您好,欢迎访问三七文档
1国际市场营销InternationalMarketing授课教案教材:药朝诚,国际营销与全球战略InternationalMarketing&GlobalStrategy(英文版)中国财经出版菲利普·R·科特勒《国际市场营销学》(英文版)中国人民大学出版第一讲:国际市场营销导论GuidingTheoryoftheInternationalMarketing第二讲:影响国际市场营销的因素ImpactsontheInternationalMarketing第三讲:营销战略MarketingStrategy第四讲:营销计划与行动MarketingPlanandActions第五讲:国际市场调研InternationalMarketResearch第六讲:产品与服务ProductsandServices第七讲:国际市场价格策略PricingforInternationalMarkets第八讲:国际市场进入战略InternationalMarketEntryStrategies第九讲:国际营销渠道InternationalMarketingChannels第十讲:整合式营销传播IntegratedMarketingCommunications第十一讲:国际营销环境中的文化差异InternationalMarketingandCulturalDifferences第十二讲:管理文化差异ManagingtheCulturalDifferences2第一讲:国际市场营销导论GuidingTheoryoftheInternationalMarketing一、市场营销学的基础知识MarketingEssentialsMarketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingvaluewithothers.Marketingismanagingprofitablecustomerrelationships.MarketingdecisionfactorsAspectsofthedomesticenvironmentLearningobjectives:ThemarketingdefinitionTheimportanceofthemarketingTheprocessionofbecomingamarketer二、国际市场营销InternationalMarketingInternationalmarketingisdefinedastheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompany’sgoodsandservicestoconsumersorusersinmorethanonenationforaprofit..TheinternationalmarketingtaskAspectsoftheforeignenvironmentEnvironmentalAdaptationNeededStagesofinternationalmarketinginvolvementInternationalmarketingGlobalmarketing三、国际市场营销与国际贸易InternationalMarketing&InternationalTrade国际贸易:国家之间有形产品与无形服务的交换活动Exchangeofthevisibleproductsandinvisibleservicesamongthenations3国与国之间分工的结果OutcomeoftheInternationalLaborDivision国际贸易与国际营销的共同点:Whatareincommonfortheboth?经营活动的目的:获取利润BusinessPurpose:Earningprofit交换对象:商品和劳务Exchange:CommoditiesandlaborServices经营环境:复杂的国际环境Environment:International,withcomplexity理论基础:比较利益学说,国际产品生命周期Theories:ComparableAdvantage,ProductLifeCycle四、企业走向国际市场的动因WhyCompaniesgointernational?国内市场需求饱和及市场竞争激烈国际市场的吸引力政府的支持和鼓励科技的发展提供了物质前提学习先进的科学技术和管理经验五、国际营销面临的形势与挑战TheChallengingSituation经济全球化EconomicGlobalization国际市场竞争InternationalCompetition贸易保护主义TradeProtectionism贸易区域集团化RegionalEconomicBloc六、国际市场营销的战略思考StrategicConsideration传统观念:20世纪60年代以前,生产观念、产品观念、推销观念,以生产为导向,从产品出发,在国际营销中只调整分销。营销新观念:20世纪60年代,西方国家市场形成买方市场格局,以国际市场顾客需求为中心组织资源和人力,运用国际市场营销组合策略占领国际市场。营销战略观念:20世纪80年代,从以顾客为中心转向研究公司外部环境;在4追求企业利益同时,考虑社会相关群体利益。全球营销观念:跨国公司的经营哲学,将产品销售到全球,满足全球目标顾客的需求。思考题:1.WhatarethedifferencesbetweentheMarketingandtheInternationalMarketing?2.DescribetheInternationalMarketingEnvironment3.Whyshouldcompaniesgointernational?4.“Themarketer’staskisthesamewhetherappliedinTexasorTanzania.”Discuss.5.HowcantheincreasedinterestininternationalmarketingonthepartofU.S.firmsbeexplained?第二讲:影响国际市场营销的主要因素MainImpactsontheInternationalMarketing一、国际市场营销文化环境InternationalCulturalEnvironment-Cultural-Importanceofculturetointernationalmarketing-ElementsofCulture-CulturesKnowledge二、国际市场营销经济环境InternationalEconomicEnvironment-Internationaleconomicenvironment-Regionaleconomicorganization三、国际市场营销政治环境ThePoliticalEnvironment:ACriticalConcernNocompany,domesticorinternational,largeorsmall,canconductbusinesswithoutconsideringtheinfluenceofthepoliticalandlegalenvironmentwithinwhichitoperates.ThesovereigntyofnationsStabilityofgovernmentpoliciesPoliticalpartiesNationalismPoliticalrisksofglobalbusinessConfiscation,expropriation,andDomestication5四、国际市场营销法律环境TheInternationalLegalEnvironment:PlayingbytheRulesLearningObjectives:Thefourheritagesoftoday’slegalsystemsTheimportantfactorsinjurisdictionoflegaldisputesIssuesassociatedwithjurisdictionoflegaldisputesandthevariousmethodsofdisputeresolutionTheuniqueproblemsofprotectingintellectualpropertyrightsinternationallyWaystoprotectagainstpiracyandcounterfeitingBasesforLegalsystemsCommonandcodelawIslamiclawJurisdictionininternationallegaldisputesProtectionofintellectualpropertyrights:Aspecialproblem思考题:1.WhatarethemainfactorstoaffecttheInternationalMarketing?2.“Acrucialfactwhendoingbusinessinaforeigncountryisthatpermissiontoconductbusinessiscontrolledbythegovernmentofthehostcountry.”Comment.3.Whatarethemainfactorstoconsiderinassessingthedominantpoliticalclimatewithinacountry?4.Whyisaworkingknowledgeofpoliticalpartyphilosophysoimportantinapoliticalassessmentofamarket?第三讲:营销战略MarketingStrategyIneconomics,itisdefinedas“majoroperationplanoflongtermdesignedtoserveforcompany’soveralldevelopmentgoal.”一、何为营销战略WhatisMarketingStrategy?MarketingStrategyis…–Processofassessingthefirm’senvironmenttodetectcompetitiveadvantagesandthenexploitingthoseadvantagestoreachspecificgoals–Marketingstrategyisforward-looking,long-termandrelativelystable,carefully6consideredandrelevanttothecircumstancedofthespecificbusiness(orspecificproduct),inordertoreachalongtermbusinessgoal.Twosourcesofcompetitiveadvantages–CapabilitiesadvantagesProducts,Brand,Scale,Technology,Finance–Positionaladvantages•Businessoccupiessomeadvantageousgeography•Businessoccupiessomeadvantageousplace(s)intheperceptionsof,mostsignificantly,customers.Inessence,ma
本文标题:国际市场营销.
链接地址:https://www.777doc.com/doc-3796755 .html