国际企业管理8.pptVIP

International Business 7e by Charles W.L. Hill Chapter 17 Global Marketing and RD Preview Assignment (G10) Research Task 1: 全球品牌前100名 Interbrand排名, methodology /best_global_brands_intro.aspx?langid=1000 Picking up the winners /magazine/content/09_39/b4148050507775.htm 指出拥有全球品牌的国家及其成功的潜在原因。 Learning objectives Explain why it makes sense to vary the attributes of a product from country to country. Articulate why and how a firm’s distribution strategy might vary among countries. Identify how and why advertising and promotion strategies might vary among countries. Explain how and why a firm’s pricing strategy might vary among countries. Discuss how the globalization of the world’s economy is affecting new product development within the international business firm. Opening Case：李维斯牛仔裤 李维斯经营战略的转变： 生产外包 引入贴牌产品 本土化 根据各国市场差异定制产品 全球广告宣传差异化 分销渠道和定价策略差异化 Introduction The marketing mix (the choices the firm offers to its targeted market) is comprised of: product attributes distribution strategy communication strategy pricing strategy The Globalization Of Markets And Brands Theodore Levitt argued that world markets were becoming increasingly similar, making it unnecessary to localize the marketing mix Levitt’s theory has become a lightening rod (避雷针，无懈可击）in the debate about globalization The current consensus is that while the world is moving towards global markets, cultural and economic differences among nations limit any trend toward global consumer tastes and preferences In addition, trade barriers and differences in product and technical standards also limit a firms ability to sell a standardized product to a global market Market Segmentation Market segmentation(市场划分） involves identifying distinct groups of consumers whose purchasing behavior differs from others in important ways Markets can be segmented by: geography demography socio-cultural factors psychological factors Market Segmentation Firms need to be aware of two key market segmentation iss