marketing.docx

marketing.docx

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marketing

Chapter1:

Introductiontoglobalmarketing

1.Whatarethebasicgoalsofmarketing?

Arethesegoalsrelevanttoglobalmarketing?

Basicgoals:

Marketingactivitiescenteronanorganizationeffortstosatisfycustomerswantsandneedswithproductsandservicesthatoffercompetitivevalueandtheessenceofmarketingistosurpassthecompetitionatthetaskofcreatingperceivedvalueforcustomers.

Thedifferencebetweenmarketingandglobalmarketingisthescopeofactivities.Globalmarketingactivitiesareoutsidethehome-countrymarket.Sothesegoalsarerelevanttoglobalmarketing.

Andtheguidelineisthevalueequation-Value=Benefits/Price（Money,Time,Effort,Etc.）.Globalmarketing

2.Whatismeanby“globallocalization”?

IsCoca-Colaaglobalproduct?

Explain.

Inanutshell,thephrase“globallocalization”meansthatasuccessfulglobalmarketermusthaveabilityto“Thinkglobally,actlocally.”

Mixingstandardizationandcustomizationinawaythatminimizescostswhilemaximizingsatisfaction

Essenceofsegmentation（standardization:

Essenceofmassmarketing）

MostpeoplewillagreethatCoca-Colaisaglobalproductbyvirtueofthefactthatitisavailableinmorethan195countriesinredcansbearingthedistinctivesignaturestyle.Itmustbenoted,however,thatcustomerserviceeffortsareadaptedtotheneedsofparticularmarkets,e.g.,vendingmachinesinJapan.Thus,Coca-Colaisbothglobalandlocal.

3.Acompany’sglobalmarketingstrategy（GMS）isacrucialcompetitivetool.Describesomeoftheglobalmarketingstrategiesavailabletocompanies.Giveexamplesofcompaniesthatusethedifferentstrategies.

Globalmarketingstrategies:

1.Globalmarketingparticipationistheextenttowhichacompanyhasoperationsinmajorworldmarkets;2.Standardizationversusadaptationistheextenttowhicheachmarketingmixelementcanbestandardizedoradaptedinvariouscountrymarkets;3.Concentrationofmarketingactivitiesistheextenttowhichactivitiesrelatedtomarketingmixareperformedinoneorafewcountrylocations;4.Coordinationofmarketingactivitiesistheextenttowhichactivitiesrelatedtomarketingmixareperformedinterdependentlyaroundtheglobe;5.Integrationofcompetitivemovesistheextenttowhichafirm’scompetitivemarketingtacticsindifferentpartsofworldareinterdependent.

Examples:

1.Cokeisthebest-known,strongestbrand,astheCoca-ColaCompany,supportingitsCoke,Fanta,andPoweradebrandswithmarketingmixelementsboththatareglobeandlocal,isadaptatadaptingsalespromotion,distribution,andcustomerserviceeffortstolocalneeds.;

2.McDonald’sbusinessmodelisarestaurantsystemthatcanbesetupvirtuallyanywhereintheworldandofferscoremenuitems-hamburgers,Frenchfries,andsoftdrinks-inmostcountries,andthecompanyalsocustomizesmenuofferingsaccordingtolocaleatingcustoms.

4.Describethedifferencebetweenethnocentric,polycentric,regiocentric,andgeocentricmanagementorientations

Ethnocentricorientation:

Mindsethomecountryissuperiortotherestoftheworld,seessimilaritiesinforeigncountries,leadstoaGMSstandardizedorextensionapproach;Calleddomesticcompanyandinternationalcompany

Polycentricorientation:

mindsettheoppositeofethnocentrism,eachcountryinwhichacompanydoesbusinessisunique,seesdifferencesinforeigncountries,GMSleadstolocalizedoradaptationapproach.Calledmultinationalcompany

ThedifferencebetweentheEthnocentricorientationandPolycentricorientationarethemind-set,nameofcompaniescalledandGMS.

Regiocentricorientation:

aregionbecomestherelevantgeographicunit;management’sgoalistodevelopanintegratedregionalstrategy;

Geocentricorientation:

viewstheentireworldasapotentialmarketandstrivestodevelopintegratedworldmarketstrategies.

ThedifferencebetweentheregiocentricorientationandGeocentricorientationarethemarketarea.

Buttheyhavelotsofsimilarities.Marketopportunitiesarepursuedusingbothextensionandadaptationstrategies.Theregiocentricandgeocentricorientationsarecharacteristicofglobaltransnationalcompanies.

5.Identifyandbrieflydescribesomeoftheforcesthathaveresultedinincreasedglobalintegrationandthegrowingimportanceofglobalmarketing.

DrivingForces:

regionaleconomicagreements,Marketsneedsandwants,Technology,Transportationandcommunicationimprovements.Productdevelopmentcosts,Quality,Worldeconomictrends,Leverage.

RestrainingForces:

Managementmyopia（目光短浅）,Organizationalculture,Nationalcontrols（tariffsandnontariffbarriers）,oppositiontoglobalization.

Chapter2:

TheGlobalEconomicEnvironment

1.Explainthedifferencebetweenmarketcapitalism,centrallyplannedcapitalism,centrallyplannedsocialism,andmarketsocialism.Giveanexampleofacountrythatillustrateseachtypeofsystem.

Themaindifferencesacrossfoureconomicsystemsarecombinationsofresourceallocation（marketorcommand）andresourceownership（privateorstate）.

Marketcapitalism（Anglo-SaxonModel）isaneconomicsysteminwhichindividualsandfirmsallocateresourcesandproductionresourcesareprivatelyowned.

Consumerdecidegoodswhattheydesire.Firmsdeterminewhatandhowmuchtoproduce.Marketoriented

Government’sroleistopromotecompetitionamongfirmsandensureconsumerprotection.（US,Canada,GB）

Centrallyplannedcapitalism（）isaneconomicsysteminwhichcommandresourceallocationisutilizedextensivelyinanenvironmentofprivateresourceownership.（Sweden）

Centrallyplannedsocialism,inthistypeofeconomicsystem,thestatehasbroadpowerstoservethepublicinterestsasitseesfit.

Statesdecideswhatgoodsandservicesareproducedandinwhatquantities.

Governmentownsentireindustriesandcontrolsdistribution,enterprisesarecentrallyplannedsocialism.

Littlerelianceonproductdifferentiation,advertising,pricingstrategy.

（FormerSovietUnion）

Marketsocialism:

insuchasystem,marketallocationpoliciesarepermittedwithinanoverallenvironmentofstateownership.（China）

2.WhyareBrazil,Russia,IndiaandChina（BRIC）highlightedinthischapter?

IdentifythecurrentstageofeconomicdevelopmentforeachBRICnation?

Thesefourcountrymarketsareparticularlydynamicandrepresentimportantopportunities.Infiscal2008,thesoftwaregiant’scollectiverevenuesgrew54%,comparedwithoverallglobalrevenuegrowthof18%.AndexpertspredictthattheBRICnationswillbekeyplayersinglobaltradeevenastheirtrackrecordsonhumanrights,environmentalprotection,andotherissuescomeundercloserscrutinybytradepartners.

Brazil:

upper-middle-incomecountry

Russia:

upper-middle-incomecountry

India:

low-incomecountry

China:

lower-middle-incomecountry

3.MistakeassumptionforBOP（bottomofpyramid）InLDC（least-developedcountry）

1.Thepoorhavenomoney.

2.Thepoorwillnot“waste”moneyonnon-essentialgoods.

3.Enteringdevelopingmarketsisfruitlessbecausegoodstherearetoocheaptomakeaprofit.

4.PeopleinBOP（bottomofthepyramid）countriescannotusetechnology.

5.GlobalcompaniesdoingbusinessinBOPcountrieswillbeseenasexploitingthepoor.

Chapter3:

SocialandculturalEnvironment

1.Whataresomeoftheelementsthatmakeupculture?

Howdothesefindexpressioninyournativeculture?

Cultureismadeupbymaterialcultureandnonmaterialcultureandasthecollectiveprogrammingofminddistinguishonesocietyfromanother.

Materialcultureisreferredtophysicalculturelikeclothingandtools.

Nonmaterialcultureincludesintangiblessuchreligion,perception,attitudes,beliefsandvalues.

Cultureisactedoutinsocialinstitutions,suchas,family,education,religion,government,business.

2.WhatisThedifferencebetweenalow-contextcultureandahigh-contextculture?

Giveanexampleofacountrythatisanexampleofeachtype,andprovideevidenceforyouranswer.

HighContext:

（高语境）lessinformationiscontainedintheverbalpartofamessage.MuchmoreInformationresidesincontext;Emphasisonbackground,basicvalues,societalstatus;Lessemphasisonlegalpaperwork;Focusonpersonalreputation.（SaudiArabia,Japan）

Evidence:

AbuilderinJapanislikelytosay,”Whathasthatpieceofpapergottodowiththesituation?

Ifwecannottrusteachotherenoughtogoaheadwithoutit,whybotherit?

”

LowContext:

（低语境）Messagesareexplicitandspecific;Wordscarryallinformation;Relianceonlegalpaperwork;Focusonnon-personaldocumentationofcredibility.（Switzerland,U.S.,Germany）

Evidence:

InUS,onetriestomakethespecificationssoprecisethatthethreatoflegalsanctionforcesabuildertodoagoodjob.

3.HowcanHofstede’sculturaltypologieshelpWesternmarketersbetterunderstandAsianculture?

Hofstede’ssocialvaluestypologyhelpsmarketsunderstandcultureintermsofpowerdistance,individualismversuscollectivism,masculinityversusfemininity,uncertaintyavoidance,andlong-versusshort-termorientation.

AsforAsiancountries,theyhavehigherpowerdistanceandlowertrustinthefirstdimension.AndcompaniesinhighPDIcultureprefersoleownershipofsubsidiariesbecauseitprovidesthemwithmorecontrol.

Intheseconddimension,lowindividualismisthecharacteristicofJapaneseandotherAsianculturepatterns.Thecollectivismculturemakesallsociety’smembersareintegratedintocohesiveingroups.

Inthethirddimension,Asiancompaniesmoreprefermasculinity.Overalltheylikeaggressive,achievement-orientedpeopletoworkforthemandinthecompany,theleadersarealmostoldmen.

InAsia,peopleismorecontemplative,relativistic,andtolerant.Sotheyhavehighuncertaintyavoidanceabil