市场营销Chap013.pptVIP

Cultural Misunderstanding, Political Uncertainty, Import Restrictions, Exchange Controls and Ownership Restrictions, Economic Conditions, Global Company, Multidomestic Company, Market Factors, Economic Factors, Environmental Factors, Competitive Factors, Structure, Management Processes, Culture, People, Language, Data Content, Timeliness, Availability, Exporting, Licensing, Franchising, Joint Ventures, Strategic Alliances, Direct Ownership Global Marketing McGraw-Hill/Irwin ?2009 The McGraw-Hill Companies, All Rights Reserved Click to edit Master title style Click to edit Master text styles 1-* Chapter 13 Key Terms Global Marketing Goals Offensive goals Increase long term growth and profit prospects Maximize total sales revenue Take advantage of economies of scale Improve overall market position Global Marketing Goals Defensive goals To compete with foreign companies on their own turf Gain access to technological innovations in other countries Take advantage of differences in operating costs Preempt competitors’ global moves Avoid being locked out of future markets by arriving too late The Competitive Advantage of Nations Porters diamond presents four factors that determine the competitive advantage of disadvantage of a nation Factor conditions Demand conditions Related and supporting industries Company strategy, structure, and rivalry Porter’s Diamond of National Advantage Global Marketing Issues Cultural Misunderstanding Managers tend to use their own cultural values and priorities as a frame of reference Political Uncertainty Government instability Social unrest Armed conflict Import Restrictions Tariffs, quotas, and other types of restrictions hinder global business Global Marketing Issues Exchange Controls and Ownership Restrictions Established by nations experiencing BOP problems Economic Conditions Organizing the Multinational Company Multidomestic company – Pursues different strategies in each of its foreign markets The global company – Views the wor