國際市場營銷英文教案ChapterIGuidingTheoryoftheInternationalMarketing

1、nSelf-introduction 任蕾任蕾 Leia Study Taskn1. Review (Chapter one) n2. International Marketing Environments (Part 1:Social and Cultural Environments)Review (Chapter one) nInternational MarketingnTheory + case analysisnIntroduction to International marketingInternational Marketing -Introduction1.What is

2、 marketing? (P2)nThe process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals. nMarketing-one of the functional areas of a business or the activities that along with product

3、design, manufacturing, and transportation logistics, comprise a firms value chain.nThe essence of marketing (P5) is to surpass the competition at the task of creating for customers. Value Equation: V=B/P B, benefits P, price-money, time, effort, etc.How to improve “V”?nExample:V=B/P2. What is intern

4、ational marketing?nPracticing marketing in the international environment.nAn organization that engages in international marketing focuses its resources on international market opportunities and threats. International Marketing VS Domestic MarketingnMore difficult: language, law, culture, trade and n

5、on-trade barriers, market research, and communication;nMore complicated: currency, measures and weights, customs, monetary exchange, transportation, insurance, and counter-claimnMore risky: credibility, currency exchange, political risk, transportation, and pricing nMore opportunities and more profi

6、table Should we go global?Standardization or Localization? Global localization: Think globally and act locally (全球化思考本土化行動(dòng)全球化思考本土化行動(dòng))標(biāo)準(zhǔn)化標(biāo)準(zhǔn)化差別化差別化全球本土化全球本土化StandardizationnGlobal Customer： 年齡、收入、職業(yè)、教育背景年齡、收入、職業(yè)、教育背景 價(jià)值觀念和生活方式價(jià)值觀念和生活方式 具有高度一致性的顧客群具有高度一致性的顧客群 nScale Economy n Uniform Brand 例子：例子：IT IT

7、等新興產(chǎn)業(yè)，鋼鐵、大宗化學(xué)品和半導(dǎo)體芯片等新興產(chǎn)業(yè)，鋼鐵、大宗化學(xué)品和半導(dǎo)體芯片 Global localization: （全球本土化）（全球本土化）nGlobal marketing requires marketers to behave in a way that is global and local at the same time by responding to similarities and differences in world markets.How to do it?n1 1國際市場宏觀細(xì)分，各子市場內(nèi)實(shí)行標(biāo)準(zhǔn)化。國際市場宏觀細(xì)分，各子市場內(nèi)實(shí)行標(biāo)準(zhǔn)化。聯(lián)合利華：聯(lián)

8、合利華：n人均國民生產(chǎn)總值人均國民生產(chǎn)總值 四類四類第一類第一類 肥皂肥皂第二類第二類 普通洗衣粉普通洗衣粉第三類第三類 洗衣機(jī)用洗衣粉洗衣機(jī)用洗衣粉第四類第四類 含有纖維軟化劑洗衣粉含有纖維軟化劑洗衣粉How to do it?2.2.產(chǎn)品標(biāo)準(zhǔn)化，廣告差異化產(chǎn)品標(biāo)準(zhǔn)化，廣告差異化nHPnCoca-ColaHow to do it?3.3.品牌形象標(biāo)準(zhǔn)化，產(chǎn)品差異化品牌形象標(biāo)準(zhǔn)化，產(chǎn)品差異化nMcDonalds法國法國- -葡萄酒葡萄酒德國德國- -啤酒啤酒泰國泰國- -水果奶昔水果奶昔澳大利亞澳大利亞- -羊肉餡餅羊肉餡餅巴西巴西- -漿果飲料漿果飲料How to do it?4.4.產(chǎn)品核

9、心標(biāo)準(zhǔn)化，產(chǎn)品外觀（或附屬特征）差異化產(chǎn)品核心標(biāo)準(zhǔn)化，產(chǎn)品外觀（或附屬特征）差異化nGM （General Motors ）nFHILIPSHow to do it?5.5.產(chǎn)品標(biāo)準(zhǔn)化，銷售方式差異化產(chǎn)品標(biāo)準(zhǔn)化，銷售方式差異化nEnter a foreign market Direct export （1）設(shè)立國內(nèi)出口部）設(shè)立國內(nèi)出口部 （2）國外經(jīng)銷商和代理商）國外經(jīng)銷商和代理商 （3）設(shè)立駐外辦事處）設(shè)立駐外辦事處 （4）建立國外營銷子公司）建立國外營銷子公司 Licensing Foreign joint ventureKodaknEnter a foreign marketnDistr

10、ibutionnPromotion，Advertisement e.g Gillette 日本的批發(fā)組織繁復(fù)日本的批發(fā)組織繁復(fù)美國的聯(lián)合銷售組織發(fā)達(dá)美國的聯(lián)合銷售組織發(fā)達(dá)西歐的非營利性合作社西歐的非營利性合作社What is your choice？nDesignnmanufacture npackaging nADnDistributionncustomer service Merchandise nPopular，Low-costnLuxury nNational，local characteristics n International TravelernThe elderly The

11、importance of global marketingnWish to achieve maximum growth potential e.g. The US companies: 75% of world market potential is outside their home country.nThroughout history, companies have achieved world wide dominance in spite of the smaller size and limited market of their home country. It shoul

12、d be noted, however, that an international presence was essential for their success.Management Orientation( (管理取向管理取向) )nEthnocentricnPolycentricnRegiocentricnGeocentric母國中心導(dǎo)向母國中心導(dǎo)向多國中心導(dǎo)向多國中心導(dǎo)向地區(qū)中心導(dǎo)向地區(qū)中心導(dǎo)向全球中心導(dǎo)向全球中心導(dǎo)向Ethnocentric Orientation ( (母國中心導(dǎo)向母國中心導(dǎo)向) )Home country is superior to the rest of

13、the world. Foreign markets secondaryDomestic and international companiesA. Domestic companies:nSee only similarities in markets.nProducts and practices that succeed in the home country will be successful anywhere;B. International companies:nAdhere to the notion that the products that succeed in the

14、home country are superior.nProducts can be sold everywhere without adaptation standardized or extension approach to marketing.e.g. NissanPolycentric OrientationnEach country is unique. nEach subsidiary should develop its own business and marketing strategies e.g.: Ford Motor CompanyRegiocentric Orie

15、ntationnEach region is unique and an integrated regional strategy is to be developed to serve that region.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.Geocentric OrientationnViews the entire wor

16、ld as a potential market and strives to develop integrated world market strategies. Regiocentric and GeocentricnGeocentric: a synthesis of ethnocentrism and polycentrism. It is a world view that sees similarities and differences in markets and countries, and seeks to create a global strategy that is

17、 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.nPlease match!EthnocentricPolycentricRegiocentricGeocentricintegrate

18、d on a regional scale centralized in marketing Managementintegrated on a global scaledecentralizedDriving Forces (驅(qū)動(dòng)力驅(qū)動(dòng)力) P17nRegional Economic Agreements NAFTA, EU, ASEAN, GCC, APEC ( (北美自由貿(mào)易區(qū)，歐盟，東盟，海灣合作委員會(huì)，亞太經(jīng)濟(jì)合作組織北美自由貿(mào)易區(qū)，歐盟，東盟，海灣合作委員會(huì)，亞太經(jīng)濟(jì)合作組織) )nConverging Market Needs and Wants and the information revolutionnTransportation and Communication improvements nProduct development costsnQualitynWorld economic tre