全球营销学课件Ch1.ppt
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全球营销学课件Ch1.ppt
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InternationalMarketingSomeAboutsAboutthiscourseAbouttheexaminationAboutgradingAboutthiscourse国际市场营销学是国际经贸专业的核心课程之一。
国际市场营销学是国际经贸专业的核心课程之一。
本课程拟通过双语教学使学生不仅能本课程拟通过双语教学使学生不仅能掌握企业在掌握企业在国际市场营销方面的专业知识,而且还能提高学国际市场营销方面的专业知识,而且还能提高学生对营销方面英文文献的阅读理解能力以及用英生对营销方面英文文献的阅读理解能力以及用英文撰写营销计划书的能力文撰写营销计划书的能力。
通过教学,。
通过教学,要求学生要求学生理解国际市场营销产生、发展的过程,掌握国际理解国际市场营销产生、发展的过程,掌握国际市场环境的分析方法、进入国际市场和制定国际市场环境的分析方法、进入国际市场和制定国际市场营销组合的基本理论和方法。
市场营销组合的基本理论和方法。
教学中使用较多的英文案例,培养学生的英文思教学中使用较多的英文案例,培养学生的英文思维能力,提高学生的分析能力;维能力,提高学生的分析能力;强调学生自学能力的培养;强调学生自学能力的培养;运用多媒体教学。
运用多媒体教学。
TextStructureIntroductiontoglobalmarketing(Ch1)Theglobalmarketingenvironment(Ch2,3,4)ApproachingGlobalmarkets(Ch6,7)Globalmarketingmix(Ch8,11,9,10)10chapters:
1,2,3,4,6,7,8,11,9,10text+caseanalysisReferencebooks:
全球营销学(第全球营销学(第4版)中译本(傅慧芬、戚永翎、郭晓版)中译本(傅慧芬、戚永翎、郭晓凌凌译)译)美美菲利普菲利普.R.凯特奥拉等著凯特奥拉等著.国际营销(英文版)国际营销(英文版).中国中国人民大学出版社,人民大学出版社,2005.PhilipKotler.MARKETINGMANAGEMENGAnalysis,Planning,ImplementationandControl(NinthEdition).Prentice-HallInternational,Inc.,1997.菲利普菲利普R.凯特奥拉,约翰凯特奥拉,约翰L.格雷厄姆格雷厄姆,国际市场营销国际市场营销学学,机械工业出版社,机械工业出版社,2005马萨基马萨基.科塔比,克里斯蒂安科塔比,克里斯蒂安.赫尔森,赫尔森,全球营销管理全球营销管理,中国人民大学出版社,中国人民大学出版社,2005国际市场营销学国际市场营销学,李威,李威王大超主编,机械工业出版王大超主编,机械工业出版社,社,2008年年7月第一版月第一版闫国庆,沈哲,孙琪,陈林兴,闫国庆,沈哲,孙琪,陈林兴,国际市场营销学国际市场营销学,清华大学出版社,清华大学出版社,2004甘碧群,甘碧群,国际市场营销学国际市场营销学,武汉大学出版社,武汉大学出版社,2002沈钺,沈钺,全球营销学全球营销学,武汉大学出版社,武汉大学出版社,2004Abouttheexamination英文出题,题型可能为:
英文出题,题型可能为:
multiplechoice单选题单选题trueorfalse判断题判断题discussionquestions问答题问答题discussionessays论述题论述题caseanalysis案例分析题案例分析题AboutgradingAttendance,homework,dailyperformance30%Finalexamination70%ListofQuestionsWhatisglobalmarketing?
Dowehavetogoglobal?
Why?
Whereshallwego?
Whatshallweknowbeforeplungingourselvesintothestormingsea?
Howcanwesurviveandthriveinaforeignmarket?
GlobalMarketing-Introduction1.OverviewofMarketingWhatismarketing?
Theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationgoals.是一个策划和实施是一个策划和实施构思、产品和服务的概念、构思、产品和服务的概念、定价、促销和分销的过程,从而创造能够定价、促销和分销的过程,从而创造能够满足个人和组织目标的交换。
满足个人和组织目标的交换。
Marketing-oneofthefunctionalareasofabusiness,ortheactivitiesthatalongwithproductdesign,manufacturing,andtransportationlogistics,compriseafirmsvaluechain.Theessenceofmarketingistosurpassthecompetitionatthetaskofcreatingperceivedvalueperceivedvalueforcustomers.ValueEquation:
V=B/PB,benefits-product,promotion,anddistributionP,price-money,time,effort,etc.此页Competitiveadvantage,Globalization,GlobalindustriesGlobalmarketingisessentialifacompanycompetesInaglobalindustryoronethatisglobalizing.2.Whatisglobalmarketing?
Practicingmarketingintheglobalenvironment.AnorganizationthatengagesinglobalmarketingfocusesitsresourcesonglobalmarketopportunitiesandthreatsStandardizationorLocalization?
Globallocalization:
ThinkglobalandactlocallyGlobalmarketingrequiresmarketerstobehaveinawaythatisglobalandlocalatthesametimebyrespondingtosimilaritiesanddifferencesinworldmarkets.Examples:
Coca-ColaandMcDonaldsP10-11GlobalMarketingVSDomesticMarketingMoredifficult:
language,law,culture,tradeandnon-tradebarriers,marketresearch,andcommunication;Morecomplicated:
currency,measuresandweights,customs,monetaryexchange,transportation,insurance,andcounter-claimMorerisky:
credibility,currencyexchange,politicalrisk,transportation,andpricingMoreopportunitiesandmoreprofitable,Shouldwegoglobal?
3.TheimportanceofglobalmarketingWishtoachievemaximumgrowthpotentiale.g.theUScompanies:
75%ofworldmarketpotentialisoutsidetheirhomecountryThroughouthistory,companieshaveachievedworldwidedominanceinspiteofthesmallersizeandlimitedmarketoftheirhomecountry.Itshouldbenoted,however,thataninternationalpresencewasessentialfortheirsuccess.纵观历史,无论是小规模公司还是本国市场有限的公司,他们都已经获得了全球主导地位。
然而,值得一提的是,国际化是他们成功的必要条件。
4.ManagementOrientationManagementsassumptionsorbeliefs-bothconsciousandunconscious-aboutthenatureoftheworldEthnocentric母国中心导向母国中心导向Polycentric多国中心导向多国中心导向Regiocentric地区中心导向地区中心导向Geocentric全球中心导向全球中心导向EthnocentricOrientationEthnocentricOrientation:
Homecountryissuperiortotherestoftheworld.(Foreignmarketssecondary)A.Domesticcompanies:
Seeonlysimilaritiesinmarkets.Productsandpracticesthatsucceedinthehomecountrywillbesuccessfulanywhere;B.internationalcompanies:
Adheretothenotionthattheproductsthatsucceedinthehomecountryaresuperior.Productscanbesoldeverywherewithoutadaptationstandardizedorextensionapproachtomarketing.e.g.NissanPolycentricOrientationEachcountryisunique.Eachsubsidiaryshoulddevelopitsownbusinessandmarketingstrategies(MultinationalCompany)e.g.:
Citicorp,FordMotorCompanyRegiocentricOrientationRegiocentric:
Eachregionisunique(therelevantgeographicunit)andanintegratedregionalstrategyistobedevelopedtoservethatregion.e.g.:
aU.S.companythatfocusesonthecountriesincludedintheNAFTA,theUnitedStates,Canada,andMexico.GeocentricOrientationGeocentric:
ViewstheentireworldasapotentialmarketandstrivestodevelopintegratedworldmarketstrategiesRegiocentricandGeocentricGeocentric:
asynthesisofethnocentrismandpolycentrism.Itisaworldviewthatseessimilaritiesanddifferencesinmarketsandcountries,andseekstocreateaglobalstrategythatisfullyresponsivetolocalneedsandwants.Regiocentric:
haveaworldviewonaregionalscale;theworldoutsidetheregionofinterestwillbeviewedwithanethnocentricorapolycentricorientation,oracombinationofthetwo.RegiocentricandGeocentricAcompanywhosemanagementhasaregiocentricandgeocentricorientationissometimesknownasaglobalortransnationalcompany.Onethatpursueseitherastrategyofservingworldmarketsfromasinglemarket,orthatsourcesgloballyforthepurposesoffocusingonselectcountrymarkets.Retaintheirassociationwithaparticularheadquarterscountry.Stateless:
blurringofnationalidentity.E.g.:
ToyotaDifferencebetweentheorientationsEthnocentric:
centralizedinmarketingmanagementPolycentric:
decentralizedRegiocentric:
integratedonaregionalscaleGeocentric:
integratedonaglobalscaleAcrucialdifferencebetweenthemistheunderlyingassumptionforeach.具体见P205.ForcesAffectingGlobalIntegrationandGlobalMarketingDrivingForces驱动力RegionalEconomicAgreements区域性经济协区域性经济协定定NAFTA,EU,ASEAN,GCC,APECConvergingMarketNeedsandWantsandtheinformationrevolution市场需求和欲望的趋同以市场需求和欲望的趋同以及信息革命及信息革命TransportationandCommunicationImprovements交通和通讯技术的进步交通和通讯技术的进步Productdevelopmentcosts产品开发成本产品开发成本Quality质量质量Worldeconomictrends世界经济趋势世界经济趋势Leverage杠杆作用杠杆作用DrivingForcesLeverage杠杆作用杠杆作用Inthecontextofglobalmarketing,leveragemeanssometypeofadvantagethatacompanyenjoysbyvirtueofthefactthatithasexperienceinmorethanonecountry.Experiencetransfers经验移植经验移植Scaleeconomies规模经济规模经济resourceutilization资源利用资源利用globalstrategy全球战略全球战略RestrainingForces抑制力ManagementMyopiaandOrganizationCulture管理层的短视和组织文化Successfulglobalcompany:
integrateglobalvisionandperspective(全球视野)withlocalmarketinitiativeandinputMutualrespect(当地市场的主动性和投入)Nationalcontrols国家的控制(非关税壁垒)Oppositiontoglobalization全球化的反对势力ChapterQuiz1.KeyTermsMarketingGlobalmarketingEthnocentricorientationPolycentricorientationRegiocentricorientationGeocentricorientation2.DiscussionQuestions1)Whatismeantbygloballocalization?
IsCoca-Colaaglobalproduct?
Explain.2)Describethedifferencebetweenethnocentric,polycentric,regiocentricorientationandgeocentricmanagementorientation.3)Identifyandbrieflydescribesomeoftheforcesthathaveresultedinincreasedglobalintegrationandthegrowingimportanceofglobalmarketing.4)Defineleverageandexplainthedifferenttypesofleverageutilizedbycompanieswithglobaloperations.3.MultipleChoice1)WhichinternationalizationphilosophybestdescribestheFordFocusstrategy?
A.EthnocentricorientationB.PolycentricorientationC.RegiocentricorientationD.Geocentricorientation2)SimilaritiesofconsumersintheUnitedStates,France,andMalaysiacreatesopportunitiesforinternationalfirms.Theirsimilarityisinfactabusiness-environmentdrivercalled_.A.EconomicgrowthB.LeverageC.NationalcontrolsD.Regionaleconomicandpoliticalintegration4.TrueorFalse1)Firmsinvolvedindomesticmarketingaremorelikelytohaveanethnocentricorientation.2)Nontariffbarriershavebeensuccessfullyinrestrictingtheinternationalexpansionofcompanies.3)Aregiocentricorientationcallsforcompaniestofocusondistinctmarketsandcreatecountry-specific(国别的国别的)marketingstrategies.4)Experiencetransfersaredrivingforcesofglobalmarketing.5.Case1-1:
McDonaldsexpandsgloballywhileadjustingitslocalrecipe
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