国际市场营销双语教程课件-cha1.ppt

1、Chapter 1 International Marketing in GeneralLearning Objectives本章学习目标：1.International marketing and its definition.国际市场营销及其定义。2.Different company orientations toward international marketing.企业进入国际市场的不同的价值取向。3.Driving forces direct companies going international.企业进入国际市场的驱动力。4.Obstacles preventing com

2、panies from successful marketing.企业进入国际市场会面临的障碍。Framework1、The Importance of International Marketing2、Driving Forces of International Expansion3、Obstacles to InternationalizationWhat is International Marketing?The process of planning and conducting transactions across national borders to create exch

3、anges that satisfy the objectives of individuals and organizations.Selected U.S.Companies and Their International SalesThe International Marketing TaskInternational Marketing QuestionsShould I obtain my supplies domestically or from abroad?What marketing adjustments are or will be necessary?What thr

4、eats from global competition should I expect?How can I work with these threats to turn them into opportunities?What are my strategic global alternatives?World Trade Importance World trade has grown from$200 billion to more than$7 trillion in the past three decades.The Iron Curtain is gone and capita

5、lism has replaced the old economic doctrines.Firms invest on a global scale.Increasingly more difficult to define“where”products come from.New trading blocs are emerging.Global Linkages Global linkages bind countries,institutions,and individuals more closely than ever.World trade opens up entirely n

6、ew business horizons.Trade and Domestic Growth RatesTrade GrowthDomestic GrowthSOURCE:International Financial Statistics Yearbook IMF 2000.Domestic Policy Repercussions Considerations Lowering of interest rates,happy U.S.customers but what about impact of countries offering higher interest rate?Agri

7、cultural and farm polices.Currency flows.Exchange rates.Meeting International Challenges Be prepared and develop active responses.Develop new strategies.New plans are needed.Adaptation to the new environment and markets.Strategic MarketingMarketing Managers Task To plan and execute programs that wil

8、l ensure a long-term competitive advantage for the company.Marketing Managers Supporting Tasks Determine the specific target markets.Manage the marketing mix in order to best satisfy the needs of individual target markets.Target Market SelectionTarget MarketOrganizationOccupantsOccasionsObjectivesOp

9、positionOperationsOutletsObjectsMarketing ManagementPlaceDistributionPolicyPricePricingPolicyPromotionCommunicationPolicyProductProductPolicyTarget MarketThe ProcessStages in the Marketing ProcessAnalysis:Collect data on the eight Os from data sources-primary and secondary,internal and external,form

10、al and informal.Screen data for opportunities to employ company resources for competitive advantage.Planning:Develop a marketing plan which includes a situation analysis,goals and objectives,long-term strategies and short-term tactics,cost and profit estimates,and anticipated changes in organization

11、al structure.Implementation:Take actions to put the plan into action.Adjust implementation activities to account for environmental changes in market conditions.Control:Use annual planning(sales to forecast),profitability,and efficiency controls to monitor the plans successes and failures.Stages of I

12、nternationalMarketing InvolvementIn general,firms go through five different phases in going international:Infrequent Foreign MarketingNo Direct Foreign MarketingInternational MarketingRegular Foreign MarketingGlobal MarketingStrategic Orientation:EPRG SchemaOrientationEPRG SchemaDomestic MarketingEx

13、tensionMulti-DomesticMarketingGlobal Marketing(Ethnocentric)(Polycentric)(Regio/Geocentric)Generally,four distinctive approaches dominate strategic thinking ininternational marketing:Strategic Orientation:EPRG Schema1.Ethnocentric or Domestic Marketing Extension Concept:2.Polycentric or Multi-Domest

14、ic Marketing Concept:Opposite of ethnocentrism Management of these multinational firms place importanceon international operations as a source for profitsManagement believes that each country is unique andallows each to develop own marketing strategies locallyHome country marketing practices will su

15、cceed elsewherewithout adaptation;however,international marketing isviewed as secondary to domestic operationsGenerally,four distinctive approaches dominate strategic thinking ininternational marketing:Strategic Orientation:EPRG Schema3.Regiocentric:4.Geocentric:Regiocentric and Geocentric are synon

16、ymous with a GlobalMarketing Orientation where a uniform,standardizedmarketing strategy is used for several countries,countries ina region,or the entire worldSees the world as one market and develops a standardizedmarketing strategy for the entire worldThe Chapters Referential Questions:本章参考题本章参考题(1

17、)Define international marketing.How it is different from domestic marketing?请谈谈国际市场营销的定义，以及国际市场营销与国内市场营销有何不同？(2)Why is the international marketers task more difficult than that of the domestic marketer?为什么说，与国内市场营销相比国际市场营销的任务会更艰巨？(3)What are the primary obstacles to access in the international marke

18、t?企业进入国际市场会遭遇哪些主要障碍？(4)Discuss the conditions that lead to the development of global markets.谈谈企业开发全球市场需要具备哪些条件？(5)How do you understand the internal reasons for the evolution of international marketing concepts?企业在制订国际市场营销理念时，需要考虑哪些内部因素？(6)Why could the regionalization be the driving force for comp

19、anies go international?为什么说区域一体化会成为企业国际化的驱动力？(7)Why is it said that“Although competition can be a driver of internationalization,competitors can also erect barriers to new entrants in a market”?为什么说，“竞争既是企业国际化的推动力，又会成为企业进入国际市场的障碍”？（8）How could government set barriers for foreign companies in international marketing?在国际市场营销中，政府通常采用那些手段为外国公司设置障碍？