国际市场营销1

国际市场营销Internationalmarketing•InternationalMarketingreflectstheemergenceofaglobalmarketplaceandsignificantnewchallengesfacingbusinessmanagementinacompetitiveandrapidlychanginginternationalenvironment.•STUDENTEVALUATIONS•Participation10%•Homework15%•Quiz10%•Termpaper(presentation)15%•FinalExam50%需要产品…效用…交换…市场……营销Chapter1ⅠIntroductiontointernationalmarketing•Conceptofinternationalmarketing•1）Marketing（P2）指一个企业所进行的各种与市场相关的营利活动，包括市场调查与分析，市场细分与目标市场的选择；产品或服务的开发；产品或服务的定价；经过一定的分销渠道，向市场供应这些产品或服务；使用某种促销手段，向市场提供信息并说服人们购买。Processofplanningandexecutingtheconceptionpricing,promotionanddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationgoals.（P1）•twofundamentalgoalsinmind:•tocreatecustomervalue•toachievecompetitiveadvantage2）Internationalmarketing•Itistheperformanceofbusinessactivitiesdesignedtoplan,price,promotion.Anddirecttheflowofacompany’goodsandservicestoconsumersorusersinmorethanonenationforaprofit.•国际市场营销是指对商品和劳务流入一个以上的国家的消费者或用户手中的过程,进行计划,定价,促销和引导,以便获取利润的活动.•Theinternationalmarketingtask（P4）–Controllablefactors–Uncontrollablefactors73）TheInternationalMarketingTaskPolitical/legalforcesEconomicforces12EnvironmentaluncontrollablescountrymarketAEnvironmentaluncontrollablescountrymarketBEnvironmentaluncontrollablescountrymarketCCompetitivestructureCompetitiveForcesLevelofTechnologyPriceProductPromotionChannelsofdistributionGeographyandInfrastructureForeignenvironment(uncontrollable)StructureofdistributionEconomicclimateCulturalforces34567Political/legalforcesDomesticenvironment(uncontrollable)(controllable)Source:InternationalMarketing,PhilipCateora可控因素价格、产品、促销、分销渠道国内不可控因素政治经济竞争力量技术水平国外不可控因素经济政治文化法律分销结构DriversofinternationalexpansionDriversintheBusinessEnvironment•---------Competition(CompetitivePressure)•ex:McCannEricksonandCoca-cola•---------RegionalEconomicandPoliticalIntegration•---------Technology•---------EconomicGrowth•Firm-SpecificDrivers•--------ProductLife-CycleConsiderations•--------Standardization•--------experienceTransfers4）internationalmarketingandinternationaltrade•Internationaltradeisexchangeofcapital,goods,andservicesacrossinternationalbordersorterritories.•是指不同国家或地区之间的商品和劳务的交换活动。国际贸易是商品和劳务的国际转移。•由进口贸易（ImportTrade）和出口贸易(ExportTrade)两部分组成，故有时也称为进出口贸易。（P4-6）ⅡThelevelsofinternationalmarketinginvolvement•1）Domesticmarketing（国内营销）（P11）•focusessolelyondomesticconsumersandonthehome-countryenvironment.•key:国内市场•2）Exportmarketing（出口营销）•afirmcouldbeinvolvedinexportingindirectly-thecompanytakesordersfrominternationalclients-•ordirectly-thecompanyactivelyseeksinternationalclientskey:没有营销迹象•3）Internationalmarketing（国际市场营销）•astheprocessesinvolvedinthecreation,production,distribution,promotion,andpricingofproducts,services,ideas,andexperiencesforinternationalmarkets•key:目标市场在国外•有完整的营销策略4)Multinationalmarketing(多国营销)whenmorecountriesareinvolved,internationalmarketingisoftenreferredtoasmultinationalmarketing.•key:环节分散•充分考虑成本•A(rawmaterial)→B（research）→C(pay)→D(fabricate)→E(price)•5）globalmarketing(全球营销)•involvedmarketingactivitiesacrossdifferentcountrieswithoutfocusingprimarilyonnationalorregionalsegmentation.•key:统一偏好标准化Ex:McDonald’sMicrosoftⅢInternationalOrientationandPhilosophy•1)EthnocentricOrientation:apersonwhoassumesthathisorherhomecountryissuperiortotherestoftheworldissaidtohaveanethnocentricorientation.•民族中心主义导向:是受本土市场扩张理念指导的.总体来说,具有民族中心主义导向的公司高级管理者们人认为本国的战略,技能和人员优先于国外市场,因此能够味公司参与海外市场提供最有效地国家结构.结果,国际运营和国际顾客被认为没有本国运营和本国顾客重要.Ex1:U.Sfirm----Americanbrand----U.Slifestylesandtraditions(cigarettes,bluejeans,HollyWoodmovies)•Ex2:DisneyAbroad•----themouse,princesandprincesses,•Cinderellaandhercastle,rides•----themainstreetUSA,•-----past,present,future•TokyoDisneyResort•----workwell•DisneyResortParis•-----fail•Hongkong•----tickeproblem•2)Polycentricorientation:istheoppositeofethnocentrism,thetermpolycentricdescribesmanagement’sbelieforassumptionthateachcountryinwhichacompanydoesbusinessisunique.•持有当地国导向的公司是受多国市场理念指导的.这种导向的公司管理者十分关注个别国际市场对业务成功的重要作用,并且很可能在他们所运营的国家中设立实体,典型的就是成立全资子公司或下属营销机构.•Ford----FordEscort•----------UnitedKingdom•----------UnitedStates•----------SoutheastAsia3)Regiocentricorientation:nowpossibleduetothesuccessofregionaleconomicandpoliticalintegrationthatallowsforimplementingauniformmarketingstrategyintheentireregion.•区域中心主义导向的公司将整个世界看成是受经济，政治和文化因素影响的截然不同的市场，这些经济，政治，文化等因素正式区域营销方法中关注的变量。4)Geocentricorientation:perceivetheentireworld-withoutnationalandregionaldistinctions-asapotentialmarketwithidentifiable,homogeneoussegmentsthatneedtobeaddressedwithtailoredmarketingstrategies,regardlessofgeographiclocationornationality.•全球中心主义导向的公司高管人员会将整个世界当成一个具有潜力的市场（没有国家和地区差异），该市场是由相似的，同质的细分市场组成.Ethnocentric:Homecountryissuperior,seessimilaritiesinforeigncountriesPolycentric:EachHostcountryisuniqueseesdifferencesinforeigncountriesRegiocentric:seessimilaritiesanddifferencesinaworldregionGeocentric:WorldView,SeesSimilaritiesanddifferencesinhomeandhostcountries–TheImpactofTariff(Tax)Barriers–TariffBarrierstendtoIncrease:1.Inflationarypressures2.Specialinterests’privileges3.Governmentc