International Marketing 国际市场营销 课件
市场营销英文课件(PPT)
A company can add new products through acquisition of other companies.
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After international marketers position their products, they need to develop the product strategies according to the position.
1. International Product Mix Strategy The international product mix consists of all the
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International Product and Brand Strategy
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The question of Diversification v.s Standardization.
For most products, adaption to local preference is a must. But adaption to every local market may cost a company too much.
The products include the tangible products and intangible services or a combination of them.
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2.1 Consumer Products
国际市场营销双语教学教案10-PPT精品.ppt
5. Strategies Overcoming the Price Escalation
(1) Reorganize the channel of distribution;
(2) Adapt the product; (3) Use new or more economical tariff or tax classifications; (4) Assemble or produce overseas
边际成本 2.00 0.00 0.10 0.00 2.10 0.00 0.00 1.00 1.25 4.35 1.09 5.44
5
4. Export-Related Costs
(1) The cost of modifying the product for foreign markets; (2)Operational costs of the export operation: personnel, market research, additional shipping and insurance costs, communications costs with foreign customers, and overseas promotional costs; (3) Costs incurred in entering the foreign markets; tariffs and taxes; risks associated with a buyer in a different market; and risks from dealing in other than the exporter’s domestic currency, i.e., foreign exchange risk.
第一章国际市场营销双语ppt课件
• 1.2 The Concepts of International Marketing
国际市场营销基本范畴
• 1.3 Related International Economic Organizations
与国际市场营销相关的国 际经济组织
精品课件
1.1The Concepts of Marketing
Technological factors
• 社会文化因素 • 科技因素
精品课件
Monopolies
legislation
Environmental
protection laws
Taxation policyΒιβλιοθήκη Employment laws
Government policy
Legislation
P
S
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1.1.2. Marketing philosophy
• a way of organizing and controlling marketing. The whole philosophy of marketing is changing. Previously, marketing involved creating a demand for a specific product or service. That approach is obsolete. Today marketers must interact with the market, determine what products and services are needed, and supply enough information to the market about those products so that the products find their own market.
国际市场营销学 ppt课件
据
㈢ 风俗习惯
不同的文化习俗影响形成的消费习惯， 必然影响人们的消费行为，国际营销工 作中，熟悉异国文化、了解异国风俗习 惯至关重要。
㈣ 社会结构
社会结构也称社会组织，指社会里的人 相互发生联系的各种组织形式，是人们 之间相互联系、沟通的方式。
包括：
1. 亲属关系
2. 社会阶层
3. 社会群体
4.
国际营销活动的 计划、组织、控制
建立与经销商、顾客之间 的良好关系
第二章 国际市场营销文化环 境
Chapter Two International Marketing Culture
Environment
Culture just different, not right or wrong, better or worse
国际 市场 营销 管理
企业具体策略 （产品、价格、分销、促销）
精品资料
• 你怎么称呼老师？
• 如果老师最后没有总结一节课的重点的难点，你 是否会认为老师的教学方法需要改进？
• 你所经历的课堂，是讲座式还是讨论式？ • 教师的教鞭
• “不怕太阳晒，也不怕那风雨狂，只怕先生骂我 笨，没有学问无颜见爹娘 ……”
分销 结构
三、企业开展国际营销的动因
• 通过国外投资设厂生产，避开贸易壁垒。 • 享受外国政府制定的优惠政策。 • 利用外国低廉的劳动力和原材料，降低生产成本，
国际市场营销双语-精品.ppt
国际市场营销学
2
Marketing Promotion
国际市场营销学
3
内容简介 Learning Objectives
1. The changing face of U.S. business 2. The scope of the international marketing task
3. The increasing importance of global awareness
风险大, 难度大 Higher Risk and More Difficulties
国际市场营销学
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1.2 国际市场营销与国际贸易
International Marketing & International Trade
国际贸易： 国家之间有形产品与无形服务的交换活动
Exchange of the visible products and invisible services among the nations 国与国之间分工的结果
Outcome of the International Labor Division
国际市场营销学
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国际贸易与国际营销的共同点
What are in common for the both?
经营活动的目的：获取利润
Business Purpose: Earning profit 交换对象：商品和劳务
Marketing and International Marketing
Marketing is a social and managerial process by which individuals and groups obtain what they need and wue with others.
第一章-国际市场营销理论基础PPT课件
销售
购买
物
：
产 业 企业
品务
财
：
人
：
信息：
商品市场是整个市场体系的基础
International
Marketing
理解
• 市场就是顾客，也就是支持、认同、忠诚于你的人 。 • 买方为市场；卖方为行业 • 市场：人口、购买力、购买欲望 （函数） • 市场：现实需求+潜在需求
International
过十一年的发展，沃尔玛目前已经在全国共55个城市开设了104家商场，包括沃尔玛购物
广场、山姆会员商店、沃尔玛社区店三种业态，其中沃尔玛购物广场99家、山姆会员商店
3家，社区店2家。沃尔玛至今在华创造了超过50,000个就业机会。
与在世界其它地方一样，沃尔玛在中国始终坚持公司的优良传统，即专注于开好每一
International
Marketing
一、市场产生及发展
协作
1.市场的产生
计划
分工 分工
市场
分工能提高效率
分 工 产规生模分工了学市分习工场
比较优势
分工的 效率
协同
International
Marketing
2.市场的发展
分工 商品市场 分工深化 金融市场 分工深化 人才市场 分工深化 信息市场
2）与国际贸易的区别
国际贸易 经济学的分支学科
国际营销 企业管理学的分支学科
宏观科学
微观科学
主体是国家
主体是企业
产品、劳务的进出口
货物和劳务跨越国境
不直接面对消费者， 无主要营销活动
低级形式的进口和出口 高级形式的国外生产 货物和劳务跨越国境 决策和管理跨越国境 直接面对消费者，
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
© 2005 Prentice Hall
1-12
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.
国际市场营销英文精选课件
1-6
CHAPTER ONE
The Scope and Challenge of International Marketing
1-7
Key terms
INTERNATIONAL MARKETING
1-1
Textbook
International Marketing(16th edition)
Philip R. Cateora, Mary C. Gilly, John L. Graham(Vi)
1-2
New and expanded topics in the 16th edition
1-13
(4)The Marketing Process
A. Design a customer-driven marketing strategy B. Build profitable relationships and create customer delight C. Construct an integrated marketing program that delivers superior value
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
hibit 1.2 Selected U.S. Companies and Their International Sales
国际市场营销
国际市场营销什么是国际市场营销国际市场营销（International Marketing）是指企业在跨越国际边界的背景下，将产品或服务推向全球市场并满足不同国家和地区的消费者需求的过程。
国际市场营销涉及了跨国企业运作、国际贸易、市场调研、产品定位、市场推广等诸多方面的内容。
国际市场营销的意义随着全球经济的不断发展，国际市场营销的意义也变得越来越重要。
国际市场营销帮助企业扩大市场规模，增加销售量，提高收益。
此外，国际市场营销还能够提供更多的机会，使企业能够寻找到适合自己发展的市场和资源。
国际市场营销的挑战然而，国际市场营销也面临着许多挑战。
首先，不同国家和地区有着不同的文化、语言、习惯和法规，这要求企业在进入新市场之前需要进行详尽的市场调研和分析，了解不同市场的特点和需求。
其次，国际市场竞争激烈，企业需要找到独特的竞争优势，才能在竞争中脱颖而出。
此外，国际市场营销还要面临跨国贸易的风险和不稳定性，例如政治风险、汇率风险和贸易壁垒等。
国际市场营销的策略为了在国际市场中取得成功，企业需要制定合适的市场营销策略。
以下是一些常见的国际市场营销策略：1. 标准化策略标准化策略是指企业在各个国家和地区采用相同的产品、价格、渠道和品牌形象等策略。
这样可以帮助企业降低成本、提高运营效率，并且在全球范围内建立一致的品牌形象。
2. 本地化策略本地化策略是指企业根据不同国家和地区的需求和特点，调整产品、价格、渠道和品牌形象等策略。
这样可以帮助企业适应不同市场的需求，更好地满足消费者的期望，提高市场份额和竞争力。
3. 多元化策略多元化策略是指企业根据所处市场的特点，针对不同细分市场制定不同的市场营销策略。
这样可以帮助企业更好地满足不同细分市场的需求，提高市场占有率和市场份额。
国际市场营销的实施步骤要成功实施国际市场营销，企业需要按照以下步骤进行：1. 市场调研在进入新的国际市场之前，企业首先需要进行充分的市场调研。
这包括了解目标市场的文化特点、消费者需求、竞争情况等。
国际市场营销学培训讲义(英文版)
国际市场营销学培训讲义(英文版) International Marketing Training HandbookSession 1: Introduction to International Marketing1.1 Definition of International Marketing- Explanation of international marketing and its importance in today's globalized world.- Overview of key concepts, such as globalization, market segmentation, and cultural diversity.1.2 Benefits and Challenges of International Marketing- Discussion on the advantages of expanding into international markets, such as increased sales and new business opportunities. - Identification of common challenges, such as cultural differences, legal and regulatory complexities, and competitive pressures.1.3 International Marketing Strategies- Introduction to different strategies for entering international markets, including exporting, licensing, joint ventures, and direct investment.- Examination of factors influencing strategy selection, such as market potential, risk assessment, and resource allocation. Session 2: Market Research and Analysis2.1 Understanding Global Consumers- Analysis of cultural differences and their impact on consumer behavior.- Identification of global consumer segments and trends to targeteffectively.2.2 Market Research Methods- Overview of primary and secondary research methods for gathering market intelligence.- Explanation of techniques for analyzing market data, such as surveys, focus groups, and data mining.2.3 Assessing Market Potential- Examination of key factors to consider when evaluating market potential, including market size, growth rate, and competition.- Introduction to tools and frameworks for assessing market attractiveness and competitiveness.Session 3: Market Entry Strategies3.1 Exporting and Importing- Discussion on the advantages and disadvantages of exporting and importing.- Explanation of export and import processes, including logistics, documentation, and international trade regulations.3.2 Licensing and Franchising- Overview of licensing and franchising as market entry strategies. - Examination of the benefits, risks, and considerations involved in entering into licensing and franchising agreements.3.3 Joint Ventures and Strategic Alliances- Introduction to joint ventures and strategic alliances as collaborative market entry strategies.- Analysis of the advantages, challenges, and factors for successful partnerships.Session 4: Product and Brand Management4.1 Adaptation vs. Standardization- Examination of product and brand adaptation strategies to suit local market preferences.- Discussion on the benefits and risks of standardizing products and brands across international markets.4.2 Product Development and Innovation- Overview of product development processes for international markets.- Introduction to strategies for fostering innovation and staying competitive in global markets.4.3 Branding and Positioning- Explanation of brand building and positioning strategies for global brands.- Examination of the role of culture, communication, and customer perception in successful international branding.Session 5: Communication and Promotion5.1 Integrated Marketing Communications- Introduction to integrated marketing communications (IMC) and its role in international marketing.- Explanation of different promotional tools and channels, such as advertising, public relations, and digital marketing.5.2 Cultural Sensitivity in Communication- Discussion on the importance of cultural sensitivity and adaptation in international communication.- Analysis of successful cross-cultural marketing campaigns and the lessons learned.5.3 Digital Marketing in International Markets- Overview of digital marketing strategies and tactics for reaching global audiences.- Examination of the challenges and opportunities in leveraging digital platforms for international marketing.Note: This training handbook provides an overview of key topicsin international marketing and can be customized to suit specific training objectives and participant needs.Session 6: Pricing and Distribution6.1 Pricing Strategies in International Markets- Explanation of factors affecting pricing decisions in international markets, such as currency fluctuations, local market conditions, and competition.- Introduction to pricing strategies, such as cost-based pricing, market-based pricing, and value-based pricing.6.2 Distribution Channels and Logistics- Overview of distribution channel options in international markets, including direct sales, distributors, agents, and e-commerce.- Examination of logistics considerations, such as transportation, warehousing, and customs regulations.6.3 Channel Management and Relationship Building- Discussion on the importance of effective channel management and relationship building with international partners.- Introduction to strategies for selecting, managing, and incentivizing channel partners.Session 7: Legal and Ethical Considerations7.1 International Legal Framework- Overview of international trade laws and regulations, such as tariff and non-tariff barriers, intellectual property protection, and contract laws.- Explanation of the role of international organizations, such as the World Trade Organization (WTO), in promoting fair trade practices.7.2 Ethical Issues in International Marketing- Analysis of ethical dilemmas and challenges in international marketing, such as cultural sensitivity, advertising standards, and environmental sustainability.- Discussion on the importance of corporate social responsibility (CSR) in international business practices.7.3 Risk Management and Compliance- Introduction to risk management strategies for mitigating legal and ethical risks in international marketing.- Explanation of compliance standards, such as anti-corruption laws and data privacy regulations, that businesses need to adhere to in global markets.Session 8: Market Expansion and Growth8.1 Emerging Markets and Opportunities- Analysis of emerging markets and their potential for business expansion and growth.- Discussion on strategies for entering and succeeding in emerging markets, such as adaptation to local conditions and collaboration with local partners.8.2 International Business Development- Overview of strategies and considerations for expanding and growing international business operations.- Discussion on factors such as market diversification, innovation, and strategic partnerships.8.3 Sustainable International Marketing- Examination of sustainability and responsible business practices in international marketing.- Introduction to concepts such as green marketing, social entrepreneurship, and inclusive business models.Session 9: Cross-Cultural Communication and Negotiation9.1 The Importance of Cross-Cultural Communication- Explanation of the challenges and opportunities presented by cross-cultural communication in international business.- Analysis of cultural dimensions and their impact on communication styles and business practices.9.2 Cross-Cultural Negotiation- Overview of negotiation strategies and techniques in cross-cultural settings.- Examination of cultural norms and practices that influence negotiation processes and outcomes.9.3 Managing Cultural Differences- Discussion on strategies for managing and leveraging cultural differences in international business.- Introduction to intercultural competence skills, such as empathy, adaptability, and cultural intelligence.Session 10: International Marketing Plan10.1 Developing an International Marketing Plan- Step-by-step guide to developing an international marketing plan. - Explanation of key components, such as market analysis, target market selection, marketing objectives, and implementation strategies.10.2 Evaluating and Monitoring International Marketing Performance- Introduction to metrics and tools for evaluating the performance of international marketing activities.- Discussion on the importance of monitoring and adjusting strategies based on market feedback and changing conditions. 10.3 Case Studies and Best Practices in International Marketing- Analysis of real-world case studies and best practices in international marketing.- Examination of successful international marketing campaigns and their underlying strategies and tactics.Note: This training handbook provides an overview of key topics in international marketing and can be customized to suit specific training objectives and participant needs. The content can be expanded upon by incorporating additional case studies, interactive exercises, and group discussions to enhance participant engagement and learning.。
第六组国际市场营销第一次PPT
特斯拉汽车的时间轴
2/4/2019
特斯拉汽车定址
• 和来自美国东部汽车城底特律的传统巨头不同， 特斯拉从一开始就将选址定在了美国西部的科技 圣地硅谷，周围聚集了谷歌，微软，苹果等高科 技企业及斯坦福大学等著名院校将自己定位为高 科技公司而非传统意义的汽车企业。 • 而这种差异，恐怕也是造就特斯拉这个企业最为 不同的一点。
特斯拉汽车 - 销售业绩
2/4/2019
独特的营销模式
体验式的营销和电子商务销售模式，与传统车的经销商网络不 同特斯拉采用苹果式的体验店销售模式，这些体验店由特斯拉直接 管理，与经销商无关，在特斯拉的体验店里面，顾客只要缴纳五千 美金的定金，特斯拉就会将汽车送货上门，特斯拉在销售模式上， 是首个依托互联网销售的品牌，这些举措都将对传统的汽车营销模 式造成冲击。 特斯拉坚持网上经销模式，以线下直营门店培育消费 者，增强用户体验，然后通过网上直销极大地简化购买过程，使汽 车消费进入标准化菜单和个性化订制相结合的阶段，特斯拉的调查 发现，至少80%以上的客户都更喜欢网络直销的购买方式。因为直 销可以让用户直接面对企业，提出自己的需求，特斯拉没有经销商 网络，所有车都是从工厂直接寄到客人手中，取而代之的，特斯拉 在全国各大城市的中心设立了面积较小的展示厅，购置特斯拉汽车 的第一步是在线预订，可 以在线下的展示厅进行体验和感受，这 样将用户体验提高到极致还可以减少中间的成本。
2/4/2019
特斯拉之PEST分析
1.政治环境分析： 近年来，随着人类生存环境的不断恶化，国际社会共
同意识到，汽车尾气的排放是导致这一结果的重要的因素，鉴于此，美国政 府计划在2019之前投资75亿美元发展电动汽车，特斯拉汽车正是在这样的一 种政治环境下成长起来的。 传统经济不景气，新经济如互联网、新能源、电动车 等发展势头迅猛，特斯拉汽车顺应此潮流，并发展成为此行业的一批黑马。 各个国家都出台了有关电动车的优厚的政策待遇，例如低息贷款、政策补贴 等等。 作为一辆新生的高科技时尚汽车，特斯拉汽车在诞生 之初就吸引了一大部分人的眼球，极大地刺激了对电动车消费的需求，预售 时期异常火爆。随着人们生活的水平的提高,环保和高科技理念的认同感日益 加深。
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Could you give some examples about internationalization of business?
/focus/corp_2005/index.shtml
Exhibit 1.1 &1.2 3.Why do so many companies want to join in the international market?
★ business laws and regulation
★ business risks ★ skills
★ language
★ distribution and credit control
★ planning and organization control
★selling and delivery documentation
亚洲: 欧洲： 非洲： 拉丁美洲： 北美洲： 大洋洲： 南极洲： 大西洋: 太平洋： 印度洋： 北冰洋：
Asia Europe Africa Latin America/South America North America Oceania Antarctica Atlantic Ocean Pacific Ocean Indian Ocean Arctic Ocean
4. Definition 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 consumers or users in more than one nation for a profit.
International Marketing
Instructor:江爱情（Joyce） joycejaq312000@ Time：3-4，Thursday Classroom：南山综合楼A407 Office: 综合楼C507
Oral English test: self-introduction Read the course syllabus carefully, if you have any question, please send me email or give me a call. Please answer the following question:
-Which form would you like to prefer to in class? a.100% English b.50% English/50% Chinese c.100% Chinese d. other ( please make a explanation)
Brief Contents
The Global Environment of International
Marketing
Ⅰ The Scope and Challenge of International
Marketing (IM) 1.The conception of global market
How many countries do you know in the world till now?
Primary differences between international marketing
★ Research data ★ Head office employees ★ market segment
domestic
marketingand源自★ Currency ★ Promotional messages and cultural ★ communication and control
4P: product, price, place, promotion, 1964.McCarthy(麦卡锡） 7P：people（人员）, physical evidence(物质环境), Process (过程), 1981.Booms & Bitner(布姆斯和比特 纳） 11P：1986.菲利普.科特勒 战术4P： product, price, place, promotion 战略4P：probe(探查）, partition(分割）, priorition（优先）, position（定位 People（人员）, power（权力）, public relations （公共关系）
2.Internationalization of business
真正意义上的国际化是资源配 置的全球化，是一种资源配置 方式的改变，即充分利用、合 理配置全球资源，生产出成本 低、质量最高的产品。这种资 源配置全球化由众多的因素组 成，如：生产制造全球化、市 场全球化、技术全球化、人才 全球化、资金erview
Part Two: The Cultural Environment of Global
Markets
Part Three: Developing Global Marketing
Strategies
Part One
The Scope and Challenge of International Marketing
Obvious reasons
Economies of scale and „experience curve‟ effects
scope
and
- Economies of scale：It means reductions in
unit production costs resulting from large-scale operations. -Economies of scope ： It means cost reductions result from a firm undertaking a wide range of activities, and hence being able to provide common services and inputs useful for each activity.
-Experience curve effect ： It means cost reductions and efficiency increases is attained in consequence of a business acquiring experience of certain types of activity ,function or project.
4p-4c-4r-4v 4c: consumer（顾客）, cost（成本）, convenience（方便）, communication（沟 通）,20世纪90年代，美.Robert F. Lauterborn (罗伯特.劳特博恩） 4r: relativity（关联）, reaction（反应）, relation（关系）, retribution（回报）.美. Don E. Schuhz （唐.舒尔茨） 4V: variation（异化）, versatility（功能化）, value（附加值）, vibration(共鸣）
(4)There might be less competition in some foreign markets. (5)A sudden collapse in market demand in one country may be offset by expansion in others. (6)Opportunities may be afforded by new trade agreements between nations, or by the opening up of new markets in countries that were previously closed to imports. (7)Consumers in some foreign markets might be wealthier than consumers in the firm‟s own country. (8)Cross-border trade today is much easier to organize than in the past.
★ competitor’s behavior
★ distribution
★ new product development
Assignment
One essay on any topic ,submit on sept.11 Prepare for chapter 2 (it will have the programme of „question and answer‟.) Prepare the reading materials: “global commerce causes peace”(p4),“crossing borders 1.5” (p20), “ crossing border 2.1”(p28) “crossing borders 2.3”(p44)
196 countries : former foreign minister 李肇星，2007 联合国有192个成员国 2个联合国观察员国：巴勒斯坦和梵蒂冈 2个未加入：纽埃和库克群岛共和国 亚洲地区23，西亚北非地区22，非洲地区48，欧亚 地区12，欧洲地区41，北美大洋洲地区12，拉丁美 洲地区22 /chn/gjhdq/1205/default.htm
The existence of lucrative markets in foreign countries Saturated （ 饱 和 的 ） markets in the home country Response to incoming competitive activity