《I-Marketing》 南京大学mkt8.ppt

1、Copyright 2001 by Harcourt, Inc. All rights reserved. Requests for permissions to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc., 6277 Sea Harbor Drive, Orlando, Florida 32887-6777.,INTERNATIONAL MARKETING 6e,The Export Process,C

2、hapter 8,Copyright 2001 by Harcourt, Inc. All rights reserved.,8-2,Motivations to Internationalize,Proactive Motivations Profit advantage Unique products Technological advantage Exclusive information Managerial urge Tax benefit of a Foreign Sales Corporation (FSC) Economies of scale,Copyright 2001 b

3、y Harcourt, Inc. All rights reserved.,8-3,Motivations to Internationalize,Reactive Motivations Competitive pressures Overproduction Stagnant or declining domestic sales Excess production or service capacity Saturated domestic markets Proximity to customers and ports,Copyright 2001 by Harcourt, Inc.

4、All rights reserved.,8-4,Change Agents,Internal change agents Enlightened management New management Significant internal event,Copyright 2001 by Harcourt, Inc. All rights reserved.,8-5,Change Agents,External change agents Foreign demand Other firms and distributors Banks and other service firms Cham

5、bers of commerce Export agents Governmental activities,Copyright 2001 by Harcourt, Inc. All rights reserved.,8-6,Export Involvement,Key managerial characteristics affecting the desire for export involvement Education International Exposure Expertise International orientation Commitment,Copyright 200

6、1 by Harcourt, Inc. All rights reserved.,8-7,Exporting and Internationalization,Internationalization stages Innate, or start-up, exporters Partially interested exporter Experimental exporter Export adaptation,Copyright 2001 by Harcourt, Inc. All rights reserved.,8-8,Exporting and Internationalizatio

7、n,Firm-level stages of internationalization Stage 1: The completely uninterested firm Stage 2: The partially interested firm Stage 3: The exploring firm Stage 4: The experimental exporter Stage 5: The experienced small exporter Stage 6: The experienced larger exporter,Copyright 2001 by Harcourt, Inc

8、. All rights reserved.,8-9,Exporting and Internationalization,Given that the firm you are working for fits with the profile of a “completely uninterested firm” How do you help the firm to be interested in exporting? Personal effort External information Strategy,Copyright 2001 by Harcourt, Inc. All r

9、ights reserved.,8-10,Exporting and Internationalization,Given that the firm you are working for fits with the profile of a “partially interested firm” How do you help the firm to be interested in exporting? Personal effort External information Strategy,Copyright 2001 by Harcourt, Inc. All rights res

10、erved.,8-11,Exporting and Internationalization,Given that the firm you are working for fits with the profile of a “export exploring firm” How do you help the firm to be seriously interested in exporting? Personal effort Financial sources Strategy,Copyright 2001 by Harcourt, Inc. All rights reserved.

11、,8-12,Exporting and Internationalization,Given that the firm you are working for fits with the profile of an “experimental exporting firm” How do you help the firm to be seriously interested in exporting? Personal effort External information Strategy,Copyright 2001 by Harcourt, Inc. All rights reser

12、ved.,8-13,Exporting and Internationalization,Given that the firm you are working for fits with the profile of an “experienced small exporting firm” How do you help the firm to be interested in exporting? Personal research on financial sources External information Strategy,Copyright 2001 by Harcourt,

13、 Inc. All rights reserved.,8-14,Exporting and Internationalization,Given that the firm you are working for fits with the profile of an “experienced large exporting firm” How do you help the firm to be interested in exporting? In the area of customer service Strategy,Copyright 2001 by Harcourt, Inc.

14、All rights reserved.,8-15,The Partially Interested Firm and Exporting,Main corporate concerns Financing Information on business practices Communication Providing technical advice Sales effort,Copyright 2001 by Harcourt, Inc. All rights reserved.,8-16,The Exploring Firm and Exporting,Main corporate c

15、oncerns Communication Sales effort Marketing information gathering Information on business practices Obtaining financial information,Copyright 2001 by Harcourt, Inc. All rights reserved.,8-17,The Experimental Exporter,Main corporate concerns Sales effort Obtaining financial information Physical prod

16、uct Marketing information gathering Information on business practices,Copyright 2001 by Harcourt, Inc. All rights reserved.,8-18,The Experienced Small Exporter,Main corporate concerns Communication Sales effort Marketing information gathering Obtaining financial information Handling documentation,Co

17、pyright 2001 by Harcourt, Inc. All rights reserved.,8-19,The Experienced Larger Exporter,Main corporate concerns Communication Sales effort Marketing information gathering Providing repair service Information on business practices,Copyright 2001 by Harcourt, Inc. All rights reserved.,8-20,A Model of

18、 the Export Development Process,Domestic Expansion,Uninterested Firms,Change Agents External Internal,Alternative Strategies,IndirectExporting Licensing Franchising,ExportAwareness ExportInterest Export Trial ExportEvaluation ExportAdaptation,InformationExperiencePerception,Further Activity,Direct F

19、oreign Investment,Concerns Information Mechanics Communication Sales Effort Service Delivery Regulations,Stimuli External Internal,Copyright 2001 by Harcourt, Inc. All rights reserved.,8-21,Corporate Strategy and Exporting,The perception of rising risks during export initiation The decrease in immediate, short-term profitability associated with the costs of