文档介绍：Global Marketing
Spring 2003
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, organizations, and events to create and maintain relationships that will satisfy individual 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.
anization that engages in global marketing focuses its resources on global market opportunities and threats
Globalization
An open economic system
Non-discrimination
Global brands
Global structures