1. Chapter 1 Introduction to Global Marketing
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2. Introduction What is Global Marketing?
How is it different from regular marketing?
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3. Introduction Marketing-营销 Global Marketing-全球营销
Process of planning and executing the conception pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals
Global Marketing-全球营销
Focuses resources on global market opportunities and threats; the main difference is the scope of activities because global marketing occurs in markets outside the organization’s home country
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4. Reasons for Global Marketing
Growth
Access to new markets
Access to resources
Survival
Against competitors with lower costs (due to increased access to resources)
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5. Overview of Marketing
One of the functional areas of a business that is distinct from finance and operations
Primary tools in marketing are product, price, place, and promotion
Marketing is an activity that comprises the firm’s value chain
Current trend is to involve marketers in all value-related decisions – called boundaryless marketing
The authors of the text expect that the student has had a principles of marketing class and is familiar with the basic concepts of marketing. In this slide we are providing a rough overview of the discipline of marketing. The value chain will be expanded in the next few slides.
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6. Boundaryless Marketing
Goal is to eliminate communication barriers between marketing and other business functional areas
Properly implemented it ensures that a market orientation permeates all value creating activities
This shift in marketing has created organizations that are more customer focused than in past decades. This new focus could do away with a conflict that happens in corporations today which is highlighted in the picture. One department thinks it has a great idea but the marketing department knows it is a bad idea. Because the marketing department was not involved with the decision the company has invested a great deal of resources pursuing an idea that cannot be implemented.
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7. Goal of Marketing
Surpass the competition at the task of creating perceived value for customers
The Guide line is the value equation –
Value = Benefits/Price (Money, Time, Effort, Etc.)
Companies use the marketing mix to create value for customers. As a general rule, value, as perceived by the customer, can be increased in two basic ways. Markets can offer customers an improved bundle of benefits or lower prices (or both!). Marketers may strive to improve the product itself, to design new channels of distribution, to create better communications strategies, or a combination of all three. Marketers may also seek to increase value by finding ways to cut costs and prices. Non-monetary costs are also a factor, and marketers may be able to decrease the time and effort that customers must expend to learn about or seek out the product. If a company is able to offer a combination of superior product, distribution, or promotion benefits and lower prices than the competition, it enjoys an extremely advantageous position. The next slide illustrates the value chain.
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8. Value Chain and Boundaryless Marketing-顾客价值与价值等式
This slide illustrates how all employees, at all levels, and in all departments have the opportunity to be involved in marketing.
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9. Competitive Advantage-竞争优势
Success over competition in industry at value creation
Achieved by integrating and leveraging operations on a worldwide scale
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10. Globalization
Globalization 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.
Thomas Friedman
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11. Global Industries
An industry is global to the extent that a company’s industry position in one country is interdependent with its industry position in another country
Indicators of globalization:
Ratio of cross-border trade to total worldwide production
Ratio of cross-border investment to total capital investment
Proportion of industry revenue generated by companies that compete in key world regions
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12. Competitive Advantage, Globalization and Global Industries
Focus
Concentration 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.
Helmut Maucher
Achieving competitive advantage in a global industry requires executives and managers to maintain a well-defined strategic focus.
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13. Based in Atlanta, Georgia, Southern Company is the largest producer of electricity in the United States. In response to the globalization of the power industry, its Southern Energy subsidiary is actively acquiring power companies in both Asia and Europe.
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14. Global Marketing: What it is and What it isn’t
Strategy development comes down to two main issues similar to single country marketing
Target market
Marketing Mix
The discipline of marketing is universal. It is natural, however, that marketing practices will vary from country to country, for the simple reason that the countries and peoples of the world are different. These differences mean that a marketing approach that has proven successful in one country will not necessarily succeed in another country. Customer preferences, competitors, channels of distribution, and communication media may differ. An important task in global marketing is learning to recognize the extent to which marketing plans and programs can be extended worldwide, as well as the extent to which they must be adapted.
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15. Global Marketing: What it is and What it isn’t
This slide highlights the differences between marketing in a single-country and global marketing. The table and notes are from the text. Global market participation is the extent to which a company has operations in major world markets. Standardization versus adaptation is the extent to which each marketing mix element can be standardized (i.e., executed the same way) or adapted (i.e., executed in different ways) in various country markets. GMS has three additional dimensions that pertain to marketing management. First, concentration of marketing activities is the extent to which activities related to the marketing mix (e.g., promotional campaigns or pricing decisions) 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. Finally, integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of the world are interdependent. The GMS should be designed to enhance the firm’s performance on a worldwide basis.
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16. Global Marketing: What it is and What it isn’t
Global marketing does not mean doing business in all of the 200-plus country markets
Global marketing does mean widening business horizons to encompass the world in scanning for opportunity and threat
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17. Standardization versus Adaptation
Globalization (Standardization)
Developing standardized products marketed worldwide with a standardized marketing mix
Essence of mass marketing
Global localization (Adaptation)
Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction
Essence of segmentation
Think globally, act locally
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18. Standardization versus Adaptation
Coca-Cola’s example of global branding.
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19. The Importance of Global Marketing
For US-based companies, 75% of sales potential is outside the US.
About 90% of Coca-Cola’s 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.
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20. Management Orientations
Ethnocentric:
Home country is
Superior, sees
Similarities in foreign
Countries
Polycentric:
Each host country Is
Unique, sees differences
In foreign countries
Ethnocentrism is sometimes associated with attitudes of national arrogance or assumptions of national superiority.
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.
The term polycentric describes management’s belief or assumption that each country in which a company
does business is unique. This assumption lays the groundwork for each subsidiary to develop its own unique business and marketing strategies in order to succeed; the term multinational company is often used to describe such a structure.
In a company with a regiocentric orientation, a region becomes the relevant geographic unit; management’s 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.
Regiocentric:
Sees similarities and
differences in a world
Region; is ethnocentric or
polycentric in its view of
the rest of the world
Geocentric:
World view, sees
Similarities and
Differences in home
And host countries
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21. Forces Affecting Global Integration and Global Marketing
Driving Forces
Regional economic agreements
Market needs and wants
Technology
Transportation and communication improvements
Product development costs
Quality
World economic trends
Leverage
Restraining Forces
Management myopia
Organizational culture
National controls
The next slide will show the interplay between the driving and restraining forces. This slide outlines what these forces include.
Regional economic agreements, converging market needs and wants, technology advances, pressure to cut costs, pressure to improve quality, improvements in communication and transportation technology, global economic growth, and opportunities for leverage all represent important driving forces; any industry subject to these forces is a candidate for globalization.
Despite the impact of the driving forces identified previously, several restraining forces may slow a company’s efforts to engage in global marketing. In addition to the market differences discussed earlier, important restraining forces include management myopia, organizational culture, national controls, and opposition to globalization. As
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22. Forces Affecting Global Integration and Global Marketing
Restraining Forces
Driving Forces
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23. Overview of Book Part I: Overview of Global Marketing
Part II: Environments of Global Marketing
Part III: Global Strategy
Part IV: Global Considerations of the Marketing Mix
Part V: Integrating the Dimensions of Global Marketing
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24. Looking Ahead to Chapter 2
The Global Economic Environment
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