市场营销英文课件01

1、Deciding Whether toDeciding Whether toInternationalizeInternationalizeIn face of globalization, many firms attempt to: expand their sales into foreign markets to increase their competitivenessmake greater profits, acquire larger global market sharefacilitate access to new products ideas and latest t

2、echnologyCompanies must first decide after thoroughconsideration-whether to enter international markets-which market to enter-how to enter this market-how to develop marketing strategies to adapt to the market-how to implement and control the international marketing program.Preparation for Preparati

3、on for International International MarketingMarketing1. Definition of International Marketing1. Definition of International MarketingInternational marketing refers to the process of searching and analyzing international environment and foreign customers, planning and executing product design, pricin

4、g, promotion and distribution of goods and services to satisfy individual and organizations in more than one country for a profit.Look at Mini-Case 1.1 Difference in Foreign Society and Culture-Look Difference in Foreign Society and Culture-Look at Mini-Case 1.2at Mini-Case 1.2Difference in Distribu

5、tion, Infrastructure and Difference in Distribution, Infrastructure and TechnologyTechnologyDifference in Politics, Economics and Legal SystemDifference in Politics, Economics and Legal SystemTrade and Non-Trade BarriersTrade and Non-Trade BarriersInternational CompetitionInternational CompetitionDi

6、scuss in groups the following questions:(1) What companies you think have met challenges when they enter Chinese market? Examples?(2) How can they overcome all the difficulties?(3) What can Chinese companies learn from the above mentioned examples?Export MarketingExport MarketingDomestic Marketing E

7、xtension ConceptDomestic Marketing Extension ConceptFirms believe that their domestic marketing strategy can provide effective framework for overseas strategy formulation.Look at Mini-Case 1.3Look at Mini-Case 1.3Multinational MarketingMultinational MarketingMulti-domestic Marketing ConceptsMulti-do

8、mestic Marketing ConceptsTo cater for the differential customers, companies stress the separate marketing mixes in each country according to the business climate there.Look at Mini-Case 1.4Multinational MarketingMultinational MarketingMulti-regional Marketing ConceptsMulti-regional Marketing Concept

9、sCompanies view world regions as distinct markets which share similar economic, political and cultural traits.Global MarketingGlobal MarketingGlobal Marketing ConceptGlobal Marketing ConceptCompanies believe that consumers from different countries have similar demands and preferences. They do not fo

10、cus on the country difference, but on the demographic, psychological and other variables.The decision of internationalization follows these steps:information searchAnalyzing international expansion drivers identificationdecision makingFor large companies, the information search is usually done by th

11、e professional research agencies.For the SMEs, managers usually acquire information through internal reports, government agencies, personal contacts and the internet.Drivers of international expansion are usually in two categories: drivers in business environment company-based driversCompetitionRegi

12、onal Economic IntegrationChina-ASEAN (the Association of Southeast Asian Nations) Free Trade Area and European UnionTechnologyImprovement in Transportation and TelecommunicationLook at Mini-Case 1.5High Demand in Developed Countries and Economic Development in Developing CountriesLook at Mini-Case 1

13、.6Product Life-Cycle ConsiderationsHigh New-Product Development CostsEconomies of Scale and Cheap LaborExperience Transfers to Make Higher Profits and Occupy Larger Global Market ShareAcquisition of Technology and Natural ResourcesOnce companies find business opportunities in foreign markets and its

14、 resources fit with the opportunities, they will:decide to initiate export marketing or international marketing and some of them may eventually become multinational companies(1) Analysis of the International Marketing Environment and Customers(2) Internal Analysis and Marketing Objectives Setting(3)

15、 Selection of Target Markets and Entry Modes(4) Development and Implementation of International Marketing Program(5) Control of Marketing ProcessSkill Training 1.2Skill Training 1.2Before you look at the next part, please try to think about what qualities you think an international marketer should h

16、ave.You may look back your part-time jobs and discuss in groups.Strong Sense of Dedication and ResponsibilityStrong Sense of Dedication and ResponsibilityAbility to LearnAbility to LearnCapabilities of Planning and ExecutionCapabilities of Planning and ExecutionAbilities to Analyze and SummarizeAbil

17、ities to Analyze and SummarizeGood Communication SkillsGood Communication SkillsMarketing SensitivityMarketing SensitivityTeamwork Spirit Teamwork Spirit Globalization 全球化Segment 细分Internationalize 国际化Product Life Cycle 产品生命周期multinational companies 跨国公司Exclusive Agreement 独家协议Infrastructure 基础设施 ch

18、annel of distribution 销售渠道China-ASEAN 中国-东盟 cross-cultural management 跨文化管理1. 联想为什么要收购IBM？我国加入WTO后，由于全球化竞争加剧，低成本已不再是中国本土企业的优势。只有走出国门，获得世界级技术资源，对全球技术资源整合和利用，置身于全球的竞争中，获取全球开拓与经营经验，才能开辟出新空间，掌握核心技术，获得可持续的成长和发展。2. 联想收购后遇到了什么问题？遇到管理整合、跨文化整合和客户流失风险的问题。收购之后，联想要解决如权力与资源的重新分配问题，尤其是对不同文化和背景的高级管理人员而言，这是非常棘手的问题。

19、联想并购接管了来自世界各地的员工，面临的问题包括组织变化、管理人员变化、员工队伍融合、沟通、商业政策采用、雇员引导等，这对联想也是一个挑战。另外，中美之间的文化、消费、资本等方面的差异很大，会影响雇员的激励和约束机制，尤其是高级管理人员薪酬二元体系会给联想的管理造成很大的压力。原来购买IBM产品的大客户是否认可联想，是否相信联想的技术和服务能力，也是一个问题。3 联想可以做什么预备措施，尽量减少这些问题或这些问题带来的影响？走出去不仅需要自己，更需要对不同资源进行整合，其中人力资源的整合最复杂，因为国外公司涉及不同文化的人员，既有东道国，也有母国，甚至有第三国。这就要求走出去的公司首先要对目标收购企业进行详细研究，分析其人力资源情况。其次是应该聘请有跨国整合经验的高端管理人才来管理收购后的过渡工作，进行必要的人员和资源整合。高端人才也是中国企业最需要同时最缺乏的，因此建立高端人才培养体系，从外面高薪招聘高端管理人才，都是跨国企业需要做到的。跨文化整合的问题应该是在收购还没有完成的时候就作为一项重要任务来进行研究和分析企业与东道国被收购企业或部门建立一种双方都能接受的企业文化品牌的整合，生产资源和财务资源的整合，都应该根据企业的战略目标，充分考虑小肥羊在国际扩张几年后，调整策略，把国内业务视为战略重点的原