《I-Marketing》 南京大学IMCH15.ppt

Copyright2001byHarcourt,Inc.Allrightsreserved.Requestsforpermissionstomakecopiesofanypartoftheworkshouldbemailedtothefollowingaddress:PermissionsDepartment,Harcourt,Inc.,6277SeaHarborDrive,Orlando,Florida32887-6777.,INTERNATIONALMARKETING6e,GlobalMarketExpansion,Chapter15,Copyright2001byHarcourt,Inc.Allrightsreserved.,15-2,ForeignInvestments,Objectivesofforeigninvestments:FirmsinvesttoentermarketsOrtoassurethemselvesofsourcesofsupply.,Copyright2001byHarcourt,Inc.Allrightsreserved.,15-3,ForeignInvestments,ForeigndirectinvestmentAnequityinvestmenttocreateorexpandapermanentinterestinaforeignenterprise.TwophasesofforeigninvestmentPortfolioinvestmentThepurchaseofstocksandbondsinternationally.ManufacturingMajorforeigninvestorsMorethan45,000multinationalcorporationswith280,000affiliatesglobally.Theterms“foreign”and“domestic”maynolongerapply.,Copyright2001byHarcourt,Inc.Allrightsreserved.,15-4,ReasonsforForeignDirectInvestment,MarketingfactorsGrowthandprofitmotivationsCircumventinggovernment-erectedbarrierstotradeAccesstolow-costresourcesandsupplyLocalcustomerspreferencefordomesticgoodsandservicesAttemptstoobtainlow-costresourcesandensuretheirsupply,Copyright2001byHarcourt,Inc.Allrightsreserved.,15-5,CategoriesofInternationalFirms,ResourceseekersaresearchingfornaturalandhumanresourcesIdentifyUSinternationalfirmsthatcanbecategorizedasresourceseekersWhichUSfirmscanbeconsideredashumanresourcesseekers?Marketseekersaresearchingforbetteropportunitiestoenterorexpandwithinmarkets.Efficiencyseekersareattemptingtoobtainthemosteconomicsourcesofproduction,Copyright2001byHarcourt,Inc.Allrightsreserved.,15-6,ReasonsforForeignDirectInvestment,Deriveddemandresultswhenbusinessesmoveabroadandencouragetheirsupplierstofollowthem,creatingchainorpatternofdirectinvestmentinamarket.,Copyright2001byHarcourt,Inc.Allrightsreserved.,15-7,ReasonsforForeignDirectInvestment,GovernmentincentivesFiscalincentivestaxholidays,allowances,creditsandrebatesFinancialincentivesspecialfundingforlandorbuildings,loansandguarantees,wagesubsidiesNonfinancialincentivesguaranteedpurchases,protectivetariffs,importquotas,localcontentrequirements,infrastructure,Copyright2001byHarcourt,Inc.Allrightsreserved.,15-8,ForeignDirectInvestors,PositiveperspectivesBringincapital,economicactivity,andemploymentTransfertechnologyandmanagerialskillsCompetition,marketchoice,andcompetitivenessareenhanced,Copyright2001byHarcourt,Inc.Allrightsreserved.,15-9,ForeignDirectInvestors,NegativeperspectivesDrainresourcesfromhostcountriesStarvesmallercapitalmarketsDiscouragelocaltechnologydevelopmentBringinoutmodedtechnologyCreatenewcompetitionforlocalfirms,Copyright2001byHarcourt,Inc.Allrightsreserved.,15-10,TypesofOwnership,Ownershippatternsmaybebasedonpastexperienceswithsimilarownershipmodels.FullownershipFullcontrol,fullassumptionofallrisksMaybedesirable,butisnotnecessaryforsuccessinternationally.JointventuresSharedcontrol,sharedinvestmentrisksReasonsforjointventures:governmentalpressuretojoinwithlocalpartnersmutuallybeneficialcommercialconsiderationsinsharingmarkets,poolingresources,andlocalsuppliers,Copyright2001byHarcourt,Inc.Allrightsreserved.,15-11,JointVentures,AdvantagesPoolingofresourcesBetterrelationshipswithlocalorganizationsKnowledgethepartnerbringsofthelocalmarketMinimizingexposureriskoflong-termcapitalMaximizingleverageofinvestedcapital,Copyright2001byHarcourt,Inc.Allrightsreserved.,15-12,JointVentures,DisadvantagesDifferentlevelsofcontrolarepermittedorrequiredDifficultyinmaintainingtherelationshipDisagreementsoverbusinessdecisionsDisagreementsoverprofitaccumulation,anddistribution(profitrepatriation),Copyright2001byHarcourt,Inc.Allrightsreserved.,15-13,TypesofOwnershipcontinued,RecommendationsforjointventuresFindtherightpartnerNegotiatethejointventureagreementcarefullyMaintainflexibilitytoadjusttochangingmarketconditionsStrategicalliances“morethanthetraditionalcustomer-vendorrelationship,butlessthananoutrightacquisition”GovernmentconsortiaPublic-privaterelationshipinaspecificproject.Typicallygovernmentsupportedorsubsidized,Copyright2001byHarcourt,Inc.Allrightsreserved.,15-14,ContractualArrangements,CrossmarketingThepartiesagreetocarryoutactivitieswhicharecomplementaryandnon-competitive.ContractmanufacturingAnarrangementthatallowsoneparttooutsourcingproductmanufacturingtoanotherpartywhileretainingcontroloverresearchanddevelopment.ManagementcontractingAsupplierfurnishesanintegratedservice(e.g.,turnkeyoperation)internallytoaclientthatisfunctionallyimportanttotheclient.,Copyright2001byHarcourt,Inc.Allrightsreserved.,15-15,ManagementContractingAdvantages,ClientAdvantages:ProvideorganizationalskillsnotlocallyavailableImmediateavailabilityofskillsManagementassistanceandsupportthatisnotavailablelocally,Copyright2001byHarcourt,Inc.Allrightsreserved.,15-16,ManagementContractingAdvantages,SupplierAdvantagesLowerriskbecausenoequitycapitalisatstakeExerciselargeamountsofoperationalcontrolThestrategicadvantageofbeingonthe“inside”Opportunitytocommercialize“know-how”Usingexperiencedstafftooffsetbusinessfluctuations,Copyright2001byHarcourt,Inc.Allrightsreserved.,1