Global Marketing Global Marekting Global Markeitng 1 Global

Global Marketing Global Marekting Global Markeitng 서원대학교 경영학부 교수 김 범종 1

Global Marketing Strategy? Globalization is homogeneity. It's the same food, names and products the world over, defeating the very purpose of tourism to begin with. What tourists or travelers really want to see isn’t development, they want to see life, cultures and diversity. They want to see Filipinos as Filipinos, not as people trying to be something we’re not. They want to see a farmer farming, fisherfolk fishing, tinderas selling and bread makers baking. They do not want to see concrete structures littering the mountains river and sea sides, 7 -11 s and Mc. Donalds dotting the landscape. In other words, they want to see local products and local spirit. We shouldn’t cater to tourists exclusively, but to our selves first; our well being, our livelihoods and our cultures. Why are so many LGUs in the province so motivated to protect the environment for tourist Pesos and Dollars? Aren't we good enough? Shouldn’t we save it for our own lives sake? If we do, then tourists will come, and not the overbearing tourists who treat locals like slaves, sex objects and with disrespect. Instead we’ll get the traveler who seeks a moment to understand a culture, cultivate a friendship and savor an independent experience. What the traveler seeks and is willing to share his and her time, money and respect for is what every local community already has. It’s culture. It's native foods, hospitality and native architecture. If there is tourist money to be made, let it be made by the local communities, not by the outside developers that privatizes prime properties for paying vacationers and make us feel like we have to be thankful that we can have a job being waiter in their resorts while they make all the money. BK online (2000) EDITORIAL, June 16 -30 issue 13

Global Marketing Strategy v Glocalization • 지역시장에 따른 환경요소의 차이를 고려하여 비용-문화적으로 유효한 범위 내에서의 표준화를 추구함. • Glocalization(글로벌+현지화) – Glogionalization(글로벌+지역 화) Novartis’ marketing was built on the premise “We will launch our brands and position them globally, but with different local tailoring” Andrew Kay, VP of global sales and marketing at Novartis. Jollibee's advertising is deeply rooted in the traditional Filipino values of family and love for children. Fueled by Filipino creativity, its expression is anchored on its products' unique taste and superiority. 14

Global Marketing Strategy v Global brand화(글로벌 차별화 + 이미지 통 일) ü Kellog, Lan. Vin, Boss, Guess, Pizza-Hut, Intel, MS, SONY, Nike, Fila, Simons, Anycall, LG v localization ü 지역밀착 ü 문화적응 ü 지식. 학습 메커니즘: 글로벌 인재 (IBM: 전직원의 마케팅 인력화, 마케팅 부서는 글로벌 전략기획 ) 15

글로벌 통합과 현지 적응 요인 High Ball bearings, wheat Cost Reduction (Global integration) Pressure Cosmetics, food, household goods Low Local Responsiveness Pressures High Differences in -consumer tastes/preferences -Infrastructure/practices -Distribution channels -Host government needs

Global Marketing Strategy v 가격 전략 ü 시장침투 가격과 스키밍 가격 Lexus 휴 대 폰 가 격 시 간 ü Price discrimination and Reservation price ü 국가별 reservation price, price sensitivity, competition 22