国际市场营销英文教案ChapterIGuidingTheoryofth

Self-introduction任蕾LeiaStudyTask1.Review(Chapterone)2.InternationalMarketingEnvironments(Part1:SocialandCulturalEnvironments)Review(Chapterone)InternationalMarketingTheory+caseanalysisIntroductiontoInternationalmarketingInternationalMarketing--Introduction1.Whatismarketing?(P2)Theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationgoals.Marketing---oneofthefunctionalareasofabusinessortheactivitiesthatalongwithproductdesign,manufacturing,andtransportationlogistics,compriseafirm’svaluechain.Theessenceofmarketing(P5)istosurpassthecompetitionatthetaskofcreatingperceivedvalueforcustomers.ValueEquation:V=B/PB,benefitsP,price---money,time,effort,etc.Howtoimprove“V”?Example:V=B/P2.Whatisinternationalmarketing?Practicingmarketingintheinternationalenvironment.Anorganizationthatengagesininternationalmarketingfocusesitsresourcesoninternationalmarketopportunitiesandthreats.InternationalMarketingVSDomesticMarketingMoredifficult:language,law,culture,tradeandnon-tradebarriers,marketresearch,andcommunication;Morecomplicated:currency,measuresandweights,customs,monetaryexchange,transportation,insurance,andcounter-claimMorerisky:credibility,currencyexchange,politicalrisk,transportation,andpricingMoreopportunitiesandmoreprofitableShouldwegoglobal?StandardizationorLocalization?Globallocalization:Thinkgloballyandactlocally(全球化思考本土化行动)标准化差别化全球本土化StandardizationGlobalCustomer：年龄、收入、职业、教育背景价值观念和生活方式具有高度一致性的顾客群ScaleEconomyUniformBrand例子：IT等新兴产业，钢铁、大宗化学品和半导体芯片Globallocalization:（全球本土化）Globalmarketingrequiresmarketerstobehaveinawaythatisglobalandlocalatthesametimebyrespondingtosimilaritiesanddifferencesinworldmarkets.Howtodoit?1国际市场宏观细分，各子市场内实行标准化。联合利华：人均国民生产总值四类第一类肥皂第二类普通洗衣粉第三类洗衣机用洗衣粉第四类含有纤维软化剂洗衣粉Howtodoit?2.产品标准化，广告差异化HPCoca-ColaHowtodoit?3.品牌形象标准化，产品差异化McDonald's法国-葡萄酒德国-啤酒泰国-水果奶昔澳大利亚-羊肉馅饼巴西-浆果饮料Howtodoit?4.产品核心标准化，产品外观（或附属特征）差异化GM（GeneralMotors）FHILIPSHowtodoit?5.产品标准化，销售方式差异化EnteraforeignmarketDirectexport（1）设立国内出口部（2）国外经销商和代理商（3）设立驻外办事处（4）建立国外营销子公司LicensingForeignjointventureKodakEnteraforeignmarketDistributionPromotion，Advertisemente.g．Gillette日本的批发组织繁复美国的联合销售组织发达西欧的非营利性合作社Whatisyourchoice？DesignmanufacturepackagingADDistributioncustomerserviceMerchandisePopular，Low-costLuxuryNational，localcharacteristicsInternationalTravelerTheelderlyTheimportanceofglobalmarketingWishtoachievemaximumgrowthpotentiale.g.TheUScompanies:75%ofworldmarketpotentialisoutsidetheirhomecountry.Throughouthistory,companieshaveachievedworldwidedominanceinspiteofthesmallersizeandlimitedmarketoftheirhomecountry.Itshouldbenoted,however,thataninternationalpresencewasessentialfortheirsuccess.ManagementOrientation(管理取向)EthnocentricPolycentricRegiocentricGeocentric母国中心导向多国中心导向地区中心导向全球中心导向EthnocentricOrientation(母国中心导向)Homecountryissuperiortotherestoftheworld.ForeignmarketssecondaryDomesticandinternationalcompaniesA.Domesticcompanies:Seeonlysimilaritiesinmarkets.Productsandpracticesthatsucceedinthehomecountrywillbesuccessfulanywhere;B.Internationalcompanies:Adheretothenotionthattheproductsthatsucceedinthehomecountryaresuperior.Productscanbesoldeverywherewithoutadaptationstandardizedorextensionapproachtomarketing.e.g.NissanPolycentricOrientationEachcountryisunique.Eachsubsidiaryshoulddevelopitsownbusinessandmarketingstrategiese.g.:FordMotorCompanyRegiocentricOrientationEachregionisuniqueandanintegratedregionalstrategyistobedevelopedtoservethatregion.e.g.aU.S.companythatfocusesonthecountriesincludedintheNAFTA(NorthAmericanFreeTradeAgreement),theUnitedStates,Canada,andMexico.GeocentricOrientationViewstheentireworldasapotentialmarketandstrivestodevelopintegratedworldmarketstrategies.RegiocentricandGeocentricGeocentric:asynthesisofethnocentrismandpolycentrism.Itisaworldviewthatseessimilaritiesanddifferencesinmarketsandcountries,andseekstocreateaglobalstrategythatisfullyresponsivetolocalneedsandwants.Regiocentric:haveaworldviewonaregionalscale;theworldoutsidetheregionofinterestwillbeviewedwithanethnocentricorapolycentricorientation,oracombinationofthetwo.Pleasematch!EthnocentricPolycentricRegiocentricGeocentricintegratedonaregionalscalecentralizedinmarketingManagementintegratedonaglobalscaledecentralizedDrivingForces(驱动力)P17RegionalEconomicAgreementsNAFTA,EU,ASEAN,GCC,APEC(北美自由贸易区，欧盟，东盟，海湾合作委员会，亚太经济合作组织)ConvergingMarketNeedsandWantsandtheinformationrevolutionTransportationandCommunicationimprovementsProductdevelopmentcostsQualityWorldeconomictrendsLeverageLeverage(杠杆作用)P18Inthecontextofinternationalmarketing,leveragemeanssometypeofadvantagethatacompanyenjoysbyvirtueofthefactthatithasexperienceinmorethanonecountry.ExperiencetransfersScaleeconomiesResourceutilizationGlobalstrategyRestrainingForces抑制力ManagementMyopiaandOrganizationCultureNationalcontrolsOppositiontoglobalizationKeyTermsMarketingValueEquation:V=B/PInternationalmarketingStandardizationLocalizationGloballocalizationEthnocentricorien