globalMarketing全球营销.pptVIP

* * * * * * * * * * Click on the video icon to launch a video snippet about Nivea’s philosophy on international marketing. * * * * Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 19-* MARKETING MANAGEMENT IN CHINA Philip Kotler – Kevin Lane Keller – Lu Taihong Managing Marketing in a New World Chapter 19 Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 19-* Chapter 19 Questions What factors should a company review before deciding to go abroad? How can companies evaluate and select specific foreign markets to enter? What are the major ways of entering a foreign market? How should the company manage and organize its international activities? What are the key issues with Hi-Tech marketing? How are companies managing E-commerce marketing, Internet marketing and M-marketing? What are the keys to effective internal marketing and effective modern marketing organizations? How can companies be responsible social marketers? Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall 19-* Contents of Chapter 19 ? Managing Global Marketing Managing High Technologies Marketing Managing Holistic Marketing Organization Apple-iPod Mini case: Cisco System Marketing in China: Chery Marketing in China: The Footprints of the Globalization of Chinese Enterprises Marketing Insight: 4 Types and 3 Approaches for the Globalization of Chinese Enterprises Innovative Marketing: Nokia Marketing Insight: New Views on Corporate Social Responsibility Marketing Insight: Business Ethics in Chinese Traditional Culture Innovative Marketing: Starbucks Chapter Case: Microsoft What is Global Firm A global firm operates in two or more countries and captures advantages in RD，production，Logistics，Marketing and finance in it’s cost and reputation that are not available to purely domestic competitors。 在2个或更多的国家开展事业，具体地说是进行RD，生产，物流，市场营销，财务等一系列的事业活动，其结果是在成本上取得的优势和受到的评