资源描述：
《全球营销课件（英文版）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、GlobalMarketingSpring2003天马行空官方博客：http://t.qq.com/tmxk_docin；QQ:1318241189；QQ群：175569632SomeAboutsAboutmeAboutthiscourseAbouttheprojectAbouttheexaminationAboutgradingTextStructureIntroductiontoglobalmarketingTheglobalmarketingenvironmentGlobalmarketopportunitiesGlobalmarketingstrategy
2、GlobalmarketingprogramGlobalmarketingmanagementListofQuestionsWhatisglobalmarketing?Dowehavetogoglobal?Why?Whereshallwego?Whatshallweknowbeforeplungingourselvesintothestormingsea?Howcanwesurviveandthriveinaforeignmarket?GlobalMarketing --IntroductionWhatisGlobalMarketing?Whatismarket
3、ing?Theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,services,organizations,andeventstocreateandmaintainrelationshipsthatwillsatisfyindividualandorganizationalobjectives.TheThreePrinciplesofMarketingCustomerValueValueEquation:V=B/PDifferenti
4、alAdvantageFocusWhatisglobalmarketing?Practicingmarketingintheglobalenvironment.AnorganizationthatengagesinglobalmarketingfocusesitsresourcesonglobalmarketopportunitiesandthreatsGlobalizationAnopeneconomicsystemNon-discriminationGlobalbrandsGlobalstructuresExports%shareofworldproducti
5、onAnnual%GrowthoftradeandGDP 1959–96GDPGDPEffectsofglobalizationonbusinessCheapoffshoreproductionReducedtransportcostsVirtualcommunicationStandardizationoflogisticsGlobalmarketingExport&ImportByRegions2002/01-10CorporateGlobalization -China’sCaseWalmartWorldWomenBasketBallGamesHaierin
6、USATsingdaoBeerGlobalMarketingVSDomesticMarketingMoredifficult:language,law,culture,tradeandnon-tradebarriers,marketresearch,andcommunication;Morecomplicated:currency,measuresandweights,customs,monetaryexchange,transportation,insurance,andcounter-claimMorerisky:credibility,currencyexc
7、hange,politicalrisk,transportation,andpricingMoreopportunitiesandmoreprofitable,hopefully.Shouldwegoglobal?InternalanalysisResources,managerialmindset,strengths,weaknesses,etc.ExternalanalysisCompetition,opportunities,threats,benefits,risks,etc.CostVSIncomeManagementOrientationManagem
8、ent’s
