国际市场营销学讲义第一课(版)

INTERNATIONALMARKETINGKeFuInternationalMarketingSomethingaboutthecourseAboutthebookAboutthestudymethodAbouttheexaminationThescopeandchallengeofinternationalmarketingInternationalcorporations….Thesecompanies’businesswerelocatedallaroundtheworld…..MoreandmorecompaniesengageinInternationalmarketing…..SeenextpageLet’strytothinksomeChineseInternationalcompanies….again,trytothinkaboutsomeforeign-ownedChinesecompanies….Fortune500companies(2009)世界500强公司名单.doc外资企业在中国伪国货.ppt柯达与乐凯联姻（占乐凯20%股份）比利时英博集团与福建雪津啤酒嘉士伯收购云南大理啤酒;(云南本省知名品牌，在云南占有1/3的市场份额)摩根，英联，达能与蒙牛美华平与哈药欧莱雅与小护士，羽西洗涤行业四家年产八万吨以上的洗衣粉已有三家被收购百威啤酒的制造商AB集团收购中国第四大啤酒商哈尔滨啤酒无锡威孚是国内柴油燃油喷射系统的最大厂商，被德国博世并购国际私募股权基金PAG接手了好孩子集团67.4%的股权北美最大的消费电子零售商百思买以1.8亿美元的价格，收购国内第四大家电连锁商江苏五星电器51%的股权，从而正式进入中国市场;苹果是哪里生产的？苹果在全球范围内已经形成一种垂直一体化的生产模式：“硅谷设计-日本精密机械制造芯片-由台湾厂商制造主板-在中国大陆生产外围设备并组合成最终产品”。苹果的利用与整合超越了国家界限，形成了真正的全球生产体系。大部分的ipad是在中国成都组装的。各国对iPhone手机价值贡献率AppleIphone4productioncost–nearly200USDSellingpriceinUSA---600USDUnicom-------5980+300CNYChinamobile-------7800CNYSmilingcurve20世纪90年代以后20世纪60-70年代加加加加R&D加加加加加加加加加加业务过程附加价值上游中游下游低高ThescopeandchallengeofInternationalMarketingWhydocompaniesengageinInternationalMarketing?-Toincreasetheirprofitbyincreasingtotalrevenueordecreasingthecostofgoods.-TheattractivenessofInternationalmarket-Thesaturationofdomesticmarketneedsandintensivemarketcompetition--(becontinue)ThescopeandchallengeofInternationalMarketing-Totakeadvantagesoftheregulationsandpolicesofdomesticandforeignmarket-Toacquireresources.-Toavoidrisk-Toexpandproductlifecycle-totakepartintoglobalproductionchainMore……….TheImportanceofGoingGlobalForU.S.companies,75%oftotalworldmarketforgoodsandservicesisoutsidethecountryCoca-Colaearns75%ofoperatingincomeand2/3ofprofitoutsideofNorthAmericaForJapanesecompanies,90%ofworldmarketisoutsidethecountry94%ofmarketpotentialisoutsideofGermanyforitscompanieseventhoughitisthelargestEUmarketHowBigIsTheGlobalMarket?ThescopeandchallengeofInternationalMarketingBasisinfo.AboutMarketingWhatisdifferencebetweenmarketingandsellingMarketingmix(Seepage9)Marketing–Marketingisgettingtherightgoodsandservicetotherightpeopleattherightplaceattherighttimeandrightplacewiththerightcommunicationandpromotion.ThescopeandchallengeofInternationalMarketingstartingpointfocusmeansendsSellingfactoryproductssellingprofitandthroughpromotionsalesvolumeMarketingtargetcustomerintegratedprofitmarketneedsmarketingthroughandwantscustomersatisfactionThescopeandchallengeofInternationalMarketingMarketingMix4CSProductcustomerwantsandneedsPricecustomercostPromotioncustomercommunicationPlacecustomerconvenienceThescopeandchallengeofInternationalMarketing6PS----Political----Publicrelation10PS----Probing---Partition---Prioritizing---positionInternationalmarketingistheperformanceofbusinessactivitiesdesignedtoplan,price,promoteanddirecttheflowofacompany’sgoodsandservicestoconsumerorusersinmorethanonecountriesforaprofit.ThescopeandchallengeofInternationalMarketingTheInternationalMarketingTask73.EconomyEnvironmentaluncontrollablescountrymarketAEnvironmentaluncontrollablescountrymarketBEnvironmentaluncontrollablescountrymarketC1.Competition1.Competition2.TechnologyPriceProductPromotionPlaceorDistribution6.GeographyandInfrastructureForeignEnvironment(Uncontrollables)7.StructureofDistribution3.Economy5.Political-LegalDomesticenvironment(Uncontrollables)(Controllables)2.Technology4.Culture5.Political-Legal4.CultureTargetMarketGLOBALMARKETING:WhatItIs&WhatItIsn’tSingleCountryMarketingStrategyTargetMarketStrategyMarketingMixProductPricePromotionPlaceGlobalMarketingStrategyGlobalMarketParticipationMarketingMixDevelopment4P’s:AdaptorStandardize?ConcentrationofMarketingActivitiesCoordinationofMarketingActivitiesIntegrationofCompetitiveMovesSTANDARDIZATIONvs.ADAPTATIONGlobalization(Standardization)DevelopingstandardizedproductsmarketedworldwidewithastandardizedmarketingmixEssenceofmassmarketingGloballocalization(Adaptation)MixingstandardizationandcustomizationinawaythatminimizescostswhilemaximizingsatisfactionEssenceofsegmentationThinkglobally,actlocallySTANDARDIZATIONvs.ADAPTATIONTheFacesofCoca-ColaAroundtheWorldArabicReadrighttoleftChinese“delicious/happiness”McDonald’sGlobalMarketingQuestionsforfurtherconsiderationWhydolotsofcompaniesengageintoglobalization?Whatarethedifferencesofmarketingandselling?Whatare4Pand4Crepresentinmarketing?Whatarethedifferencesofinternationalmarketinganddomesticmarketing?