APS资料市场营销.doc

International MarketingInternational Marketing refers to Marketing carried out by companies overseas or across national borderlines.International Marketing is a subject which based on the background of the globalization and the development of the multinational corporations.When a company is going to entry other countrys market, it will faced a totally different situation from its own country. Just like the different language, different customs, different religion, different political and law, different socials cultural.Such different environment brings high risks and uncertainty. So company should pay more attention to it.Through segmenting the global market , considering its own strength and comparing the market opportunity, the company could choose one or several countries as its target markets.And then it should find a suitable entry approach, such as joint venture, the merger and acquisition.The international marketing follow the localization of the product, the price , the place and the promotionFor example:Haier is a famous electrical appliance company in China.Its products cover Asia, America and Africa.At early stage, it produces in China and then sale them to another countries by local middleman.When its products and brand are accepted by local market, it attempt to build new factory in local area. And then, with high increasing of market share, it can purchase local company.4P in international marketingProduct:For example: A frige for European is bigger than for Chinese. A wash machine for European, it can wash and dry clothes.According to the habit and custom of local consumer.Price: several factors affect pricingLocal affecting pricingTotal cost: production cost, transport cost, taxCompetitors pricePlace: MiddlemanIn developed countries, they distribute products by big electrical appliance retailersIn developing countries, they distribute products by agency.Promotion:Personal sellingNative salesAdvertisingLocal language and cultureMarketing一、市场调研 market researchMarketing studies how the business sale products or services to customers.In such strong competition,company must study the environment of the industry, the competitor,the consumer and itself.Even the indirect environment,such as social culture,political,technology,law and economy.From these,company could find competitive advantagy.And then,segemet,target and position can help company find target market.Analyze customers wants and needs.According to this,company could design marketing strategy,4P,product,price,place and promotion.Meet customers demands is the most important thing in the company.二、营销战略Market segmentation & targeting&positioningSince the difference of the consumer ,the company should to divide the market into sevral son markets according to consumers age,gender,religion,nationality and demand.And then ,the company according to competitive advantegy to choose one or several target market.Positioning is to find the product competitive advantagies which compared with the competitor,and across to the consumer through the advertising or other mediums.三、营销策略4P Product:The new product development新产品开发、the product line 产品线、Product improvement产品改良brand stratage 品牌策略 Brand names品牌命名 brand identity system品牌识别体系 brand communication品牌传播 Brand Connotation品牌内涵Packaging design 包装设计(Product strategy:Fast depredate,slow depredate,fast permeate,slow permeate)In introducing period,we can choose four kinds marketing strategies.They are fast depredate,slow depredate,fast permeate,slow permeate.1,Fast depredate is the way of leading the new product into market with high price and high promotion costs.If this strategy succeds,the company can earn comparable big profit and draw back the investment of developing new product as soon as possible.2,Slow depredate is the way of leading the new product into market with high price and low promotion costs.This strategy can make the company have more profit.But if you choose this strategy,the market scale must small,competition thread is not big and most consumers have not too much doubt about the product,properly high price is accepted by market.3,Fast permeate is the way of leading the new product into market with low price and high promotion costs.This strategy bring the fastest permeating rate and highest occupancy rate. The condition of carrying out this strategy is that the product market is very big,potential consumers not understand the product and very sensitive to price,potential competition is comparable heavy and so on.4,Slow permeate is the way of leading the new product into market with low price and low promotion costs.Low price in order to prompt the market accepted the new product fast,however,low promotion costs can realize more net profit.The basic condition of carrying out this strategy is that market volume comparable big,potential consumers easily or have understood this new product and very sensitive to price , considerable potential competition are ready for taking part in competition.The core of marketing in growing period is that try the best to prolong the growing period of product.We can choose marketing strategies as follow:1,according to the users needs and other marketing information,improve products quality constantly.2,reinforce promotion and erect strong products image.3,consolidate former channel,increase new sale channel,exploit new market.4,select proper opportunity to adjust price in order to more consumers.There are three basic strategies in maturation period:matket improvement , product improvement, and marketing combination improvement.Market improvement namely exploit new market,seek for new consumers.Product improvement is that after improving products quality or service put product into market again.Marketing combination improvement means that prolong the products maturation by changing price,market channel and promotion method.Marketing strategies in decline period:1,mass strategy namely earns profit as much as possible in the most advantage market.2,maintain strategy is that maintain the former subdivision market and market combination to keep the sales in low level. When the opportunity is proper,stops the product business and exit the market.3,Shrinkage strategy greatly reduce the cost of sales,such as advertising costs reduced to 0.Although sales maybe decease fast, current profit can increase.Price:effect factors定价的影响因素Cost成本the competitors price竞争产品定价Consumer psychology 消费者心理demands and needs 供需关系(Pricing strategy:psychology strategy,discount strategy,area,difference,new product)Place:middleman中间商 partners合作伙伴 helps the goods reach to the consumerthe angency management:信任 互利互惠 制度 激励motivate 考核Promotion:1.sales promotion 销售促进2.personal selling 人员推销3.republic relationship 公共关系4.advertising广告marketing concept 营销观念Consumer behavior research影响因素effect factors社会因素：社会文化 social culture 社会阶层Social class 相关群体Related groups 示范效应Demonstration effect个人因素：经济收入income、生理physiology、个性personality、生活方式lifestyle营销因素：品牌 价格 产品质量 服务等Corporate strategic ManagementThe term of strategy refers to top managements plans to develop,fulfill and sustain the oganizations mission in order to achieve competitive advantage.Strategy management is a process that commences with top managements analysis of the total environment in which the organization perates.Strategic choice at corporate level1,Internal Growth(a) Horizontal integration: a firm that acquires other companies in the same line of business.(b) Horizontal related diversification: when it acquires a business outside its present scope of operations, but with similar or related core competencies.(c) Mass unrelated diversification: when a firm acquires a business in an unrelated industry to reduce cyclical fluctuations in cash flows or revenues.(d) Vertical integration: refers to a firms ownership and the merging of various stages of activities in its product value chain.(e) Backward integration, forward integration mergers: occurs when two or more organizations agree to combine into one operation.2.Stability strategy: is intended to maintain a firms present size and current lines of business3.Retrenchment strategy: It may be designed to reduce the size of the firm.It may take one of three basic forms: turnaround divestment or liquidation.BCG:Star , Question mark, Cash cow, DogManagementManagement is the act of getting people together to accomplish desired goals and objectives using available resources efficiently and effectively.Management has four functions:1. Planning:Planning is a process for accomplishing purpose4Q can show what is management1,where are we today in terms of our business or strategy planning?2,where are we going?3,where do we want to go?4,how are we going to get there?2,Organizing: Organizing is the act of rearranging following one or more rules, and help to achieve organizational goal.Organization Structure1,A set of formal tasks assigned to individuals and departments.2,Formal reporting relationships, including lines of authority, decision responsibility, number of hierarchical levels and span managers.3,The design of system to ensure effective coordination of employees across departments.Human Resource ManagementRecruitAppointAppraiseTrainningPromote3.LeadingLeading is “organizing a group of people to achieve organizational goal”Motivation communication teamworkMaslow : hierarchy of Needs theory(1) Physical Needs(warmth,shelter,food)(2) Security Needs(Protection from danger)(3) Social Needs(love,friendship,commradeship)(4) Ego Needs(self respect,personal worth)(5) Self Actualization Needs(full potential)4. ControllingWith controlling we can check the progress.Macro mkru -economics studies of production and consumption Macroeconomics studies the economic decisions of a large group of people; for example, a whole countrys economy. Many governments use macroeconomics to decide how much tax to collect, and what interest rates should be.Macroeconomics also looks at exchange rates. For example, if a country has a high exchange rate, not many people will want to buy its expensive products. So the demand will be lower, and so will the price come down.consumption knsmpn 消费 Economics n. 经济学 economic a. 经济的,经济学的n. -s经济学(状况等)interest rates 利率 exchange rates 汇率Microeconomics Study the behavior of how the individuals and firms make decisions to allocate limited resources.Microeconomics examines how these decisions and behaviors affect the supply and demand for goods and services, which determines prices, in turn, d