国际市场营销英文教案ChapterIGuidingTheoryofth课件.ppt

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 marketi

2、ng?(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 design,manufac

3、turing,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 international marketing?nPractic

4、ing 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 non-trade barriers,market resear

5、ch,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 profitable Should we go global?Standardization or

6、Localization?Global localization:Think globally and act locally (全球化思考本土化行动全球化思考本土化行动)标准化标准化差别化差别化全球本土化全球本土化StandardizationnGlobal Customer：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 nScale Economy n Uniform Brand 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 Global

7、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。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

8、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How to do it?2.2.产品标准化，广告差异化产品标准化，广告差异化nHPnCoca-ColaHow to do it?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How to do it?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（General Motors

9、）nFHILIPSHow to do it?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nEnter a foreign market Direct export （1）设立国内出口部）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 Licensing Foreign joint ventureKodaknEnter a foreign marketnDistributionnPromotion，Advertisement e.g Gillette 日本的批发组织繁复日本的批发组织

10、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What is your choice？nDesignnmanufacture npackaging nADnDistributionncustomer service Merchandise nPopular，Low-costnLuxury nNational，local characteristics n International TravelernThe elderly The importance of global marketingnWish to achieve maximum growth

11、 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 should be noted,however,that an international presence was essential fo

12、r their success.Management Orientation(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心导向地区中心导向全球中心导向全球中心导向Ethnocentric Orientation (母国中心导向母国中心导向)Home country is superior to the rest of the world.Foreign markets secondaryDomestic and international companiesA.Dom

13、estic 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 home country are superior.nProducts can be sold everywhere without adaptation s

14、tandardized 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 OrientationnEach region is unique and an integrated regional strategy is to be develop

15、ed 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 world as a potential market and strives to develop integrated world market strategies.Regioc

16、entric 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 fully responsive to local needs and wants.nRegiocentric:have a world view on a regional scal

17、e;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!EthnocentricPolycentricRegiocentricGeocentricintegrated on a regional scale centralized in marketing Managementintegrated on a global scaledecentraliz

18、edDriving Forces(驱动力驱动力)P17nRegional Economic Agreements NAFTA,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)nConverging Market Needs and Wants and the information revolutionnTransportation and Communication improvements nProduct development costsnQualitynWorld econ

19、omic trendsnLeverage Leverage(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 experience in more than one country.nExperience transfersnScale economies nResource utilizationnGlobal strategyRestrainin

20、g Forces 抑制力抑制力nManagement Myopia and Organization Culture nNational controlsnOpposition to globalizationKey TermsnMarketingnValue Equation:V=B/PnInternational marketingnStandardization nLocalizationnGlobal localizationnEthnocentric orientationnPolycentric orientationnRegiocentric orientationnGeocentric orientation