國際市場營銷課件第一章

InternationalMarketing

國際市場營銷Lecturer：GuoSuqing

MarketingConceptModelChapterOneInternationalMarketingBriefingObjectivesWhenstudentsfinishthischapter,theyshouldbeabletoaccomplishthefollowing:DefinitionofmarketingMarketingconceptsandfunctionsofmarketingDefinitionofinternationalmarketingReasonstodobusinessininternationalmarketsInternationalmarketingpracticeofChinesecompanies1.1Whatismarketing?1.1.1DefinitionTheprocessofbuildinglastingrelationshipsthroughplanning,executionandcontrollingtheconception,pricing,promotionanddistributionofideas,goodsandservicestocreatemutualexchangethatsatisfyindividualandorganizationalneedsandobjectives.(DefinitionbyS.Carter)1.1.2MarketingandsalesMarketingismorethanjustbuyingandtrading.Marketingistheprocessofseekingtouncoverconsumer’srequirementsandadoptingtheinformationtoproducts’distributionandpromotion.Marketingmainlyfocusesonpricesofproductsorservices,promotionanddistribution,etc.Inotherwords,marketingrefersto4Ps,ducts,price,promotion,place&distribution.(6Ps:Politics,PR-Itispartofmarketing.BritishPRexpertbelievesthatperceptionshouldbeputintomarketsystem.Therefore,PRhasgraduallybeenbroughtintothemarketingsystem.)

MarketingProcessR&D(Research&Development)研發(fā)CustomerValue

顧客價值Manufacturing制造Customerneedsandwants顧客需求Engineering設(shè)計(jì)1.1.3BasicelementsofthemarketconceptNeedsWantsDemandsConsumervalueConsumersatisfactionMarket（Ref：Figure1-2P5ASimplemarketingsystem）Marketingmanagement（Ref：P6Figure1-3Actorsandforcesinamodernmarketingsystem）1.1.4MarketingfunctionsContact接觸客戶Merchandise商品銷售Pricing價格定位Promotion促銷Distribution分銷Humanresources人力資源1.2Whatisinternationalmarketing1.2.1DefinitionAtitssimplestlevel,internationalmarketinginvolvesthefirminmakingoneormoremarketingmixdecisionsacrossnationalboundaries.Atitsmostcomplexlevel,itinvolvesthefirminestablishingmanufacturingfacilitiesoverseasandcoordinatingmarketingstrategiesacrossmarkets.1.2.2DifferentlevelsofinternationalmarketingDomesticmarketingExportmarketingInternationalmarketing(Globalmarketing)1.2.3DifferencesbetweendomesticmarketingandinternationalmarketingEnvironmentdifferencesDifferentapplicationsofmarketingprinciples,conceptsantechniquesDifferentrelationsbetweenenterprisesandgovernments1.2.4Internationalmarketingprocess

AppraisingtheinternationalmarketingenvironmentDecidingwhethertogoabroadDecidingwhichmarkettoenterDecidingonthemarketingcontrolandmanagementDecidingonthemarketmixDecidinghowtoenterthemarketSixstepsforacompanytobeinternational1.3InternationalmarketingofChinesecompany1.3.1Chinesecompaniesininternationalmarket1.3.2ChinasuccessfullyparticipatingintheWTObringsnewchallengesandopportunities

HaierGroupCasestudy1QingdaoHaier(Group)INC

BeTrueForever.Betrueforever.Casestudy2TCLGroupCo.,Ltd.

ChinaBrandMobilesHaierLenovoAmoiBirdKejianKonkaHisensePandaSOUTEC

ForeignBrandMobilesMOTONokiaEricssonSimensPhilipSamSungSony

Iphone

Fashion:TCLMobileKimHee-sun-AdvertisingspokespersonOfTCLMobileExercises:I.Multiplechoices.II.Trueorfalse.III.DiscussionWhatwillWTObringtoChinesefirmininternationalmarket?Thedifferenc