chapter1--universal-discipline国际市场营销.ppt

INTERNATIONALMARKETING,SelfIntroduction,Name:ZuoYu-lingOffice:III-503Education:MastersdegreeProfessionalTitle:associateprofessor,Questions,Whatismarketing?Howdoesmarketingwork?Ismarketingimportant?Why?Whatisthepurposeofthecourse?Whatdoyouwanttolearninthiscourse?Whatarethetasksnecessaryforsuccessfulmarketingmanagement?,Whatismarketing?,Marketingdealswithidentifyingandmeetinghumanandsocialneeds.Oneoftheshortestdefinitionsofmarketingis“meetingneedsprofitably”Marketingistheprocessofcommunicatingthevalueofaproductorservicetocustomers,forthepurposeofsellingthatproductorservice.,HistoryoftheDefinitionofMarketing,1935AsadoptedbytheNationalAssociationofMarketingTeachers,anAmericanMarketingAssociationpredecessororganization:Marketingistheperformanceofbusinessactivitiesthatdirecttheflowofgoodsandservicesfromproducerstoconsumers.,1985Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.,2004Marketingisanorganizationalfunctionandasetofprocessesforcreating,communicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.”,Thenewdefinitionreads:,“Marketingistheactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyatlarge.”(2007),TheMarketingProcess,Designacustomer-drivenmarketingstrategy,Understandthemarketplaceandcustomerneedsandwants,Constructamarketingprogramthatdeliverssuperiorvalue,Buildprofitablerelationshipsandcreatecustomerdelight,Capturevaluefromcustomerstocreateprofitsandcustomerquality,Howdoesmarketingwork?,Identification,selectionanddevelopmentofaproduct.Determinationofitsprice.Selectionofadistributionchanneltoreachthecustomersplace.Developmentandimplementationofapromotionalstrategy.,Theimportanceofmarketing,Marketingisaveryimportantaspectinbusinesssinceitcontributesgreatlytothesuccessoftheorganization.MarketingPromotesProductAwarenesstothePublicMarketingHelpsBoostProductSalesMarketingBuildsCompanyReputation,NatureandPurposeoftheCourse,1.Introduceyoutokeymarketingideasandphenomena,especiallythecorethemeofdeliveringbenefitstocustomers.2.Developyourskillsinmarketinganalysisandplanning.3.Familiarizeyouwiththetacticsofthemarketing(Productstrategy,advertisingandcommunicationsPromotion,anddistributionPlace,andPrice-4Ps),NatureandPurposeoftheCourse,4.Enhanceyourproblemsolvinganddecisionmakingabilitiesininternationalmarketing.5.Provideyouwithaforum(bothwrittenandoral)forpresentinganddefendingyourownrecommendationsandcriticallyexamininganddiscussingthoseofothers.,Content,PrefacePartOne:AConceptualOverviewChapter1Marketing:AUniversalDisciplineChapter2MarketingManagementPhilosophiesPartTwo:InternationalMarketingEnvironmentsChapter3EconomicEnvironmentChapter4SocialandCulturalEnvironmentChapter5CompetitiveEnvironmentPartThree:StrategicMarketingPlanningChapter6MarketingResearchChapter7MarketSegmentation,TargetingandPositioningChapter8MarketEntryandExpansionChapter9ConsumerBehaviorandInfluencePartFour:TheGlobalMarketingMixStrategiesChapter10ProductStrategiesChapter11ServiceStrategiesChapter12PricingStrategiesChapter13DistributionStrategiesChapter14PromotionStrategies,MarketingManagementTasks,Developmarketstrategiesandplans制定营销战略和营销计划Capturemarketinginsights获取营销洞察Connectwithcustomers与顾客建立起联系Buildstrongbrands塑造强势品牌Shapemarketofferings设计市场供应物Delivervalue交付价值Communicatevalue传播价值Createlong-termgrowth实现长期成长,Requirements,Attendtheclassontime.Mobilesoff.Nevermissorforgetyourhomework.Nocheating.,Regularperformance(50%)Finalexam(50%),BreakdownofAssessment,Evaluationoftheregularperformance,ActivitiesPercentagesClassParticipation10%PerformanceinClass10%Quizzes10%Homework20%,Attendance,Absence:-2Privateaffairleave:-1Sickleave:-0.5Beinglate:-0.5,ReferenceBooks,PhilipKotler,MarketingManagement:(12ndedition).2010Czinkota,Mtosurvive.,Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingvaluewithothers.Marketingismanagingprofitablecustomerrelationships.,MarketingandInternationalMarketing,InternationalMarketing:,Internationalmarketingisdefinedastheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompanysgoodsandservicestoconsumersorusersinmorethanonenationforaprofit,Marketingconcepts,processes,andprinciplesareuniversallyapplicableallovertheworld,市场营销与国际市场营销,国际市场营销，简称国际营销，是指企业超越本国国境进行的市场营销活动。国际营销与国内营销在定义上的唯一区别在于国际营销活动是在一个以上国家进行的。说明了国际营销活动的多样性和复杂性。国际营销与国内营销的区别不在于概念的不同，而是实施营销计划的环境不同，尽管它们的营销基本概念、方式与程序相同。,CharacteristicsoftheInternationalMarketing,BiggermarketandStrongerCompetitionHugeComplexityDifferentStandardsHigherRiskandMoreDifficulties,WhatisMarketed?,GoodsServicesEventsandExperiencesPersonsPlacesandPropertiesOrganizationsInformationIdeas,Differencesbetweenmarketingandinternationalmarketing,EnvironmentCompetition,legalrestraint,governmentcontrols,weather,fickleconsumers,Problemsininternationalmarketing,ModifiedproductsandpromotionalmethodsTurbulentandunpredictableforeignmarketenvironmentsmightbe.Longdistributionchannelsandmanyintermediaries.Internationalmarketingmanagersmarketingskills.Diversenationallaws(advertising,consumerprotection,salespromotions,directmarketing,etc),Carefulpricingdecisionsduetocurrencyexchangeratefluctuations.Moreexpensivemarketresearch,canbeextremelyproblematic.Competitorsbehaviormaybedifficulttoobserve.Specialpackagingandlabeling,Examplesofdifferentglobalbusinessbehavior:,SouthAmericans:Sitorstandveryclosetoeachothernosetonose;Americans:keepbackingawayastheSouthAmericanmovescloser.JapaneseexecutivesrarelysaynotoanAmericanbusinessexecutive.Americanscometothepointquickly.France:wholesalersdontwanttopromoteaproduct.Theyaskretailerswhattheywantanddeliverit.American:exchangebusinesscard,givesacursoryglanceandstuffsitinapocket;Japanese:dutifullystudy,carefullynotingcompanyaffiliationandrank.Handcardtothemostimportantpersonfirst.,1.4StagesofInternationalMarketingInvolvement,Ingeneral,firmsgothroughfivedifferentphasesingoinginternational:,二、企业跨国营销形态的演进,第一章国际市场营销导论,2.出口营销(ExportingMarketing),1.国内营销(DomesticMarketing),国内营销是指国内市场为企业唯一的经营范围，企业经营的目光、焦点、导向及经营活动集中于国内消费者、国内供应商、国内竞争者。,企业进入国际市场的第一个阶段。起目标市场是国外市场，企业在国内生产产品到国外销售，满足国外市场需求。,2出口营销（ExportingMarketing）,3.国际市场营销(InternationalMarketing),企业进入国际市场的第二阶段。国际市场营销是扩大国内营销策略和计划到世界范围。,4.多国营销(MultinationalMarketing),企业为每一个国家制定一种营销战略，以适应每个不同条件的国家的需要。,5.全球营销(GlobalMarketing),企业跨国经营的最高阶段。全球营销是以全球文化的共同性及差异性为前提，主要侧重于文化的共同性，实行统一的营销传略，同时也注意各国需求的差异性而实行本土化营销策略。,1.4ImportanceofInternationalmarketing,Internationalarenaisofgreatimportancetocompaniesmaximizinggrowthpotential75%ofmarketpotentialisoutsidetheUS94%ofmarketpotentialforGermancompaniesisoutsideo