NEW GOM2-GLOBAL STRATEGY AND INDUSTRY GLOBALIZATION POTENTIAL培训教材.pptVIP

Market Globalization Drivers Common customer needs particularly affects the opportunity to use the global strategy levers of global market participation, global products and services, and global competitive moves. Service businesses are faced with the challenge of standardization while meeting the needs of a broad cross section of customers around the world. Usually, the less involvement, whether physical or psychological, the better the opportunity for global approach. Fast food and airlines versus medical care and education 市场全球化的驱动因素 普通客户的需要很大程度上影响全球市场参与、全球产品与服务和全球竞争行为的全球战略杠杆的利用机会。 服务行业企业在满足全世界广大客户需要的同时还会面临标准化方面的挑战。通常情况下，无论是物质上的还是精神上的，参与越少，全球化的机会就越好。 快餐和航运与医疗保健和教育 Market Globalization Drivers Global Customers and Channels: Two types of global customers: National: e.g. national defense agencies Multinational: WHO, Automotive OEMs Influencers: physicians who prescribe drugs, architects who specify building materials Global pricing policies Global channels are rare, but regionwide ones are increasing in numbers: Wal-Mart with $137 b in 9 countries, Japan’s 7-Eleven with $35 b in 18…. Regional customers are probably growing at a faster pace than global customers, particularly in Europe 市场全球化的驱动因素 全球客户与全球渠道： 全球客户有两类： 国家级客户：如国防机构 跨国客户：世界卫生组织、汽车原始设备制造商 影响者：开处方药的医生、规定建筑材料的建筑师 全球定价政策 全球渠道很少，但区域范围的渠道数量却越来越多：沃尔玛在9个国家的销售额为1370亿美元，日本7-Eleven便利店在18个国家的销售额是350亿美元…。 区域客户的增长速度可能会大大快于全球客户的增长速度，特别是在欧洲。 Market Globalization Drivers Transferable Marketing: Brand names and advertising are readily transferable. Lead countries: Japan is a lead country for consumer electronics Germany for industrial control US dominant for global service businesses, setting global trends and standards in chain restaurants, hotels, entertainment them parks, health care, delivery services, car rentals…. 市场全球化的驱动因素 可转让的营销： 商标名称和广告随时可转让。 领先国家： 日本在消费电子产品方面是一个领先国家。 德国在工业控制产品方面是一个领先国家。 美国在全球服务行业处于领先地位，在连锁饭店 、酒店、游乐园、保健、递送服务、汽车租赁等方面引导潮流，并成为标准的典范…… Cost Globalization Drivers Aircraft (Civil) Computers Credit c