International Marketing
国际市场营销
Price Product
2. Technology
5. Political- Target
6. Geography and Legal
Market 7
Infrastructure
Promotion Place or 2 .Technology
Distribution
Environmental uncontrollables country market B
3. 政府的支持和鼓励
4. 科技的发展提供了物质前提
5. 学习先进的科学技术和管理经验
国际市场营销学
13
1.4 Stages of International Marketing Involvement
In general, firms go through five different phases in going international:
利润 公司营销记录
是 是 是 一般没有 一般没有 一般没有 没有
国际市场营销学
海外营业额不计入
是 国际贸易统计，导
是 致贸易逆差，营销
是
顺差
有
有
有
有
12
1.3 企业走向国际市场的动因
Why Companies Go International? 1. 国内市场需求饱和及市场竞争激烈
2. 国际市场的吸引力
Exchange: Commodities and labor Services 经营环境：复杂的国际环境
Environment: International, with complexity 理论基础：比较利益学说,国际产品生命周期
Theories: Comparable Advantage,
国际市场营销与国际化战略
国际市场营销与国际化战略一、国际市场营销国际市场营销（International Marketing）是指企业在跨国经营过程中将本地市场营销经验应用到国际市场，以适应跨境市场营销的环境和要求。
其中，市场营销是公司的核心业务之一，它涉及市场定位、产品设计、品牌传播、渠道选择、价格策略及销售促进等方面，同时也与市场信息、市场调研、市场维护和客户服务密切相关。
1.1 国际市场营销需要了解的基本知识在国际市场营销的实践中，企业需要了解以下基本知识：（1）跨文化理解：不同的国家、不同的民族、不同的文化背景和语言环境，会对市场营销产生深远的影响。
因此，企业需要尊重当地文化习俗和法律法规，并适应当地的市场环境。
（2）进出口贸易法规：不同国家和地区有不同的进出口贸易法规，企业需要了解并遵守当地的法律法规，以避免在跨境市场营销过程中遭受法律风险。
（3）市场细分：不同的市场有不同的要求和需求，企业需要对不同的市场进行细分和研究，以便更好地满足当地市场的需求。
1.2 国际市场营销的挑战与应对策略国际市场营销的挑战包括语言、文化、法律、信任、品牌形象等方面。
企业需要采取适当的策略来应对这些挑战：（1）语言问题：企业需要具备当地语言水平，以便更好地进行沟通和协调。
（2）文化问题：企业需要了解当地的文化背景和习俗，以便更好地满足当地市场的需求。
（3）法律问题：企业需要了解当地的法律法规，以避免在跨境市场营销过程中遭受法律风险。
（4）信任问题：企业需要建立可靠的品牌形象和口碑，以赢得客户的信任和支持。
二、国际化战略国际化战略（Internationalization Strategy）是指企业在跨国经营过程中，采用的战略和策略，以适应跨境市场的环境和要求。
国际化战略的核心是协调、整合和优化企业的国际资源，以实现国际市场营销和企业的全球化。
2.1 国际化战略的基本内容在国际化战略的实践中，企业需要考虑以下方面：（1）市场选择：企业需要选择具有潜力和优势的目标市场，以适应跨境市场的环境和要求。
商务英语阅读Unit 4 International Marketing
Reading comprehension
Read the passage quickly then answer the following two questions. 1. What do you think is the biggest challenge for firms touting tablets?
stern chase (在前船后面的)尾追；追击
Apple Inc. (NASDAQ: AAPL; previously Apple Computer,
Inc.) is an American multinational corporation that designs and markets consumer electronics, computer software, and personal computers. The company's best-known hardware products include the Macintosh line of computers, the iPod, the iPhone and the iPad. Apple software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools; and iOS, a mobile operating system. As of August 2010, the company operates 301 retail stores in ten countries, and an online store where hardware and software products are sold.
国际市场营销的定义
国际市场营销判断单选名解简答案例1．国际市场营销的定义International marketing：是指对商品和劳务流入一个及以上国家的消费者或用户手中的过程进行计划、定价、促销和引导以便获取利润的活动。
2．国际市场营销的任务3．国际市场营销成功的一个主要障碍是个人在决策过程中的自我参照标准和与此相关的民族中心主义。
自我参照标准（self-reference criterion,SRC）是指无意识的参照个人的文化价值观、经验和只是，作为决策的依据。
与自我参照标准密切相关的是民族中心主义，即认为自己的公司最清楚应该怎么做事情。
4．历史的主观性5．地理与全球市场：地理是有关地貌、气候、陆地、国家、民族、产业和资源的研究，是每一个营销者都须面对的一种不可控环境因素。
作为地理因素，气候与地形特征是评价一国市场的重要环境因素。
地理特征对营销的影响包括从显而易见的对产品的适应性的影响直至更深层次的对营销系统开发的影响。
6．可持续发展(sustainable development)，即在经济发展的同时，实现“资源的合理利用，利益得以均摊，在经济发展过程中减少对任何环境的危害。
”可持续发展并不只是有关环境、经济或社会的某一方面，而是要取得它们之间的平衡。
7．贸易壁垒：为了鼓励国内产业的发展及保护现有产业，各国政府可能会针对进口商品和外国企业设置种种贸易壁垒，如关税、配额、抵制、货币壁垒、非关税壁垒和市场壁垒等。
这些壁垒的设置可能出于经济的或政治的目的，并得到产业界的支持。
8．文化价值观(cultural values) ，国家之间的文化差异主要表现在四个方面：（1）强调自我的个人主义/集体主义指数（IDV）(2)强调权力的权力距离指数（PDI）（3）强调风险的不确定性回避指数或风险回避指数(UAI)（4）强调自信和成就的男性化/女性化指数（MAS）9．文化知识有两种。
其一是有关某种文化的事实性知识（factualknowledge）,通常显而易见，必须学习。
商务英语综合教程第三册课件 Unit 2 International Marketing
商务英语综合教程 （第三册）
Unit 2 International Marketing (1)
Warm-up Activities Notes of Text Text Analysis Exercises Writing
Company Logo
Unit 2 International Marketing (5)
• 7. kiosks：该词源于土耳其语，原意为路边无人 看管的书报摊，现引申为一种自助的概念：自助服 务机，信息服务亭。提供产品或储存信息及提供媒 体展示的自助式服务设备（self-service devices）。具体来看，这种自助式服务设备整合 了各式软硬件设备，以影片、图片、文字、音乐等 多媒体数据库形成的互动环境，提供各类产品贩售 或是信息服务。
Company Logo
Unit 2 International Marketing (2)
Warm-up Activities
1. Pair work
Explain how companies identify attractive market segments and choose a target marketing strategy.
Company Logo
Unit 2 International Marketing (7)
(1) Are you ready to participate in the mad shopping frenzy that we partake in every year, not only on Black Friday but all holiday season long?
International-MarketingPPT课件
price— customer cost promotion---customer communication
product-- customer value
place--customer convenience
Which P is this article about?
2021/6/4
13
Changes in marketing Mix from 4 Ps to 4Cs
Unit 1
International Marketing
Think Globally, Act Locally
2021/6/4
1
Teaching arrangement
Warming Reading Viewing Case study Practical writing
2021/6/4
– Indirect exporting 间接出口 – Direct exporting 直接出口 – Licensing 许可 – Joint ventures 合资 – Direct investment 直接投资
2021/6/4
10
Reading
International Marketing Mix
2
Warming
What products do you know that are marketed internationally?
Cars: Clothes: Food: Cleaning products: Etc.
2021/6/4
3
Possible answers：
Cars
What is international marketing?
What is the difference between domestic marketing and international marketing?
国际营销
一、国际市场营销学International Marketing定义：是一门研究企业如何向一国以上的消费者或用户提供商品和劳务，以获得全球利益最大化的学科。
Definition: It is a subject to study how to supplycommodities and services to the consumers in more and more nations in orderto obtain global profits in maximization.二、国际市场营销的内涵和特点Intensions and Features of International Marketing1. 国际营销的主体是企业The principle of International marketing is the enterprise.2. 国际营销的范围是一国以上的市场，包括本国.The scopes of International Marketing are markets more over one nation, including domestic market.3. 国际营销的内容是提供产品和服务The content of International marketing is to supply products or services.4. 国际营销的目的是取得更大的经济利益.The purpose of International Marketing is to make bigger economic profits.三、国际营销的途径The Channels of International Marketing1. 被动的出口passive export中间商找生产企业购买产品出口，生产企业无需主动做国际市场营销。
Middleman buys product from producers for export, producers do not need to do international marketing actively2. 积极的出口active export企业有稳定的出口货源和自己的出口部，通过国内外展览、互联网广告等进行国际营销活动。
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
9
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
10
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.
英文版国际营销重点及答案
国际营销International Marketingis 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.国际营销市场细分International marketing market segmentationEnterprises after entry into a foreign market, due to customer demand is varied in the country, businesses cannot meet all the needs of customers, and can be broken down into a number of markets, meet the needs of one or several markets.After that when the company decides to enter an overseas market, it will find that customer demand on the local market there is still a difference, need to be further subdivided into a number of markets, with a view to selecting one or several markets to target markets.文化culture（1）is the sum of the "value, rituals, symbols, beliefs, and through processes that are learned and shared by a group of people ,then transmitted from generation to generation."（2）Is the human made part of human environment-the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society营销渠道Marketing channelsMarketing (Marketing channels) refers to the product or service path along the transfer, transfer from participating product or service activities in order to make the product or service is easy to use or consumption of all organizations.销售促进销售促进（英文为：Sales Promotion，简称SP）Sales promotion (English: Sales Promotion, known as SP), also known as a marketing promotion, it is an enterprise using a variety of short-term incentives to encourage consumers and brokers to buy promotional activities, distribution of products and services.1.国内营销与国际营销区别和共同点International marketing is developed on the basis of marketing. As the different branches of marketing, international marketing and domestic marketing of existing linkages, and differentiated.(A)Link1. Based on commonality of international marketing and domestic marketing are based on the principles of economics as a theoretical basis.2. Consistency of concepts in contemporary economic activity, international marketing and domestic marketing concepts are consistent in nature, are "marketing concept" as a guiding principle, to meet consumer demand and user-centric.3. Operation is easy, in management, international marketing and domestic marketing there is often a certain amount of contact. Their business processes, international marketing is an extension of domestic marketing(B) the difference1. International marketing environment has become more complex2. Uncertainties facing the international market moreChanging trend of the market demand for our products, as well as consumer buying motives, consumer psychology, evaluation of products, it is difficult to determine. Enterprises ' difficulty in timely, accurate information about competitors ' reactions, and multinational market research more difficult. Companies are struggling to choose the more suitable advertising media and advertising tools, selection and control of international marketingchannel is more difficult to determine.3. selection of international than domestic marketing more diverse, more difficult.4. International marketing marketing harder2.文化具有哪些特点？文化具有的一些特征。
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。
国际营销英文版 18
国际营销英文版 18IntroductionInternational marketing is the process of promoting and selling products or services in other countries, outside of the company’s domestic market. It requires a deep understanding of the global business environment, cultural differences, and effective marketing strategies to succeed. In this document, we will discuss various aspects of international marketing.Understanding the Global Business EnvironmentTo be successful in international marketing, it is crucial to have a good understanding of the global business environment. This includes understanding the political, economic, legal, and cultural aspects of the countries in which you plan to operate.Political FactorsPolitical factors, such as government regulations and policies, can greatly impact international marketing efforts. For example, trade agreements and tariffs can affect the cost of importing or exporting goods. It is important to stay up-to-date on the political situation in target markets to anticipate potential risks and opportunities.Economic FactorsEconomic factors, such as exchange rates, inflation rates, and GDP growth, also play a significant role in international marketing. These factors can impact the purchasing power ofconsumers and the affordability of products or services. Conducting thorough market research and understanding economic trends is important for successful international marketing campaigns.Legal FactorsLegal factors, such as intellectual property laws, product regulations, and labor laws, vary across countries. It is crucial to understand and comply with local laws and regulations to avoid legal issues that may hamper international marketing efforts.Cultural FactorsCultural factors are perhaps the most important aspect of international marketing. Cultural differences across countries can significantly impact consumer preferences, behavior, and buying habits. Adapting marketing strategies to these cultural nuances is vital for success. This includes considering language differences, customs, traditions, and even holidays and festivals.Developing an International Marketing StrategyDeveloping an effective international marketing strategy involves careful planning and consideration of various factors.Market SegmentationMarket segmentation is the process of dividing a target market into smaller, more specific segments based on similar characteristics or needs. Effective market segmentation allowsmarketers to create tailored marketing strategies that resonate with different customer groups. This approach is especially important in international marketing, considering the diverse mix of cultures, languages, and preferences.Product AdaptationAdapting products or services to suit the needs and preferences of international markets is crucial for success. This may include making modifications to packaging, branding, features, or even creating entirely new products. Conducting market research and understanding customer preferences and expectations is essential for effective product adaptation.Pricing StrategiesPricing strategies need to consider factors such as local market conditions, competition, and local purchasing power. For example, pricing a product the same way in multiple countries may not be effective if the local market can’t afford it. Developing flexible pricing strategies that are tailored to each market is essential for success in international marketing.Promotional StrategiesPromotional strategies in international marketing may differ from those used in domestic markets. It is important to consider cultural differences, local advertising regulations, and the effectiveness of various promotional channels. For example, social media advertising may be more effective in some countries, while traditional print media may still dominate in others.Distribution ChannelsChoosing the right distribution channels is crucial for international marketing success. Factors such as transportation infrastructure, customs regulations, and buyer preferences should be considered when deciding on distribution methods. This may involve partnering with local distributors or setting up direct sales operations in target markets.ConclusionInternational marketing requires a deep understanding of the global business environment, cultural differences, and effective marketing strategies. By considering political, economic, legal, and cultural factors, developing tailored strategies, and adapting products and services to suit international markets, companies can achieve success in their international marketing efforts. It is important to continually monitor and adapt marketing strategies based on market trends and changes in the global business environment to stay competitive in the international arena.Note: This document was written in Markdown format.。
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.。
unit2international marketing
words
By contrast：相比之下;相形之下 Britain, by contrast, already has one of the best developed tourist markets in the world. 与之相反的是，英国已经有了在世界上最完美的一个 旅游市场。
Curiosity：n.好奇心，爱打听的癖性; Sophie's curiosity was aroused by the mysterious phone call. 那个神秘的电话引起了索菲的好奇心。
words
• Visual： • The building makes a tremendous visual impact. • 这栋建筑物给人以极其深刻的视觉印象。 • Virtual：virtual reality • Virtual reality is an environment which is produced by a computer and seems very like reality to the person experiencing it.(虚拟现实)
2. What methods can companies use to enter overseas markets?
1. Indirect export . Exporter use an export agent to deal with buyer in the overseas market. 2. Direct export. Companies handle their own exports. For example by setting up overseas sales offices. 3. Joint ventures. Two companies , for example, an overseas firm and a local one may work together to develop a particular market. 4. Direct investment. The company buys a local firm or sets up its own manufacturing subsidiaries.
国际市场营销经典名词解释
international marketing国际市场营销: 指对商品和劳务流入一个以上国家的消费者或用户手中的过程进行计划,定价、促销和引导以便获取利润的活动。
self-reference criterion自我参照标准(SRC):指无意识地参照个人的文化价值观、经验和知识，作为决策的一句。
global awareness全球意识:对文化差异的宽容，了解文化、历史、世界市场潜力，以及全球经济、社会和政治的发展趋势。
1.Manifest Destiny(命定说）：从广义上讲，命定说意指上帝选择了美国人来建立模范社会。
具体地说，命定说指的是让美国版图从大西洋一直扩张至太平洋。
2.Roosevelt corollary（罗斯福推论）：该推论宣称，美国政府不仅禁止非美洲势力干预拉美事物，而且将保护这一地区，确保拉美国家能履行其国际义务。
3.Monroe doctrine（门罗主义）：是美国对外政策的基石，包括三项基本内容：欧洲停止在新世界实行殖民统治；美国不干预欧洲政治；欧洲国家不得干涉西半球国家事务。
sustainable development（可持续发展）：即在经济发展的同时，实现"资源的合理利用，利益得以均摊，在经济发展过程中减少对任何环境的危害”，目前已成为许多政府和跨国公司的指导方针。
Cultural sensitivity 文化敏感性：关注文化间的细微差别以便客观的看待一种新的文化，对这种文化进行评估和欣赏。
文化敏感性，亦即文化共鸣，必须精心培养。
Linguistic distance 语言距离：语言工作者依据语言形态和发展的相似特点，将全世界的语言分成不同的语系，利用语系关系可以衡量语言距离。
Strategy of cultural congruence 文化适应策略：文化适应策略本质上要求新产品与市场上现有产品相似，即与现有的文化规范尽量一致，从而减少阻力。
Ethnocentrism 民族中心主义：民族中心主义是一种认为自己文化优于他人文化的信条。
国际市场营销学第八版英文版
国际市场营销学第八版英文版International Marketing: 8th EditionAbstract:International marketing plays a crucial role in the global business landscape. It involves various activities and strategies aimed at expanding products and services into international markets. This article explores the key concepts, principles, and strategies of international marketing as discussed in the 8th edition of the book "International Marketing."Introduction:In today's interconnected world, businesses are increasingly looking towards international markets to expand their reach and increase profitability. International marketing involves the planning, implementation, and coordination of marketing activities across national boundaries to meet the diverse needs and preferences of global consumers. The 8th edition of "International Marketing" offers comprehensive insights into this dynamic field.1. Global Market Entry Strategies:International market entry strategies are vital for businesses aiming to establish a presence in foreign markets. This section explores several strategies, such as exporting, licensing, franchising, joint ventures, and direct investment. Each strategy has its benefits and challenges, and selecting the most suitable approach depends on factors like market characteristics, resources, and objectives.2. International Market Research and Analysis:Understanding the international marketplace is critical for successful market penetration. This segment emphasizes the significance of market research and analysis in international marketing. Topics covered include the identification of target markets, assessing market potential, consumer behavior analysis, and conducting competitive analysis. By utilizing these research techniques, companies can make informed decisions and tailor their marketing strategies accordingly.3. Global Product and Brand Management:Adapting products and brands to international markets is essential for success. This section covers the challenges faced in global product and brand management, including product development, standardization versus adaptation, and brand positioning strategies. With insights from the 8th edition, businesses can effectively manage their product and brand portfolios across diverse cultures and markets.4. International Pricing Strategies:Pricing is a critical element in international marketing as it directly influences market acceptance and profitability. This segment explores various pricing strategies, such as cost-based pricing, market-based pricing, and competitive-based pricing. The 8th edition highlights the importance of considering factors such as local market conditions, currency exchange rates, and cost structures when determining international pricing strategies.5. Global Distribution and Supply Chain Management:Efficient distribution and supply chain management are essential for delivering products and services to international customers. This section addresses topics such as channel selection, logistics management, and transportation strategies. The 8th edition provides insights into the complexities and challenges of managing global distribution networks.6. International Marketing Communications:Effectively communicating with consumers in diverse cultural contexts is crucial for international marketing success. This segment examines the intricacies of international marketing communications, including advertising, public relations, sales promotions, and personal selling. The 8th edition highlights the importance of cultural sensitivity, language adaptation, and media selection in international marketing communications.7. Ethical and Sustainable International Marketing:The 8th edition delves into the ethical and sustainable aspects of international marketing. It covers topics such as fair trade, social responsibility, and green marketing. In an era of increased environmental consciousness and social awareness, businesses must consider these factors when formulating their international marketing strategies.Conclusion:The 8th edition of "International Marketing" provides valuable insights into the intricacies and dynamics of global marketing. By understanding the concepts, principles, and strategies discussed in this book, businesses can navigate the complexities of international markets and achieve success in their global endeavors. International marketing continues to evolve, and theknowledge shared in this edition paves the way for businesses to excel in an increasingly interconnected world.。
国际市场营销教材课后名词解释
International Marketing Terms Defination Defination1.Define the following terms:international marketing P9International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and service to Consumer or users in more than one nation for a profit.controllable/uncontrollable elements P10The elements of business environment which under/beyond the the control of companies.domestic/foreign uncontrollables P11Aspects of the domestic/foreign environment that are beyond the control of companiesSRC Self-Reference Criterion P14An unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decision.Ethnocentrism P14The notion that people in one’s own company, culture, or country knows best how to do things.Global Awareness P16Tolerance of cultural difference and knowledge of cultures, history, world market potential, and global economic, social, and political trends.2.DefineGA TT P27General Agreement on Tariffs and Trade: (1) trade shall be conducted on anon-discriminatory Basis; (2) protection shall be afforded domestic industries through customs tariffs, not through such commercial measures as import quotas;(3) consultation shall be the primary method used to solve global trade problems.WTO P28World Trade OrganizationIMF P30International Monetary Fund: Stabilize foreign exchange rates, facilitate the expansion and balance growth of international trade.EMU P36Economic and Monetary Union: A provision of the Maastricht Treaty, established the parameters of the creation of a common currency for the EU, the euro,and established a timetable for its implemention.NAFTA P39North American Free Trade Agreement: Market access, Nontariff barriers, Rules of origin,Customs administration, Investment, Service, Intellectualproperty,Government property, Government procurement, Standards.ASEAN + 3 P42Association of Southeast Asian Nations plus China, Japan, and South Korea: To deal with trade and monetary issues facing Asia.APEC P42Asia-Pacific Economic Cooperation: is a forum, far from being a free trade mon goals as to open trade, to increase economic collaboration, to sustain regional growth and development,to strengthen the multilateral trading system and to reduce barriers to investment and trade without detriment to other economics. BEMs P49big emerging markets: A small core of countries that account for more than half of the world trade growth over the next two decades, these country are identified as BEMs. See their important traits at Page 49, 50.BOPMs P48Bottom-of-the-pyramid market: A new concept introduced into the discussion of developing countries and markets. They are not defined by national borders but rather by the pockets of poverty across countries.3.Define the following terms:Manifest Destiny P62Basis of U.S. Foreign policy: Americans were a chosen people ordained by God to create a model society. More superficially, it referred to the territorial expansion of the U.S. from the Atlantic to the Pacific.Monroe Doctrine P62A cornerstone of early U.S. Foreign policy, proclaiming three basic dicta: no further European colonization in the New world, abstention of the Unite States from European political affairs, and nonintervention of European governments in the governments of the Western Hemisphere.Roosevelt Corollary P62Monroe Doctrine with an extension applied by Roosevelt: Not only would the U.S. Prohibit non-American intervention in Latin American affairs, but it would also police the area and guarantee that Latin American nations met their international obligations.Sustainable development P68A joined approach among those (governments),businesses, environmentalists, and the others) who seek economic growth with "wise resource management, equitable distribution of benefits and reduction of negative efforts on people and the environments from the process of economic grows"4.Define the following termsculture P82Culture is the human-made part of human environment----the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society. or P85 is the sum of the values, rituals,symbols, beliefs, and thought processes that are learned and shared by a group of people, then transmitted from generation to generation.culture value P92A culture's values are its ideas about what is good, right, fair, and just. SeeP91—P92 how culture values influnence various types of business and market behavior comes from seminal work by Geert Hofstede.culture sensitivity P98Being attuned to the nuances of culture so that a new culture can be viewed objectively, evaluated, and appreciated.linguistic distance P95A new concept measuring the relationship between language diffence and transaction cost.social insititutions P88social institutions including family, religion, school, the media, governments,and corporations all effec the ways in which people relate to one another, organize their activities to live in harmony with one another, teache acceptable behaviour to succeeding generations, and govern themselves.cultural borrowing P99cultural borrowing is a responsible effort to learn from others’ cultural ways in the quest for better solutions to a society’s particular problems.factual knowledge P98A straightfoward fact about a culture but assumes additional significance when interpreted within the context of the culture.Interpretive knowledge P98The kind of knowledge most dependent on past experience for interpretation and most frequently prone to misintrepretation if one’s home country frame of reference (SRC) is used.aesthetics P95Arts, folklore, music, drama, dance, dress and cosmetics in a culture.strategy of unplanned /planned cultural change P102intoduce a productm and hope for the best / deliberately set out to change those aspects of the culture offering resistance to predetermined marketing goals. strategy of cultural congruence P102This strategy involvees marketting products similar to ones already on the market in a manner as congruent as possible with existing cultural norms, thereby minimizing resisitance.5.Define the follwing termscultural imperatives P108Cultural imperatives are the business customs and expectations that must be met and conformed to or avoid if relationship are to be successful.cultural electives P109cultural electives relates to areas of behaviour or to customs that cultural aliens may wish to conform to or participate in but that are not required.cultural exclusives P109Cultural exclusives are those customs or behaviour patterns reserved exclusively for the locals and from which the foreigner is barred.FCPA P129Foreign Corrupt Practices ActP-time / M-time P119P-time, or polychronic time, is characterized by the simultaneous occurrence of many things and by "a great involvement with people."M-time, or monochronic time, is used on those western cultures tend to concentrate on one thing at a time.subornation P129Subornation involves giving large sum of money--frequently not properly accounted for--designed to entice an official to commit an illegal act on behalf of the one offering the bribe.the principles of Utilitarian ethics P131Does the action optimize the "common good" or benefits of all constituencies? And who are the pertinent constituencies.?the principles of Justice or fairness P131Does the action respect the canons of justice or fairness to all parties involved? silent language6.Defining the following termssovereignty P138A sovereignty state is independent and free from all external control; enjoys full legal equality with other states; governs its own territory;select its own political, economic, and social systems; and has the power to enter into agreements with other nationsNationalism P142Nationalism can be best described as an intense feeling of national pride and unity, an awakening of a nation's people to pride in their country.Confiscation, Expropriation, Domestication P144Confiscation: the seizing of a company's assets without payment Expropriation: the government seizes an investment but makes some reimbursement for the assets.Domestication: host countries gradually cause the transfer of foreign investments to national control and ownership through a series of government decrees that mandate local ownership and greater national involvement in a company's management.PSAs, NGOs P147Political and social activists (PSAs) can range from those who seek to bring about peaceful change to those who resort to violence and terrorism to effect change. Nongovernmental organizations (NGOs)7.Define the following terms:Common / code / Islamic law P159Common law, derived from English law and found in England, the United States, Canada, and other countries once under English influence;Code law, derived from Roman law and found in Germany, Japan, France, and non-Islamic and non-Marxist countries.Islamic law, derived from the interpretation of the Koran and found in Pakistan, Iran, Saudi Arabia, and other Islamic states.Marxist-socialist tenets P162Prior use versus registration P169Ownership is established by prior use in a common-law country, but it is established by registration.Conciliation P163Conciliation (also knows as mediation) is a nonbinding agreement between parties to resolve disputes by asking a third party to mediate differences. Arbitration P164The usual arbitration procedure is for the parties involved to select a disinterested and informed party or parties as referees to determine the merits of the case and make a judgement that both parties agree to honor.Litigation P166Lawsuits in public courts.Cybersquatters (CSQs) P174Cybersquatters buy and register descriptive nouns, geographic names, names of ethnic groups and pharmaceutical substances, and other similar descriptors and hold them until they can be sold at inflated price.。
国际营销单词版
1、国际营销定义:International marketing isthe performance of business activitiesdesigned to plan, price, promote, anddirect the flow of a company’s goods.2、The Self-Reference Criterion(自我参照标准) SRC is an unconscious reference toone’s own culture values, experience, andknowledge as a basis for decisions.3、Ethnocentrism(民族中心主义): one’sown culture or company knows best howto do things.4、Rural/urban migration(农村/城市迁移);Population decline and aging(人口下降老龄化)5、Individualism/Collective Index (IDV)个人集体主义, which focuses onself-orientation,refers to the preferencefor behavior that promotes one’sself-interest。
Power Distance Index (PDI)（权力距离）,which focuses on authority orientation,measures power inequality betweensuperiors and subordinates within a socialsystem。
Uncertainty Avoidance Index(UAI)不确定性回避which focuses on riskorientation,measures the tolerance ofuncertainty and ambiguity amongmembers of a society。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
business cultures?
2011-4-26 School of International Education 15
4. Do managers have the necessary
international experience?
5. Have they considered the impact of the
Countertrade (对等贸易), Compensation (回购贸易) (buyback), Counter-purchase (对等采购)
2011-4-26 School of International Education 13
Cultural Environment
– Impacts of Cultures and Marketing
Deciding which markets to enter
2011-4-26
School of International Education
6
Deciding how to enter the market Deciding on the global marketing program Deciding on the global marketing organization
2011-4-26
School of International Education
17
Deciding on the types of countries to enter, which determine the attractiveness of countries
→ Possible global markets should be ranked
Exporting
Indirect exporting
Independent international marketing intermediaries
Direct exporting
2011-4-26
School of International Education
19
Joint Venturing (合资经营) —Joining with a host country partner to sell or market abroad
financial flows Intensifying competition
2011-4-26
School of International Education
4
A global firm is one that, by operating in more than one country, gains R&D, production, marketing, and financial advantages that are not available to purely domestic competitors
2011-4-26
School of International Education
5
Major decisions in international marketing
Looking at the global marketing environment
Deciding whether to go international
– Exchange controls (外汇管制)
– Nontariff trade barriers (非关税贸易壁垒)
2011-4-26
School of International Education
8
– The World Trade Organization (WTO) and The
9
Economic Environment Factors reflecting the country’s attractiveness as a market: – Economic Development – Economic infrastructure – The country’s industrial structure – The country’s income distribution – Currency exchange rates
political environments of other countries?
……
2011-4-26
School of International Education
16
Deciding Which Markets to Enter
Identifying international marketing objectives and policies Choosing how many countries the company wants to market in
2011-4-26 School of International Education 12
Political-Legal Environment
– Attitudes towards international buying
– Government bureaucracy – Political stability – Monetary regulations
General Agreement on Tariffs and Trade (GATT,关税和贸易总协定)
– Regional Free Trade Zones (区域自由贸易区)
European Union (EU)
2011-4-26
School of International Education
1. Can they understand consumers in other
countries?
2. Can they offer competitively attractive
products/
3. Will they be able to adapt to other countries’
Licensing (许可证经营)
Contract Manufacturing (合同制造)
Management Contracting (管理契约) Joint Ownership (联合所有权)
2011-4-26
School of International Education
20
2011-4-26 School of International Education 10
Industrial structure: → Subsistence Economies (自给自足型经济) ∆ Key Industry—Agriculture ∆ Major Consumption—Their own output → Raw material Exporting economies (原料出口 型经济) ∆ Key Industry—Natural resources ∆ Major Consumption—Large equipment, tools and supplies, and truck
strategies on each other
Natural Resources
2011-4-26
School of International Education
14
Deciding Whether to Go International
Companies need to examine several questions :
With later opportunities either to form a
partnership with or to buy out the local manufacturer
2011-4-26
School of International Education
22
2011-4-26
School of International Education
23
Contract Manufacturing
Benefits
Starting faster with less risk
2011-4-26 School of International Education 11
→ Industrializing economies (工业化进程中的经济) ∆ Key Industry—Manufacturing ∆ Major Consumption—Raw textile materials, steel, and heavy machinery → Industrial economies (工业化经济) ∆ Key Industry—Manufacturing, services and investment ∆ Major Consumption—All sorts of goods