《国际商务 International Business》课程教学资源（PPT课件）10 Global Marketing and R&D-debetes

International Business (10)Huang HuipingEconomicSchool.Whut

International Business (10) Huang Huiping Economic School.Whut

International Business OperationsGlobalR&DGlobal Production andLogistioGlobalMarketingInternational ServicesInternational Financial ManagementInternational AccountingandTaxationInternationalHumanResourceManagement

 Global R&D  Global Production and Logistic  Global Marketing  International Services  International Financial Management  International Accounting and Taxation  International Human Resource Management International Business Operations

10.Global Marketing and R&DSupport ActivitiesCompanyInfrastructureHuman ResourceInformation SystemsLogisticsMarketingCustomerR&DProductionandServiceSalesPrimaryActivities

10. Global Marketing and R&D

10.Global Marketing and R&DIn this unit:WhatisGlobalMarketing?4Ps:Products,Place,Price,PromotionMarketingmixR&D口

In this unit:  What is Global Marketing?  4Ps: Products, Place, Price, Promotion  Marketing mix  R&D 10. Global Marketing and R&D

Debate1GlobalMarketingMarketing vs.sale口 Standardization vs.DifferentiationThe strengths of Standardization/ Differentiation?

 Marketing vs. sale  Standardization vs. Differentiation - The strengths of Standardization / Differentiation? Debate 1 Global Marketing

INTRODUCTIONGlobalMarketing viewstheworld's自consumersassimilarintheirtastes andpreference,andadoptsstandardmarketingstrategies.口The marketing mix (the set of choices thefirm offers to itstargetedmarket)iscomprised of:product attributesdistribution strategycommunication strategypricing strategy

INTRODUCTION  Global Marketing views the world’s consumers as similar in their tastes and preference, and adopts standard marketing strategies.  The marketing mix (the set of choices the firm offers to its targeted market) is comprised of: - product attributes - distribution strategy - communication strategy - pricing strategy

Debate 2:GlobalMarketvs.Market Segmentation1.How to segment a global market? How dowedefinean efficientMarketSegmentation?2.Does aparallel market always exist inanother country? Why or why not?

1. How to segment a global market? How do we define an efficient Market Segmentation? 2. Does a parallel market always exist in another country? Why or why not? Debate 2: Global Market vs. Market Segmentation

Market Segmentation:MarketSegmentation（市场细分）：ToIdentifygroupsof口consumers whose purchasing behavior differsfromothersinimportant ways.Market canbe segmented in many Ways,By:GeographyDemography(sex,age,income,race,educationlevel)Social-cultural factors(social class;values;religions;lifestyle);Psychologicalfactors(personality)Efficientsegmentation:Size,stability,identification,economic,competitionintensity

Market Segmentation:  Market Segmentation (市场细分）：To Identify groups of consumers whose purchasing behavior differs from others in important ways.  Market can be segmented in many ways, By: - Geography - Demography (sex, age, income, race, education level) - Social-cultural factors ( social class; values; religions; life style); - Psychological factors (personality)  Efficient segmentation: Size, stability, identification, economic, competition intensity

Debate3Product strategy1.What are thebusinessimplications of aproduct viewed as a bundle of attribute?2.What issues do we concern when weadopt productstrategies?

1. What are the business implications of a product viewed as a bundle of attribute? 2. What issues do we concern when we adopt product strategies? Debate 3: Product strategy

Product strategyProduct Attribute:A product canbeviewedas a bundle of口attribute:design,quality,appearance,brandutility,performance,serviceetc.Implications:Productattributeoffersmoreideasforproductstrategies!New product:anyinnovationin productattributecanled to a new product!

Product Attribute:  A product can be viewed as a bundle of attribute: design, quality, appearance, brand, utility, performance, service etc.  Implications: - Product attribute offers more ideas for product strategies! - New product: any innovation in product attribute can led to a new product! Product strategy