国际市场营销期中课程报告.doc

20132014第一学期国际市场营销课程期中报告 Chapter oneChapter one is summarize of International Marketing. In this chapter we have a knowledge of the definition of the marketing .Only on the premise of knowing what is it, can we have learn it well.Firstly, we have a preliminary knowledge of the concept of marketing .We know the marketing is more than just buying and trading , its a behavior of art .It also tell us the difference between marketing and sales .In fact , sales is just a part of marketing. Complete marketing includes knowing customers needs and wants, R&D, engineering, manufacturing and customer value. Thats process of marketing. Learning a foreign knowledge is to use it . We have learned the marketing functions including contact, merchandising, pricing, promotion, distribution and human resources. There no doubt that marketing can play a role in these aspects, and in my opinion , the most important function is merchandising .Because only finish merchandising , the value of the product can be realized. But to be honest ,international marketing have many differences between normal and domestic. We must change our mind to face more intense competition. Some pressure from the different environment, different applications of marketing principles, concepts and techniques, the “special relationship” between enterprise and governments. Especially the factor we named “special relationship” or “huilu ” has subtle impact on marketing. So if a company of China such as Hair wants to have global indifference , it must get rid of the bad habit .Of course, only according to the steps to do to be successful. Developing the market , especially international market must have a brilliant plan and detailed steps, otherwise we will come to nothing.Chapter two In this chapter we learn 3 basic theories of international trade : the theory of comparative advantage ,trade or product trade cycle and business orientationThe first theory : comparative advantage tell us how to effectively allocate and use resources. According to this theory , we can use simplified model and math knowledge to finding which project is most effective and ecnomic The second theory :trade or product trade cycle . Its a theory is described by “S” shaped curve ,and it usually have four-stage life cycle -introduction, growth, maturity, and decline. This theory reveals a truth-every production has its life round ,it must be eliminated by time in someday. And the theory of product trade cycle tell us the relationship between production consumption and imports exports in different country. The more developed countries, the more advanced products for export, conversely, the less. That means most profit in world trade is carried by developed country and the gap between the developed countries and developing countries is bigger. So if the developing counties including China want occupy vantage point, they must make a breakthrough in high technology.The third theory: business orientation . In most of case ,we need a radar to find a suitable role and destination for our production. We need an EPRG scheme to let our marketing become quick and exactly. No matter what kind of plan which company choose ,the should always Implement the corresponding strategy Chapter three Economy always play an important role in our life Whether the past or the future.In this chapter, We have probably understanding of the case of global economic.Active economy never been independent, Especially in the whole world have already established close ties today。With the development of global economy ，several factors have contributed to the growth of the international economy post-World War,such as economic blocs, economic pillars, International Monetary Fund and the evolution of the Word Trade Organization. Recent years, we are lucky to live in a peace world, in fact relative global peace has engendered confidence in world trade. And sometimes ,market opportunities open up through “Act of God”, but every coin has two sides, its benefit to economical communication at the same time. And when we face to the big disaster , we mention the importance of speedy communications and high technology have shrunk the world. All of these factors consist the international economic system. According to the method of resource allocation in the system, there are three types of economic systems: capitalist, socialist, and mixed, just like America , Cuba and China. They are typical example of this 3 systems.In my opinion, different economic system let global economic maintain vigour!We can convertible currency anytime and anywhere, must thanks for the building of exchange system. It help us make soft currency exchanged for other currencies just like dollars and yen. It can realize that buy a cup of startbarks with RMB in American streets. As that AD:“ EVREY WHERE TO RECEIVE VISA” . To help the counties in terrible suitcase , there are many financial agencies are built after Word War.such as Word Bank, IDA, The International Monetary Fund. International marketing occur in international trade. And we must know what is international trade. Its the exchange of goods and services between countries in their form of exports and imports. In these trade most of bargain are sold and bought by people all over the world. It brings many benefits for most of country, except most poor country they are always hurted by the big companies from developed counties by controlling native rich resource. That creates a kind of phenomenon named balance of trade to appear. That mean some counties buy more from foreign countries than they sell,some sell more than they buy from abroad （just like China）and a rate few have roughly equal amounts in each category. China as the worlds second largest economy ,export many different budgets to overseas .Cheap goods or high-tech products are signed title “made of china. But we still work hard in high technology. Only in this way, can we keep the balance of international trade. Chapter four In this chapter describe a strong force government. We must admit it is a mystery role in trade especially in Chinese trade. The really reason called government as strong force is they can build trade barriers and intervention for those companies which harm the interests of the state.Most of time ,government protect native companies through tariffs. Because that is the most convenient method to make broaden company Less competitive. And nowadays more and more governments prefer to limit others through Anti-dumping laws, such as Chinese companies in Europe ,obviously , its a stupid excuse. And when trade barriers dont work , government stat to apply its “special power”embargo, export tariffs, export licensing and so on.The power of the other comes from the folk. And it cant be ignored , the importance of some unofficial intervention beyond your imagination just like religion in islam.Except for WTO, the biggest trade organization , many governments organized spontaneously for getting most profits. We are most familiar with the two economic organization is the APEC and ASEAN. Because china is one of them, we also get many profits through cooperation with other countries. I want to focus on said that OPEC OPEC control an important resource in modern industry society, so it have big influence to the price of oil. Any small changes have much impact on global economic. That means trade has high risk. These risk from many faces, changing of government and rules, Legal restrictions. After all, in many cases political can decide a lot of things Chapter five Culture should not be ignored at any time！Successful international trade is dependent upon learning about and appreciating other culture. And main elements of culture are language, social norms, religion, thics , socio economics , mores , traditions, societal, regulations , nationalism, aesthetics, material , culture, attitudes, walues , social,organizations.Nowadays the students of all the China are learning English very crazily , because they know language is the bridge of business. If you can speak localism smoothly, Im sure you can reduce the distance between you and the local customers. And I think youll be very embarrassed, if you dont give the taxi driver some tip.This kind of there are many such examples. Such as youd better open or not open the gift right now ,“yes” and “no” means totally opposite things in western and eastern world.Most foreigners are religious. We should respect their habits and behavior. Only in this way can we make good impression for our customers.If you dont make yourself mess in a strange place, maybe you need take some time to understand local weather conditions and geography. The world is so big that there are too many things we dont know ,and these things always decide our future. If you havent an umbrella in UK or a coat in Russia you cant finish job smoothly , the bad weather will bring many trouble for your journey.Chapter sixModern society is an information-based society . how to collect information and use it efficiently is more and more important. So we need the marketing information system. A marketing information system consist of people, equipments, and procedures to gather , sort , analyze , evaluate and distribute needed, timely, and accurate information to marketing decision markers. But marketers must notice that too much information can be as harmful as too little. Market shouldnt assume that additional information will always be worth obtaining ; they should weigh carefully the costs of additional information against the benefits resulting from it.When we at university we often receive many books , they can be called secondary data. Secondary data consist of information that already exists somewhere ,having been collected for another purpose. We can get secondary data from governments, international bodies, business, trade，professional, foreign embassies, trade missions. Secondary data from such source are relative cheap to obtain and readily available. And its disadvantages are also obvious. The data may have been collected and manipulated for a specific use, therefore it may be incomplete, ambiguous or out of context. The date may be complied in different ways in different countries making comparability difficult. Data may be corrupted by methodological and interpretive problems, they may be nonexistent, unreliable or incomplete thus making inter-country comparisons very difficult.If we want to save time and energy we can choose primary data. It can get from internal records, marketing intelligence, and marketing research, trough observation, focus group, survey and experiment. Marketing research needs to be in accordance with the fixed process. We should according to this order: problem definition, exploratory research, formulating hypotheses, research design, information collecting and analyzing, interpretation and reporting.Chapter seven In this chapter we learn finding the “way” let bargain arrive at “home” as quick as possible.And let bargain find a suitable “home” in many kinds of “houses”. thats major task of target marketing. With the development of productivity , more kinds of bargains are product to comfort growing demand. Every company regard customers as god, and try their best to meet their various needs, thats market segmentation. Producers into energy to do this is to catch every consumers. In general, market segmentation will be benefit to company through 4 faces.Design or provide responsive products to meet the needs if the markets place. Deter effective and cost efficient promotional strategies. Evaluate market competition , in particular a companys market position. Provide insight on present marketing strategies. When we do market segmentation, we must follow rules such as geographic segmentation ,demographic segmentation, psycho-graphic segmentation, behavioral segmentation. After survey, analysis and profiting stage, we need divide the whole market according to criteria for effective segmentation. That require the market segment have the following characteristics: measurability, market potential, accessibility and resposiveness.If want to create a successful production ,we should find a “house for them. Thats means find a exact market target. There are two phases in developing a target market strategyanalyzing consumer demand ;targeting