1. 2015-9-18 1 Business English Reading 实用商务英语导读教案

2. 2015-9-18 2 Chapter Ten Business and Globalization  10.1 General Introduction  10.2 The Strategies of Globalization  10.3 Managing Global Marketing

3. Learning Objective( 学习目标 )  了解全球化环境中的商务活动  了解全球化环境中的营销活动  了解全球化环境中的现代沟通  了解全球化环境中的物流模式 2015-9-18 3

4. 4 Lead In: What is Globalization?  Is it global trade?  淘宝网的悄然 兴起是不是全 球化贸易的一 种表现呢？

5. Lead In: Toyota’s global sales 2015-9-18 5

6. Toyota’s global sales

7. 2015-9-18 7 10.1.1 The Trend of Going Global Citizens benefit from globalization Why go global? Company benefit from globalization

8. 2015-9-18 8 1.1.1 What is global trade? Global trade is also improving corporate processes.  Products can be produced more quickly, obtained less expensively from sources around the world, distributed at lower cost, and customized to meet diverse client’s needs. For example, only a short while ago it would have been thought impossible for a firm to produce parts for a car in more than one country, assemble the car in yet another country, and sell it in still other nations. Today, such strategies are routine.

9. 10.1.2 Trade’s Economic Environment 2015-9-18 9 Basic Economic Development Development Basic Economic Development Development Less developed Early developping Emerging Developped

10. 10.1.2 Trade’s Economic Environment 2015-9-18 10 Less developed Early developping Emerging Developped These countries have primarily agrarian and/or extractive economies. These countries have begun initial development of an infrastructure. These countries have started wide industrial diversification. These countries enjoy well-developed infrastructures, large-scale industrial diversification and etc.

11. 10.1.3 Marketing within Culture Contexts 2015-9-18 11 What is the culture diversity? Exporters and multinational corporations transplant concepts and products from one culture to another where they are perceived to be new and different.

12. 2015-9-18 12 The success of KFC in China   KFC uses the localization strategy to re-express American business culture, with profound traditional Chinese cultural emblems, catering to local customs on the basis of standardized management.

13. 10.2 The Strategies of Globalization 2015-9-18 13 The strategy of international marketing available to companies is from exporting to direct investment, joint venturing, and other significant foreign commitment.

14. 10.2.1 Exporting and International Market Entry 2015-9-18 14 The basic marketing formula–the four “Ps” of product, price, promotion and place–is just the beginning when it comes to international marketing. product promotion price place

15. Licensing strategy -licensing  Under a licensing agreement, one firm, the licensor, permits another to use its intellectual property in exchange for compensation designed as a royalty.

16. Franchising strategy-franchising Franchising can be described as a 'business marriage' between a 'franchisee' and a 'franchisor'.

17. Franchising strategy  China has become the world's fastest growing franchising market with about 2,600 franchise systems currently in operation.

18. Franchising in China  Engel & Voelkers, Amorino, Olio Restaurants & Cafes, Homentality, FC & D, Gymboree, Shanghai Elephant King Laundry, Win Net Computer School, Café de Lyara and more choose China Franchise Expo to develop their networks in China.

19. 2015-9-18 19 10.2.2 Multinational and Global Marketing  Think globally, act locally ! “Think globally, act locally” becomes their mantra guiding customer value creation and business policies in foreign locales.

20. Multinational and Global Marketing  Four factors of globalization : market, cost environment competition.

21. Best Global Brands 2008

22. 2015-9-18 22 10.2.3 Taking Services Global Taking services global means what? It means how to deliver a good service internationally in an acceptable way.

23. Taking Services Global  Services may complement goods.  Goods may complement services.

24. 2015-9-18 24 10.3 Managing Global Marketing  What’s the key of managing global markets?  International market research

25. 2015-9-18 25 10.3.1 International market research Three points to analysis the foreign market opportunity : preliminary screening for attractive markets assessment of industry market potential company sales potential analysis

26. 2015-9-18 26 International Market Research  Your sensitivity to different international environments and cultures will guide your choice of primary research methods be the interviews, focus groups, observation, surveys or experimentation.

27. 2015-9-18 27 10.3.2 International Negotiation and Communication  Effective communication as a cornerstone of marketing becomes even more important in the international arena. Needs to understand what pleases or displeases the target audience.

28. International Negotiation and Communication 2015-9-18 28 International Negotiation Worldwide Marketing Communication

29. International Negotiation

30. Worldwide Marketing Communication  The steps in planning global communications are familiar requirements include determining, setting program objectives, allocating budgets, choosing media, designing creative strategies, implementing the program, and measuring its effectiveness.

31. 2015-9-18 31 10.3.3 Global Distribution and Logistics If we have made a successful negotiation, to some extent, we have made the deal. So at the last line of a deal, we should touch the distribution and logistics.

32. Global Distribution and Logistics

33.  Once products are within a specific market, however, increased input from local logistics operations should be expected and encouraged.

34.  We now lived in a world called village. You realized it or not, we lived a life under globalization.

35. 2015-9-18 35 Case Study ------Many international brands built on franchising in China, such as 3Mpizza,KFC and OBI. Try to list another franchising brand in China.

36. 2015-9-18 36 Case Study Questions: 1. Try to investigate the company build on franchising? 2. Make a PPTwith the photo and investigation and share with your team. 3. Try to visit www.infofranchise.cn,choose one brand to analyze the local strategic and global strategic.www.infofranchise.cn

37. 2015-9-18 37 Click to edit company slogan.