国际市场营销InternationalmarketingCH1

1、International marketing 要注意区别的几个问题要注意区别的几个问题角度问题角度问题营销人员与销售人员营销人员与销售人员宏观营销与微观营销宏观营销与微观营销营销人员与销售人员的区别营销人员与销售人员的区别营销人员营销人员销售人员销售人员依赖于市场调研依赖经验试图从目标市场进行正确的市场细分了解不同个性的买主时间用于计划上时间用于面对面的促销上从长期考虑从短期考虑目的在于获得市场份额并赚取利润目的在于促进销售宏观与微观营销宏观市场营销学（宏观市场营销学（macro-marketing）从社会总体交换层面研究营销问题。它以社会整体利益为目标，研究营销系统的社会功能与效用，并通过

2、这些系统引导产品和服务从生产进入消费，以满足社会需要。社会福利导向微观市场营销学微观市场营销学(micro-marketing)从个体（个人和组织）交换层面研究营销问题。企业福利导向当代营销研究的主流仍然是微观市场营销学。Course outline International marketing basics 1 Introduction to International Marketing 2 Three basic theories of International tradeThe international marketing environment Targeting market

3、ing information markets International marketing mix Managing the international marketing E-commerce and online marketing Course requirement Attendance and participation 20%In-class Quiz 20% Group assignment and presentation 60%IntroductionWhat is marketing?“Marketing is a social and managerial proce

4、ss by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value with others.” (Kotler)Process, exchange, valueNeeds, wants and demands Needs: needs is a state of deprivation of some basic satisfaction such as: food, clothes, digitals Wan

5、ts: an individual may need to watch TV, but wants to consume a particular brand of Television. Demands: it is defined in a narrative way not in a broad way in the textbooks. it could be defined as the ability and willingness to buy any number of products based on customers purchasing power. The pyra

6、mid of Maslows hierarchy of needsAccording to Maslows hierarchy of needs, he divides humans needs into five levels: basic needs, safety needs, social needs, esteem needs and self-fulfillment needs. He usually uses a triangle or pyramid shape to describe his theory. Question: do the marketers create

7、human needs?Basic needs are relatively few, but peoples wants are unlimited, they are shaped by social influences, their past history and consumption experiences. Different people, then, may have very different wants to satisfy the same need. Everyone needs to keep warm on cold winter nights, for in

8、stance. But some people want electric blankets, while others prefer old-fashion down comforters.Just because of this, it give room or scope to the marketer.Consumer valuetwo factors contribute to consumer value, they are desired value and perceived value Desired value refers to what customers desire

9、 in a product or servicePerceived value is the benefit that a customer believes he or she received from a product after it was purchasedConsumer value: the deference between the values the consumer gains from owning and using a product and the costs of obtaining the product. consumer satisfaction Co

10、nsumer purchasing decision is based on their perception of the value that products and services deliver. Consumer satisfaction: To what extent that products perceived performance could match a buyers expectation. (quality)exchange, transaction and relationshipsExchange: the act of obtaining a desire

11、d object from someone by offering something in return.Exchange is the core of marketing.ButterfliesHigh profit potentialTrue friendsHighest profit potentialStrangersLowest profit potentialBarnaclesLow profit potentialShort-term customers long-term customersProjected loyaltyCustomer relationship grou

12、psHigh profitabilityPotential ProfitabilityLow profitabilityThese conditions must be met before an exchange occurs:-five conditionsThere must be at least two parties.至少有双方Both parties must offer something of value (e.g. money, goods. Services, an idea ) 每方都有可能提供对另一方来说有价值的东西Both parties must be aware

13、 of the existence of the other; both must be capable of communication and delivery 每方都有沟通与送货的能力Both parties must be free to accept or reject the others offer.每一方都可以自由地接受或拒绝 both parties must be willing and able to negotiate terms of exchange that they find acceptable. In other words, both parties mu

14、st believe that the exchange creates benefits or value.每一方都认为与另一方打交道是适宜或称心的。Markets The definition of market is the place where buyers and sellers gathered to exchange their goods. The factors that decide the size of market: (1)The number of the people; (2)Purchasing power; (3)purchasing desireA sim

15、ple marketing system市场（买者总和）行业（卖者总和）商品或服务货币信息沟通Marketing functions Contact: to communicate with prospective (potential) customer Merchandising: the process of bringing the right product to the right place at the right time in the right quantityPricing: to decide the price of product is the most sign

16、ificant determinants for profitPromotion: support marketing efforts, such as advertising, public relations, personal selling Distribution(渠道): the process of putting the consumer and the product together Human resources: internal marketing inside a company between employers and employees. It is impo

17、rtant for employees to understand. Marketing processUnderstand the marketplace and customer needs and wantsDesign a customer-driven marketing strategyConstruct a marketing program that delivers superior valueBuild profitable relationships and create customer satisfactionCapture value from customers

18、to create profits and customer qualityCreate value for customers and build customer relationshipsCapture value from customers in returnMarketing technologyGlobal marketsEthics and social responsibilityIntroductionWhat is international marketing?- “International marketing is the process of planning a

19、nd conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations” (Czinkota and Ronkainen)- “International marketing focuses its resources on global market opportunities and threats” (Keegan and Green)- “International marketing is th

20、e motor of the internationalization process of the firm” (Usunier)- It is a tool used to obtain improvement of the firms position in the global market- Strategy and action, global and localDifferent levels of international marketing Domestic marketing : entirely focus on home country market, without

21、 targeting overseas market. Export marketing: the initial stage of addressing market opportunities outside the domestic market International marketing: more involved in overseas market. entering certain countries by evaluating a companys resources and the nature of opportunity and threat. Internatio

22、nal Marketing Decisions appraising the internationalmarketing environment Deciding whether to go abroadDeciding which markets to enterDeciding how to enter the marketDeciding on the marketing programDeciding on the marketing organizationIntroductionWhat are the similarities and differences between i

23、nternational marketing and domestic marketing?Similarities: basic concepts, practices and tools are almost identical, key success factors are the sameDifferences: more strategic, more variables, more complex, cultural differences, legal constraints, information sources, managing distances, entry mod

24、e choiceInternational marketing of Chinese companies Read yourself marketing management orientations(市场经营观念)Marketing management wants to design strategies that will build profitable relationships with target consumers. But what philosophy should guide these marketing strategies?There are five alter

25、native concepts under which organizations design and carry out their marketing strategies: the productionproductsellingmarketing societal marketing concepts.Production conceptThis concept is the oldest orientations that guides sellers.The contentThe idea that consumers will favor products that are a

26、vailable and highly affordable. Therefore, management should focus on improving production and distribution efficiency. situations adopted:-two First: Demand for a product exceeds the supply Second: the cost is too high and improved productivity is needed to bring it down. disadvantage leading to ma

27、rketing myopia (短视). Product conceptThe content The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvement.situations adopted: Demand for a product exceeds th

28、e supply. But the extent changed.disadvantage: also lead to marketing myopia (短视) .Selling conceptThe content The idea that consumers will not buy enough of the firms products unless it undertakes a large-scale selling and promotion effort.situations adopted: 卖方市场向买方市场过渡阶段 the concept is typically p

29、racticed with unsought goods-those that buyers do not normally think of buying, such as insurance or blood donations. These industries must be good at tracking down prospects and selling them on product benefits.Selling concept (con.)most firms practice the selling concept when they face overcapacit

30、y. Their aim is to sell what they make rather than make the market wants. Demand for a product exceeds the supply. But the extent changed further, especially in a small part.disadvantage: Such a marketing strategy carries high risks. Marketing conceptThe content : The marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.Under the marketing concept, custo