《国际市场营销学》教案.docx

Chapter9GlobalMarketingManagement:PlanningandOrganizationDiscussionQuestions

XXX:GlobalmarketingmanagementLicensingCorporateplanningFranchisingDirecteportingJointVentureStrategicplanningGlobalmarketconceptIndirecteportingSIATacticalplanning

XXXXXXofeternaluncontrollablefactorsonthefirmsstrengths,weaknesses,objectives,XXX,XXX,buttheintricaciesoftheoperatingenvironmentsoftheMNC（hostcountry,home,andcorporateenvironments）,itsorganizationalstructure,andthetaskofcontrollingamulticountryoperationcreatedifferencesinXXX,changingmarkets,increasingcompetition,XXX.AlongwithtechnologicaladvanceshavecomeenhancedmarketepectationforinnovXXX,strategicplanningmustincludeemphasisonquality,technology,XXX,manyfirmsareenteringcollaborativerelationshipstoshoreuptheirweaknesseswhetherindistribution,technologyormanufacturingthatwillenablethemtorespondtotheproblemscreatedbyshorterlifecycles.

XXXXXXXXX,technologicallyadvancedproductsarebeingofferedbycompetitorsanddemandedinestablishedmarketsaswellasinmarketsrisingfromformerlyMaristeffectivemanufacturing,XXXogicalprogress,marketdemandcreatedbyglobalindustrialization,XXX,alongwiththissurgeinglobaldemandcomesanincreaseincompetitionastechnologyandmanagementcapabilitiesspreadbeyondglobalcompaniestonewcompetitorsfromAsia,Europe,XXX,companiesseekingtofunctioneffectivelyinafragmentedglobalmarketoffivebillionpeoplearebeingforcedtostretchproduction,designengineering,XXX.Restructuring,XXX,manymultinationalcompaniesarerealizingtheymustdeveloplongterm,mutuallybeneficialrelationshipsthroughoutthecompanyandbeyondtocompetitors,suppliers,governments,XXX,XXX,themajorpointsthatshouldbeconsideredare:

(1)companyobjectivesandgoals

(2)XXX,thedegreeandamountofcompetitionwilXXX,endlessfactorscouldbeaddedsuchascostofenteringthemarket,socialcustoms,laws,etc.

XXX.Theorganizationalplanincludesthetypeoforganizationalarrangementstobeused,XXXanfullsuccessbecauseofconfusedlinesofauthority,poorcommunications,XXX:globalproductdivisionsresponsibleforproductsalesthroughouttheworld;geographicaldivisionsresponsibleforallproductsandfunctionswithinagivengeographicalarea;andamatriorganizationconsistingofeitherofthesearrangementswithcentralizedsalesandmarketingrunbyacentralizedfunctionalstaff,oracombinationofareaoperationsandglobalproductmanagement.

XXX.Costcontainment,escalatingtechnology,XXX,strategicplanningandalternativemarketentrystrategiesareimportantavenuestoglobalmarketingthatmustbeimplementedintheplanningandorganizationofglobalmarketingmanagement.

XXX.Thusthedecisionshouldbeasclosetothecountrywhereitistobeimplementedaspossible.

XXXXXX.Nearlyallofthedevelopingcountries,andmanydevelopedcountries,XXXXXX.FinanciallyitissometimesdXXX.

XXX.Inlicensing,thecompaniesretainseparateidentity.Usuallythelicensorislittleaffectedbyhislicensingactions.

1.4VisitthehomepagesofMaytagCorporationhttp:/andtheWhirlpoolCorporationhttp:/XXXXXX,aseporter,international,XXXXXX.MaytagMaytagsheritageismorethanahundredyearsoldandsynonymouswithasingleproduct:XXX,MaytagCorporationisa$

XXX,licensingofthecorporationsapplianceandfloorcarebrands,XXX