国际市场营销课件——对国际市场营销的审视和挑战

1、The Scope and Challenge of International Marketing对国际市场营销的审视和挑战Chapter # 1What is International Marketing?什么是国什么是国际市场营销际市场营销 International marketing; Is simply the application of marketing principles to more than one country.国际市场营销国际市场营销:简单来说，就是市场简单来说，就是市场营销原则的应用不再局限于一个国家营销原则的应用不再局限于一个国家 What is Glo

2、bal Marketing?什么是全球营销什么是全球营销 Global Marketing; is a firms ability to market to almost all countries on the planet.全球营销全球营销:是是一个公司有能力在全球建立市场一个公司有能力在全球建立市场 The difference between International Marketing and Global Marketing is one of scope! For our purposes they are the same!国际市场营销和全球营销的不同之处在于范围，为了我们的

3、目的他国际市场营销和全球营销的不同之处在于范围，为了我们的目的他们是一样的们是一样的.International Marketing国际市场营销国际市场营销 International marketing crosses borders! Once we cross a border the marketing environment changes, thus so must our Marketing Plan, or mix!国际市场营国际市场营销越过国界销越过国界,一旦越过国界一旦越过国界,市场环境改变市场环境改变,营销计划改营销计划改变变. The modern business e

4、nvironment is dynamic and always changing, and a process of globalization is taking place. With changing technology an understanding of the international environment is increasingly important to the astute marketer.商业环商业环境是活跃的和多变的境是活跃的和多变的,全球化进程正在进行全球化进程正在进行.随着技术随着技术的改变的改变,对国际环境的了解对机敏的营销者来说更重对国际环境的了

5、解对机敏的营销者来说更重要要Influences on Globalization of the Business Markets全球化影响下的商业市场全球化影响下的商业市场 Trends and Events;趋势和项目趋势和项目 1. The growth of The World Trade Organization and regional trade areas such as the North American Free Trade Area and The European Union.世贸世贸,北美自北美自由贸易区由贸易区,欧盟都在增长欧盟都在增长 2. The trend

6、towards the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe. 拉丁美洲拉丁美洲,亚洲亚洲,东欧东欧的发展中国家对自由市场体系的接受的趋势的发展中国家对自由市场体系的接受的趋势CISFTA; 3. the burgeoning impact of the Internet and Global media on the dissolution of national borders互联网和互联网和全球媒体迅速发展的影响打

7、破了国界全球媒体迅速发展的影响打破了国界 4. the mandate to properly manage the resources and the global environment for the generations to come.正确管理资源的命令和未来全球的环境正确管理资源的命令和未来全球的环境Whether or Not To Go International?要要不要进入国际市场不要进入国际市场 Globalization is happening whether you like it or not! No matter what the market may be,

8、 you will, as a marketer, be dealing with ever increasing levels of competition from competitors from at home and abroad. These global competitors enjoy many competitive advantages that domestic competitors do not, such economies of scale, brand recognition, etc. However going international requires

9、 planning and knowledge.全球化的发生是客观的全球化的发生是客观的.无论市场如何无论市场如何,作为一个营作为一个营销者就要处理来自国内外竞争者不断增加的竞争销者就要处理来自国内外竞争者不断增加的竞争,这些全球竞争这些全球竞争者拥有国内竞争者所没有的竞争优势者拥有国内竞争者所没有的竞争优势,如经济的规模如经济的规模,品牌认知品牌认知.然然而进入国际市场需要计划和知识而进入国际市场需要计划和知识.The Globalization Environment全球化环境全球化环境 The global business environment refers to the vast

10、array of political, economic, cultural, technological, and institutional factors emanating from a multitude of nations and world groups that impinge upon business decision making.全球商业环境涉及广泛的全球商业环境涉及广泛的系列系列,如来源于多元化国家和世界组织的政治如来源于多元化国家和世界组织的政治,经济经济,文化文化,技术和制技术和制度因素，这会对对经营决策的制定产生影响度因素，这会对对经营决策的制定产生影响The

11、 Globalization Debate全球化的争论全球化的争论 Pro-Globalists; Pro-globalists argue that the modern world is experiencing rapid convergence in tastes and preferences, and a standardization of world wide production, distribution, and manufacturing.赞成全球化赞成全球化者者:他们认为全球正在经历审美和选择的快速收敛他们认为全球正在经历审美和选择的快速收敛,是全球范围的是全球范围的

12、标准化的生产标准化的生产,分配分配,制造的过程制造的过程 Anti-Globalists; They rebel against the implications of its existence and vehemently challenge the view that it is inevitable and naturally occurring. 反对全球化者反对全球化者:他们对他们对抗存在的影响，激烈的挑战不可避免的和必然发生的观点抗存在的影响，激烈的挑战不可避免的和必然发生的观点 Skeptics; Skeptics argue that globalization simply

13、 does not exist. There is no clearly defined model. They are quick to point out the proponents tendency to use anecdotal evidence to support their claims.怀疑主义者怀疑主义者:他们认为全球化不存在他们认为全球化不存在,没有明确没有明确定义的模型，他们很快指出支持者使用传闻的证据的趋势定义的模型，他们很快指出支持者使用传闻的证据的趋势 Transformationalists; Are midway between skeptics and p

14、roponents, and between anti-globalists and proponents. They claim it exists, but it is much more complex than is presented by proponents.转变者转变者:位位于怀疑者和支持者之间于怀疑者和支持者之间,在反对者和支持者之间在反对者和支持者之间,他们承认全他们承认全球化存在但比支持者说的要更复杂球化存在但比支持者说的要更复杂International Marketing Defined国际市场国际市场营销定义营销定义 International marketing:

15、 is simply the application of marketing principles to more than one country.国际市国际市场营销场营销:简单来说，就是市场营销原则的应用不再局限于一个国简单来说，就是市场营销原则的应用不再局限于一个国家家 As companies cross borders the marketing environment changes and thus the uncontrollable variables, thus the strategy must also be changed. The difficulties cre

16、ated by different environments are the international marketers primary concern.公司越过国界造成的市场环境公司越过国界造成的市场环境的变化是不可控的变量的变化是不可控的变量,因此策略必须改变因此策略必须改变.不同环境造成的困难不同环境造成的困难是国际市场营销者主要关心的是国际市场营销者主要关心的The International Marketing Task国际市场国际市场营销的工作营销的工作 The international marketers task is more complicated than that

17、 of the domestic marketer because the international marketer must deal with at least two levels of uncontrollable variables instead of just one.国际市场营销者的工作比国内营销者要国际市场营销者的工作比国内营销者要复杂因为国际市场营销者要处理两层的不可控变量复杂因为国际市场营销者要处理两层的不可控变量 Marketing Decision Factors市场营销决定的因市场营销决定的因素素 The successful manager construct

18、s a marketing program designed for optimal adjustment to the uncertainty of the business climate. The adaptation of the marketing mix to changing environmental factors determines the ultimate outcome of the marketing enterprise.成功的经理在市场项目中制定最佳的成功的经理在市场项目中制定最佳的对策应对商业环境的不确定因素对策应对商业环境的不确定因素,对多变的环境因素做出的

19、市场对多变的环境因素做出的市场策略的调整决定市场事业的最终结果策略的调整决定市场事业的最终结果Aspects of the Domestic Environment国内市场方面国内市场方面 Conditions within a companys domestic market may have a significant impact on the success of its international markets.一个公司国内市场的境况对国际市场一个公司国内市场的境况对国际市场的成功具有重大影响的成功具有重大影响Aspects of the Foreign Environment国外

20、国外环境方面环境方面 In addition to uncontrollable domestic elements, a significant source of uncertainty is the number of factors in the foreign environment uncontrollable. 除了不可控的国内因素，不确定因素的来源也是国外环境的一定数除了不可控的国内因素，不确定因素的来源也是国外环境的一定数量的不可控的因素量的不可控的因素Environmental Adaptation Needed环境环境适应的需要适应的需要 To adjust and ad

21、apt a marketing program to foreign markets, marketers must be able to effectively interpret the influence and impact of each of the uncontrollable environmental variables on the marketing plan for each foreign market in which they hope to do business.为了调整市场项目以适应国外市为了调整市场项目以适应国外市场场,营销者必须有效的理解他们希望做生意的

22、国外市场的市场计营销者必须有效的理解他们希望做生意的国外市场的市场计划中的不可控环境变量的影响划中的不可控环境变量的影响 PRODUCTPRICEPLACEPROMOTIONMARKETING MIX营销组合营销组合CONTROLABLEVARIABLES可控变量可控变量UNCONTROLABLE VARIABLES不可控变不可控变量量MARKETING ENVIRONMENT营销环境营销环境DOMESTIC MARKET国内市场国内市场INTERNATIONALMARKET国际市场国际市场COMPETITIONLAWSECONOMYCONSUMER TASTESTECHNOLOGYGOVER

23、NMENTINCREASED COMPETITION MARKETS TASTESCULTURELANGUAGEDISTRIBUTIONTAXATIONETHICSGEOGRAPHYECONOMYDEVELOPMENTThe Self-Reference Criteria and Ethnocentrism: Major Obstacles自我参考标准和自我参考标准和民族优越感民族优越感:主要障碍主要障碍 Self-Reference Criterion (SRC); is an unconscious reference to ones own cultural values, experi

24、ences, and knowledge as a basis for decisions.自我参考标准自我参考标准:是无意识的参考文化价值是无意识的参考文化价值,经验和知识为基础做出的决定经验和知识为基础做出的决定 Ethnocentrism; the notion that ones own culture or company knows best how to do things.民族优越感民族优越感:是是一种认为自己的文化或公司是最好的的观念一种认为自己的文化或公司是最好的的观念Cross-Cultural Analysis跨文化分析跨文化分析 The following steps

25、 suggest a framework for such an analysis;下面的几部是分析的框架下面的几部是分析的框架 1. Define the business problem or goal in home-country cultural traits, habits, or norms.明确国内文化明确国内文化特质特质,习惯习惯,准则的商业问题和目标准则的商业问题和目标 2. Define the business problem or goal in foreign-country culture traits, habits, or norms through cons

26、ultation with natives of the target country. Make no value judgements.通过咨询目标国家的当地人通过咨询目标国家的当地人明确国内文化特质明确国内文化特质,习惯习惯,准则的商业问题和目标准则的商业问题和目标,不做价值判不做价值判断断 3. Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem.隔离自我参考标准的影响隔离自我参考标准的影响,仔细调查明白它如何使问题仔细调查明白它如

27、何使问题复杂化复杂化 4. Redefine the problem without the SRC influence and solve for the optimum business goal situation.为为了最适宜的商业目标形式了最适宜的商业目标形式,排除自我参考标准的影响排除自我参考标准的影响,重新定义问重新定义问题并解决题并解决Developing a Global Awareness树立全球意树立全球意识识 To be globally aware is to have;树立全球意识必须拥有树立全球意识必须拥有 1. tolerance to cultural dif

28、ferences.对文化差异的理解对文化差异的理解 2. knowledge of cultures, history, world market potential, and global economics, social, and political trends.文化文化,历史历史,全球市场潜量全球市场潜量,全球经济全球经济,社交和政治趋势的知社交和政治趋势的知识识Stages of International Marketing Involvement国际市场营销参与的阶段国际市场营销参与的阶段 After a company decides to go international,

29、 it must decide the degree of marketing involvement and commitment it is prepared to make. These decisions should reflect considerable study and analysis of market potential and company capabilities a process not always followed. In general, one of five (sometimes overlapping) stages can describe th

30、e international marketing involvement of a company. A firm may begin its international involvement at one stage or be in more than one stage simultaneously.在一个在一个公司决定进入国际市场后公司决定进入国际市场后,它必须决定参与的程度并承诺做好准它必须决定参与的程度并承诺做好准备备,这些决定反映重要的研究和市场潜力的分析和公司的能力这些决定反映重要的研究和市场潜力的分析和公司的能力(一一个不总是紧随的过程个不总是紧随的过程).一般来说一般来

31、说,五个阶段（有时会重叠）中的一五个阶段（有时会重叠）中的一个就能描述公司国际市场营销参与的阶段个就能描述公司国际市场营销参与的阶段,一个公司开始国际参一个公司开始国际参与在一个阶段或同时在多个阶段与在一个阶段或同时在多个阶段Stages of International Marketing Involvement国际市场营销参与的阶段国际市场营销参与的阶段 No Direct Foreign Marketing; In this stage the firm does not actively cultivate customers outside national boundaries;

32、however, this companys products may reach foreign markets.不直接国外市场营销不直接国外市场营销:这个阶段的公这个阶段的公司并不积极的培养国外消费者司并不积极的培养国外消费者,然而公司的产品可以到达国然而公司的产品可以到达国外市场外市场 Infrequent Foreign Marketing; Sales to foreign markets are made as goods are available, with little or no intention of maintaining continuous market repr

33、esentation.不频发的国外市场营销不频发的国外市场营销:实现国外市场的销实现国外市场的销售因为商品是可得到的售因为商品是可得到的,有着很少的甚至是没有维持市场表有着很少的甚至是没有维持市场表现的意图现的意图 Regular Foreign Marketing; At this level, the firm has permanent production capacity devoted to the production of goods to be marketed in foreign markets.经常性的国外市场营销经常性的国外市场营销:在这个阶段公司有永久的在这个阶段公

34、司有永久的生产能力投入到国外市场的商品生产中去生产能力投入到国外市场的商品生产中去 International Marketing; Companies at this stage are fully committed and involved in international marketing activities.国际市场营销：这个阶段的公司完国际市场营销：这个阶段的公司完全参与到国际市场营销活动中全参与到国际市场营销活动中 Global Marketing; At this stage, companies treat the world, including their home

35、market, as one market.全球市场营销全球市场营销:在这个阶段在这个阶段,公司把全球包括国内市场看做一公司把全球包括国内市场看做一个市场个市场Strategic Orientation策略取向策略取向 Three relatively distinctive approaches that dominate strategic thinking in firms involved in international markets;在国际市场内公司有三个相关在国际市场内公司有三个相关的特色的方法是占优势的战略性思考的特色的方法是占优势的战略性思考 1. Domestic market extension concept扩大国内市扩大国内市场取向场取向 2. Multidomestic market concept多国化市场理念多国化市场理念 3. Global marketing concept全球市场理念全球市场理念Domestic Market Extension Orientation扩大国内市场取向扩大国内市场取向 It views its international operations as secondary to and an extension of its domestic operations; the pr