国际市场营销.doc

国际市场营销International Marketing授课教案教材：药朝诚, 国际营销与全球战略 International Marketing & Global Strategy（英文版）中国财经出版菲利普R科特勒 国际市场营销学（英文版）中国人民大学出版第一讲: 国际市场营销导论Guiding Theory of the International Marketing第二讲: 影响国际市场营销的因素 Impacts on the International Marketing第三讲: 营销战略 Marketing Strategy第四讲: 营销计划与行动 Marketing Plan and Actions第五讲: 国际市场调研 International Market Research第六讲: 产品与服务 Products and Services第七讲: 国际市场价格策略 Pricing for International Markets第八讲: 国际市场进入战略 International Market Entry Strategies第九讲: 国际营销渠道 International Marketing Channels 第十讲: 整合式营销传播 Integrated Marketing Communications第十一讲: 国际营销环境中的文化差异 International Marketing and Cultural Differences第十二讲:管理文化差异Managing the Cultural Differences第一讲: 国际市场营销导论Guiding Theory of the International Marketing一、市场营销学的基础知识 Marketing Essentials Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others.Marketing is managing profitable customer relationships.l Marketing decision factorsl Aspects of the domestic environmentLearning objectives: l The marketing definitionl The importance of the marketingl The procession of becoming a marketer二、国际市场营销 International MarketingInternational marketing is defined as the performance of business activities designed to plan, price, promote, and direct the flow of a companys goods and services to consumers or users in more than one nation for a profit.l The international marketing taskl Aspects of the foreign environmentl Environmental Adaptation Neededl Stages of international marketing involvement l International marketingl Global marketing三、 国际市场营销与国际贸易International Marketing & International Trade国际贸易： 国家之间有形产品与无形服务的交换活动 Exchange of the visible products and invisible services among the nations 国与国之间分工的结果 Outcome of the International Labor Division国际贸易与国际营销的共同点:What are in common for the both?n 经营活动的目的：获取利润 Business Purpose: Earning profitn 交换对象：商品和劳务 Exchange: Commodities and labor Servicesn 经营环境：复杂的国际环境 Environment: International, with complexityn 理论基础：比较利益学说,国际产品生命周期 Theories: Comparable Advantage, Product Life Cycle四、 企业走向国际市场的动因 Why Companies go international ?l 国内市场需求饱和及市场竞争激烈l 国际市场的吸引力l 政府的支持和鼓励l 科技的发展提供了物质前提l 学习先进的科学技术和管理经验五、 国际营销面临的形势与挑战 The Challenging Situationn 经济全球化 Economic Globalizationn 国际市场竞争 International Competitionn 贸易保护主义 Trade Protectionism n 贸易区域集团化 Regional Economic Bloc六、国际市场营销的战略思考 Strategic Considerationn 传统观念：20世纪60年代以前，生产观念、产品观念、 推销观念，以生产为导向，从产品出发，在国际营销中只调整分销。n 营销新观念： 20世纪60年代，西方国家市场形成买方市场格局，以国际市场顾客需求为中心组织资源和人力，运用国际市场营销组合策略占领国际市场。n 营销战略观念：20世纪80年代，从以顾客为中心转向研究公司外部环境；在追求企业利益同时，考虑社会相关群体利益。n 全球营销观念：跨国公司的经营哲学，将产品销售到全球，满足全球目标顾客的需求。思考题：1What are the differences between the Marketing and the International Marketing?2. Describe the International Marketing Environment3. Why should companies go international ？4. “The marketers task is the same whether applied in Texas or Tanzania.” Discuss.5. How can the increased interest in international marketing on the part of U.S. firms be explained?第二讲： 影响国际市场营销的主要因素 Main Impacts on the International Marketing 一、 国际市场营销文化环境 International Cultural Environment- Cultural- Importance of culture to international marketing- Elements of Culture- Cultures Knowledge二、国际市场营销经济环境 International Economic Environment- International economic environment- Regional economic organization三、国际市场营销政治环境 The Political Environment: A Critical ConcernNo company, domestic or international, large or small, can conduct business without considering the influence of the political and legal environment within which it operates. l The sovereignty of nations l Stability of government policiesl Political partiesl Nationalisml Political risks of global businessl Confiscation, expropriation, and Domestication四、国际市场营销法律环境The International Legal Environment: Playing by the Rules Learning Objectives:l The four heritages of todays legal systemsl The important factors in jurisdiction of legal disputesl Issues associated with jurisdiction of legal disputes and the various methods of dispute resolutionl The unique problems of protecting intellectual property rights internationallyl Ways to protect against piracy and counterfeitingl Bases for Legal systems l Common and code lawl Islamic lawl Jurisdiction in international legal disputesl Protection of intellectual property rights: A special problem思考题:1. What are the main factors to affect the International Marketing?2. “A crucial fact when doing business in a foreign country is that permission to conduct business is controlled by the government of the host country.” Comment.3. What are the main factors to consider in assessing the dominant political climate within a country?4. Why is a working knowledge of political party philosophy so important in a political assessment of a market?第三讲：营销战略 Marketing StrategyIn economics, it is defined as “ major operation plan of long term designed to serve for companys overall development goal.” 一、何为营销战略 What is Marketing Strategy?Marketing Strategy is Process of assessing the firms environment to detect competitive advantages and then exploiting those advantages to reach specific goals Marketing strategy is forward-looking, long-term and relatively stable, carefully considered and relevant to the circumstanced of the specific business (or specific product), in order to reach a long term business goal. Two sources of competitive advantages Capabilities advantages Products, Brand, Scale, Technology, Finance Positional advantages Business occupies some advantageous geography Business occupies some advantageous place(s) in the perceptions of, most significantly, customers.In essence, marketing strategy is the process by which the firm Assesses the advantages associated with different perceptual positions Selects optimal position(s) for its business(es) Acquires the selected position(s) Maintains the acquired position(s)二、战略目标 Business Strategic GoalsGoal of Growth Products; Variety; Quality; Total output Value of Total Assets Sales and Growth rate Profitability and Growth rateCompetition Technological capacity Product pricing Product quality Market share (absolute and relative) CI and BIStability Operation Safety Profitability Solvency Polymeric & Synergistic三、营销战略的重要性Importance of the Marketing Strategy “ Without marketing strategy, companies just like planes flying in air turbulences through thunder storms, finally may crashed down, or perhaps fuel exhausted. 四战略分析Strategic Analysis Customer Channel Competitor Company五、 差异化营销战略 Marketing Strategy Differentiation思考题：1. What is the Marketing Strategy?2. What are the 4Ps?3. Draw up the Ansoff Metrix第四讲： 营销计划与行动 Marketing Plan & Actions所有企业都需要营销计划Like all companies need marketing strategy, All Companies Need Marketing Plan.Without a plan, individuals within the company may lack any sense of priorities, and may have no understanding of what needs to be achieved or how it should be achieved. 一、制订营销计划的三要素 Three main elementsw The marketing activities that will be undertakenw The timing of actionsw The reasons behind each action二、制订营销计划 Drawing up a Marketing Plan w Historical Data 历史数据; w Current Trends 目前的发展趋势w Future Expectations 对未来的期望; w Financing 资金考虑六个因素 The six elements of marketing planningw 1. Looking at what has happened before; w 2. Predicting what is going to happen;w 3. Identifying opportunities; w 4. Developing winning plans;w 5. Allocating resources to their best effect; w 6. Putting the plans into action.三、建立SMART 目标体系w A marketing plan should use targets that meet the SMART criteria.w Specific 明确 means that the targets clearly identify what the aim is and what would be classed as success. w Measurability 量化 implies that the targets are quantifiable. w The targets need to be agreed upon between superiors and subordinates and set to an appropriate level. w They should be realistic 切实可行and achievable. 四、确定营销预算的方法The Most Common Methods To Decide Marketing Fundsw Historical-Allocating Method 历史测算法 It means that the money for this year is similar to the last year, perhaps with an addition to cover inflation or the growing size of the business. Although this method is easy to use and understand, it does go against the idea that businesses operate in a dynamic, ever changing environment. w A Zero-based System Method 零起点法 This involves starting with a blank piece of paper and requires every piece of spending to be justified in terms of its contribution to the businesss overall objectives. This is a fair method of allocating the limited resources of a business, but is likely to be very time consuming and can be inflexible: the funding for instant opportunities may be difficult to acquire.w Competitor Parity Method 竞争测算法 Here a figure is allocated that is similar to the spending of comparable companies. This method, however, does mean that a company has to have reliable information about its competitors spending habits and also their plans for the future. w A Task-based Allocations Method 任务测算法 Perhaps this method is more realistic.思考题:1. Describe the relationship between the marketing strategy and marketing plan.2. What are the factors to be considered to make a good marketing plan?3. How many methods can be used to decide the marketing budget?第五讲 国际市场营销调研 International Market ResearchLearning objectives:l The importance of problem definition in international research l The problems of availability and use of secondary datal Quantitative and qualitative research methodsl Multicultural sampling and its problems in less-developed countriesl Sources of secondary datal How to analyze and use research informationBreadth and scope of international marketing research Marketing research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.The function that links the consumers to the marketers through information- information used to identify and define marketing problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.The research process International marketing research involves two additional complications: First, information must be communicated across cultural boundaries. Second, the environments in which research tools are applied are often different in foreign markets1. Define the research problem and establish research objectives.2. Determine the sources of information to fulfill the research objectives.3. Consider the costs and benefits of the research effort4. Gather the relevant data from secondary or primary sources, or both.5. Anlyze, interpret, and summarize the results.6. Effectively communicate the results to decision makers. Problems of gathering primary datal Ability to communicate opinions l Willingness to respond l Sampling in field surveys l Language and comprehension思考题：1. Describe the procedures of the market research.2. Why does the market research have to be carried in the international marketing?第六讲：国际市场进入策略International Market Entry StrategiesPlanning for International Marketsl Planning is a systematized way of relating to the futurel Planning offers a systematic guide to planning for the multinational firm operating in different countries.l It is an attempt to manage the effects of external, uncontrollable factors on the firms strengths, weaknesses, objectives, and goals to attain a desired end.Foreign Market Entry Strategiesexporting 出口进入模式contractual agreement 契约进入模式direct foreign investment 投资进入模式strategic alliances 战略联盟思考题:1. What is the difference between the franchise agreement and the license agreement?2. Describe the difference about the strategic alliance and the joint-venture.3. List the types of market entry methods.第七讲：产品与服务Products and Services Learning objectives:l The importance of offering a product suitable for the intended marketl The importance of quality and how quality is defined l Country-of-origin effects on product imagel Physical, mandatory, and cultural requirements for product adaptationl The need to view all attributes of a product in order to overcome resistance to acceptanceQualityIntense global competition is placing new emphasis on manufacturing quality productsQuality, as a competitive tool, is the deciding factor in world marketsl Maintaining qualityl Physical or Mandatory requirements and adaptationl Green Marketing and product development l Barriers to entering global markets for consumers servicesl Brands in International markets思考题:1. Describe the types of trade barriers and non-trade barriers in the international marketing.2. How can the product quality standards be secured in international marketing?3. Amongst the 4 Ps, which you feel the most important? And why? 第八讲 国际市场营销价格策略Pricing for International MarketsLearning objectives:l Components of pricing as competitive tools in international marketing l The pricing pitfalls directly related to international marketing l How to control pricing in parallel imports or gray marketsl Price escalation and how to minimize its effect l Countertrading and its place in international marketing prictices l The mechanics of price quotationsn Pricing policy n Pricing objectives n Parallel importsn Approaches to international pricing： u Full-cost versus variable-cost pricing u Skimming versus penetration pricing u Price escalationu Middleman and transportation costsu Dumpingu Government-influenced pricing思考题:1. What factors should be considered by companies when making prices for the products?2. How many methods can be applied for pricing?第九讲：国际市场营销渠道策略International Marketing Channels Learning objectives: l The variety of distribution channels and how they affect cost and efficiency in marketingl The Japanese distribution structure and what it means to Japanese customers and to competing importers of goodsl How distribution patterns affect the various aspects of international marketingl The growing importance of e-commerce as a distribution alternativel The functions, advantages, and disadvantages of various kinds of middlemenl The importance of middlemen to a products success and the importance of selecting and maintaining middlemenChannel-of-distribution structuresImport-oriented distribution structure Trends: From traditional to modern channel structures Distribution patterns l Capital requirements l Controll Coveragel Characterl Continuity思考题:1. Why is it said that the middlemen are important in international marketing?2. How can the distribution be reasonably controlled?3. Describe about the types of distribution channels in international marketing.第十讲：整合式营销传播 Integrated Marketing Communications Learning objectives:l Local market characteristics that affect the advertising and promotion of productsl The strengths and weaknesses of sales promotion and public relations in global marketing l When global advertising is most effective; when modified advertising is necessaryl The effects of a single European market on advertisingl The effect of limited media, excessive media, and government regulations on advertising and promotion budgetsl The communication process and advertising misfiresn Sales promotions in International marketsn International public relations n International advertisingn Advertising strategy and goalsn Media Planning and Analysisn International control of advertising : broader issues思考题：1. Define the following terms: Integrated marketing communications sales promotions public relations 2. “Perhaps advertising is the side of international marketing with the greatest similarities from country to country through-out the world. Paradoxically, despite its many similarities, it may also be credited with the greatest number of unique problems in international marketing.” Discuss it.3. What is the importance of feedback in the communications process?第十一讲 国际营销环境中的文化差异 International Marketing and Cultural Differences一、文化的巨大影响 Cultures Pervasive Impact1. “Software of the mind” culture is a guide for humans on how to think and behave; it is a problem-solving tool. (Hofstede)2. An invisible barrier a completely different way of organizing life, of thinking, and of conceiving the underlying assumptions about the family and the state, the economic system, and even Man himself” (Hall)3. A “thicket” (U.S. Ambassador Hodgson) Culture influences every part of our livesCulture is the sum of the “values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation”二、文化的特征：继承性；发展性；差异性；复杂性三、文化对于国际市场营销的重要性 Importance of Culture to International Marketing Culture is pervasive in all marketing activities such as in product, packagingl A successful marketer must be a student of culture, meanwhile their activities affect culturel The effect of marketing is judged by local cultural. Unde