Global-Marketing(沃伦·J·基坎第四版教材-Kristopher-Blanchard制作).pptx

2005 Prentice Hall1-1Chapter 1 Introduction to Global MarketingPower PointbyKristopher BlanchardNorth Central University 2005 Prentice Hall1-21.Marketing and global marketingMarketingProcess of planning and executing the conception pricing,promotion and distribution of ideas,goods and services to create exchanges that satisfy individual and organization goalsGlobal MarketingFocuses resources on global market opportunities and threats;the main difference is the scope of activities because global marketing occurs in markets outside the organizations home country 2005 Prentice Hall1-3Reasons for Global MarketingGrowth Access to new markets Access to resourcesSurvivalAgainst competitors with lower costs(due to increased access to resources)2005 Prentice Hall1-42.Overview of MarketingOne of the functional areas of a business that is distinct from finance and operationsPrimary tools in marketing are product,price,place,and promotionMarketing is an activity that comprises the firms value chainCurrent trend is to involve marketers in all value-related decisions called boundaryless marketing 2005 Prentice Hall1-5Boundaryless MarketingGoal is to eliminate communication barriers between marketing and other business functional areasProperly implemented it ensures that a market orientation permeates all value creating activities 2005 Prentice Hall1-6Goal of MarketingSurpass the competition at the task of creating perceived value for customersThe Guide line is the value equation Value=Benefits/Price(Money,Time,Effort,Etc.)2005 Prentice Hall1-7Value Chain and Boundaryless Marketing 2005 Prentice Hall1-8Competitive AdvantageSuccess over competition in industry at value creationAchieved by integrating and leveraging杠杆作用operations on a worldwide scale 2005 Prentice Hall1-9GlobalizationGlobalization is the inexorable integration of markets,nation-states,and technologies to a degree never witnessed before-in a way that is enabling individuals,corporations,and nation-states to reach around the world farther,faster,deeper and cheaper than ever before,and in a way that is enabling the world to reach into individuals,corporations,and nation-states farther,faster,deeper,and cheaper than ever before 2005 Prentice Hall1-10Global IndustriesA global industry is one in which competitive advantage can be achieved by integrating and leveraging operations on a worldwide scale.Indicators of globalization:Ratio of cross-border trade to total worldwide productionRatio of cross-border investment to total capital investmentProportion of industry revenue generated by companies that compete in key world regions 2005 Prentice Hall1-11Competitive Advantage,Globalization and Global IndustriesFocusConcentration and attention on core business and competence Nestle is focused:We are food and beverages.We are not running bicycle shops.Even in food we are not in all fields.There are certain areas we do not touch.We have no soft drinks because I have said we will either buy Coca-Cola or we leave it alone.This is focus.2005 Prentice Hall1-123.Global marketing:what it is and what it isnt An important task in global marketing is learning to recognize the extent to which marketing plans and programs can e extended worldwide,as well as the extent to which they must be adapted.Global marketing strategy(GMS)addresses two fundamental issues:global market participation,standardization versus adaptation.2005 Prentice Hall1-13GMS has three additional dimensions that pertain to marketing management.Concentration of marketing activities is the extent to which activities related to the marketing mix are performed in one or a few country locations.Coordination of marketing activities refers to the extent to which marketing activities related to the marketing mix are planned and executed interdependently around the globe.Integration of competitive moves is the extent to which a firms competitive marketing tactics in different parts of the world are interdependent.2005 Prentice Hall1-14Standardization versus AdaptationGlobalization(Standardization)Developing standardized products marketed worldwide with a standardized marketing mixEssence of mass marketingGlobal localization(Adaptation)Mixing standardization and customization in a way that minimizes costs while maximizing satisfactionEssence of segmentationThink globally,act locally 2005 Prentice Hall1-15Standardization versus Adaptation 2005 Prentice Hall1-16The Importance of Global MarketingFor US-based companies,75%of sales potential is outside the US.About 90%of Coca-Colas operating income is generated outside the US.For Japanese companies,85%of potential is outside Japan.For German and EU companies,94%of potential is outside Germany.2005 Prentice Hall1-174.Management orientationsEthnocentric orientation:Home country is superior,Sees similarities in foreignCountries.Regiocentric orientation:Sees similarities and differences in a world region;is ethnocentric or polycentric in its view of the rest of the worldGeocentric orientation:world view,sees similarities and differences in home and host countries.Polycentric orientation:Each host country is unique,Sees differences in foreign Countries.2005 Prentice Hall1-18Ethnocentric orientationA person who assumes that his or her home country is superior to the rest of the world is said to have an ethnocentric orientation.Company personnel with an ethnocentric orientation see only similarities in markets,and assume that products and practices that succeed in the home country will be successful anywhere.Such companies are called domestic companies.Ethnocentric companies that conduct business outside the home country can be described as international companies;they adhere to the notion that the products that succeed in the home country are superior.This point of view leads to a standardized or extension approach to marketing.2005 Prentice Hall1-19Polycentric orientationThe term polycentric describes managements belief or assumption that each country in which a company does business is unique.This point of view leads to a localized or adaptation approach that assumes products must be adapted in response to different market conditions.multinational company.2005 Prentice Hall1-20Regiocentric orientation and Geocentric orientationIn a company with a regiocentric orientation a region becomes the relevant geographic unit;managements goal is to develop an integrated regional strategy.A company with a geocentric orientation views the entire world as a potential market and strives to develop integrated world market strategies.A global or transnational companyThe regiocentric and geocentric companies are integrated on a regional and global scale.2005 Prentice Hall1-21A global or transnational companya)A global company can be described as one that pursues either a strategy of serving world markets from a single country,or that sources globally for the purposes of focusing on select country markets.In addition,global companies tend to retain their association with a particular headquarters country.b)Transnational companies both serve global markets and source globally;in addition,there is often a blurring of national identity.2005 Prentice Hall1-22c)At global and transnational companies,management uses a combination of standardized and localized elements in the marketing program.In addition,global operations are integrated and coordinated.d)One way to assess the extent to which a company is transnational is to compute an average of three figures:sales outside the home country to total sales;assets outside the home country to total assets;and employees outside the home country to total employees.2005 Prentice Hall1-235.Forces affecting global integration and global marketing Driving forcesGlobal IntegrationAnd GlobalmarketingRestraining forces 2005 Prentice Hall1-24Driving forces Regional economic agreements:NAFTA,EU,etc.Converging market needs and wants ad the information revolution:the common elements in human nature provide an underlying basis for the opportunity to create and serve global markets.Transportation and communication improvementsProduct development costsQuality 2005 Prentice Hall1-25World economic trendsEconomic growth in key developing countries has created market opportunities that provide a major incentive for companies to expand globally.Economic growth has reduced resistance that might otherwise have developed in response to the entry of foreign firms into domestic economies.The worldwide movement toward free markets,deregulation,and privatization 2005 Prentice Hall1-26Leverage:leverage means some type of advantage that a company enjoys by virtue of the fact that it has experience in more than one country.Experience transfersScale economiesResource utilizationGlobal strategy:a global strategy is built on an information system that scans the world business environment to identify opportunities,trends,threats,and resources.But a global strategy is no guarantee of ongoing organizational success.2005 Prentice Hall1-27Restraining forcesThe market differencesManagement myopia and organizational cultureNational controlsOpposition to globalization2-28Chapter 2The Global Economic EnvironmentPowerPoint by Kristopher BlanchardNorth Central University2-29Introduction to ChapterMarket definition People or organizations with needs and wants;both have the willingness and ability to buy or sellThe global economic environment plays a large role in the development of new markets for organizations2-30The World Economy An OverviewThe new realities:Capital movements have replaced trade as the driving force of the world economyProduction has become uncoupled from employmentThe world economy,not individual countries,is the dominating factor2-31The World Economy An OverviewThe new realities continued:75-year struggle between capitalism and socialism has almost endedE-Commerce diminishes the importance of national barriers and forces companies to re-evaluate business models2-32Economic Systems4 main types of economic systemsMarket CapitalismCentrally planned socialismCentrally planned capitalismMarket socialism2-33Economic Systems Market CommandMarket Capitalism CentrallyPlanned CapitalismMarket SocialismCentrallyPlanned SocialismPrivateResource OwnershipStateResource Allocation2-34Economic FreedomRankings of economic freedom among countriesRanges from“free”to“repressed”Variables considered include such things as:Trade policyTaxation policyBanking policyWage and price controlsProperty rights2-35Economic FreedomFreeHong KongSingaporeIrelandNew ZealandUnited StatesUnited KingdomNetherlandsAustraliaSwitzerlandRepressedBosniaVietnamLaosIranCubaIraqLibyaNorth KoreaCongo2-36Stages of Market DevelopmentWorld Bank has defined four categories of developmentHigh-income countriesUpper-middle income countriesLower-middle income countriesLow-income countriesBased upon Gross National Product(GNP)2-37Stages of Market Development2-38Big Emerging MarketsChinaIndiaIndonesiaSouth KoreaBrazilMexicoArgentinaSouth AfricaPolandTurkey2-39Marketing Opportunities in LDCsCharacterized by a shortage of goods and servicesLong-term opportunities must be nurtured in these countriesLook beyond per capita GNPConsider the LDCs collectively rather than individuallyConsider first mover advantageSet realistic Deadlines2-40Influencing the World EconomyGroup of Seven(G-7)Organization for Economic Cooperation and DevelopmentThe Triad2-41Marketing Implications of the Stages of DevelopmentProduct Saturation Levels The percentage of potential buyers or households that own a particular productGraph shows that in India a private phone is owned by 1%of the population2-42Balance of PaymentsRecord of all economic transactions between the residents of a country and the rest of the worldCurrent account record of all recurring trade in merchandise and services,private gifts,and public aid between countriestrade deficittrade surplusCapital account record of all long-term direct investment,portfolio investment,and capital flows2-43Balance of PaymentsU.S.balance of payments statistics for the period 1999 to 20032-44Overview of International FinanceForeign exchange makes it possible to do business across the boundary of a national currencyCurrency of various countries are traded for both immediate(spot)and future(forward)deliveryIncreases the risk to organizations that are involved in global marketing2-45Managed Dirty Float?DefinitionsFloat refers to the system of fluctuating exchange ratesManaged refers to the specific use of fiscal and monetary policy by governments to influence exchange ratesDevaluation is a reduction in the value of the local currency against other currencies2-46Managed Dirty Float?DefinitionsDirty refers to the fact that central banks,as well as currency traders,buy and sell currency to influence exchange rates2-47Foreign Exchange Market DynamicsSupply and Demand interactionCountry sells more goods/services than it buysThere is a greater demand for the currencyThe currency will appreciate in value2-48Purchasing Power Parity(PPP)The Big Mac IndexIs a certain currency over/under-valued compared to another?Assumption is that the Big Mac in any country should equal the price of the Big Mac in the US after being converted to a dollar price2-49Managing Economic ExposureEconomic exposure refers to the impact of currency fluctuations on the present value of the companys future cash flowsTransaction exposure is from sales/purchasesReal operating exposure arises when currency fluctuations,together with price changes,alter a companys future revenues and costs2-50Managing Economic ExposureNumerous techniques and strategies have been developed to reduce exchange rate riskHedging involves balancing the risk of loss in one currency with a corresponding gain in another currencyForward Contracts set the price of the exchange rate at some point in the future to eliminate some risk2-51Looking AheadChapter 3 The Global Trade Environment:Regional Market Characteristics and Preferential Trade Agreements2-52Market CapitalismIndividuals and firms allocate resourcesProduction resources are privately ownedDriven by consumersGovernment should promote competition among firms and ensure consumer protectionReturn2-53Centrally Planned SocialismOpposite of market capitalismState holds broad powers to serve the public interest;decides what goods and services are produced and in what quantitiesConsumers can spend on what is availableGovernment owns entire industriesDemand typically exceeds supplyLittle reliance on product differentiation,advertising,pricing strategyReturn2-54Centrally-Planned CapitalismEconomic system in which command resource allocation is used extensively in an environment of private resource ownershipExamples:SwedenJapanReturn2-55Market SocialismEconomic system in which market allocation policies are permitted within an overall environment of state ownershipExamples:ChinaIndiaReturn2-56Low-Income CountriesGNP per capita of$785 or lessCharacteris