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ch01IntroductiontoGlobalMarke.ppt

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Chapter1IntroductiontoGlobalMarketingAMADefinitionofMarketingOld(1985-2004)AMADefinitionofMarketingNew(August2004+)TheMarketingMixVariablesTheMarketingMixVariablesTheMarketingMixVariablesTheMarketingMixVariablesTheMarketingMixVariablesWhatisaMarket?TheTargetMarketTheMarketingConcept(abeliefsystem)Marketing’sDarkSide...Marketing’sDarkSide...IntroductionIntroductionReasonsforGlobalMarketingOverviewofMarketingGlobalPerspective:RecentEventsGlobalPerspective:RecentEventsBoundarylessMarketingFundamentalPrinciplesofMarketingCustomerValueValueChainandBoundarylessMarketingDifferentiationCompetitiveAdvantageFocusCompetitiveAdvantage,GlobalizationandGlobalIndustriesGlobalizationGlobalIndustries©2005PrenticeHallTop10GlobalCompaniesGlobalMarketing:WhatitisandWhatitisn’tGlobalMarketing:WhatitisandWhatitisn’tPepsiGlobalMarketing:WhatitisandWhatitisn’tTheImportanceofIM…RankTheImportanceofGlobalMarketingStandardizationversusAdaptationStandardizationversusAdaptationDevelopingaGlobalAwarenessManagementOrientationsGenerally,fourdistinctiveapproachesdominatestrategicthinkingin internationalmarketing:Generally,fourdistinctiveapproachesdominatestrategicthinkingin internationalmarketing:ForcesAffectingGlobalIntegrationandGlobalMarketingForcesAffectingGlobalIntegrationandGlobalMarketingGrossNationalProductTURKEYGrossDomesticIncome(Nominal)RankPurchasingPowerParity(percapita)DrivingandRestrainingForcesofInternationalMarketing…DrivingForcesofIMRestrainingForcesofIMConsiderMcDonald’s…OverviewofBookLookingAheadtoChapter2