《市場營銷專業英語教程》(第15版)（專門用途英語系列教材）Chapter13GlobalMarketing2Contents:TheCompetitiveAdvantageofNationsOrganizingforGlobalMarketingProgrammingforGlobalMarketingEntryandGrowthStrategiesforGlobalMarketing3Pre-readingquestions:Couldyouenumeratesomefirmswhicharedoingmarketinginaglobalcontext?Whatcouldbethedifficultieswhendoingglobalmarketing?Whatqualitiesafirmmustprocessifitwantstobesuccessfulinglobalmarketing?4Lead-inAlthoughthedevelopmentofamarketingprogrammaybethesameineitherdomesticornondomesticmarkets,specialproblemsmaybeinvolvedintheimplementationofmarketingprogramsinnondomesticmarkets.Theseproblemsoftenarisebecauseoftheenvironmentaldifferencesthatexistamongvariouscountriesthatmarketingmanagersmaybeunfamiliarwith.Inthischapter,marketingmanagementinaglobalcontextwillbeexamined.5HarvardBusinessSchoolprofessorMichaelPorterintroducedwhathecallsthe“diamond”ofnationaladvantagetoexplainanation’scompetitiveadvantageandwhysomecompaniesandindustriesbecomeglobalbusinessleaders.1.TheCompetitiveAdvantageofNations

61.TheCompetitiveAdvantageofNations

MichaelPorter’sDiamondofNationalAdvantage7ProblemswithEnteringForeignMarketsCulturalMisunderstandingCulturaldifferencesoccurinfourareas:CommunicationSpatialboundariesPerceptionoftimeBehaviorMarketingmanagersmustlearn,understand,andadapttotheculturalnormsofcustomers.2.OrganizingforGlobalMarketing

8ProblemswithEnteringForeignMarketsPoliticalUncertaintyGovernmentsareunstableinmanycountries,andsocialunrestandevenarmedconflictmustsometimesbereckonedwith.Othernationsarenewlyemergingandanxioustoseektheirindependence.Companiesmusthaveakeenunderstandingoftherisksinvolvedinundertakingsizableinvestments.2.OrganizingforGlobalMarketing

9ProblemswithEnteringForeignMarketsImportRestrictionsTariffs,importquotas,andothertypesofimportrestrictionshinderglobalbusiness.Theseareusuallyestablishedtopromoteself-sufficiencyandcanbeahugeroadblockforthemultinationalfirm.2.OrganizingforGlobalMarketing

10ProblemswithEnteringForeignMarketsExchangeControlsandOwnershipRestrictionsSomenationsestablishlimitsontheamountofearnedandinvestedfundsthatcanbewithdrawnfromit.Inaddition,manynationshavearequirementthatthemajorityownershipofacompanyoperatingtherebeheldbynationals.2.OrganizingforGlobalMarketing

11ProblemswithEnteringForeignMarketsEconomicConditionsIndeterminingwhethertoinvest,marketersneedtoperformin-depthanalysesofacountry’sstageofeconomicdevelopment,thebuyingpowerofitspopulace,andthestrengthofitscurrency.2.OrganizingforGlobalMarketing

12OrganizingtheMultinationalCompanyTherearetwokindsofglobalcompanies：themultidomesticcorporationtheglobalcorporation2.OrganizingforGlobalMarketing

13themultidomesticcorporationpursuesdifferentstrategiesineachofitsforeignmarketsEachoverseassubsidiaryisautonomous.Localmanagersaregiventheauthoritytomakethenecessarydecisionsandareheldaccountableforresults.thecompanycompetesonamarket-by-marketbasis.2.OrganizingforGlobalMarketing

14theglobalcorporationviewstheworldasonemarketandpitsitsresourcesagainstthecompetitioninanintegratedfashion.Itemphasizesculturalsimilaritiesacrosscountriesanduniversalconsumerneedsandwantsratherthandifferences.Itstandardizesmarketingactivitieswhenthereareculturalsimilaritiesandadaptsthemwhentheculturesaredifferent.2.OrganizingforGlobalMarketing

15OrganizingtheMultinationalCompanyIndeterminingwhetherornottoglobalizeaparticularbusiness,managersshouldlookfirstattheirindustry.2.OrganizingforGlobalMarketing

16OrganizingtheMultinationalCompanyFactorsconstitutingtheexternalenvironment：1. Marketfactors.2. Economicfactors.3. Environmentalfactors.4. Competitivefactors.2.OrganizingforGlobalMarketing

17OrganizingtheMultinationalCompanySeveralinternalfactorscaneitherfacilitateorimpedeacompany’seffortstoundertakeaglobalapproachtomarketingstrategies.2.OrganizingforGlobalMarketing

18OrganizingtheMultinationalCompanyFactorsconstitutingtheinternalenvironment：1. Structure.2. Managementprocesses.3. Culture.4. People.2.OrganizingforGlobalMarketing

19OrganizingtheMultinationalCompanyOverall,whetheracompanyshouldundertakeamultidomesticorglobalapproachtoorganizingitsinternationaloperationswilllargelydependonthenatureofthecompanyanditsproducts,howdifferentforeignculturesarefromthedomesticmarket,andthecompany’sabilitytoimplementaglobalperspective.2.OrganizingforGlobalMarketing

20Inthissectionofthechapter,themajorareasindevelopingaglobalmarketingprogramwillbeexamined.GlobalMarketingResearchGlobalProductStrategyGlobalDistributionStrategyGlobalPricingStrategyGlobalAdvertisingandSalesPromotionStrategy3.ProgrammingforGlobalMarketing

21GlobalMarketingResearchTobesuccessful,organizationsmustcollectandanalyzepertinentinformationtosupportthebasicgo/no-godecision.PopulationCharacteristicsAbilitytoBuyWillingnesstoBuy3.ProgrammingforGlobalMarketing

22DifferencesinResearchTasksandProcessesInforeigncountriesthemarketresearcherislikelytoencounteravarietyofproblemsinusingcensusdata.1. Language.

2. Datacontent.

3. Timeliness.

4. Availability3.ProgrammingforGlobalMarketing

23GlobalProductStrategyproductplanningisnecessarytodeterminethetypeofproducttobeofferedandwhetherthereissufficientdemandtowarrantentryintoaforeignmarket.3.ProgrammingforGlobalMarketing

24GlobalDistributionStrategyGlobaldistributionstrategycanbeextremelychallengingbecausesellersmustinfluencetwosetsofchannels:oneinthehomecountryandoneintheforeigncountry.3.ProgrammingforGlobalMarketing

25InternationalChannel-of-DistributionAlternatives26GlobalPricingStrategythepricingtaskisoftenmorecomplicatedinforeignmarketsbecauseofadditionalproblemsassociatedwithtariffs,antidumpinglaws,taxes,inflation,andcurrencyconversion.3.ProgrammingforGlobalMarketing

27GlobalAdvertisingandSalesPromotionStrategyselectingappropriatemediainforeignmarketsselectingappropriateadvertisingagenciestheuseofsalespromotion3.ProgrammingforGlobalMarketing

28Whattypeofentryorgrowthstrategytoemploydependsonmanyfactors,includingtheanalysisofmarketopportunities,companycapabilities,thedegreeofmarketinginvolvementandcommitmentthecompanyiswillingtomake,andtheamountofriskthatthecompanyisabletotolerate.4.EntryandGrowthStrategiesforGlobalMarketing

29Ingeneral,acompanycaninitiallyenteraglobalmarketandpursuegrowthintheglobalmarketplaceinsixways:1.Exporting.

2.Licensing.

3.Franchising.4.Jointventures.

5.Strategicalliances.

6.Directownership.4.EntryandGrowthStrategiesforGlobalMarketing

30Whilethemarketingofserviceshasmuchincommonwiththema