国际市场营销双语教程课件-cha1

1、Chapter 1 International Marketing in GeneralChapter 1 International MarkeLearning Objectives本章学习目标：1. International marketing and its definition.国际市场营销及其定义。2. Different company orientations toward international marketing.企业进入国际市场的不同的价值取向。3. Driving forces direct companies going international.企业进入国际市

2、场的驱动力。4. Obstacles preventing companies from successful marketing.企业进入国际市场会面临的障碍。Learning ObjectivesFramework1、The Importance of International Marketing2、Driving Forces of International Expansion3、 Obstacles to InternationalizationFramework1、The Importance of IWhat is International Marketing? The pr

3、ocess of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations.What is International MarketinSelected U.S. Companies and Their International SalesSelected U.S. Companies and ThThe International Marketing TaskThe

4、International Marketing TaInternational Marketing QuestionsShould I obtain my supplies domestically or from abroad?What marketing adjustments are or will be necessary?What threats from global competition should I expect?How can I work with these threats to turn them into opportunities?What are my st

5、rategic global alternatives?International Marketing QuestiWorld Trade ImportanceWorld trade has grown from $200 billion to more than $7 trillion in the past three decades.The Iron Curtain is gone and capitalism has replaced the old economic doctrines.Firms invest on a global scale.Increasingly more

6、difficult to define “where” products come from.New trading blocs are emerging.World Trade ImportanceWorld trGlobal LinkagesGlobal linkages bind countries, institutions, and individuals more closely than ever.World trade opens up entirely new business horizons.Global LinkagesGlobal linkagesTrade and

7、Domestic Growth RatesTrade GrowthDomestic GrowthSOURCE: International Financial Statistics Yearbook IMF 2000.Trade and Domestic Growth RateDomestic Policy Repercussions ConsiderationsLowering of interest rates, happy U.S. customers but what about impact of countries offering higher interest rate?Agr

8、icultural and farm polices.Currency flows.Exchange rates.Domestic Policy Repercussions Meeting International ChallengesBe prepared and develop active responses.Develop new strategies.New plans are needed.Adaptation to the new environment and markets.Meeting International ChallengStrategic MarketingM

9、arketing Managers TaskTo plan and execute programs that will ensure a long-term competitive advantage for the company.Strategic MarketingMarketing MMarketing Managers Supporting TasksDetermine the specific target markets.Manage the marketing mix in order to best satisfy the needs of individual targe

10、t markets.Marketing Managers SupportingTarget Market SelectionTarget MarketOrganizationOccupantsOccasionsObjectivesOppositionOperationsOutletsObjectsTarget Market SelectionTarget Marketing ManagementPlaceDistributionPolicyPricePricingPolicyPromotionCommunicationPolicyProductProductPolicyTarget Marke

11、tMarketing ManagementPlaceDistThe ProcessStages in the Marketing ProcessAnalysis:Collect data on the eight Os from data sources- primary and secondary, internal and external, formal and informal. Screen data for opportunities to employ company resources for competitive advantage.Planning:Develop a m

12、arketing plan which includes a situation analysis, goals and objectives, long-term strategies and short-term tactics, cost and profit estimates, and anticipated changes in organizational structure.Implementation:Take actions to put the plan into action. Adjust implementation activities to account fo

13、r environmental changes in market conditions.Control:Use annual planning (sales to forecast), profitability, and efficiency controls to monitor the plans successes and failures.The ProcessStages in the MarkeStages of InternationalMarketing InvolvementIn general, firms go through five different phase

14、s in going international:Infrequent Foreign MarketingNo Direct Foreign MarketingInternational MarketingRegular Foreign MarketingGlobal MarketingStages of InternationalMarketiStrategic Orientation: EPRG SchemaOrientationEPRG SchemaDomestic MarketingExtensionMulti-DomesticMarketingGlobal Marketing(Eth

15、nocentric)(Polycentric)(Regio/Geocentric)Strategic Orientation: EPRG ScGenerally, four distinctive approaches dominate strategic thinking ininternational marketing:Strategic Orientation: EPRG SchemaEthnocentric or Domestic Marketing Extension Concept: 2. Polycentric or Multi-Domestic Marketing Conce

16、pt: Opposite of ethnocentrism Management of these multinational firms place importanceon international operations as a source for profitsManagement believes that each country is unique andallows each to develop own marketing strategies locallyHome country marketing practices will succeed elsewherewi

17、thout adaptation; however, international marketing isviewed as secondary to domestic operationsGenerally, four distinctive apGenerally, four distinctive approaches dominate strategic thinking ininternational marketing:Strategic Orientation: EPRG Schema3. Regiocentric:4. Geocentric:Regiocentric and G

18、eocentric are synonymous with a GlobalMarketing Orientation where a uniform, standardizedmarketing strategy is used for several countries, countries ina region, or the entire worldSees the world as one market and develops a standardizedmarketing strategy for the entire worldGenerally, four distincti

19、ve apThe Chapters Referential Questions:本章参考题(1) Define international marketing. How it is different from domestic marketing? 请谈谈国际市场营销的定义，以及国际市场营销与国内市场营销有何不同？(2) Why is the international marketers task more difficult than that of the domestic marketer? 为什么说，与国内市场营销相比国际市场营销的任务会更艰巨？(3) What are the primary obstacles to access in the international market? 企业进入国际市场会遭遇哪些主要障碍？(4) Discuss the cond