現(xiàn)代營(yíng)銷學(xué)課件：Chapter 16 THE GLOBAL MARKETING

1、Chapter 16THE GLOBAL MARKETINGGlobal Marketing into the Twenty-First CenturyLooking at the global Marketing EnvironmentDeciding Whether to Go InternationalDeciding Which Markets to EnterDeciding How to Enter the MarketsDeciding on the Global Marketing ProgramDeciding on the Global Marketing Organiza

2、tionContents:Global Marketing into the Twenty-First CenturyMany companies have been carrying on international activities for decades.Some companies would like to stem the tide of foreign imports through protectionism, this response would be only a temporary solution.Companies selling in global indus

3、tries have no choice but to internationalize their operations. Global firm: A firm that, by operating in more than one country, gains R&D, production, marketing, and financial advantages in its costs and reputation that are not available to purely domestic competitors.Major international marketing d

4、ecisionLooking at the global marketing environmentDeciding whether to go international Deciding which markets to enter Deciding how to enter the marketDeciding on the global marketing programDeciding on the global marketing organizationFigure 16-1 Major international marketing decisionsLooking at th

5、e global Marketing Environment(1) The International Trade System Tariff: A tax levied by a government against certain imported products. Quota: A limit on the amount of goods that an importing country will accept in certain product categories. Embargo: A ban on the import of a certain product. Excha

6、nge controls: A governments limits on the amount of its foreign exchange with other countries and on its exchange rate against other currencies. Nontariff trade barriers: Nonmonetary barriers to foreign products, such as biases against a foreign companys bids or restrictive product standards. The ge

7、neral agreement on tariffs and trade Regional free trade zones Economic community: A group of nations organized to work toward common goals in the regulation of international trade. Economic Environment Subsistence economies Raw-material-exporting economies Industrializing economies Industrial econo

8、mies Political-Legal Environment Attitude toward international buying Government bureaucracy Political stability Monetary regulations Countertrade: International trade involving the direct or indirect exchange of goods for other goods instead of cash. Cultural EnvironmentLooking at the global Market

9、ing Environment(2)Deciding Which Markets to EnterDemographic characteristicsSize of populationRate of population growthDegree of urbanizationPopulation densityAge structure and composition of the populationGeographic characteristics Physical size of a countryTopographical characteristicsClimate cond

10、itionsEconomic factorsGNP per capitaIncome distributionRate of growth of GNPRatio of investment to GNPTechnological factorsLevel of technological skillExisting production technologyExisting consumption technologyEducation levelsSociocultural factorsDominant valuesLifestyle patternsEthnic groupsLingu

11、istic fragmentationNational goals and plansIndustry prioritiesInfrastructure investment plansTable 16-1 Indicators of market potentialDeciding How to Enter the Markets(1)Exporting: Entering a foreign market by sending and selling products through international marketing middlemen (indirect exporting

12、) or the companys own department, branch, or sales representatives or agents (direct exporting). Joint Venturing: Entering foreign markets by joining with foreign companies to produce or market a product or service. Licensing: A method of entering a foreign market in which the company contracts with

13、 a licensee in the foreign market, offering the right to use a manufacturing process, trademark, patent, trade secret, or other item of value for a fee or royalty. Contract manufacturing: A joint venture in which a company contracts with manufacturers in a foreign market to produce a product. Manage

14、ment contracting: A joint venture in which the domestic firm supplies the management know-how to a foreign company that supplies the capital. Joint ownership: A joint venture in which a company joins investors in a foreign market to create a local business in which the company shares joint ownership

15、 and control. Direct Investment: Entering a foreign market by developing foreign-based assembly or manufacturing facilities.Deciding How to Enter the Markets(2)Deciding on the Global Marketing Program(1) Standardized marketing mix: An international marketing strategy for using basically the same mar

16、keting mix in all of the companys international markets. Adapted marketing mix: An international marketing strategy for adjusting the marketing mix elements to each international target market, bearing more costs but hoping for a larger market share and return. Product Straight product extension: Ma

17、rketing a product in a foreign market without any change. Product adaptation: Adapting a product to meet local conditions, wants, or needs in foreign markets. Product invention: Creating new products or services for foreign markets. Promotion Communication adaptation: A global communication strategy

18、 of fully adapting advertising messages to local markets. Price Distribution Channels Whole-channel view: Designing international channels that take into account all the necessary links in distributing the sellers products to final buyers.Deciding on the Global Marketing Program(2)SellerSellers headquarters organization for international marketingChannels between nationsChannels within nationsFinal user or buyerFigure 16-4 Whole-channel concept for international marketingDeciding on the Global Marketing Program(3)Dont change produc