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Business English Reading

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Business English Reading

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    1. 2012-9-29 1 Business English Reading ??????????

    2. 2012-9-29 2 Chapter Ten Business and Globalization 10.1 General Introduction 10.2 The Strategies of Globalization 10.3 Managing Global Marketing

    3. Learning Objective(????) ????????????? ????????????? ????????????? ????????????? 2012-9-29 3

    4. 2012-9-29 4 Lead In: What is Globalization? Is it global trade? ???????????????????????

    5. Lead In: Toyotas global sales 2012-9-29 5

    6. Toyotas global sales

    7. 2012-9-29 7 10.1.1 The Trend of Going Global

    8. 2012-9-29 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 clients 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 Trades Economic Environment 2012-9-29 9

    10. 10.1.2 Trades Economic Environment 2012-9-29 10

    11. 10.1.3 Marketing within Culture Contexts 2012-9-29 11

    12. 2012-9-29 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 2012-9-29 13

    14. 10.2.1 Exporting and International Market Entry 2012-9-29 14

    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

    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, Caf de Lyara and more choose China Franchise Expo to develop their networks in China.

    19. 2012-9-29 19 10.2.2 Multinational and Global Marketing Think globally , act locally !

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

    21. Best Global Brands 2008

    22. 2012-9-29 22 10.2.3 Taking Services Global

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

    24. 2012-9-29 24 10.3 Managing Global Marketing Whats the key of managing global markets?

    25. 2012-9-29 25 10.3.1 International market research

    26. 2012-9-29 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. 2012-9-29 27 10.3.2 International Negotiation and Communication Effective communication as a cornerstone of marketing becomes even more important in the international arena.

    28. International Negotiation and 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. 2012-9-29 31 10.3.3 Global Distribution and Logistics

    32. Global Distribution and Logistics

    33. Global Distribution and Logistics 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. 2012-9-29 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. 2012-9-29 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.

    37. 2012-9-29 37 Click to edit company slogan .

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