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