国际市场营销英文教案ppt课件.ppt

Self introductionLeia StudyTask 1 Review Chapterone 2 InternationalMarketingEnvironments Part1 SocialandCulturalEnvironments Review Chapterone InternationalMarketingTheory caseanalysisIntroductiontoInternationalmarketing InternationalMarketing Introduction 1 Whatismarketing P2 Theprocessofplanningandexecutingtheconception pricing promotion anddistributionofideas goodsandservicestocreateexchangesthatsatisfyindividualandorganizationgoals Marketing oneofthefunctionalareasofabusinessortheactivitiesthatalongwithproductdesign manufacturing andtransportationlogistics compriseafirm svaluechain Theessenceofmarketing P5 istosurpassthecompetitionatthetaskofcreatingperceivedvalueforcustomers ValueEquation V B PB benefitsP price money time effort etc Howtoimprove V Example V B P 2 Whatisinternationalmarketing Practicingmarketingintheinternationalenvironment Anorganizationthatengagesininternationalmarketingfocusesitsresourcesoninternationalmarketopportunitiesandthreats InternationalMarketingVSDomesticMarketing Moredifficult language law culture tradeandnon tradebarriers marketresearch andcommunication Morecomplicated currency measuresandweights customs monetaryexchange transportation insurance andcounter claimMorerisky credibility currencyexchange politicalrisk transportation andpricingMoreopportunitiesandmoreprofitableShouldwegoglobal StandardizationorLocalization Globallocalization Thinkgloballyandactlocally 全球化思考本土化行动 标准化 差别化 全球本土化 Standardization GlobalCustomer 年龄 收入 职业 教育背景价值观念和生活方式具有高度一致性的顾客群ScaleEconomyUniformBrand例子 IT等新兴产业 钢铁 大宗化学品和半导体芯片 Globallocalization 全球本土化 Globalmarketingrequiresmarketerstobehaveinawaythatisglobalandlocalatthesametimebyrespondingtosimilaritiesanddifferencesinworldmarkets Howtodoit 1国际市场宏观细分 各子市场内实行标准化 联合利华 人均国民生产总值四类第一类肥皂第二类普通洗衣粉第三类洗衣机用洗衣粉第四类含有纤维软化剂洗衣粉 Howtodoit 2 产品标准化 广告差异化 HPCoca Cola Howtodoit 3 品牌形象标准化 产品差异化 McDonald s法国 葡萄酒德国 啤酒泰国 水果奶昔澳大利亚 羊肉馅饼巴西 浆果饮料 Howtodoit 4 产品核心标准化 产品外观 或附属特征 差异化 GM GeneralMotors FHILIPS Howtodoit 5 产品标准化 销售方式差异化 EnteraforeignmarketDirectexport 1 设立国内出口部 2 国外经销商和代理商 3 设立驻外办事处 4 建立国外营销子公司LicensingForeignjointventure Kodak EnteraforeignmarketDistributionPromotion Advertisemente g Gillette 日本的批发组织繁复美国的联合销售组织发达西欧的非营利性合作社 Whatisyourchoice DesignmanufacturepackagingADDistributioncustomerservice Merchandise Popular Low costLuxuryNational localcharacteristicsInternationalTravelerTheelderly Theimportanceofglobalmarketing Wishtoachievemaximumgrowthpotentiale g TheUScompanies 75 ofworldmarketpotentialisoutsidetheirhomecountry Throughouthistory companieshaveachievedworldwidedominanceinspiteofthesmallersizeandlimitedmarketoftheirhomecountry Itshouldbenoted however thataninternationalpresencewasessentialfortheirsuccess ManagementOrientation 管理取向 EthnocentricPolycentricRegiocentricGeocentric 母国中心导向 多国中心导向 地区中心导向 全球中心导向 EthnocentricOrientation 母国中心导向 Homecountryissuperiortotherestoftheworld Foreignmarketssecondary Domesticandinternationalcompanies A Domesticcompanies Seeonlysimilaritiesinmarkets Productsandpracticesthatsucceedinthehomecountrywillbesuccessfulanywhere B Internationalcompanies Adheretothenotionthattheproductsthatsucceedinthehomecountryaresuperior Productscanbesoldeverywherewithoutadaptationstandardizedorextensionapproachtomarketing e g Nissan PolycentricOrientation Eachcountryisunique Eachsubsidiaryshoulddevelopitsownbusinessandmarketingstrategiese g FordMotorCompany RegiocentricOrientation Eachregionisuniqueandanintegratedregionalstrategyistobedevelopedtoservethatregion e g aU S companythatfocusesonthecountriesincludedintheNAFTA NorthAmericanFreeTradeAgreement theUnitedStates Canada andMexico GeocentricOrientation Viewstheentireworldasapotentialmarketandstrivestodevelopintegratedworldmarketstrategies RegiocentricandGeocentric Geocentric asynthesisofethnocentrismandpolycentrism Itisaworldviewthatseessimilaritiesanddifferencesinmarketsandcountries andseekstocreateaglobalstrategythatisfullyresponsivetolocalneedsandwants Regiocentric haveaworldviewonaregionalscale theworldoutsidetheregionofinterestwillbeviewedwithanethnocentricorapolycentricorientation oracombinationofthetwo Pleasematch EthnocentricPolycentricRegiocentricGeocentric integratedonaregionalscalecentralizedinmarketingManagementintegratedonaglobalscaledecentralized DrivingForces 驱动力 P17 RegionalEconomicAgreementsNAFTA EU ASEAN GCC APEC 北美自由贸易区 欧盟 东盟 海湾合作委员会 亚太经济合作组织 ConvergingMarketNeedsandWantsandtheinformationrevolutionTransportationandCommunicationimprovementsProductdevelopmentcostsQualityWorldeconomictrendsLeverage Leverage 杠杆作用 P18Inthecontextofinternationalmarketing leveragemeanssometypeofadvantagethatacompanyenjoysbyvirtueofthefactthatithasexperienceinmorethanonecountry ExperiencetransfersScaleeconomiesResourceutilizationGlobalstrategy RestrainingForces抑制力 ManagementMyopiaandOrganizationCultureNationalcontrol