市场营销Global Marketing Strategy课件.pptVIP

 Global Marketing Strategy  Chapter 10 点冀晨配凹钝炙匙讽哦赏匿弹爽逐叭郭竭障颁身鱼甩毅茅帕狸赊焚儿扇伪市场营销Global Marketing Strategy课件市场营销Global Marketing Strategy课件 Outline The Managerial Context Global Market Planning Macro-segmentation Targeting Strategies Global S-T-P Strategies 11-* 绘竣辞摄享穷庆癌箕沈监疤秽美建车层聋损迁嘛咆讽才千瘦萧亿迢淌战俱市场营销Global Marketing Strategy课件市场营销Global Marketing Strategy课件 A. The Global Marketer’s Mindset The typical context for globalized marketing is not the usual “close to customer” mindset. Rather, the point is usually to coordinate marketing activities across a wide variety of markets where the firm does business. A top-down approach easily leads to insensitivity towards local customers and local requirements, and conflicts with local subsidiaries. 11-* 堂昔睛郎勒牢瓷何醛魏浪涟杨归淡弹嘛翌北耙识狗媚没煞佯譬缓召痹熊己市场营销Global Marketing Strategy课件市场营销Global Marketing Strategy课件 Selling orientation – sell what we make, the product line is given. Standardization of products as much as possible. Coordination via new reporting lines to make sure everyone is on board. Centralization of the marketing effort to make sure all speak the same language. The Global Marketer: often bad marketing, not customer-oriented? 11-* 栏盎剖潦捕瘸覆颂禁掉蓟让刨邮堤踏喳蟹境统心峡茅茬灾葛们汁赊旺讫稼市场营销Global Marketing Strategy课件市场营销Global Marketing Strategy课件 The Global Marketer’s Mindset Because of the natural inclination to ignore local variations in customer preferences and local requirements, global marketing can easily lead to mis-positioned products and inappropriate promotional appeals. It can also, of course, lead to local resistance and animosity, not good considering anti-globalization and anti-Americanism sentiments. The key is to strike the optimal balance between local adaptation and global efficiency. 11-* 闹还臼喘锅厨暮铀怒闹跪判搬卿玛身潮绪须课篓戎剑饶位郎洛据遍亨遗仕市场营销Global Marketing Strategy课件市场营销Global Marketing Strategy课件 B. Global Market Planning The task: Allocate the marketing resources efficiently across products and markets Rule: The optimal allocation is where the m