国际市场营销英文教案ChapterIGuidingTheoryofth

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1、nSelf-introductionLeia1StudyTaskn1.Review(Chapterone)n2.InternationalMarketingEnvironments(Part1:SocialandCulturalEnvironments)2Review(Chapterone)nInternationalMarketingnTheory+caseanalysisnIntroductiontoInternationalmarketing3InternationalMarketing-Introduction41.Whatismarketing?(P2)nThe process of

2、 planning and executing the conception,pricing,promotion,and distribution of ideas,goods and services to create exchanges that satisfy individual and organization goals.5nMarketing-oneofthefunctionalareasofabusinessortheactivitiesthatalongwithproductdesign,manufacturing,andtransportationlogistics,co

3、mpriseafirmsvaluechain.6nTheessenceofmarketing(P5)istosurpassthecompetitionatthetaskofcreatingperceivedvalueforcustomers.ValueEquation:V=B/PB,benefitsP,price-money,time,effort,etc.7Howtoimprove“V”?nExample:V=B/P82.Whatisinternationalmarketing?nPracticingmarketingintheinternationalenvironment.nAnorga

4、nizationthatengagesininternationalmarketingfocusesitsresourcesoninternationalmarketopportunitiesandthreats.9InternationalMarketingVSDomesticMarketingnMoredifficult:language,law,culture,trade and non-trade barriers,market research,and communication;nMorecomplicated:currency,measures and weights,custo

5、ms,monetary exchange,transportation,insurance,and counter-claimnMorerisky:credibility,currency exchange,political risk,transportation,and pricing nMoreopportunitiesandmoreprofitable Shouldwegoglobal?10StandardizationorLocalization?Globallocalization:Thinkgloballyandactlocally(全球化思考本土化行动全球化思考本土化行动)标准

6、化标准化差别化差别化全球本土化全球本土化11StandardizationnGlobalCustomer：年龄、收入、职业、教育背景年龄、收入、职业、教育背景 价值观念和生活方式价值观念和生活方式 具有高度一致性的顾客群具有高度一致性的顾客群 nScaleEconomynUniformBrand例子：例子：IT IT 等新兴产业，钢铁、大宗化学品和半导体芯片等新兴产业，钢铁、大宗化学品和半导体芯片 12Globallocalization:（全球本土化）（全球本土化）nGlobal marketing requires marketers to behave in a way that is

7、global and local at the same time by responding to similarities and differences in world markets.13Howtodoit?n1 1国际市场宏观细分，各子市场内实行标准化。国际市场宏观细分，各子市场内实行标准化。1415联合利华：联合利华：n人均国民生产总值人均国民生产总值 四类四类第一类第一类 肥皂肥皂第二类第二类 普通洗衣粉普通洗衣粉第三类第三类 洗衣机用洗衣粉洗衣机用洗衣粉第四类第四类 含有纤维软化剂洗衣粉含有纤维软化剂洗衣粉16Howtodoit?2.2.产品标准化，广告差异化产品标准化，广告

8、差异化nHPnCoca-Cola17Howtodoit?3.3.品牌形象标准化，产品差异化品牌形象标准化，产品差异化nMcDonalds法国法国-葡萄酒葡萄酒德国德国-啤酒啤酒泰国泰国-水果奶昔水果奶昔澳大利亚澳大利亚-羊肉馅饼羊肉馅饼巴西巴西-浆果饮料浆果饮料18Howtodoit?4.4.产品核心标准化，产品外观（或附属特征）差异化产品核心标准化，产品外观（或附属特征）差异化nGM（GeneralMotors）nFHILIPS19Howtodoit?5.5.产品标准化，销售方式差异化产品标准化，销售方式差异化nEnteraforeignmarketDirectexport（1）设立国内出口

9、部）设立国内出口部 （2）国外经销商和代理商）国外经销商和代理商 （3）设立驻外办事处）设立驻外办事处 （4）建立国外营销子公司）建立国外营销子公司LicensingForeignjointventureKodak20nEnteraforeignmarketnDistributionnPromotion，Advertisemente.gGillette日本的批发组织繁复日本的批发组织繁复美国的联合销售组织发达美国的联合销售组织发达西欧的非营利性合作社西欧的非营利性合作社21Whatisyourchoice？nDesignnmanufacturenpackagingnADnDistributio

10、nncustomerservice22MerchandisenPopular，Low-costnLuxurynNational，localcharacteristicsnInternationalTravelernTheelderly23TheimportanceofglobalmarketingnWish to achieve maximumgrowthpotential e.g.The US companies:75%of world market potential is outside their home country.nThroughout history,companies h

11、ave achieved world wide dominance in spite of the smallersize and limitedmarket of their home country.It should be noted,however,that an internationalpresence was essential for their success.24ManagementOrientation(管理取向管理取向)nEthnocentricnPolycentricnRegiocentricnGeocentric母国中心导向母国中心导向多国中心导向多国中心导向地区中

12、心导向地区中心导向全球中心导向全球中心导向25EthnocentricOrientation(母国中心导向母国中心导向)Homecountryissuperiortotherestoftheworld.Foreignmarketssecondary26DomesticandinternationalcompaniesA.Domesticcompanies:nSee only similarities in markets.nProducts and practices that succeed in the home country will be successful anywhere;B.

13、Internationalcompanies:nAdhere to the notion that the products that succeed in the home country are superior.nProducts can be sold everywhere without adaptation standardized or extension approach to marketing.e.g.Nissan27PolycentricOrientationnEachcountryisunique.nEachsubsidiaryshoulddevelopitsownbu

14、sinessandmarketingstrategiese.g.:FordMotorCompany28RegiocentricOrientationnEachregionisuniqueandanintegratedregionalstrategyistobedevelopedtoservethatregion.ne.g.a U.S.company that focuses on the countries included in the NAFTA(North American Free Trade Agreement),the United States,Canada,and Mexico

15、.29GeocentricOrientationnViewstheentireworldasapotentialmarketandstrivestodevelopintegratedworldmarketstrategies.30RegiocentricandGeocentricnGeocentric:a synthesis of ethnocentrism and polycentrism.It is a world view that sees similarities and differences in markets and countries,and seeks to create

16、 a global strategy that is fully responsive to local needs and wants.nRegiocentric:have a world view on a regional scale;the world outside the region of interest will be viewed with an ethnocentric or a polycentric orientation,or a combination of the two.31nPleasematch!EthnocentricPolycentricRegioce

17、ntricGeocentricintegratedonaregionalscalecentralizedinmarketingManagementintegratedonaglobalscaledecentralized32DrivingForces(驱动力驱动力)P17nRegionalEconomicAgreementsNAFTA,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)nConvergingMarketNeedsandWantsandtheinformationrevol

18、utionnTransportationandCommunicationimprovementsnProductdevelopmentcostsnQualitynWorldeconomictrendsnLeverage33Leverage(杠杆作用杠杆作用)P18 In the context of international marketing,leverage means some type of advantage that a company enjoys by virtue of the fact that it has experienceinmorethanonecountry.

19、nExperiencetransfersnScaleeconomiesnResourceutilizationnGlobalstrategy34RestrainingForces抑制力抑制力nManagementMyopiaandOrganizationCulturenNationalcontrolsnOppositiontoglobalization35KeyTermsnMarketingnValueEquation:V=B/PnInternationalmarketingnStandardizationnLocalizationnGloballocalizationnEthnocentricorientationnPolycentricorientationnRegiocentricorientationnGeocentricorientation36