International-Marketing

InternationalMarketingThinkGlobally,ActLocallyUnit1TeachingarrangementWarmingReadingViewingCasestudyPracticalwritingWarmingWhatproductsdoyouknowthataremarketedinternationally?Cars:Clothes:Food:Cleaningproducts:Etc.Possibleanswers：CarsClothesFoodCleaningproduct1.Whataretheadvantagesforacompanyofexpandingbeyonditsdomesticmarket?beingabletobuyrawmaterialsinlargequantitiesatlowerpricesbeingabletospreadadministrativeandothercostsoveralargernumberofproductssold2.Whatkindsofproblemdocompaniesfacewhentheygointernational?–notunderstandinglocaltastesandhabits–notunderstandingthestructureoflocaldistributionnetworks3.Whatmethodscancompaniesusetoenteroverseasmarkets?–Indirectexporting间接出口–Directexporting直接出口–Licensing许可–Jointventures合资–Directinvestment直接投资InternationalMarketingMixReadingQuestionsfordiscussionWorkingroups,trytonamesomefamoustransnationalcompaniesoperatinginChinaandtheirproducts,doyouthinktheadvertisementoftheproductsarethesameordifferent?Whyorwhynot?Whatisinternationalmarketing?Whatisthedifferencebetweendomesticmarketingandinternationalmarketing?BackgroundInformationprice—customercostMarketingmix销售组合4Psproduct--customervalueplace--customerconvenienceWhichPisthisarticleabout?promotion---customercommunicationChangesinmarketingMixfrom4Psto4CsProduct---designorproductionPriceandplace–distributionPromotion---marketingcommunicationThe4psdeterminehowagoodorserviceismadeandprovided,howmuchitcosts,whereitisdistributedandhowitispresentedinallcompanycommunication4CsCustomer---focusoncustomerswantsandneedsversusproductCost---whatitcostsacustomertoownaproductinsteadofhowtopriceaproduct(e.g.car/consideringtherepaircost)Convenience---focushoweasyitisforcustomerstoacquiretheproduct,ratherthanhoweasyforthecompanytodistributeit(e.g.CocaColaconvincerestaurantstoofferitsproducts,aswellasmakingthemwidelyavailableineverytypeofstores4CsCommunication---Traditionallypromotionhasmeantsendingbrandmessageandofferstocustomers,usingone-waycommunication.Thenewwayofthinkingfocusesonopeningupopportunitiesfordialogue,fromtellingandsellingtolisteningandlearningBackgroundInformationnichemarket-------------缝隙市场cornerthemarket--------------垄断marketshare------------市场份额pointofsale---------------销售点Premium------------溢价retailoutlet--------------零售商店TextStudy1.WhichPisthisarticleabout?2.Tostandardizeortoadapt,whichisbetter?3.Findthetopicsentenceofparas.from6-8.4.Howtodividethepassageintodifferentparts?5.Howtounderstandthefirstsentenceofpara.1,3,4,5,6andthesecondsentenceofpara.2?FindingtheRightInternationalMix.docchangesflavortosuitlocaltastescolaignoredresearchandintroducedcerealinFrance;changedconsumptionpatternsbreakfastcerealreducednumberofchassisdesignscarsMarketingapproachProductCompany(车辆的)底盘Standardizeoradapt?Whichisbetter?Words&SentencesAnalysis1.Inthesedaysofincreasingglobalintegration,thetaskmanyinternationalmarketersfaceisnotsomuchmarketentryasmanagingthemarketingmixindifferentnationalmarkets.·globalintegration:全球一体化·notsomuch…as…与其说是…不如说是…It’snotsomuchahobbyasacareer.Heisnotsomuchaleaderasaguide.Words&SentencesAnalysis2.A‘global’carthatdoesnothavecountry-specificdifferentiatingfeatureswillfail.一款没有明确国别特征的“世界性”的车是没有市场的。specific:明确的，具体的Ihavegivenyousome~instructions.特定的(particular)themoneywascollectedfora~purpose.独特的(peculiar)abeliefthatis~tothispartofAfrica.differentiating←differentiate←differentadj.不同的verb区别，区分adj.有区别的；相区别的Words&SentencesAnalysis3.Somecompanies,however,dodevelopthesameproductforallmarketsregardlessofexistinglocalpreferences.然而，有的公司不顾当地偏好的存在，（坚持）用同一种产品去满足不同的市场。·regardlessof:(prep)payingnoattentiontosth/sb;treatingsth/sbasnotbeingimportant不管，不顾，不理会Hewentaheadanddidit,regardlessoftheconsequences.·preference:agreaterinterestinordesireforsb/sththansb/sthelse偏爱；爱好Manypeopleexpressedastrong~fortheoriginalplan.Words&SentencesAnalysis4.Thusthereisaspectrumofnewproductdevelopmentstrategies.Firmssometimescustomizeaproducttoeverymarket;atothertimestheyofferonestandardizedproducteverywhere;andsometimestheycompromiseandsettleinthemiddle.spectrum:(range)光/声/波谱;范围，系列，幅度weshouldhearviewsfromacrossthepoliticalspectrum.我们要听取各个政治派别的看法。customize:(tailor)定制，定做，改制~aproduct根据客户具体要求定制；Words&SentencesAnalysis5.Newproductdevelopmentthatco-ordinateseffortsacrossnationalmarketsleadstobetterproductsandservices.Suchopportunitiesarenotnormallyavailabletoacompanythatoperatesonlyinonecountryorisonlyjustenteringanewcountry.需要跨国进行协调的新产品开发能够改善产品和服务。这样的机会通常那些只在一个国家内部运营或是刚刚进入一个新的国家的公司是得不到的。co-ordinate:使协调，使相配合Theyappointedanewmanagerto~theworkoftheteam.为协调这个队的工作，他们任用了一位新经理。beavailableto:可获得/购得/找到的Ticketsare~fromtomorrow.Words&SentencesAnalysis6.TheadventoftheInternetandIntranethasthepotentialtoacceleratetheprocessofminingallmarketsforrelevantinformationandforfeaturesthatcanbeincludedinnewproducts.因特网和内联网的出现极具潜力，能加速（挖掘市场所有相关信息，从而掌握能溶入新产品中的特色）这一过程。theadventof:出现，到来，来临hasthepotentialtodosth:具有…的潜力mine:(verb)开矿，采矿mine在…中寻找有价值的资料minethearchivesfordetailedinformationTranslation(EtoC)Thereisaspectrumofnewproductdevelopmentstrateg