國際市場營銷課件Global Marketing Management全球市場營銷管理

GlobalMarketingManagement全球市場營銷管理Topic#12Chapter#9GlobalMarketingManagement

全球市場營銷管理Withmanynewdevelopingandemergingmarketsprovidingestablishedaswellasgrowingcompanieswithnewandexpandingmarketopportunitiesinternationalmarketingmanagementisbecomingmoreimportantallthetime.Thetrendtowardglobalfreetradeandtheincreaseinthenumberandsizeoflargetradingblockswithexpandedmarketsiscontinuallychangingthebusinessenvironment.隨著許多新興市場中的公司提供更多擴(kuò)大市場的機(jī)會,國際市場營銷變得越來越重要,全球自由貿(mào)易的趨勢和貿(mào)易區(qū)規(guī)模的增加在不斷的改變商業(yè)環(huán)境Localbusinesses,eveniftheyhavestrongbrandrecognitionmustlooktotheinternationalenvironmentforexpansionastheycompetewithnationalandinternationalbrandsthathaveadvantagesineconomiesofscale,distributionandbrandrecognition.本地商業(yè):即使他們有很強(qiáng)的品牌認(rèn)可,也必須注意國際環(huán)境,因?yàn)樗麄兣c有經(jīng)濟(jì)規(guī)模,配送,品牌認(rèn)可優(yōu)勢的國內(nèi)和國際品牌競爭Sincenewtradeblocksarecontinuallybeingformedandthroughmasscommunicationstraditionalculturalbeliefsandbehavioursarebeingaugmentedwithpopculturemarketsegmentationacrossbordersisatrendinmarketingmanagement.因?yàn)樾沦Q(mào)易區(qū)通過大眾傳媒不斷成形,在市場管理中一個趨勢是傳統(tǒng)文化理念和行為被越過國界的通俗文化市場細(xì)分?jǐn)U張Example!案例A22yearoldgirlwholikesthebeachandpopmusicfromBrazilhasmuchmoreincommonfromamarketsegmentationpointofviewwithaChinesegirlwhois22,theneitherhavewiththeirowngrandparents!!!Eventhoughtheydonotspeakthesamelanguage,theybothlikepopmusic,boys,andthebeach!!!一個喜歡沙灘和巴西流行音樂的22歲女孩與市場細(xì)分中的22歲中國姑娘的觀點(diǎn)有更多的相同之處,但與他們的祖父母都不同.即使她們不說相同的語言,但她們都喜歡流行音樂,男孩和沙灘Anothertrendintheinternationalenvironmentisamovementtowardlocalization,andcustomization!Peoplewanttobuyandsupportlocalbusinessandproductsiftheycanandtheywantindividualizedcustomerserviceandproductofferingsasmuchaspossible,whenpossible!!!Thus,thecrucialquestionformarketersis“whatarethemostefficientwaystosegmentmarkets?”.國際環(huán)境的另一個趨勢是本土化和客戶化的行為.當(dāng)可能時,人們會購買本地產(chǎn)品和支持本地商業(yè)如果他們能得到盡可能多的個性化客戶服務(wù)和產(chǎn)品供應(yīng)Example;“TheNestleWay!”

案例:雀巢的途徑Nestlewasfoundedin1866,andhasbeeninternationalsinceitbegan.Itsell8500productsproducedin489factoriesin193countriesworldwide!!!Theiroverallstrategycanbesummedupin4points;雀巢成立于1866年,剛成立時就成為有國際化企業(yè),它在全球范圍的193個國家中有489個工廠生產(chǎn)8500種產(chǎn)品.它的全部策略可以概括為四點(diǎn):1.Thinklongterm.長期考慮

2.Decentralize.分散

3.Sticktowhatyouknow.忠于你知道的

4.Adapttolocaltastes.適應(yīng)當(dāng)?shù)氐目谖禕enefitsofGoingGlobal進(jìn)入全球市場的益處Therearemanyadvantagestogoinginternationalandultimatelyglobal.進(jìn)入國際最終全球市場的優(yōu)勢很多

EconomiesofScaleinproductionandmarketing.生產(chǎn)和市場的經(jīng)濟(jì)規(guī)模效應(yīng)Transferofknowledgeacrossborders.國際知識轉(zhuǎn)讓Accesstotoughestcustomersthusimprovingquality.為得到苛刻的消費(fèi)者因此提高質(zhì)量Spreadingoutofportfoliorisk.分散證券組合投資風(fēng)險Greaterprofitpotentialduetolargermarkets.更大的市場潛藏更大的利益

GlobalBrandingStrategies

全球品牌策略Abrandgivesaproductanidentitythatcustomerscanrelateto.Ithelpsthemarketerdevelopamessagethatwillappealtocustomersandhelpsthemarketerdifferentiatetheproductfromproductofferingsmadebycompetitors.Aneffectivebrandingstrategyhelpsenhanceaproduct’simageandbecomelessvulnerabletocompetition.Brandingallowsthecommunicationbetweenthecompanyandit’scustomerstobecomehomogenized,thusreducingtheneedtocustomizemessagesandimages.品牌賦予產(chǎn)品消費(fèi)者能想到的特性.它是一個幫助營銷者吸引消費(fèi)者和在競爭者供應(yīng)的產(chǎn)品中區(qū)分產(chǎn)品的信息.一個有效的品牌策略幫助提高產(chǎn)品的形象和變得不易受競爭者攻擊.品牌允許公司和消費(fèi)者的交流使其均質(zhì)化,因此減少了定做的需求EffectiveBrandingInTheInternationalEnvironmentrequires;國際環(huán)境中有效的品牌策略需要1.Allproductofferingsbyacompanyshouldbepositionedinthesameway.

公司產(chǎn)品的定位方式一樣2.Promisesmadeaboutthebrandmustbedelivered!產(chǎn)品的承諾要做到3.Brandstrategiesmustbechampionedbyaleaderwithinanorganizationsothattheentirecompanyeffortsupportsthatstrategyinaconsistentway.品牌策略一定要被組織的領(lǐng)導(dǎo)者支持,這樣整個公司才會一直支持這個策略PlanningforGlobalMarkets

全球市場的計劃Planningisasystematizedwayofrelatingtothefuture.Theplanmustblendthechangingparametersofexternalcountryenvironmentswithcorporateobjectivesandcapabilitiestodevelopasound,workablemarketingprogram.Planningrelatestotheformationofgoalsandmethodsofaccomplishingthem,soitisaprocess.Structurallytherearefourlevels.Thereiscorporate,strategic,tacticalandoperationalplanning.計劃是設(shè)計未來的系統(tǒng)化的方法.計劃必須協(xié)調(diào)國外環(huán)境和共同的目標(biāo)和發(fā)展一個完全的切實(shí)可行的市場項目的能力.計劃涉及目標(biāo)的形成和完成的方法.計劃的結(jié)構(gòu)有四個階段:全體的,戰(zhàn)略的,戰(zhàn)術(shù)的,運(yùn)作的計劃CompanyObjectivesandResources公司的目標(biāo)和資源Evaluationofacompany’sobjectivesandresourcesiscriticalinallstagesofplanningforinternationaloperations.Definingobjectivesclarifiestheorientationofthedomesticandinternationaldivisions,permittingconsistentpolicies.在國際業(yè)務(wù)中,評估一個公司的目標(biāo)和資源在所有階段中是最重要的,分清國內(nèi)和國際的目標(biāo),允許一貫的政策“Whatdowewanttodo?Anddowehavewhatittakestogetthejobdone?”我們想干什么?我們干什么能完成工作?InternationalCommitment

企業(yè)承擔(dān)國際的責(zé)任Topmanagementmustbefullycommittedtointernationalmarketingeffortsandmustprovidethenecessaryresourcesoritisnotlikelytosucceed.Arealisticplanwithrealisticgoals,witharealistictimehorizon,giventheexternalmarketenvironmentisabsolutelynecessary.Thedegreeofcommitmentwilllikeimpactthedegreeofsuccess!高級管理層必須對國際市場營銷的努力承擔(dān)責(zé)任或者提供必要的資源,否則不太可能成功.一個現(xiàn)實(shí)的計劃必須有現(xiàn)實(shí)的目標(biāo),現(xiàn)實(shí)的時間范圍,考慮國外市場環(huán)境,承諾的程度會影響成功的程度.TheInternationalPlanningProcess國際規(guī)劃的過程Phase1:PreliminaryAnalysisandScreening–MatchingCompanyandCountryNeeds.階段1:初步分析和篩選,使公司和國家的需求一致Phase2:AdaptingtheMarketingMixtoTargetMarkets.階段2:調(diào)整營銷組合以適應(yīng)目標(biāo)市場Phase3:DevelopingTheMarketingPlan.階段3:發(fā)展?fàn)I銷計劃Phase4:ImplementationandControl階段4:實(shí)施和控制Phase1:PreliminaryAnalysisandScreening階段1:初步分析和篩選Matchingcompanyandcountryneeds.Acompleteunderstandingoftheproposedinternationalmarketmustbeassessedandunderstood.Theuncontrollableenvironmentvariablessuchas;political,legal,cultural,economic,andcompetitive,mustbefullyunderstoodandevaluated.Inadditionthemarketsize,demographicsandpsychographicsmustbeaccessed.Oncethisisunderstoodthecompanymustlookinwardandaccessit’sownstrengthsandweaknessesgiventheenvironment.使公司和國家的需求一致.對推薦的國際市場進(jìn)行評估,以完全了解不可控環(huán)境因素例如,政治,法律,文化,經(jīng)濟(jì)和競爭,都必須完全了解和評估.另外,必須調(diào)查市場規(guī)模,人口統(tǒng)計,心理學(xué)統(tǒng)計.看向公司的內(nèi)部,了解它在環(huán)境中的優(yōu)勢和劣勢.Phase2:AdaptingtheMarketingMixtoTargetMarkets階段2:調(diào)整營銷組合以適應(yīng)目標(biāo)市場Identifytargetmarketsegments.Theymustbeinlinewithproductofferingsandbeofsufficientsizetojustifyinvestment.Oncetargetmarketshavebeenidentifiedanappropriatemarketingmix;product,price,place,promotion,strategymustbedevelopedandadjustedtoculturalandenvironmentalconstraints.確定市場范圍.它們必須與產(chǎn)品供應(yīng)相一致和足夠的規(guī)模證明投資的合理性.一旦適當(dāng)?shù)氖袌鰻I銷組合確定,產(chǎn)品,價格,分銷策略就要適應(yīng)文化和環(huán)境限制.3QuestionsGeneratedinPhase2階段2產(chǎn)生的3個問題1.Arethereidentifiablemarketsegmentsthatallowforacommonmarketingmixacrosscountries?有沒有一個越過國家的考慮共同營銷組合的確定的市場范圍2.Whichcultural/environmentaladaptationsarenecessaryforsuccessfulacceptanceofthemarketingmix?哪些必要的文化或環(huán)境的調(diào)整可以成功的接受營銷組合3.Willadaptationcostsallowprofitablemarketentry?調(diào)整的成本會使進(jìn)入的市場有利可圖嗎Phase3:DevelopingtheMarketingPlan階段3:發(fā)展?fàn)I銷計劃Atthisstageamarketplanisdeveloped.Itbeginswithasituationanalysisandthenincludesanentryplanandanactionplan.Thespecificplanestablisheswhatistobedone,bywhom,howitistobedone,andwhen.Itincludesbudgets,salesandprofitprojections.這個階段發(fā)展了市場計劃.開始時是情況分析,然后是進(jìn)入計劃和行動方案.這個建立的特定的計劃告訴我們要做什么,被誰做,如何做和什么時候做.它包括預(yù)算,銷售額和利益推算.Plan4:ImplementationandControl階段4:實(shí)施和控制A“go”decisionismadeinphase3whichtriggersimplementationofthespecificplans.Allmarketingplansneedcoordinationandcontrolduringimplementation.Amarketingcontrolsystemevaluatestheplanasitmovesforward,reviewingperformance-objective-action.Astheplanmovesforwardifitfallsshort,changesaremade.階段3實(shí)施了推行特定計劃的決定.所有的營銷計劃在實(shí)施時,需要協(xié)調(diào)和控制.一個營銷控制系統(tǒng)在計劃進(jìn)行時評估它的表現(xiàn),目標(biāo)和行動.計劃推行時,如果不符合標(biāo)準(zhǔn),就要改變

Thusaplanneedstobedynamicsincetheenvironmentisdynamic!!!計劃隨著環(huán)境的改變而改變PRODUCTPRICEPLACEPROMOTIONMARKETINGMIXCONTROLABLEVARIABLESUNCONTROLABLEVARIABLESMARKETINGENVIRONMENTDOMESTICMARKETINTERNATIONALMARKETCOMPETITIONLAWSECONOMYCONSUMERTASTESTECHNOLOGYGOVERNMENTINCREASEDCOMPETITIONMARKETSTASTES

CULTURE

LANGUAGEDISTRIBUTIONTAXATIONETHICSGEOGRAPHYECONOMYDEVELOPMENT

AlternativeMarket-EntryStrategiesExporting

ContractualAgreementsStrategicAlliancesOwnershipInternetExporterImporterDistributerDirectSalesLicensingandfranchisingStrategicAlliancesJointVentureandConsortiumsDirectForeignInvestmentLeastcontrolLeastcostLeastriskLeastprofitpotentialMostcontrolMostcostMostriskMostprofitpotentialExporting出口Exportingistheeasiestmethodofgoinginternationalandisusuallythefirststep.Itisalsotheleastriskysincethecostandcommitmentislowest.Howeverthepossiblereturnsarealsolowest.出口是進(jìn)入國際市場最簡單的方法,通常也是第一步.它同樣也是最低風(fēng)險,因?yàn)槌杀竞统兄Z最少,然而回報也是最少的.Directexporting;companysellstoacustomerinanothercountry.直接出口:公司在另一個國家向消費(fèi)者銷售產(chǎn)品Indirectexporting;companysellstoabuyer,whosellstoacustomerinanothercountry.間接出口:公司銷售給買家,他們在另一個國家向消費(fèi)者銷售產(chǎn)品TheInternet;increasing;internationalinternetmarketingisanewfieldinmarketing.網(wǎng)絡(luò):不斷增長,網(wǎng)絡(luò)市場是市場中的一個新領(lǐng)域Directsales;largeindustrialsales.直接銷售:大型工業(yè)的銷售

B2B公司與公司的交易ContractualAgreements合同協(xié)議Contractualagreements;arelongterm,non-equityassociationsbetweentwocompaniesfromdifferentcountries.合同協(xié)議:是不同國家兩個公司間長期的無股票期權(quán)的關(guān)系Licensing;Givinganothercompanytherighttouseyourpatentrights,trademarkrights,ortechnologicalprocessesforafee.許可經(jīng)營:收取一定的費(fèi)用,允許一個公司使用專利,商標(biāo)和技術(shù)流程的權(quán)力Contractmanufacturing:whereonecompanyproducesproductsforanothercompanytosellunderthatbrandinaforeignmarket.合同制造:一個公司在另一個公司的名義下在國外市場生產(chǎn)商品Franchising;Isabusinesstypewhereafirm,thefranchisorprovidesexpertise,aplan,products,andabrand.Andthefranchiseeprovidesacapitalandpersonalinvolvement.特許經(jīng)營:是一種在一個公司中,授予特許者提供專業(yè)知識,規(guī)劃,產(chǎn)品和品牌,特許經(jīng)營人提供資金和個人參與的商業(yè)類型Contractmanufacturing:whereonecompanyproducesproductsforanothercompanytosellunderthatbrandinaforeignmarket.合同制造:一個公司在另一個公司的名義下在國外市場生產(chǎn)商品StrategicInternationalAlliances戰(zhàn)略國際聯(lián)盟StrategicInternationalAlliance,(SIA);Isabusinessrelationshipestablishedbytwoormorecompaniestocooperateoutofmutualneedandtosharetheriskinachievingacommonobjectiveinaforeignmarket.戰(zhàn)略國際聯(lián)盟:是在國外市場,由兩個或更多的公司建立合作,解決共同的需求,分擔(dān)風(fēng)險以達(dá)到共同目標(biāo)的商業(yè)關(guān)系(synergisticrelationshipestablishedtoreachacommongoal)建立協(xié)同的關(guān)系以達(dá)到共同的目標(biāo)InternationalJointVentures;Isacollaborativerelationshipwheretwoormorefirmsjoinforcestocreateaseparatelegalentity.國際合資企業(yè):是兩個或多個公司合作成立一個獨(dú)立法人

InChinatherehasbeen50000IJVsinthelast20years!!!在中國最近的20年成立了50000家國際合資企業(yè)JointVenture合資企業(yè)JointVenture;Isacollaborativerelationshipwheretwoormorefirmsjoinforcestocreateaseparatelegalentity.合資企業(yè):是兩個或多個公司合作成立一個獨(dú)立法人

1.JVsareestablishedasseparatelegalentities.合資企業(yè)以獨(dú)立法人的身份建立2.ThepartnersshareinmanagementoftheJV.合資企業(yè)中合伙人分擔(dān)管理權(quán)3.Thepartnersarelegalorganizations,notindividuals.合伙人是合法的組織不是個體4.Equitypositionsareheldbythepartners.合伙人享有公平的地位Consortia;Aresimilartoajointventureaccepttheyhavetwouniquecharacteristics;聯(lián)盟:與合資企業(yè)相似,但有兩個獨(dú)特的特征1.Theyusuallyinvolvelargenumbersofparticipants.參與者的人數(shù)很多2.Theyusuallyoperateinacountryormarketinwhichnoneoftheparticipantsiscurrentlyactive.他們通常開發(fā)參與者當(dāng)前不活躍的國家或市場Example!Airbus;