatively low wage costs36High-Income CountriesIndustrialized CountriesSustained economic growthKnowledge-basedService sectorNew products and innovations37 Income and PPPPurchasing Power ParityReal IncomeStandard of LivingThe concentration of incomeRegional, nationally, and w

21、ithin nations“Triad”: US, Canada, EU, and JapanIncome inequality in developing countries38Implication for MarketersProfitabilityChances and challengesMarketings RoleMarket potential evaluation39Emerging Markets Evaluation40Social and Cultural EnvironmentsDifferencesSimilaritiesMarketers two-folded t

22、ask.Recognize differenceFind similarities41CultureCulture includes both conscious and unconscious values, ideas, attitudes, and symbols that shape human behavior and that are transmitted from one generation to the next.Culture is learned, not born with.Culture can be changed.42Implications for Globa

23、l MarkersFood, drink preferencesKFC, Colgate, Coco-cola, Green Giant Foods, and soy sauceColor, flower, and other preferencesWhite, green, chrysanthemum, Corbie, dog,Converging global attitudesCultural universalsBe culturally sensitive!43High and Low-Context CulturesLow-context: messages are explici

24、t, words carry most of the information in a communication. “I mean what I say”.High-context: much more information resides in the context of communication, including background, associations, and basic values of the communications rather in the verbal message. “Guess what I really mean.”44High and L

25、ow Context CulturesFactorHigh ContextLow ContextLawyerLess importantVery importantSpacePeople breath on each otherBubble of private space, no intrusionTimePolychronic, things dealt simultaneouslyMonochronic, linearNegotiationsLengthy, get to know each otherQuick, get things doneCountriesJapan, Middl

26、e East,US, Northern Europe45Communication and NegotiationLanguage barriersIts a “yes” or “no”?“You are invited to take advantage of the chambermaid”.“Ease your bosoms. This coffee has carefully selected high quality beans and roasted by our all the experience.”The lift is being fixed for the next da

27、y. During that time we regret you will be unbearable.”Nonverbal communicationVerbal VS. Nonverbal46Social BehaviorSneeze, belch, sharing foodSaudi: 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.Japan, Korea, China, India

28、Venezuela, IndonesiaAfrica“Madam” or “maam”47Analytical Approaches to Cultural FactorsDont assume you know everything.Dont judge others by the culture you are from.There are no perfect cultures in this world, or there is no such culture superior than another.Try to understand the beliefs, values, an

29、d motives of another cultureBe open, be understanding.48Maslows Hierarchy of NeedsPhysiologicalSafetySocialEsteemSelf-actualization49Hofstedes Cultural TypologyPower distance Individualism or CollectivismMasculinity or FemininityUncertainty avoidance50Power DistanceThe extent to which the less power

30、ful members of a society accept or expect that power to be distributed unequally.High power distance Low power distance51Individualism or CollectivismIndividualistic culture: Each member of society is primarily concerned with his or her own interest and those of the immediate family.Collectivist cul

31、ture: All of societys members are integrated into cohesive in-groups52Masculinity of FemininityMasculinityA 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 familyFemininityA society in w

32、hich the social roles of men and women overlap, with neither gender exhibiting overly ambitious or competitive behavior53Uncertainty AvoidanceThe extent to which the members of a society are uncomfortable with unclear, ambiguous, or unstructured situations.54Environmental SensitivityThe extent to wh

33、ich products must be adapted to the culture-specific needs of different national markets.Product AdaptationHighLowEnvironmental SensitivityLowHighIntegrated CircuitComputerFood55Impact on Marketing Consumer behaviorCampbell in US VS in ItalyInstant coffee in UK VS. in SwedenCake in US VS. in UKPerso

34、nal aspect of international business56Suggested SolutionsStake: expatriate failure averages $75,000, loss of business: $2.5 billionResearchTraining in cross-cultural competency“Boot camp”“International exposure”“Workshop”57The Political, Legal, and Regulatory Environments of Global Marketing58The Po

35、litical EnvironmentSovereigntyPolitical riskTaxesDilution of Equity ControlExpropriation59SovereigntyThe supreme and independent political authority.Control the flow of goods across borders Stage of developmentThe political and economical systemProtectionism: AgriculturePrivatization dilutes the com

36、mand portion of a mixed economyGlobal market integration erodes national economic sovereignty.60Political RiskThe risk of a change in government policy that would adversely impact a companys ability to operate effectively and profitably.HK, Argentina, Venezuela, 61TaxesDiverse geographic activities

37、of MNCHost country tax avoidanceBilateral tax treaties62Dilution of Equity ControlControl ownership of foreign-owned companies. Equity percentage in local projects or joint venturesBecome an insider63ExpropriationGovernmental action to dispossess a company or investor. CompensationNationalization: O

38、wnership of the property or assets in question is transferred to the host government.Confiscation64ExpropriationCreeping expropriation: limitations on repatriation of profits, dividends, royalties, or technical assistance fees from local investments or technology arrangements.Tariff and non-tariff b

39、arriersIntellectual property restrictionsRemedies: buy insurance, follow the law65International LawRules and principles that nation-states consider binding upon themselves.Public law, international commercial lawCommon law VS code law66Which Law Applies?Be explicit in the contractThe place of the do

40、micile or principal place of business of one of the partiesThe place where the contract was enteredThe place of performance of the contract67Intellectual PropertyPatents and TrademarksRegistrationProtectionCounterfeiting: The unauthorized copying and product of a product.Imitation: Use of a product

41、name that differs slightly from a well-known brandPiracy: The unauthorized publication or reproduction of copyrighted work.68Intellectual Property ProtectionThe Paris Union: International Convention for the Protection of Industrial Property.The Patent Cooperation TreatyEuropean Patent ConventionTRIP

42、s: Trade Related Intellectual Property Rights69AntitrustTo combat restrictive business practices and to encourage competition.Constens case, Grundig Ruling: “Territorial protection proved to be particularly damaging to the realization of the common market.”IBM and Microsoft in Europe70Licensing Lice

43、nsing 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.What assets? At what price? The right to “make”, “use”, or “sell”? Sublicense? “Exclu

44、sive or nonexclusive?”Creation of competitor.71Trade SecretsConfidential information or knowledge that has commercial value.TRIPs requires signatory countries to protect against acquisition, disclosure, or use of trade secrets in a manner contrary to honest commercial practices. 72Bribery and Corrup

45、tion- A World-wide problem73Conflict resolutionLitigationDifferences in language, legal systems, currencies, traditional business customs and patterns, discovery procedure, and enforcement.Complex, time consuming, costly74ArbitrationInternational Chamber of CommerceThe New York ConventionAAA and Chi

46、na Beijings Conciliation Center.Swedish Arbitration InstituteInternational Council for Commercial ArbitrationUN Conference on International Trade Law75The Regulatory EnvironmentGovernmental and nongovernmentalInternational Economic OrganizationsPrice control, valuation of imports and exports, trade

47、practices, labeling, food and drug regulations, employment conditions, collective bargaining, advertising content, competitive practices, etc.76Regional Economic OrganizationsWTOEUNAFTA77Global Markets and Buyers78Trends of Global MarketMarkets in almost every world region are expected growing.The f

48、astest growing markets are the developing countries.The fastest growing regions in the developing world are East AsiaThe fastest growing country in East Asia is China.79The BoomCountries1974-19931994-2003Developed Countries2.9%2.7%Developing Countries3.0%4.8%East Asia7.5%7.6%South Asia4.8%5.3%Latin

49、America2.6%3.4%East Europe1.0%2.7%Sub-Saharan Africa2.0%3.9%Middle East, North Africa1.2%3.8%80Economic Cooperation & Preferential Trade ArrangementsInternational economic cooperationFree Trade Area (FTA)Customs UnionCommon MarketEconomic UnionWTO and GATT81Regional Trade Areas82Free Trade Area (FTA

50、)A group of countries that have agreed to abolish all internal barriers to trade among themselves.Certificates of origin83Customs UnionMember countries agree to the establishment of common external barriers. The Central American Common Market, Southern Cone Common Market (Mercosur), and the Andean G

51、roup84Common MarketRemoval of internal barriersEstablishment of external barriersElimination of barriers to flow of factors (labor and capital) within the marketFree markets not only for product, but also for services and capital.85Economic UnionCreation of a unified central bank;Usage of a single c

52、urrency-a struggle;Common policies on agriculture, social services and welfare, regional development, transportation, taxation, competition and mergersPolitical unity, a central government;86From GATT to WTOGATT: A treaty between 125 nations who agreed to promote trade among members.Trade-disputes s

53、ettlement, no power of enforcementWTO: A forum for trade-related negotiations. A system to settle trade disputesService industry: Market-entry barriers in banking, insurance, telecommunications, etc.87Regional Economic OrganizationsAPEC: Asian Pacific Economic CooperationNorth American Free Trade Ag

54、reementCentral American Common MarketAndean GroupSouthern Cone Common MarketCaribbean Community and Common Market88Regional Economic OrganizationsAssociation of Southeast Asian NationsThe European UnionCooperation Council for the Arab States of the GulfEconomic community of West African StatesSouth

55、African Development Coordination Conference899091929394Global Marketing Information Systems and Research95Acquire Global Information Superabundance in developed countriesScarcity in LDC and underdeveloped countriesWhere and how to get the right informationScanning96Global Marketing Information Syste

56、mMIS definedGathering, analyzing, classifying, storing, retrieving, and reportingEDI: Electronic Data InterchangeBenetons MISTimely, cost-efficiently, actionable97Subject Agenda for a Global MISMarketsCompetitionForeign exchangePrescriptive informationResource informationGeneral conditions98MarketsD

57、emand estimatesConsumer behaviorProductsChannelsCommunication media availability and costMarket responsiveness99CompetitionCorporate strategiesBusiness strategiesFunctional strategies100Foreign ExchangeBalance of paymentsInterest ratesAttractiveness of country currencyExpectations of analysts101Pres

58、criptive InformationLaws, regulations, rulings concerning taxes, earnings, dividends in both hose countries and home country102Resource InformationAvailability of human, financial, information, and physical resources103General ConditionsOverall review of sociocultural, political, technological envir

59、onments104Scanning ModesSurveillanceInformal information gatheringViewing and monitoringSearchFormal information gatheringInvestigation and Research105Rule of ThumbCreate an efficient and effective scanning system in both the home country and the host countriesCreate a MIS system Expanding informati

60、on coverage to other regions of the world106Sources of Marketing InformationHuman sourcesOverseas executivesFriends, acquaintances, professional colleagues, consultants, and prospective new employeesPersonal relationshipDirect perceptionSeeing, feeling, hearing, smelling, or tastingThe design of Lex