Chapter 1 Introduction to Global Marketing（第1章介绍全球营销）.ppt

* In Chapter 1, marketing was described as one of the activities in a firm’s value chain. The distribution “P” of the marketing mix plays a central role in a given firm’s value chain; because global companies create value by making sure their products are available where and when customers want to buy them. Physical distribution consists of activities involved in moving finished goods from manufacturers to customers. However, the value chain concept is much broader, for two basic reasons. First, the value chain is a useful tool for assessing an organization’s competence as it performs value-creating activities with a broader supply chain. Second, the particular industry in which a firm competes (for example, automobiles, pharmaceuticals, or consumer electronics) is characterized by a value chain. The specific activities an individual firm performs help define its position in the value chain. * This slide allows the professor to walk the students through discussion of channel strategy. They are encouraged to create a situation that will allow the class to utilize the table and determine the best channel strategy. * A global company that has the ability to successfully transform a domestic campaign into a worldwide one, or to create a new global campaign from the ground up, possesses a critical advantage. The first company to find a global market for any product is frequently at an advantage relative to competitors that make the same discovery later. The search for a global advertising campaign should bring together everyone involved with the product to share information and leverage their experiences. Global campaigns with unified themes can help to build long-term product and brand identities and offer significant savings by reducing cost associated with producing ads. Global advertising also offers companies economies of scale in advertising as well as improved access to distribution channels. Where shelf space is at a premium, as with food products, a company ha