国际市场营销学教案第一课(2014年版)

Environmental uncontrollables
(Controllables) 1. Competition country market A
Price Product
2. Technology
5. Political- Target
Environmental
6. Geography and Legal
大部分的ipad是在中国成都组装的。
各国对 iPhone 手机价值贡献率
Apple I phone 4 production cost –nearly 200 USD Selling price in USA ---600 USD Unicom-------5980+300 CNY China mobile -------7800 CNY
Coordination of Marketing Activities
Integration of Competitive Moves
STANDARDIZATION vs. ADAPTATION
Globalization (Standardization)
Developing standardized products marketed worldwide with a standardized marketing mix
Essence of mass marketing
Global localization (Adaptation)
Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction
Marketing target market
customer integrated
needs
marketing
and wants
profit through customer satisfaction
The scope and challenge of International Marketing
The International Marketing Task
Foreign Environment (Uncontrollables)
7. Structure of Distribution
1. Competition
Domestic environment (Uncontrollables)
INTERNATIONAL MARKETING
Ke Fu
International Marketing
Something about the course About the book About the study method About the examination
The scope and challenge of international marketing
- (be continue)
The scope and challenge of International Marketing
- To take advantages of the regulations and polices of domestic and foreign market - To acquire resources. - To avoid risk - To expand product life cycle - to take part into global production chain More……….
Marketing Mix
4CS
Product customer wants and needs
Price
customer cost
Promotion customer communication
Place
customer convenience
The scope and challenge of International Marketing
家电连锁商江苏五星电器51%的股权，从而正式进入中国市场;
苹果是哪里生产的？
苹果在全球范围内已经形成一种垂直一 体化的生产模式：
“硅谷设计-日本精密机械制造芯片-由 台湾厂商制造主板-在中国大陆生产外围 设备并组合成最终产品”。
苹果的利用与整合超越了国家界限，形 成了真正的全球生产体系。
International corporations…. These companies’ business were located all around
the world….. More and more companies engage in International
marketing….. See next page Let’s try to think some Chinese International companies…. again, try to think about some foreign-owned Chinese companies….
Market
7
Infrastructure
Promotion Place or 2 .Technology
Distribution
uncontrollables country market B
4.
Culture
3. Economy
Environmental uncontrollables
5. Political-
What are 4P and 4C represent in marketing? What are the differences of international
Essence of segmentation Think globally, act locally
STANDARDIZATION vs. ADAPTATION
The Faces of Coca-Cola Around the World
Arabic Read right to left
The Importance of Going Global
For U.S. companies, 75% of total world market for goods and services is outside the country
Coca-Cola earns 75% of operating income and 2/3 of profit outside of North America
3. Economy
country
Legal
market C
4. Culture
GLOBAL MARKETING: What It Iபைடு நூலகம் & What It Isn’t
Single Country Marketing Strategy
Target Market Strategy Marketing Mix
- To increase their profit by increasing total revenue or decreasing the cost of goods.
- The attractiveness of International market
- The saturation of domestic market needs and intensive market competition -
selling Marketing mix (See page 9) Marketing– Marketing is getting the right
goods and service to the right people at the right place at the right time and right place with the right communication and promotion.
Product Price Promotion Place
Global Marketing Strategy
Global Market Participation
Marketing Mix Development
4 P’s: Adapt or Standardize?
Concentration of Marketing Activities
Smiling curve
附加价值
高 R&D
20世纪 90年代以后
加加
20世纪
60-70年代
加加
加加
加加 低
上游
加加
加加加加
中游
下游
业务过程
The scope and challenge of International Marketing
Why do companies engage in International Marketing?
For Japanese companies, 90% of world market is outside the country
94% of market potential is outside of Germany for its companies even though it is the largest EU market
Chinese “delicious/happiness”
McDonald’s Global Marketing
Questions for further consideration
Why do lots of companies engage into globalization?
What are the differences of marketing and selling?
Fortune 500 companies (2009)
世界500强公司名单.doc
外资企业在中国
伪国货.ppt 柯达与乐凯联姻（占乐凯20%股份） 比利时英博集团与福建雪津啤酒 嘉士伯收购云南大理啤酒;(云南本省知名品牌，在云南占有1/3的市场份
额) 摩根，英联，达能与蒙牛 美华平与哈药 欧莱雅与小护士，羽西 洗涤行业四家年产八万吨以上的洗衣粉已有三家被收购 百威啤酒的制造商AB集团收购中国第四大啤酒商哈尔滨啤酒 无锡威孚是国内柴油燃油喷射系统的最大厂商，被德国博世并购 国际私募股权基金PAG接手了好孩子集团67.4%的股权 北美最大的消费电子零售商百思买以1.8亿美元的价格，收购国内第四大
How Big Is The Global Market?
The scope and challenge of International Marketing
Basis info. About Marketing What is difference between marketing and
The scope and challenge of International Marketing
starting point focus means
ends
Selling factory
products selling and
promotion
profit through sales volume
6PS ----Political ----Public relation
10PS ----Probing ---Partition ---Prioritizing ---position
The scope and challenge of International Marketing
International marketing is the performance of business activities designed to plan, price, promote and direct the flow of a company’s goods and services to consumer or users in more than one countries for a profit.