【正文】 ? Undiscovered segment. ? Prime move advantage ? Pamp。 ? Usage of a single currencya struggle。 Preferential Trade Arrangements ? International economic cooperation ? Free Trade Area (FTA) ? Customs Union ? Common Market ? Economic Union ? WTO and GATT Regional Trade Areas C h a r t 1 : R T A s i n f o r c e a n d u n d e r n e g o t i a t i o n a s o f J u l y 2 0 0 0 , b y t y p e o f R T A14824671F T A s i n f o r c eC U s i n f o r c eF T A s u n d e r n e g o t i a t i o nC U s u n d e r n e g o t i a t i o nC h a r t 2 : G e o g r a p h i c a l D i s t r i b u t i o n o f R T A s , b o t h i n f o r c e a n d u n d e r n e g o t i a t i o n020406080100120A m e ric a s A s ia P a c if ic E a s t e rn E u ro p eamp。 ? Foreign operations are secondary or subordinate ? Nissan Polycentric ? Each country is unique. ? Multinational Company: ? Each subsidiary should develop its own business and marketing strategies according to the specific situation in that country. ? Problem: Cost, control, headquarter out of game Regiocentric amp。 ? More plicated: currency, measures and weights, customs, moary exchange, transportation, insurance, and counterclaim ? More risky: credibility, currency exchange, political risk, transportation, and pricing ? More opportunities and more profitable, hopefully. Should we go global? ? Internal analysis ? Resources, managerial mindset, strengths, weaknesses,etc. ? External analysis ? Competition, opportunities, threats, benefits, risks, etc. ? Cost VS Ine Management Orientation ? Management’s assumptions or beliefsboth conscious and unconsciousabout the nature of the world ? Ethnocentric ? Polycentric ? Regiocentric ? Geocentric Ethnocentric ? Home country is superior. ? Domestic Company: ? No opportunities outside the home country。Global Marketing Spring 2022 ： ； :； ： Some Abouts ? About me ? About this course ? About the project ? About the examination ? About grading Text Structure ? Introduction to global marketing ? The global marketing environment ? Global market opportunities ? Global marketing strategy ? Global marketing program ? Global marketing management List of Questions ? What is global marketing? ? Do we have to go global? ? Why? ? Where shall we go? ? What shall we know before plunging ourselves into the storming sea? ? How can we survive and thrive in a foreign market? Global Marketing Introduction What is Global Marketing? What is marketing? ? The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, anizations, and events to create and maintain relationships that will satisfy individual and anizational objectives. The Three Principles of Marketing ? Customer Value ? Value Equation: V=B/P ? Differential Advantage ? Focus What is global marketing? ? Practicing marketing in the global environment. ? An anization that engages in global marketing focuses its resources on global market opportunities and threats Globalization ? An open economic system ? Nondiscrimination ? Global brands ? Global structures Exports % share of world production 05101520251913 1950 2022Annual % Growth of trade and GDP 1959 – 96 024681012W or l d USAG D P G D PT r a d eT r a d eGDP GDP Effects of globalization on business ? Cheap offshore production ? Reduced transport costs ? Virtual munication ? Standardization of logistics ? Global marketing Export amp。 Import By Regions 2022/0110 進(jìn)出口 出口 進(jìn)口 總 值 5 0 , 0 2 5 , 8 0 1 2 6 , 2 4 9 , 9 2 4 2 3 , 7 7 5 , 8 7 8 1 9 . 7 2 0 . 6 1 8 . 7亞洲 2 8 , 9 8 9 , 8 7 3 1 3 , 7 2 5 , 5 1 3 1 5 , 2 6 4 , 3 6 0 2 3 . 2 2 0 . 3 26非洲 1 , 0 0 1 , 0 8 1 5 6 1 , 9 2 6 4 3 9 , 1 5 6 1 0 . 8 1 2 . 9 8 . 3歐洲 9 , 1 1 6 , 4 0 6 4 , 7 5 0 , 4 8 6 4 , 3 6 5 , 9 2 0 1 3 . 9 18 9 . 8拉丁美洲 1 , 4 3 8 , 4 6 3 7 8 3 , 8 2 6 6 5 4 , 6 3 7 1 6 . 2 1 3 . 3 1 9 . 8北美洲 8 , 4 9 4 , 6 1 7 6 , 0 0 1 , 2 1 3 2 , 4 9 3 , 4 0 4 1 6 . 6 25 0 . 4大洋洲 9 8 4 , 6 2 1 4 2 6 , 2 2 6 5 5 8 , 3 9 5 1 7 . 3 2 7 . 6 1 0 . 6累計(jì)比上年同期增減 % 國家（地區(qū)） 進(jìn)出口額 出口額 進(jìn)口額 Corporate Globalization China’s Case ? Walmart ? World Women Basket Ball Games ? Haier in USA ? Tsingdao Beer Global Marketing VS Domestic Marketing ? More difficult: language, law, culture, trade and nontrade barriers, market research, and munication。 ? International Company ? Products and practices that succeed in the home country will be successful anywhere。 Geocentric ? Regiocentric: Each region is unique and an integrated regional strategy is to be developed to serve that region. ? Geocentric: The entire world is a potential market and integrated world market strategies should be developed. ? Global or transnational pany. ? Global Localization: Think globally, act locally. Philips VS Matsushita ? Philips Electronics ? Polycentric: 7 models of TV based on 4 chassis, Variety ? Matsushita ? Geocentric: global strategy, 2 models of TV based on a single chassis, low price Driving and Restraining Forces Affecting Global Integration and Global Marketing Driving Forces ? Technology ? Inter, Satellite Dish, Globe Spanning TV ? Regional Economic Agreements ? NAFTA, EU, ASEAN, GCC, APEC ? Market Needs and Wants ? Converging, Global Brand, ? Transportation and Communication Improvements ? Jet Plane, Large Cargo Ship, , fax, videoconferencing, cost deduction Driving Forces Cont. ? Product development costs ? Quality ? World Economic Trends ? More opportunities ? Less resistance ? Worldwide deregulation and privatizati