南京大学MBA国际市场营销（推荐PPT英语版339）bnew.pptx

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1、Global MarketingSpring 2003Some AboutsnAbout menAbout this coursenAbout the projectnAbout the examinationnAbout gradingText StructurenIntroduction to global marketingnThe global marketing environmentnGlobal market opportunitiesnGlobal marketing strategynGlobal marketing programnGlobal marketing mana

2、gementList 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?Global Marketing-IntroductionWhat is Global Marketing?What is marketing?nThe proces

3、s 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 individual and organizational objectives.The Three Principles of MarketingnCustomer ValuenValue Equation:V=B/PnDiffere

4、ntial AdvantagenFocusWhat is global marketing?nPracticing marketing in the global environment.nAn organization that engages in global marketing focuses its resources on global market opportunities and threatsGlobalization nAn open economic systemnNon-discriminationnGlobal brandsnGlobal structuresExp

5、orts%share of world productionAnnual%Growth of trade and GDP1959 96GDPGDPEffects of globalization on businessnCheap offshore productionnReduced transport costsnVirtual communicationnStandardization of logisticsnGlobal marketingExport&Import By Regions2002/01-10Corporate Globalization-Chinas CasenWal

6、martnWorld Women Basket Ball GamesnHaier in USAnTsingdao BeerGlobal Marketing VS Domestic MarketingnMore difficult:language,law,culture,trade and non-trade barriers,market research,and communication;nMore complicated:currency,measures and weights,customs,monetary exchange,transportation,insurance,an

7、d counter-claimnMore risky:credibility,currency exchange,political risk,transportation,and pricing nMore opportunities and more profitable,hopefully.Should we go global?nInternal analysisnResources,managerial mindset,strengths,weaknesses,etc.nExternal analysisnCompetition,opportunities,threats,benef

8、its,risks,etc.n Cost VS IncomeManagement OrientationnManagements assumptions or beliefs-both conscious and unconscious-about the nature of the worldnEthnocentric nPolycentricnRegiocentric nGeocentricEthnocentricnHome country is superior.nDomestic Company:n No opportunities outside the home country;n

9、International CompanynProducts and practices that succeed in the home country will be successful anywhere;nForeign operations are secondary or subordinatenNissanPolycentricnEach country is unique.nMultinational Company:nEach subsidiary should develop its own business and marketing strategies accordi

10、ng to the specific situation in that country.nProblem:Cost,control,headquarter out of gameRegiocentric&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 mar

11、ket strategies should be developed.nGlobal or transnational company.nGlobal Localization:Think globally,act locally.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 price

12、Driving and Restraining Forces Affecting Global Integration and Global MarketingDriving ForcesnTechnologynInternet,Satellite Dish,Globe Spanning TVnRegional Economic AgreementsnNAFTA,EU,ASEAN,GCC,APECnMarket Needs and WantsnConverging,Global Brand,nTransportation and Communication ImprovementsnJet P

13、lane,Large Cargo Ship,email,fax,videoconferencing,cost deductionDriving Forces Cont.nProduct development costsnQualitynWorld Economic TrendsnMore opportunitiesnLess resistancenWorld-wide deregulation and privatizationDriving Forces Cont.nLeveragenExperience transfersnScale economiesnResource utiliza

14、tionnGlobal strategynThe Global/Transnational CorporationRestraining ForcesnManagement MyopianOrganization CulturenIntegrate global vision and perspective with local market initiative and inputnMutual respectnNational controls and barriersnTariff barriers and non-tariff barriersThe Global Economic E

15、nvironmentChanges in The World EconomynEmergence of global marketsnEconomic integrationnGlobal companies,global brandsnCapital movements far exceed the volume of global merchandise and services traden$4 trillion VS.London Eurodollar Market,$100 trillion,VS.Foreign exchange$250 trillion Changes in Th

16、e World EconomynProductivity VS.EmploymentnApplication of new technologiesnIncrease in production efficiencynPlant emigrationnInternal reformsChanges in The World EconomynWorld economy becomes the dominant economic unitnThe end of the cold warnCollapse of USSR,ISC,E.EuropeannChina,Vietnam,nCuba,Nort

17、h KoreaEconomic SystemsnMarket AllocationnMarket economynRole of the statenCommand AllocationnPlanned economynRole of the statenMixed SystemnWhich plays the leading role?Stages of Market DevelopmentBased on GNP Per CapitanLower-Income Countries n$2000nUpper-Middle-Income Countriesn$3036-$9386nHigh-I

18、ncome Countries n$9386Low-Income CountriesnPreindustrial countries,less than$766nLimited industrialization,high percentage of population in agriculture and farmingnHigh birth ratesnLow literacy ratesnHeavy reliance on foreign aidnPolitical instability and unrestnAfrica,south of SaharaLower-Middle-In

19、come CountriesnLess developed countries(LDC)nEarly stage of industrializationnConsumer markets expandingnLow labor costnLabor-intensive products manufacturingUpper-Middle-Income CountriesnIndustrializing countriesnPercentage of people in agriculture dropping sharplynDegree of urbanization increasing

20、nHigh literacynRelatively low wage costsHigh-Income CountriesnIndustrialized CountriesnSustained economic growthnKnowledge-basednService sectornNew products and innovations Income and PPPnPurchasing Power ParitynReal IncomenStandard of LivingnThe concentration of incomenRegional,nationally,and withi

21、n nationsn“Triad”:US,Canada,EU,and JapannIncome inequality in developing countriesImplication for MarketersnProfitabilitynChances and challengesnMarketings RolenMarket potential evaluationEmerging Markets EvaluationSocial and Cultural EnvironmentsnDifferencesnSimilaritiesnMarketers two-folded task.n

22、Recognize differencenFind similaritiesCulturenCulture includes both conscious and unconscious values,ideas,attitudes,and symbols that shape human behavior and that are transmitted from one generation to the next.nCulture is learned,not born with.nCulture can be changed.Implications for Global Marker

23、snFood,drink preferencesnKFC,Colgate,Coco-cola,Green Giant Foods,and soy saucenColor,flower,and other preferencesnWhite,green,chrysanthemum,Corbie,dog,nConverging global attitudesnCultural universalsnBe culturally sensitive!High and Low-Context CulturesnLow-context:messages are explicit,words carry

24、most of the information in a communication.“I mean what I say”.nHigh-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.”High and Low Context CulturesFac

25、torHigh ContextLow ContextLawyerLess importantVery importantSpacePeople breath on each otherBubble of private space,no intrusionTimePolychronic,things dealt simultaneouslyMonochronic,linearNegotiationsLengthy,get to know each otherQuick,get things doneCountries Japan,Middle East,US,Northern EuropeCo

26、mmunication and NegotiationnLanguage barriersnIts a“yes”or“no”?n“You are invited to take advantage 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

27、you will be unbearable.”nNonverbal communicationnVerbal VS.NonverbalSocial 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”o

28、r“maam”Analytical Approaches to Cultural 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,

29、be understanding.Maslows Hierarchy of NeedsPhysiologicalSafetySocialEsteemSelf-actualizationHofstedes Cultural TypologynPower distance nIndividualism or CollectivismnMasculinity or FemininitynUncertainty avoidancePower DistancenThe extent to which the less powerful members of a society accept or exp

30、ect that power to be distributed unequally.nHigh power distance nLow power distanceIndividualism or CollectivismnIndividualistic culture:Each member of society is primarily concerned with his or her own interest and those of the immediate family.nCollectivist culture:All of societys members are inte

31、grated into cohesive in-groupsMasculinity 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 familynFemininitynA society in which the social roles of men and women

32、 overlap,with neither gender exhibiting overly ambitious or competitive behaviorUncertainty AvoidancenThe extent to which the members of a society are uncomfortable with unclear,ambiguous,or unstructured situations.Environmental SensitivitynThe extent to which products must be adapted to the culture

33、-specific needs of different national markets.Product AdaptationHighLowEnvironmental SensitivityLowHighIntegrated CircuitComputerFoodImpact on Marketing nConsumer behaviornCampbell in US VS in ItalynInstant coffee in UK VS.in SwedennCake in US VS.in UKnPersonal aspect of international businessSugges

34、ted SolutionsnStake:expatriate failure averages$75,000,loss of business:$2.5 billionnResearchnTraining in cross-cultural competencyn“Boot camp”n“International exposure”n“Workshop”The Political,Legal,and Regulatory Environments of Global MarketingThe Political EnvironmentnSovereigntynPolitical risknT

35、axesnDilution of Equity ControlnExpropriationSovereigntynThe supreme and independent political authority.nControl the flow of goods across borders nStage of developmentnThe political and economical systemnProtectionism:AgriculturenPrivatization dilutes the command portion of a mixed economynGlobal m

36、arket integration erodes national economic sovereignty.Political RisknThe risk of a change in government policy that would adversely impact a companys ability to operate effectively and profitably.nHK,Argentina,Venezuela,TaxesnDiverse geographic activities of MNCnHost country tax avoidancenBilateral

37、 tax treatiesDilution of Equity ControlnControl ownership of foreign-owned companies.nEquity percentage in local projects or joint venturesnBecome an insiderExpropriationnGovernmental action to dispossess a company or investor.nCompensationnNationalization:Ownership of the property or assets in ques

38、tion is transferred to the host government.nConfiscationExpropriationnCreeping expropriation:limitations on repatriation of profits,dividends,royalties,or technical assistance fees from local investments or technology arrangements.nTariff and non-tariff barriersnIntellectual property restrictionsnRe

39、medies:buy insurance,follow the lawInternational LawnRules and principles that nation-states consider binding upon themselves.nPublic law,international commercial lawnCommon law VS code lawWhich Law Applies?nBe explicit in the contractnThe place of the domicile or principal place of business of one

40、of the partiesnThe place where the contract was enterednThe place of performance of the contractIntellectual PropertynPatents and TrademarksnRegistrationnProtectionnCounterfeiting:The unauthorized copying and product of a product.nImitation:Use of a product name that differs slightly from a well-kno

41、wn brandnPiracy:The unauthorized publication or reproduction of copyrighted work.Intellectual Property ProtectionnThe Paris Union:International Convention for the Protection of Industrial Property.nThe Patent Cooperation TreatynEuropean Patent ConventionnTRIPs:Trade Related Intellectual Property Rig

42、htsAntitrustnTo 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 market.”nIBM and Microsoft in EuropeLicensing nLicensing is a contractual agreement in which a

43、 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?At what price?The right to“make”,“use”,or“sell”?Sublicense?“Exclusive or nonexclusive?”nCreation of competitor.Trade Se

44、cretsnConfidential information or knowledge that has commercial value.nTRIPs requires signatory countries to protect against acquisition,disclosure,or use of trade secrets in a manner contrary to honest commercial practices.Bribery and Corruption-A World-wide problemConflict resolutionnLitigationnDi

45、fferences in language,legal systems,currencies,traditional business customs and patterns,discovery procedure,and enforcement.nComplex,time consuming,costlyArbitrationnInternational Chamber of CommercenThe New York ConventionnAAA and China Beijings Conciliation Center.nSwedish Arbitration InstitutenI

46、nternational Council for Commercial ArbitrationnUN Conference on International Trade LawThe Regulatory EnvironmentnGovernmental and nongovernmentalnInternational Economic OrganizationsnPrice control,valuation of imports and exports,trade practices,labeling,food and drug regulations,employment condit

47、ions,collective bargaining,advertising content,competitive practices,etc.Regional Economic OrganizationsnWTOnEUnNAFTAnGlobal Markets and BuyersTrends of Global MarketnMarkets in almost every world region are expected growing.nThe fastest growing markets are the developing countries.nThe fastest grow

48、ing regions in the developing world are East AsianThe fastest growing country in East Asia is China.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%Middle Ea

49、st,North Africa1.2%3.8%Economic Cooperation&Preferential Trade ArrangementsnInternational economic cooperationnFree Trade Area(FTA)nCustoms UnionnCommon MarketnEconomic UnionnWTO and GATTRegional Trade AreasFree Trade Area(FTA)nA group of countries that have agreed to abolish all internal barriers t

50、o trade among themselves.nCertificates of originCustoms UnionnMember countries agree to the establishment of common external barriers.nThe Central American Common Market,Southern Cone Common Market(Mercosur),and the Andean GroupCommon MarketnRemoval of internal barriersnEstablishment of external bar