tailieunhanh - Lecture Global marketing management (7th edition): Chapter 17 - Masaaki Kotabe, Kristiaan Helsen

Chapter "planning, organization, and control of global marketing operations". After studying this chapter you will be able to understand: After studying this chapter you will be able to understand: Local market characteristics that affect the advertising and promotion of products, the strengths and weaknesses of sales promotions and public relations in global marketing, when global advertising is most effective; when modified advertising is necessary,. | Chapter 17 PowerPoint Planning, Organization, and Control of Global Marketing Operations Chapter Overview Global Strategic Marketing Planning Key Criteria in Global Organizational Design Organizational Design Options Organizing for Global Brand Management Life Cycle of Organizational Structures Control of Global Marketing Efforts Chapter 17 Copyright © 2017 John Wiley & Sons, Inc. Introduction The capstone of a company’s global marketing activities will be its marketing plan. To implement its global plans effectively, a company needs to reflect on the best organizational setup that enables it to successfully meet the threats and opportunities posed by the global marketing arena. Chapter 17 Copyright © 2017 John Wiley & Sons, Inc. Introduction Global marketers must confront organizational issues such as: What is the proper communication and reporting structure? Who within our organization should bear responsibility for each of the functions that need to be carried out? How can we as an organization leverage the competencies and skills of our individual subsidiaries? Where should decision-making authority belong for the various areas? Chapter 17 Copyright © 2017 John Wiley & Sons, Inc. 1. Global Strategic Marketing Planning The content of a global strategic marketing plan usually covers four areas: Market situation analysis Objectives and targets Strategies Action plans Bottom-Up versus Top-Down Strategic Planning Chapter 17 Copyright © 2017 John Wiley & Sons, Inc. 1. Global Strategic Marketing Planning Pitfalls Marketing plans can go wrong! The top stumbling blocks are: Lack of information of the right kind Too few courses of action; too little discussion of alternatives Unrealistic objectives Failure to separate short/long term plans Lack of framework to identify strengths/weaknesses Too many numbers Chapter 17 Copyright © 2017 John Wiley & Sons, Inc. 1. Global Strategic Marketing Planning Lack of framework to define . | Chapter 17 PowerPoint Planning, Organization, and Control of Global Marketing Operations Chapter Overview Global Strategic Marketing Planning Key Criteria in Global Organizational Design Organizational Design Options Organizing for Global Brand Management Life Cycle of Organizational Structures Control of Global Marketing Efforts Chapter 17 Copyright © 2017 John Wiley & Sons, Inc. Introduction The capstone of a company’s global marketing activities will be its marketing plan. To implement its global plans effectively, a company needs to reflect on the best organizational setup that enables it to successfully meet the threats and opportunities posed by the global marketing arena. Chapter 17 Copyright © 2017 John Wiley & Sons, Inc. Introduction Global marketers must confront organizational issues such as: What is the proper communication and reporting structure? Who within our organization should bear responsibility for each of the functions that need to be carried .

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