国际营销001.ppt

InternationalMarketing 韩雪梅广东外语外贸大学商务英语研究 AboutthecourseApproach Thiscoursewillbetaughtusinglectures casestudy presentations previewQ A Teachingrequirements Attendance10 PreviewQ A5 In classparticipation15 Finalexam70 ContentsoftheTextbook Part1 AnOverview chapter1 2 Part2 TheCulturalEnvironmentofGlobalMarkets chapter3 7 Part3 DevelopingGlobalMarketingstrategies chapter8 14 TheScopeandChallengeofInternationalMarketing Chapter 1 GlobalBusinessTrends TherapidgrowthoftheWorldTradeOrganizationandregionalfreetradeareassuchastheNAFTAandtheEuropeanUnionGeneralacceptanceofthefreemarketsystemamongdevelopingcountriesinLatinAmerican Asia andEasternEuropeImpactoftheInternetandotherglobalmediaonthedissolutionofnationalbordersManagingglobalenvironmentalresourceforfuturegenerations 1 1InternationalizationofU S Business IncreasingglobalizationofmarketsFirmsfacecompetitiononallfrontsManyU S companiesarenowforeigncontrolled exhibit1 1 U S firmsseekingforeignmarketstoincreaseprofits exhibit1 2 InternationalizationofChineseBusiness Duringthepast20years China sinternationaltradeexpanded16times withitsrankingintheworldbouncedtoseventhfromtheoriginal32nd TheamountofFDIisnowthelargestamongstdevelopingcountries ChinesecompaniesinvestingoutsideofChina Huawei Haier Chunlan Lenovo Marketing ornot FatherofModernMarketing PhilipKotler MarketingVSsales PlaceDistributionPolicy PricePricingPolicy PromotionCommunicationPolicy ProductProductPolicy TargetMarket 4Ps marketingmix 1 2InternationalMarketingInternationalMarketingistheperformanceofbusinessactivitiesdesignedtoplan price promoteanddirecttheflowofacompany sgoodsandservicestoconsumersorusersinmorethanonenationforaprofit Keywords businessactivities foraprofit 4Ps marketingmix inmorethanonenation DifferencesbetweenInternationalMarketingandDomesticMarketing TheonlydifferenceisinmorethanonenationDifferentenvironmentsindifferentnationsaddthecomplexityanddiversityofinternationalmarketing suchas levelofcompetition legalrestraints governmentcontrols weather fickle易变的consumers etc 1 3TheInternationalMarketingTask Controllableelements 4PsUncontrollableelements environment 7 TheInternationalMarketingTask Political legalforces Economicforces 1 2 EnvironmentaluncontrollablecountrymarketA EnvironmentaluncontrollablecountrymarketB EnvironmentaluncontrollablecountrymarketC Competitivestructure CompetitiveForces LevelofTechnology Price Product Promotion Channelsofdistribution GeographyandInfrastructure Foreignenvironment uncontrollable Structureofdistribution Economicclimate Culturalforces 3 4 5 6 7 Political legalforces Domesticenvironment uncontrollable controllable Time consciousUSA Americansare slavestonothingbuttheclock Egypt India LatinAmericans Adaptation P14 Aconsciouseffortonthepartoftheinternationalmarketertoanticipatetheinfluencesofboththeforeignanddomesticuncontrollablefactorsonamarketingmixandthentoadjustthemarketingmixtominimizetheeffects 1 4EnvironmentalAdaptationNeeded Thekeytosuccessfulinternationalmarketingisadaptationtoenvironmentaldifferencesfromonemarkettoanother MajorObstacles TheSelf ReferenceCriterionandEthnocentrismSelf ReferenceCriterion anunconsciousreferencetoone sownculturalvalues experiencesandknowledgeasbasisfordecisions Ethnocentrism thenotionthatone sowncompany culture orcountryknowsbesthowtodothings ImpactsofSRC leadstomisunderstanding failednegotiations failedproductsandprojectsExample Esso PetMilkIfmarketerstakethetimetolookbeyondtheirownself referencecriteria theresultsaremorepositive Examples Unilever McDonald s 1 5DevelopingGlobalAwareness Tobuildglobalawareness toleranceofculturaldifferences knowledgeofcultureshistoryworldmarketpotentialglobaltrends economic socialandpolitical 1 6StagesofInternationalMarketingInvolvement NoDirectForeignMarketingInfrequentForeignMarketingRegularForeignMarketingInternationalMarketingGlobalMarketing a NoDirectForeignMarketing Companydoesnotactivelycultivatecustomersoutsidenationalboundaries Productsmayreachforeignmarkets Foreigncustomersmaycomedirectlytothefirm Viadomesticwholesalersordistributors ReceiveordersfromInternet b InfrequentForeignMarketing 1 Temporarysurpluses becauseofthevariations变动inproductionlevelsordemand 2 Donotmaintaincontinuousmarketrepresentation3 Nochangeincompanyorganizationorproductlines Thereareveryfewthesekindofcompaniestoday c RegularForeignMarketing 1 Haspermanentproductivecapacitydevotedtotheproductionofgoodstobemarketedinforeignmarkets 2 Mayemployforeignordomesticoverseasintermediaries中间商 orhaveownsalesforceorsubsidiaries分公司inimportantforeignmarkets 3 Productsmaybeadaptedtomeettheneedsofindividualforeignmarkets 4 Profitsfromforeignmarketsmaybeimportant d InternationalMarketing 1 FullycommittedandinvolvedinInternationalMarketingactivities 2 Seekmarketsallovertheworld 3 Productionsofgoodsgooutsidethehomemarket 4 Companymaybecomeaninternationalormultinationalmarketingfirm e GlobalMarketing 1 Treattheworldasonemarket 2 Marketsegmentationdecisionsarenolongerfocusedonnationalborders 3 Halfofitssalesrevenuescomefromabroad 4 Entireoperationbeginstotakeonaglobalperspective Atwhichstageofinvolvementarethefollowingcompanies Coca Cola sGlobalmarketing consisting6internationaldivisions segmentationisbeyondnationalbordersGeneralimport exportcompaniesInternationalmarketing fullycommittedtooverseassalesWEICHAIPOWERInternationalmarketing investbyacquisitionandproducegoodsinGermany Sometimesoverlapping Maybeginatanystage shouldnotinferthatafirmprogressesfromonestagetoanother Maybeinmorethanonestagesimultaneously Ingeneral 1 7StrategicOrientation DomesticMarketExtension Ethnocentricorientation