ch14GlobalMarketingDecisions(全球营销,沃伦·J·基
国际市场营销资料整理
国际市场营销资料整理第⼀章全球市场营销绪论1.全球市场营销的定义：内涵：营销标准化（Marketing Standardization);价值链活动的配置和协调（Configuration and Coordination of Value Chain Activities);竞争活动的整合（Competitive Integration)意义：对于发达国家：世界500强跨国公司平均近80%的市场在本国外；对于发展中国家：逐步融⼊全球经济体系3.全球市场营销的三个重要观点（核⼼战略观点）（定义？优势？取得什么利益？）（1）标准化观点（Standardization Perspective)：主张应在不同的国家市场上使⽤标准化的营销计划和营销组合要素。
（获取规模经济，满⾜顾客的“⼀致性”需要，经验技术分享。
“思考全球化，⾏动本⼟化”“核⼼要素标准化，外围要素适应性”例：可⼝可乐、麦当劳）（2）价值链的配置和协调（Configuration-Coordination Perspective)主张应根据不同东道国培养出的⽐较优势，挖据成本差异，在全球范围内合理配置各项活动，提⾼竞争优势。
（获取规模经济、范围经济、协调效应等巩固公司的全球品牌形象例：华为公司）（3）整合观点（Integration Perspective)主张全球营销的关键是参与所有主要世界市场以获得整合效果。
（提⾼“全球市场覆盖度”在⼀个国家⾯临竞争威胁，可通过另⼀个国家市场的竞争反击回应，以牵制竞争对⼿。
例：百事可乐与可⼝可乐）4.全球营销的发展阶段（1）出⼝营销阶段（Export Marketing)——国际化初级阶段（“市场延伸观念”本国市场是根本，外国市场是补充；本国市场：市场营销观念；海外市场：⽣产观念或推销观念；规模实⼒有限，⽬的销售多余产品，实现规模经济，延长产品⽣命周期等；例：历史上“丰⽥公司”的出⼝阶段）（2）多国营销阶段（Multinational Marketing) ——国际化中级阶段（“等距视⾓”：外国和本国市场机会同等重要；强调各国消费者需求差异，满⾜当地顾客需求；市场机会的选择决定于市场本⾝的盈利潜⼒；分权管理，主要依赖当地的营销资源、⽣产能⼒及母公司在国外分⽀机构的经验。
全球市场营销重要知识点罗列（中英文）
全球市场营销重要知识点罗列（中英文）Global marketing Chapter one掌握：营销概念：Although marketing is universal, marketing practice, of course,varies from country to country.了解：The market conceptThe New concept of marketing and the Four Ps: shifted the focus of marketing from the product to the customer.The strategic 1.concept of marketing: shifted the focus of marketing from the customer or the product to the customer in the context of the broader external environment.2.the strategic concept of marketing has shifted the focus of marketing from a microeconomics maximization paradigm to a focus of managing strategic partnerships and positioning the firm between vendors and customers in the value chain with the aim and purpose of creating value for customers.掌握：THE THREE PRINCIPLES OF MARKETING1.Customer value and the value equationThe task of marketing is to create customer value that is greater than the value created by competitors./doc/1312473186.html,petitive or differential advantageThe advantage can exist in any element of the company’s offer: the product, the price, the advertising and point-of-sale promotion, or the distribution of the product.V=B/P3.FocusThe third marketing principle is focus, or the concentration of attention.掌握：全球本土化概念（global localization）：it means asuccessful global marketer must have the ability to “think globally and act locally”掌握：MANAGEMENT ORIENTATION1.Ethnocentric (母国中心)---------international companyHome country is superior, sees similarities in foreign countries2.Polycentric（东道国中心）-----------multinational companyEach host country is unique sees differences in foreign countries3.Regiocentric（区域中心）----------global companySees similarities and differences in the world region; is ethnocentric or polycentric the rest of the world.4.Geocentric （世界中心）-------------transnational companyWorldview, sees similarities and differences in home and host countries.了解：Leverage定义：Leverage is simply some type of advantage that a company enjoys by virtue of the fact that it conducts business in more than one country.类型：1.experience transfers(经验移植) 2.Scale economies （规模经济：可降低成本）3.resource utilization （资源利用）4.global strategy（全球化战略）Chapter two了解ECONOMIC SYSTEMS1.Market allocationA market allocation system is one that relies on consumers to allocate resources.Consumers“write” the economic plan by deciding what will be produced by whom./doc/1312473186.html,mand or centralplan allocationIn a command allocation system, the state has broad powers to serve the public interest.These include deciding which products to make and how to make them.3. Mixed allocation了解STAGES OF MARKET DEVELOMENTUsing GNP as a base , we have divided global markets into four categories.1.low-income countries(also known as preindustrial countries)2.lower-middle-income countries(also known as less developed countries or LDCs)3.upper-middle-income countries(also known as industrializing countries)4.high-income countries(also known as advanced , industrialized, postindustrial countries) chapter three 了解：BASIC ASPERTS OF SOCIETY AND CULTURE①It is learned, not innate②The various facts of culture are interrelated, influence or change one aspect of a culture and everything else is affected.③It is shared by members of groups and defines the boundaries between different groups.掌握：High and low context cultures强交际环境文化和弱交际环境文化的对比(看73页表) In low context cultures,①messages have to be explicit.②A person's word is not t o be relied on.③Paperwork is important.In high context cultures,①less information is contained in the verbal part of message.② A person's value, position, background are crucial.掌握：Maslow's Hierarchy of Needs 马斯洛需求层次理论①physiological 生理需求②safety 安全需求③social 社交需求④esteem 尊重⑤self-actualization 自我实现掌握：Hofstede Framework 霍夫斯诺德构架（看细节）①individualism versus collectivism 个人主义与集体主义②power distance 权力距离③uncertainty avoidance 不确定性规避⑤masculinity versus femininity 男权主义相对女权主义了解：THE SELF-REFERENCE CRITERION AND PERCEPTION As we have shown, a person’s perception of market needs is framed by his or her own cultural experience.了解：ENVIRONMENTAL SENSITIVITY(了解80页表格)Environmental sensitivity is the extent to which products must be adapted to the culture-specific needs of different national markets. （对环境中最敏感的东西是food）Chapter four了解POLITICAL RISK （经济发达阶段和政治风险的关系，经济越不发达政治风险越高）了解征用（EXPROPRIATION）定义：Expropriation refers to governmental action to dispossess a company or investor.没收（CONPENSATION）定义：compensation is generally provided to foreign investors,although not often in the “prompt effective ,and adequate”manner provided for by international standard.国有化（NATIONALIZATION）定义：Nationalization occurs ifownership of the property or assets in question is transferred to the host government.了解：Differences of the two systems in solving commercial disputes两种法律体系在解决商务纠纷中的区别common law versus civil law(code law)①Under common law, commercial disputes are subjected to either civil or commercial laws. Under code law, commercial disputes are subjected to the commercial code.②Under common law, industrial property right based on proof of agreement.Under code law, industrial property right based on notarization or registration③Under common law, Performance of contract: Act of God/act of nature means extraordinary happenings not reasonably anticipated.Under code law, Performance of contract: Act of God is extended to include unavoidable interferences such as strike or riots (Force Majeure)掌握：Three bases for jurisdiction in resolving private international disputes处理国际争端的3种基本司法程序①negotiation调解协商②Arbitration仲裁③Litigation 诉讼Chapter five掌握：DIFFUSION THEORY(传播理论)（AIETA）Five stages of the adoption process 对新产品接纳过程的五个阶段①Awareness 知晓阶段②Interest 感兴趣阶段③Evaluation 评价阶段④Trial 试用阶段⑤Adoption 采纳阶段Five types of adopter categories 新产品接纳者的5种类型②innovators②early adopters(Early adopters are the most influential people in their communities,even more than the innovators. Thus. The early adopters are a critical group in the adoption process )③early majority④late majority⑤laggards (落后者)掌握：Characteristics of innovations(创新的特征)1.Relative advantage（相对优势）/doc/1312473186.html,patibility（兼容性）/doc/1312473186.html,plexity（复杂性）4.Divisibility（可分性）/doc/1312473186.html,municability（可交流性）Chapter six了解Information subject agenda （理解168页表格）了解SCANNING MODES（搜寻模式）: SURVEILLANCE AND SEARCH监视的两种类型Surveillance include: viewing and monitoring 了解营销信息的主要来源（sources of market information）：1.human sources (人)2.documentary sources（文档资源）3.internet sources（因特网来源）4. Direct perception（直接感知）了解FORMAL MARKETING RESEARCH（正式的市场调研）Step 1: Identifying the research problemStep 2: Developing a research planStep 3: Collecting data (看细节secondary data, primary data, survey research)Step 4: Analyzing research dataStep 5: Presenting the findingsChapter seven掌握市场细分的定义: Market segmentation is the process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs.掌握全球市场细分的定义：Global market segmentation is the process of dividing the world market into distinct subsets of customers that behave in the same way or have similar needs.掌握全球市场的主要细分的标准（criteria）(知道归属)：1.Geographic segmentation2.Demographic segmentation3.Psychographic segmentation4.Behavior segmentation5.Benefit segmentation掌握全球目标市场确定的定义：T argeting is the act of evaluating and comparing the identified groups and then selecting one or more of them as the prospect(s) with the highest potential.掌握选择目标市场的标准（criteria）:1.current segment size and growth potential2.potential competition/doc/1312473186.html,patibility and feasibility掌握选择目标市场的策略：1.standardized global marketing2.concentrated global marketing3.differentiated global marketing掌握全球产品定位（Global product positioning）定义:Positioning is the location of your product in the mind of your customer.Chapter eight掌握出口市场选择的六大标准（MARKET SELECTION CRITERIA）：1.market potential(市场潜量)2.market access (市场潜入因素)3.shipping costs(运输成本及时间)4.potential competition(潜在竞争)5.service requirement(服务要求)6.product fit(产品适应性)了解ENTRY AND EXPANSION DECISION MODEL(进入和扩张决策模型，第237页)掌握依托营销（Piggyback Marketing）的定义：The manufacturer using the piggyback arrangement does so at a cost that is much lower than that required for any direct arrangement. Successful piggyback marketing requires that the combined product lines be complement. They must appeal to the same customers, and they must not be competitive with each other.掌握许可贸易（licensing）的定义:Licensing can be defined as a contractual arrangement whereby one company(the licensee) makes an asset available to another company(the licensing) in exchange for royalties, license fees, or some other form of compensation. The licensed asset may be a patent, trade secret, or company name.其中，Franchising is a form of licensing了解Joint Ventures（第247页）了解市场扩张战略（5 MARKET EXPANSION STRATEGIES）:1.Strategy one: concentrates on a few segments in a few countries.2.Strategy two: country concentration and segment diversification3.Strategy three: country diversification and market segment concentration4.Strategy four: country and segment diversificationChapter nine了解全球战略联盟的三个特点：1.The participants remain independent subsequent to the formation of the alliance2.The participants share the benefits of the alliance as well as control over the performance ofassigned tasks.3.The participants make ongoing contributions in technology, products, and other key strategicareas.了解全球战略同盟的六个特性（attributes）（第265页）在日本，战略联盟被称为综合商社在韩国，战略联盟被称为财阀Chapter ten掌握影响产业竞争的五种力量（Forces Influencing Competition in a Industry）：1.Thread of new entrants2.Rivalry Among Existing Competitors3.Bargaining Power of Suppliers4.Bargaining Power of Buyers5.thread of Substitute Product or Services掌握新加入者的五种威胁（thread of new entrants）：1.Economies of scales(规模经济)2.Product differentiation(产品差异性)3.Capital requirements(资本要求)4.Switching costs(转换成本)5.Access to distribution channels(获取分销渠道的途径)/doc/1312473186.html,ernment policy(政府政策)7.Established firms may also enjoy cost advantages independent of the scale economies(老公司享有的与规模经济无关的成本优势)掌握Porter’s basic thesis(Porter’s diamond): four national attributes of a nation shape the environment in which local firms compete.波特钻石理论中认为决定一国本地公司竞争环境的四大特征：①factor condit ions②demand conditions③related and supporting industries④firm strategy, structure, rivalryAnd two influencers: Governments and chance其中，了解要素来源（factor conditions）的分类1.Human resources2.Physical resources3.Knowledge resources4.Capital resources5.Infrastructure resources掌握要素资源的类型1.Basic versus advanced factors（基本要素与高级要素）2.Generalized（通用要素是前提条件）versus specialized factors（专门要素是企业真正竞争要素的来源）掌握创造竞争优势的一般战略：1.Broad market strategy 大市场战略Cost-Leadership Advantage（成本领先）Differentiation（差异化）2.Narrow target strategies（缩小目标范围）Focused differentiation （差异专注）Cost focus（成本专注）了解日本人创新性竞争的策略：/doc/1312473186.html,yers of advantage （优势层）2.Loose bricks（松动的砖头）3.Changing the rules（改变规则）4.Collaborating（合作）5.Hypercompetition （超级竞争）CHAPTER11了解产品含义（了解产品属于哪类）Local products(本土产品)：A local product is available in a portion of a national market. National products（国家产品）: A national product is one that, in the context o a particular company is offered in a single national market.International products(国际产品): international products are offered in multinational,regional markets.Global products（全球产品）：global products are offered in global markets了解产品与品牌的不同（了解334页的全球品牌的特征--------地球图）A global product differs from a global brand in one important respect: it does not carry the same name and image from country to country.掌握产品定位（product positioning）的定义：product positioning is a communications strategy based on the notion of mental "space": positioning refers to the act of locating a brandin customers' minds over and against other products in terms of product attributes and benefits that the brand does and does not offer.掌握产品定位的一般策略（general strategies for positioning products）1.attribute or benefit （属性与性能）2.Quality/price（质量价格）/doc/1312473186.html,e/user （使用和使用者）4.High-tech positioning （高科技定位）5.High-touch positioning （高感性定位）掌握产品设计的四个因素（Product design considerations）Global market need to consider four factors when making product design decision:1. Preferences （偏好）2. Cost （成本）3. Laws and regulations（法律法规）4. Compatibility（兼容性）5. Labeling and instructions （标签以及用法说明）了解原产国的态度的（coo：country of origin）定义：Country of origin (often abbreviated to COO), is the country of manufacture, production, or growth where an article or product comes from. There are differing rules of origin under various national laws and international treaties掌握产品地理扩张的主要策略（5个）Strategy1:product/communication extension(dual extension) Strategy2:product extension/communication adaptationStrategy3:product adaptation/communication extensionStrategy4:dual adaptationStrategy5:product invention理解公司的三个阶段（How to choose a strategy）1.cave dweller.（洞穴居住着）2.Naive nationalist（天真的国家主义者）3.Globally sensitive（全球性敏感者）了解新产品开发的几层含义（New products in global marketing）:Newness can be assessed in t h e c o n t e x t o f t h e p r o d u c t i t s e l f,t h e o r g a n i z at i o n,a n d t h e m a r ke t.1.an entirely new invention or innovation2. a line extension3.newness may also be organizational4.an existing product that is new to a company may be new to a particular market了解新产品开发的几个步骤：1.Identifying new-product ideas2.New-product development location3.Testing new products in national marketsCHAPTER 12掌握环境对定价决策的影响（Environmental influences on pricing decisions）1.Currency fluctuations（货币的不稳定性）2.Exchange rate clauses（汇率条款）3.Pricing in an inflationary environment（在通货膨胀的环境里定价）/doc/1312473186.html,ernment controls and subsidies（政府控制和补贴）/doc/1312473186.html,petitive behavior （竞争行为）6.Price and quality relationships（价格与质量的关系）掌握全球定价目标及战略（Global pricing objectives andstrategies）1. 掌握市场撇脂（Market skimming）定义：the market skimming pricing strategy is a deliberate attempt to reach a market segment that is willing to pay a premium price for a product.2. 掌握渗透式定价（Penetration pricing）定义：penetration pricing uses price as a competitive weapon to gain market position.3. 掌握市场保持（Market holding）定义：the market holding strategy is frequently adopted by companies that want to maintain their share of the market.4. 掌握成本加成价格升级Cost plus/price escalation掌握价格升级的定义：Price escalation is the increase in a product’s price as tr ansportation, duty, and distributor margins are added to the factory price.掌握灰色市场（Grey market goods）条件和定义定义：gray market goods are trademarked products that are exported from one country to another, where they are sold by unauthorized persons or organizations.条件：The marketing opportunity that presents itself requires gray market goods to be priced lower than goods sold by authorized distributors or domestically produced goods.了解倾销(Dumping) 定义：Dumping is an important global pricing strategy issue.了解转移定价（TRANSFER PRICING）的定义：transfer pricing refers to the pricing of goods and services bought and sold by operating units or divisions of a single company.了解几种转移定价的方法：The alternatives are(1)cost-based transfer pricing,(2).market-based transfer pricing（目的基于市场竞争需要的转移定价）Market-based transfer price了解定义：a market-based transfer price is derived from the price required to be competitive in the international market.(3).negotiated prices.掌握三种定价策略（GLOBAL PRICING-THREE POLICY ALTERNATIVES）1.Extension/ethnocentric2.Adaptation/polycentric3.Invention/geocentricCHAPTER 13掌握分销渠道（Channel of distribution）的定义：Channel of distribution American marketing association defines channel of distribution as"an organized network of agencies and institutions which, in combination, perform all the activities required to link producers withusers to accomplish the marketing task."掌握分销(marketing channels)的目的: The purpose of marketing channels is to create utility for customers.掌握渠道的效用：The major categories of channel utility are place (the availability of a product or service in a location that is convenient to a potential customer);time(the availability of a product or service when desired by a customer);form(the product is processed, prepared, and ready to use and in proper condition);and information(answers to questions and general communication about useful product features and benefits are available).了解两种渠道：1.Direct involvement2.Indirect involvement掌握影响渠道因素（CHANNEL OBJECTIVES AND CONSTRAINTS）1. customers characteristics2. products characteristics3. middlemen characteristics4. environment characteristics掌握中间商（Middleman characteristics）的定义：Channel strategy must recognize the characteristics of existing middlemen. Middlemen are in business to maximize their own profit and not that of the manufacturer. They are notorious for cherry picking.了解cherry picking的定义：that is, the practice of taking orders from manufacturers whose products and brands are in demand to avoid any real selling effort for a manufacturer’s products that may required push.DISTRIBUTION CHANNELS:TERMINOLOGY AND STRUCTURE 掌握消费品（CONSUMER PRODUCTS）的主要渠道1.DOOR-TO-DOOR SELLING2.MANUFACTURER-OWNED STORE3.FRANCHISE OPERATIONS/doc/1312473186.html,BINATION STUCTURES掌握工业产品（INDUSTRIAL PRODUCTS）的主要渠道1.M-manufacturer2. W-wholesaler3. MSF-manufacturer's sales force4. D or A-distributor or agentCHAPTER 14掌握全球广告的定义：Global advertising is the use of the same advertising appeals, messages,art, copy, photographs, stories, and video segments in multiple-country markets.了解global advertising content: the extension versus adoption debate了解选择广告代理商的主要因素：In selecting an advertising agency, the following issues should be considered: Company organization, Area coverage, Buyer perception.CHAPTER 15（重点看选择题）掌握几种主要的促销方式（GLOBAL PROMOTION）Advertising（广告）Public Relations and Publicity （公共关系与公众度）Personal selling （个人推销）Sales promotion (营业促销)Direct Marketing（直复营销）Trade Shows and Exhibitions（贸易展示和展会）Sponsorship Promotion （赞助促销）了解公共关系的主要作用：foster goodwill and understanding among constituents both inside and outside the company.还有宣传的特征:Publicity is a nonpaid form of communication (unearned media)掌握推销(personal selling)的定义: personal selling is two-way,personal communication between a company representative and a potential customer as well as back to the company. 掌握推销的主要过程:The selling process is typically divided into several stages:prospecting, preapproaching, aaproaching, presenting, problem solying, handing objections, closing the sale, and following up.了解SALES PROMOTIONTrade promotions are designed to increases productavailability in distribution channels.了解DIRECT MARKETINGThe use of direct marketing is growing rapidly in many parts of the world due to increased use of computer databases, credit cards, and toll-free numbers, as well as changing life-styles.了解TRADE SHOWS AND EXHIBITIONSTrade shows and exhibitions are other promotion vehicles that are increasingly important in the promotional mix, especially for industrial products and in the international marketplace.了解SPONSORSHIP PROMOTION特点：Sponsorship can be used to increase awareness and esteem, to build the brand identification, to enhance the brand’s positioning and sales,and to circumvent advertising restrictions in some countries.。
全球营销战略的内涵
全球营销战略的内涵有关全球营销战略内涵讨论的观点可以归纳为下述三种：1．标准化观点(standardization perspective)对全球营销战略区别于一般多国营销管理的性质和内容，最早提出也是最有影响的观点是标准化的观点。
Livett明确指出：全球营销战略是生产标准化的产品；Jain认为，当一个公司在不同的国家使用相同的营销计划，即实行营销过程的标准化时，此公司也在实行全球营销战略。
这种观点在大量的关于标准化和适应性话题的论著中得以体现。
Levitt的标准化战略是全球营销战略的标志性理论，因此也构成全球战略的重要组成部分。
标准化观点认为通信和交通的巨大进步已经使世界出现同质化的趋势，世界上不同国家的消费者对相同产品表现出相同的偏好和需求倾向。
因此，生产大量高质量和低价的产品成为在全球市场上获取竞争优势的主要源泉。
具体而言，跨国公司实施标准化战略所侧重的营销要素也不尽相同，既可以是生产标准化的产品，也可以是就价格、促销、渠道结构等因素实施标准化，还可以在营销计划等管理程序上执行全球统一标准。
标准化观点的支持者还总结了标准化的若干优点，包括生产和营销的规模效应、处理顾客关系上的一致性以及在全球范围内发掘新的创意。
尽管标准化战略有可能为跨国企业带来极大的竞争优势，但是标准化战略的实施不应该是盲目进行的。
一般而言，全球化行业中的跨国公司具有实施标准化战略的必要性和可行性，而且，也需要进一步权衡实施这种战略的有效方式，比如采取营销组合的部分要素标准化，以及通过短期内大量资本渗透在市场上先入为主所形成的标准化经营的竞争优势等。
2．配置和协调的观点(Configuration-coordination Perspective)企业价值链上各种活动的配置以及跨市场活动的协调是全球营销战略的第二个重要观点。
全球营销管理战略作为跨国公司战略层面的重要决策，必须将价值链中采购、生产、研发等各项具体活动根据比较优势在全球范围内进行配置和整合，并且通过规模效应、范围经济和知识积累在所进入的各东道国市场获取协同效应。
ch GlobalMarketingDecisions 全球营销 沃伦 J 基
– Differentiate customers and rank them in terms of their value to the company
– Interact with customers and develop more cost efficient and effective forms of interaction
Direct Marketing
– Direct mail – Catalogs – Infomercials, Teleshopping
Event Sponsorship
– Concerts, sporting events – Product placement in movies
Internet Communications
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Direct Marketing
Any communication with a consumer or business recipient that is designed to generate a response in the form of:
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Direct Marketing vs. Mass Marketing
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One-to-One Marketing
Building from Customer Relationship Management
世界著名策划机构简介
世界著名策划机构简介策划是现代社会中非常重要的一环，许多企业、组织、政府都需要策划的支持来实现既定目标。
而策划机构就是为这些需求提供服务的机构，下面我们将介绍几个世界著名的策划机构。
一、Wieden+KennedyWieden+Kennedy是一家位于美国波特兰的广告公司，成立于1982年。
该公司创始人丹·威登和戴夫·肯尼迪最初只是做一些当地的公益广告。
但是随着他们的声誉逐渐扩大，该公司开始为像耐克、可口可乐、华盛顿邮报等大型企业提供服务。
作为全球最顶尖的广告公司之一，Wieden+Kennedy在业界拥有极高的声誉。
其创意广告获得多个奖项，如戛纳国际广告节金狮奖、克里奥奖等，且经常牵头挑战一些有意义的全球性项目和组织。
二、Droga5Droga5是一家位于美国纽约的广告公司，成立于2006年。
该公司由大卫·德罗加创立，并从2007年开始为Google工作。
之后，他们又陆续为可口可乐、考虑池、Puma、Under Armour等品牌提供广告营销服务。
Droga5擅长整合营销策略，并尝试将品牌文化融入到广告中，通过一系列有趣、新颖的广告，成功地建立了许多消费者的情感连接，并在业内逐渐树立了品牌形象和专业能力。
该公司也曾经获得戛纳国际广告节的多个奖项。
三、Sid LeeSid Lee是一家位于加拿大蒙特利尔的广告公司，成立于1993年。
该公司最初是一家多媒体制作公司，后来转型为广告公司，并且现在已发展为一个跨门类的、全生命周期的营销机构，提供广告策略和营销服务。
Sid Lee在全球范围内获得了不少声誉，主要是擅长为客户提供独立思考和创意灵感，并依此进行品牌设计和整合营销。
它也曾经为一些大型品牌工作，如红牛、阿迪达斯、花旗银行等，并在2017、2018年两连获戛纳国际广告节的创意竞赛大奖。
总体来说，这些策划机构都是全球最顶尖的营销服务公司之一，在广告创意、营销策略、品牌形象塑造等方面拥有非常高的专业水平和行业地位。
国际市场营销(双语版) 国际市场营销战略
· Expand the market demand is mainly from three aspects: (1) looking for new users; (2) the development of new uses; (3) to increase usage.
· （2）不同策略群体的竞争者。凡采取不同竞争策略 的 企业，可以划为不同策略群体。在不同的策略群体 之 间也存在着竞争：企业具有相同的目标市场，从而 相 互之间存在着争夺市场的竞争；策略差异的不明确 性 ，使顾客混淆了企业之间的差别；企业策略的多元 性 ，使不同策略群体企业的策略发生了交叉；企业可 能 改变或扩展自己的策略，加入另一策略群体的行列。
选择本企业 的竞争对策
1. 确定企业的竞争对手
· How to determine the competitors of the enterprise: (1) From the perspective of the industry to find competitors;(2) To find the competitors from the market, consumer demand perspective; (3) To find the competitors from the perspective of market segmentation.
①阵地防御（Position Defense）。 ②侧翼防御（Flanking Defense）。 ③先发防御（Preemptive Defense）。
· ④反攻防御（Counteroffensive Defense）。当市场领导者遭 到对手发动降价或促销攻势，或改进产品、占领市场阵地等 进攻时，应主动反攻入侵者的主要市场阵地，以切断进攻者 的后路。但有时企业在反攻以前会稍作停顿，有很多理由使 企业不能急于行事，因为在等待过程中企业可更全面地了解 竞争者，发现其过失，找到反击的突破口。
西文翻译14--
• 每个国家都有一个分销结构
– 商品从生产者传递到用户
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进口导向的分销结构
• 在进口导向或传统的分销结构中:
– 进口商控制固定的商品供应 – 营销体系的发展围绕着这样一个理念：向少数富裕的客户销售供 应有限的高价商品
• Competitive advantage
– For the marketer best able to build the most efficient channel from among the alternatives available
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分销渠道的结构
• 所有的消费品和工业产品最终都要经过一个分销 过程
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Global Perspective –
A Single Stick of Doublemint Today – 18 Billion Tomorrow
• A product must be made accessible to the target market at an affordable price • Getting the product to the target market
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国外中间商
• 制造商的代表 • 国外经销商 • 国外经纪人 • 管理代理和买办 • 经销商 • 进口批发商，批发商和零售商
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政府附属中间商
• 营销人员必须同世界上每一个国家的政府打交道 • 政府采购办事处
– 采购产品，服务和商品供政府自身使用 – 在中央，地区，和地方各级工作
• 公共部门与私营部门的效率
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ch14GlobalMarketingDecisions(全球 营销,沃伦·J·基
Direct Marketing
• Any communication with a consumer or business recipient that is designed to generate a response in the form of:
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ch14GlobalMarketingDecisions(全球 营销,沃伦·J·基
The Strategic/Consultative Selling Model
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ch14GlobalMarketingDecisions(全球 营销,沃伦·J·基
Couponing
• Couponing
– Printed certificates entitle the bearer to a price reduction or some other special consideration for purchasing a particular product
• Market maturity can also be different from country to country
• Local perceptions of a particular promotional tool or program can vary
国际营销_Intl_Mktg_14th_MGH_01
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Events and Trends Affecting Global Business
• • The rapid growth of the World Trade Organization and regional free trade areas The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe The burgeoning impact of the Internet, mobile phones, and other global media on the dissolution of national borders The mandate to properly manage the resources and global environment for the generations to come
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•
•
The Internationalization of U.S. Business
• Increasing globalization of markets
• Increasing number of U.S. companies are foreign controlled
– $16.3 trillion in foreign investment in the U.S. – $2.6 trillion more than American overseas investment
• Develop personal relationships in other countries • Have a culturally diverse senior executive staff or board of directors
全球市场营销(Global marketing)课件Chapter 1
Boundaryless Marketing
Goal is to eliminate communication barriers between marketing and other business functional areas Properly implemented it ensures that a market orientation permeates all value creating activities
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GMS has three additional dimensions that pertain to marketing management. ① Concentration of marketing activities is the extent to which activities related to the marketing mix are performed in one or a few country locations. ② Coordination of marketing activities refers to the extent to which marketing activities related to the marketing mix are planned and executed interdependently around the globe. ③ Integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of the world are interdependent.
ch09Global Market Entry Strategies(全球营销,沃伦·J·基坎;第四版)
Power Point by Kristopher Blanchard North Central University
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© 2005 Prentice Hall
5 Attributes of True Global Strategic Partnerships
Two or more companies develop a joint long-term strategy Relationship is reciprocal Partners’ vision and efforts are global Relationship is organized along horizontal lines (not vertical) When competing in markets not covered by alliance, participants retain national and ideological identities
Disadvantages
– Requires more investment than a licensing agreement – Must share rewards as well as risks – Requires strong coordination – Potential for conflict among partners – Partner may become a competitor
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国际市场营销理论思想的历史演进过程
国际市场营销理论思想的历史演进过程1. 营销导向（Marketing Orientation，1900-1950）20世纪初，企业开始关注市场需求和消费者行为，逐渐从生产导向转向市场导向。
哈佛商学院的教授Theodore N. Levitt在1960年提出了“营销导向”的概念，强调企业应该将消费者的需求和愿望放在产品开发和市场营销的中心位置。
这一理念推动了营销概念在国际贸易中的发展。
2. 国际市场选择理论（International Market Selection Theory，1950-1960）20世纪50年代，学者们开始研究企业如何选择最佳的国际市场进入和发展策略。
纳什和扩大提出了“群体理论”，认为企业应选择那些具有相似文化背景和购买习惯的市场进行拓展。
这一理论成为了后来的国际市场选择理论的基础。
3. 国际化阶段理论（Stages of Internationalization theory，1960-1970）20世纪60年代，学者们注意到企业在进入国际市场的过程中，往往会经历一系列的阶段。
约翰·达尼尔表示，企业国际化的过程可以分为出口、合作、直接投资和多国经营等不同阶段。
这一理论帮助企业了解自身在国际市场上的成长和发展。
4. 跨国企业理论（Transnational Corporation Theory，1970-1980）20世纪70年代，随着跨国公司在全球范围内的迅速增长，学者们开始研究跨国企业的运营管理和市场开拓问题。
著名学者韩国籍教授戴维·霍金森提出了“背靠国籍理论”，强调跨国企业在国际市场中应使用跨国化策略，同时充分发挥其国籍优势和资源。
5. 全球市场导向理论（Global Market Orientation Theory，1980-1990）20世纪80年代，企业开始关注全球市场和全球化的竞争环境。
学者持续关注企业如何在全球市场中定位自己，并开展全球化战略。
从事外贸需要看的书籍
从事外贸需要看的书籍When engaging in foreign trade, it is important to have a good understanding of international trade regulations and practices. "International Business: Environments and Operations" by John D. Daniels and Lee H. Radebaugh provides a comprehensive overview of the global business environment, including legal, political, and cultural factors that can impact international trade. Understanding these factors is essential for navigating the complexities of the global marketplace and ensuring compliance with international trade laws.在从事外贸时，了解国际贸易法规和惯例是非常重要的。
约翰·丹尼尔斯和李·拉德波分别编写的《国际商务：环境与运营》为读者提供了全面的全球商业环境概述，包括影响国际贸易的法律、政治和文化因素。
了解这些因素对于应对全球市场的复杂性和确保遵守国际贸易法律至关重要。
Another important aspect of engaging in foreign trade is understanding the financial aspects of international business. Books such as "Foundations of International Economics" by Paul Krugman and Maurice Obstfeld provide insights into the economic theories and models that govern international trade. Understanding conceptssuch as exchange rates, trade balances, and foreign investment can help businesses navigate the financial complexities of global trade and make informed decisions.从事外贸的另一个重要方面是了解国际商务的财务方面。
伦理和国际营销(Ethics and international marketing)
国家的、地理的以及政治的区分对伦理价值来说并不是客观依据。
最大幸福法则，另一方面，建立于每个人普遍接受的价值观之上——快乐和痛苦。
因此唯一一致的道德规范一定是“为最多的人寻求最大的利益”。
当企业需要决定什么是“最大的利益”、什么是“最多的人”以及市场营销如何将“最大的利益”传递给“最多的人”时，困难就产生了。
营销的概念揭示了企业必须满足各种消费偏好，这些偏好基于需要和欲望，并能使企业从中获得利润。
企业在逐利中的利己主义很难用Kant的观点来解释，但是根据Mill对公共事业的理解则是可以接受的。
因此，营销的概念对人的启示应该是“把消费者放在首位”，将利益带给个体消费者、整个社会和企业自身。
伦理相对主义者（Crane和Matten，2004）认为道德是绝对不存在的，因此道德的定义是基于社会的社交准则上的。
因此，并没有随时应用于所有民族的普遍存在的道德标准。
在营销方面，伦理相对主义能解释各个国家有各种不同的伦理标准，并随着时间的发展而改变。
如此一个关于道德标准的解释的确考虑到了对各种伦理标准的阐释，这些伦理标准正反映了多元文化和不同实践的存在。
此外，这也产生了市场营销理论在特定市场上的适应问题，在给定的时间点上，随着时间的推移，社会文化、知识和技术在不同的市场之间是变化的。
如果道德相对主义能够作为企业国际营销活动的基础而被接受，那么则没有通用的框架来解决道德争论或企业和社会中的道德问题是否能达成一致。
道德相对主义只能用来培育灵活性，这种灵活性在没有通常参考点的情况下，能在国内外市场上与消费者建立相当复杂的关系。
因此，道德相对主义实施于企业的营销活动中的论点能够产生问题，并对跨越国界的核心普世价值观产生疑问。
市场营销伦理十分必要吗？根据Fineman（1999）所述，营销学家例如Beardshaw和Palfreman（1990）认为市场营销是“一个伦理上中立的系统，或者是服务于一个明确的市场利益的管理工具”。
ch10ProductandBrandDecisions(全球营销-沃伦·J·
ch10ProductandBrandDecisions(全 球营销,沃伦·J·
Branding Strategies
• Brand acts as an umbrella for new products
– Example: The Virgin Group
• Virgin Entertainment: Virgin Mega-stores and MGM Cinemas • Virgin Trading: Virgin Cola and Virgin Vodka • Virgin Radio • Virgin Media Group: Virgin Publishing, Virgin Television,
different, but we treat them the same. We sell them the same products, we use the same production
methods, we have the same corporate policies. We even use the same advertising—in a different language, of course. - Alfred Zeien Former Gillette CEO
ch10ProductandBrand Decisions(全球营销,沃
伦·J·
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ch10ProductandBrandDecisions(全 球营销,沃伦·J·
Basic Product Concepts
• A product is a good, service, or idea
• Global brands have the same name and similar image and positioning throughout the world
journal of international marketing文章
journal of international marketing文章标题：《探索国际市场的趋势与策略：Journal of International Marketing 文章精选解析》国际市场是企业拓展业务、增加竞争力的必经之路。
本文将为您介绍《Journal of International Marketing》期刊中的精选文章，帮助您深入了解国际市场的发展趋势及营销策略。
一、《Journal of International Marketing》简介《Journal of International Marketing》（以下简称JIM）是美国市场营销协会（AMA）旗下的一本国际市场营销领域的顶级学术期刊。
自1994 年创刊以来，JIM 专注于国际市场营销理论与实践的研究，为全球营销学者和从业者提供了丰富的学术资源和实践指导。
二、精选文章解析1.文章标题：《Digital Transformation in Global Marketing: A Framework for Research and Practice》文章简介：本文探讨了数字转型对全球市场营销的影响，并提出一个研究与实践的框架。
内容亮点：- 数字技术对全球市场产生了深远影响，促使企业重新审视其营销策略；- 作者提出了一个包含四个维度的数字转型框架：技术、组织、战略和顾客；- 企业应根据自身情况，制定合适的数字转型策略，以应对国际市场的挑战。
2.文章标题：《The Role of Cultural Intelligence in International Marketing Success》文章简介：本文分析了文化智力在国际市场营销成功中的作用，为企业提供了一种新的营销思路。
内容亮点：- 文化智力是企业在国际市场取得成功的关键因素之一；- 作者提出了文化智力的四个维度：认知、情感、行为和策略；- 企业应重视培养员工的文化智力，以提高国际市场的竞争力。
国际目标市场营销
2.00-2.49 1.50-1.99 1.00-1.49
4.10% 1.20% 0.30%
0.00%
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10.00%
15.00%
18.50%
20.00%
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5.1.1国际市场细分概述 （四）细分市场的特性
可度量性 规模性 可接触性 稳定性 回应性 可执行性
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5.1.2 国际市场细分方法
竞争力
强
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弱
国家潜量 政治风险
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高
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5.1.4 国际市场细分的标准
➢（二）微观细分：1.细分变量（标准）
➢地理因素 ➢人口因素 ➢心理因素 ➢行为因素
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5.1.4 国际市场细分的标准
➢（二）微观细分：2.国际市场地理细分 国际常用地理细分变量 ➢地理位置或地理区域 ➢地理环境或自然环境
目标市场 目标市场
选择一个或几个细分市场作为服务对象
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5.2.1选择国际目标市场的标准
（三）目标市场选择图示
70年代家园
前2期100％卖给了70年代出生的人
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5.2.1选择国际目标市场的标准
（四）目标市场选择与营销战略模式
根据是否进行市场细分和选择细分市场数 量的多少而分成三种目标市场营销模式： 1.无差异目标市场营销 2.差异化目标市场营销 3.集中化目标市场营销
纪高级营销主管培训第十二章设计全球市场的提提供物
价格(jiàgé)挑战
>价格(jiàgé)阶升 >转移价格 >倾销(qīngxiāo)价格 >灰色市场
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国际(guójì)营销的整体渠道
卖方(mài fānɡ)
卖方主管国际营销的总部
国与国间的销售渠道
外国销售渠道
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最终买方
营销(yínɡ xiāo)组织
出口部
国际事业部 全球组织
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CANADA US A
GREENLAND
SOUTH AMERICA
EUROPE
RUS S IA
MIDDLE EAST
A S IA
A FRICA
AUSTRALIA
A NTA RCTICA
纪高级营销主管培训第 十二章设计全球
(quánqiú)市场的提提供 物
2021/11/7
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本章(běn zhānɡ)要点
进入国外市场之前应考虑的因素 选择国外市场 如何(rúhé)进入选定的国外市场 实施全球营销的产品的适应性 全球营销的管理和组织
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国际营销的主要(zhǔyào)决策
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国际化过程(guòchéng)
不出口 通过代理人出口 建立分销子公司 在国外建厂
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国际营销(yínɡ xiāo)中的5种产品与 促销战略
不改变产品ຫໍສະໝຸດ 产品改变产品开发新产品
不改变促销
促销
改变促销
直接延伸
产品适应
产品创新
传播适应双重(shuāngchóng)适应
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关于(guānyú)是否进入 国外市场的决策
全球营销：国际营销新趋势
全球营销：国际营销新趋势文章导读：本文介绍了何谓全球营销，全球营销哲学，全球营销产业，全球营销战略，全球营销成功要诀。
全球营销概念首见于利维特（Levitt）1988年发表的，题为“市场全球化”的学术论文中，并引起了社会各界的极大关注。
利维特认为，自六十年代以来，社会、经济与技术的进展已使世界具有越来越多的共同性。
从消费者的兴趣与偏好来看，相似的需求已构成了一个统一的世界市场。
因此，全球企业能够生产全球性标准化产品以获取规模经济，使产品价格降低，从而比其他竞争者具有更多的比较优势。
这便是全球营销概念的提出。
利维特的文章引起了一场重要的学术讨论。
论题围绕着各国之间文化趋同性的程序与跨国公司能否在全球范围内实行标准化营销。
一些学者将日本公司在国际市场上的成功归因于其所采取的全球营销战略。
此外，还有大量文章就西方工商业者应如何在迅速变化的世界环境中更为有效地进行公司管理以应付全球竞争提出了许多建议。
“全球化”很快便风靡起来了。
一、何谓全球营销全球营销可定义如下：企业通过全球性布局与协调，使其在世界各地的营销活动一体化，以便获取全球性竞争优势。
全球营销的三个重要特征是：全球运作、全球协调与全球竞争。
因此，开展全球营销的企业在评估市场机会与制定营销战略时，不能以国界为限，而应该放眼于全球。
根据企业投资于国际市场的特性与程度及其国外营销活动的协调与一体化程度，可将各类营销归纳如图1所示。
其中，全球营销是企业国际化的高级阶级，其核心内容在于“全球协调”与“营销一体化”。
图1 各类营销比较二、全球营销哲学全球营销在很大程度上是一种经营哲学。
早在1969年，珀尔马特（Perlmutter）就首创了所谓EPRG体系。
该体系将企业的国际营销战略分为四类，即：E （Ethnocentrism）——本国中心主义； P （Polycentricism）——多中心主义：R（Regiocentrism）——地区中心主义；G（Geocentrism）——全球中心主义、企业采取不一致的营销战略，则其经营哲学也是完全不一致的。
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• Market Unknowns – lack of knowledge of market conditions, the accepted way of doing business, or positioning of the product may derail the sales team’s efforts
– An order – Request for further information – A visit to a store or other place of business
•© 2005 Prentice Hall5/20/2020
Mass Marketing
• Communication that is typically aimed at broad segments of consumers with certain demographic, psychographic, or behavioral characteristics
– May be distributed in stores, in the mail, through print media, at events, or door-to-door
•© 2005 Prentice Hall5/20/2020
Couponing
• Couponing
– Printed certificates entitle the bearer to a price reduction or some other special consideration for purchasing a particular product
Sales Promotion: Global or Local
• In countries with low levels of economic development, low incomes limit the range of promotional tools available
• Market maturity can also be different from country to country
•© 2005 Prentice Hall5/20/2020
Direct Marketing vs. Mass Marketing
•© 2005 Prentice Hall5/20/2020
One-to-One Marketing
• Building from Customer Relationship Management
•© 2005 Prentice Hall5/20/2020
The Strategic/Consultative Selling Model
• Customer Strategy – plan that ensures that the sales professional will be maximally responsive to customer needs
• Trade structure in the retailing industry can affect the use of sales promotions.
•© 2005 Prentice Hall5/20/2020
Sampling
• Sampling
– Provides consumer with opportunity to try product at no cost
The Strategic/Consultative Selling Model
•© 2005 Prentice Hall5/20/2020
The Presentation Plan
• Approach • Presentation • Demonstration • Negotiation • Closing • Servicing the Sale
•© 2005 Prentice Hall5/20/2020
Direct Marketing
• Any communication with a consumer or business recipient that is designed to generate a response in the form of:
• Couponing accounts for 70% of consumer promotion spending in the US
•© 2005 Prentice Hall5/20/2020
Couponing
•© 2005 Prentice Hall5/20/2020
Sales Promotion: Issues and Problems
– Customize the product/service offered to the customer
•© 2005 Prentice Hall5/20/2020
Catalogs
• A magazine style publication that features photographs and extensive information about a company’s products
•© 2005 Prentice Hall5/20/2020
Personal Selling Hurdles
• Political Risks – unstable or corrupt governments change the rules for the sales team
• Regulatory Hurdles – Governments can set up quotas or tariffs that affect the sales force
ch14GlobalMarketing Decisions(全球营销,沃
伦·J·基
2020年5月25日星期一
Sales Promotion
• Sales promotion refers to any paid consumer or trade communication program of limited duration that adds tangible value to a product or brand
• Presentation Strategy – consists of setting objectives for each sales call and establishing a presentation plan to meet those objectives
•© 2005 Prentice Hall5/20/2020
• Fraud
– Pepsi promotion with Apple
• Regulations vary by country • Cultural dispositions to coupons and other
sales promotions
– Malaysians see coupon usage as embarrassing – Islam frowns on gambling so sweepstakes may
•© 2005 Prentice Hall5/20/2020
The Strategic/Consultative Selling Model
•© 2005 Prentice Hall5/20/2020
The Strategic/Consultative Selling Model
• Personal Selling Philosophy – commitment to the marketing concept and a willingness to adopt the role of problem solver/partner
purchasing a product • Provide accountability for communications
activity • Provide method of collecting additional data
for database
•© 2005 Prentice Hall5/20/2020
• Direct Marketing
– Direct mail – Catalogs – Infomercials, Teleshopping
• Event Sponsorship
– Concerts, sporting events – Product placement in movies
• Internet Communications
•© 2005 Prentice Hall5/20/2020
Sales Force Nationality
• Expatriates • Host country • Third country • Other options
•© 2005 Prentice Hall5/20/2020
Special Forms of Marketing Communications
– Identify customers and accumulate detailed information about them
– Differentiate customers and rank them in terms of their value to the company
– Interact with customers and develop more cost efficient and effective forms of interaction