chapter-01-1-The-Scope-and-Challenge-of-Internatio

TheScopeandChallengeofInternationalMarketingChapter1McGraw-Hill/Irwin©2005TheMcGraw-HillCompanies,Inc.Allrightsreserved.ChapterLearningObjectives1.TheDefinition(定义)ofIM2.Thescope(范围)oftheinternationalmarketingtask3.Theimportanceoftheself-reference(自我参考)criterion(SRC)ininternationalmarketing4.Theincreasingimportanceofglobalawareness5.Theprogression(前进，连续)ofbecomingaglobalmarketer6.ThestrategicorientationofIMInternationalMarketing:ADefinitionInternationalmarketingisdefinedastheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompany’sgoodsandservicestoconsumersorusersinmorethanonenationforaprofitMarketingconcepts(概念),processes,andprinciplesareuniversallyapplicable(普遍适用)allovertheworldThesamemarketingconcept(P9,para.2,BusinessGoal……)butdifferentmarketingplan(P9,para.3)forcomplicateenvironment.TheControllableelements(基础)ofmarketingdecisionsshouldmatchuncontrollableelementsofmarketingplaceformarketingobjectives.(P9,para.4,Whatmakes……)TheInternationalMarketingTask73.EconomyEnvironmentaluncontrollablescountrymarketAEnvironmentaluncontrollablescountrymarketBEnvironmentaluncontrollablescountrymarketC1.Competition1.Competition2.TechnologyPriceProductPromotionPlaceorDistribution6.GeographyandInfrastructureForeignEnvironment(Uncontrollables)7.StructureofDistribution3.Economy5.Political-LegalDomesticenvironment(Uncontrollables)(Controllables)2.Technology4.Culture5.Political-Legal4.CultureTargetMarketTheInternationalMarketingTask•MarketingControllables–Undercontrolofmarketingmanager•DomesticEnvironmentalUncontrollables–Home-countryelementsthatcanhaveadirectonthesuccessofforeignventureandareoutoftheimmediatecontrolofthemarketer.•ForeignEnvironmentalUncontrollables–Theprocessofevaluatingtheuncontrollableelementsinaninternationalmarketingprogram,ofteninvolvessubstantialdosesofcultural,political,andeconomicshock.EnvironmentalAdaptationNeeded(P13)DifferencesareintheuncontrollableenvironmentofinternationalmarketingFirmsmustadapttouncontrollableenvironmentofinternationalmarketingbyadjustingthemarketingmix(product,price,promotion,anddistribution).EnvironmentalAdaptationNeededAdaptation(ofMarketingMix)Standardization(ofMarketingMix)ContinuumINFLUENCEDBYENVIRONMENTALFACTORSAframeofreferenceshouldbeestablishedindeterminingormodifyingamarketer’sreactiontosituations.political/legalforces,economicforces,competitiveforces,leveloftechnology,structureofdistribution,geographyandinfrastructure,culturalforcesLOCALIZATIONSTRATEGY•DifferentTargetMarketDifferentcultureDifferentwayofconsumingSTANDARDIZATIONSTRATEGYSeparatethetargetmarketSameDemandingDifferentCulturalThefocusofIM:IMStrategyLocalGlobal4P’sStrategyVS.InternationalMarketParticipationProductVS.ProductadaptationorstandardizationPriceVS.PriceadaptationorstandardizationPromotionVS.PromotionadaptationorstandardizationPlaceVS.Placeadaptationorstandardization-Plus-Coordination,ConcentrationandIntegrationofMarketingActivitiesTheInternationalMarketingTaskWhyisthetaskofinternationalmarketersmorecomplicatedthanthatofdomesticmarketers?“inmorethanonenation”ComplexityDiversityDifferentenvironmentsSelf-ReferenceCriterion(SRC)(p14)andEthnocentrism:MajorObstacles•SRC(自我参照标准)isanunconsciousreferencetoone’sownculturalvalues,experiences,andknowledgeasabasisfordecisions–EssoinJapaneseis“stalledcar(抛锚的洗车)”–PetMilkinFranchis“flatulence(肠胃气胀)”•Ethnocentrism(民族中心主义)referstothenotionthatone’sowncultureorcompanyknowsbesthowtodothings–Americanisunnecessarytolearnforeignlanguage.•BoththeSRCandethnocentrismimpedetheabilitytoassessaforeignmarketinitstruelight.Self-ReferenceCriterion(SRC)(p14)andEthnocentrism:MajorObstacles•Reactionstomeanings,values,symbols,andbehaviorrelevanttoourownculturearedifferentfromthoseofforeign.•Relyingonone’sSRCcouldproduceanunsuccessfulmarketingprogram(Why?)–Preventyoufrombeing•awarethatthereareculturaldifferences•Orfromrecognizingtheimportanceofthosedifferences.•Anevaluationoftheappropriateness（合理性）ofadomesticallydesignedmarketingmixforaforeignmarket.AvoidingtheSelfReferenceCriterionToavoidtheSRC,thefollowingstepsaresuggested:1:Definethebusinessproblemorgoalinhome-countryculturaltraits(特性),habits,ornorms(标准)2:Definethebusinessproblemorgoalinforeign-countryculturaltraits,habits,ornorms.Makenovaluejudgments(不要价值评判)3:Isolate(隔离)theSRCInfluenceintheproblemandexamineitcarefullytoseehowitcomplicatestheproblem4:RedefinetheproblemwithouttheSRCinfluenceandsolvefortheoptimumbusinessgoalsituation*CasefromZhangRuiming-中国的智慧应对文化冲突DevelopingaGlobalAwarenessTobegloballyawareistohave:1.TolerantofCulturalDifferences,and2.Knowledgeableof:(a)Culture,(b)History,(c)WorldMarketPotential,(d)GlobalEconomic,SocialandPoliticalTrendsCanyoulistsomesuggestionsforDevelopingaGlobalAwarenessStagesofInternationalMarketingInvolvementIngeneral,firmsgothroughfivedifferentphases(阶段)ingoinginternational:InfrequentForeignMarketingNoDirectForeignMarketing(非直接对外营销阶段)InternationalMarketingRegularForeignMarketingGlobalMarketingStrategicOrientation:EPRGSchemaOrientationEPRGSchemaDomesticMa