国际营销chapter 1
国际营销 第一章
1)“.the marketer’s task is the same whether applied in Dime Box, Texas, or Dar es Salaam,Tanzania.”Discuss. The only difference between domestic marketing and international marketing is that the activities take place in more than one country. Therefore, the marketing task is the same throughout the world.2)How can the increased interest in international marketing on the part of the U.S. firms beexplained?Increased interest has been brought about because of changing competitive structures, coupled with shifts in demand characteristics throughout the world. The U.S. market has reached saturation levels for many products, and increasing numbers of firms are faced with surpluses which must be sold. Also, many firms find that return on investment may be higher in foreign markets than in domestic markets. Finally, more and more firms realize that tomorrow’s markets will be world markets and it is imperative that they establish world market positions early.3)Discuss the four phases of international marketing involvement.The first phase includes those domestic firms which have no foreign business activity except those sales made to foreign customers who come directly to the firm. The second phase includes domestic firms which have temporary surpluses which are sold abroad.Therefore, sales are made on an availability basis with little or no intention for continuing market representation. The third phase includes the domestic firms that have permanent productive capacity which is utilized to produce goods which are sold on a continuing basis in foreign markets. The fourth phase includes the international company that produces a product for the world market.4)Discuss the conditions that have led to the development of global markets.According to the Professor Levitt and others who suggest that there is a global market for goods, this phenomenon has resulted from new communications technology, travel and other factors which have led to the markets of the world being more aware of different products and processes. As a result of this awareness, there are segments in each market who have had similar experiences and thus have common needs. These common needs are described as a demand for high quality, reasonably priced, standardized products. There is a strong feeling that within each country’s market there is a growing segment that has been exposed to ideas from around the world and thus have had their tastes and perceived needs affected. There is a strong feeling that world markets are being driven toward a converging commonality of taste and needs leading toward global markets5)Differentiate among the three international marketing concepts.Companies can be described by one of three orientations to international marketingmanagement:1.Domestic Market Expansion Concept2.Multi-Domestic Market Concept3.Global Marketing ConceptIt is expected that differences in the complexity and sophistication of a company’s marketing activity depend on which of these orientations guides its operations.The Domestic Market Extension Concept. The domestic company that seeks sales extension of its domestic products into foreign markets illustrates this orientation to international marketing. It views its international operations as secondary to and an extension of its domestic operations. The primary motive is to dispose of excess domestic production. Domestic business is its priority and foreign sales are seen as a profitable extension of domestic operations. While foreign markets may be vigorously pursued, the orientation remains basically domestic. Its attitude toward international sales is typified by the belief that if it sells in Peoria it will sell anywhere else in the world. Minimal, if any, efforts are made to adapt the marketing mix to foreign markets. The firm’s orientation is to market to foreign customers in the same manner the company markets to domestic customers. It seeks markets where demand is similar to the home market and its domestic product will be acceptable. This Domestic Market Expansion Strategy can be very profitable. Large and small exporting companies approach international marketing from this perspective.Multi-Domestic Market Concept. Once a company recognizes the importance of differences in overseas markets and the importance of offshore business to their organization, its orientation toward international business may shift to a Multi-Domestic Market Strategy. A company guided by this concept has a strong sense that country markets are vastly different (and they may be, depending on the product) and that market success requires an almost independent program for each country. Firms with this orientation market on a country-by-country basis with separate marketing strategies for each country. Subsidiaries operate independently of one another in establishing marketing objectives and plans. The domestic market and each of the country markets have separate marketing mixes with little interaction among them. Products are adapted for each market with minimum coordination with other country markets, advertising campaigns are localized as are the pricing and distribution decisions. A company with this concept does not look for similarity among elements of the marketing mix that might respond to standardization. Rather, it aims for adaptation to local country markets. Control is typically decentralized to reflect the belief that the uniqueness of each market requires local marketing input and control.Global Marketing Concept. A company guided by this new orientation or philosophy is generally referred to as a global company, its marketing activity is global marketing, and its market coverage is the world. A company employing a Global Marketing Strategy strives for efficiencies of scale by developing a standardized product, of dependable quality, to be sold at a reasonable price to a global market (that is, the same country market set throughout the world). Important to the Global Marketing Concept is the premise that world markets are being “driven toward a converging commonalty” that seek much the same ways to satisfy their needs and desires and thus, constitute significantmarket segments with similar demands for the same product the world over. With this orientation a company attempts to standardize as much of the company effort as is practical on a world-wide basis. Some decisions are viewed as applicable worldwide, while others require consideration of local influences. The world as a whole is viewed as the market and the firm develops a global marketing strategy.6)Discuss the three factors necessary to achieve global awareness.The three factors necessary to achieve global awareness are: 1) objectivity; objective in assessing opportunities, evaluating potential, and responding to problems. Too often mistakes are made because companies are swept away with generalities and make investments only later to find out that their commitment or abilities were not sufficient to succeed, 2) tolerance toward cultural differences; tolerance is understanding cultural differences and accepting and working with others whose behavior may be different from yours, 3) knowledgeable; knowledgeable about cultures, history, world market potentials, and global economy and social trends is critical for a person to be culturally aware. To be successfully in international business and globally aware, a person needs to keep abreast of the enormous changes occurring throughout the world. The 21st century will usher in great change and opportunities. The knowledgeable marketer will identify those opportunities long before it becomes evident to others.1)”。
a第一章国际营销概述
chapter 4 purchasing behavior analysis （购买行为分析）
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chapter 5 international market segmentation, target marketing and market positioning (国际市场细分、目标营销与市场定位) chapter 6 international production decisions (国际产品决策) chapter 7 international distribution channel decisions (国际分销的渠道决策)
3. international marketing (1) definition: • international marketing means a enterprise’s cross-border market business activities.
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(2) characteristics of international marketing international marketing is more complex than domestic marketing • ① the domestic marketing just adapts to domestic environment, and international marketing not only has to adapt the domestic environment, but also to adapt to the international environment;
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第三、四章
a第一章国际营销概述
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§1 marketing principle and international marketing
environment, and international marketing not only
has to adapt the domestic environment, but also to
adapt to the international environment;
• ② the distribution channel of international
chapter 9 international sales promotion decisions (国际促销决策)
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chapter 1 international marketing overview
§1 marketing principle and international marketing §2 evolution of enterprises’ managerial concepts §3 international marketing degree in which
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§2 evolution of enterprises’ managerial concepts
• 1. production concept; • 2. product concept; • 3. selling concept; • 4. marketing concept; • 5. social marketing concept; • 6. ecological marketing concept; • 7. megmarketing concept.
第一章国际市场营销概述ppt课件
国际营销学
精品课件
国际营销学
精品课件
一、国际市场营销学、市场营销、国际贸易的关系比较
1、市场营销 VS 国际市场营销 ——国际营销是国内市场营销的一种扩展或延伸，尽管这种扩展或 延伸导致国际营销出现许多新的特征，但从本质上讲，它仍然是一种 市场营销活动，具有市场营销的基本特征。体现在国外对国际营销概 念的表述大都源于市场营销的概念。
营销环境的差异性
发展趋势
差异性
趋同性
当地化营销 中间观点
标准化营销
“全球思考当地行动？”
2、国际市场营销 VS 国际贸易
国际营销学
精品课件
国际营销学
精品课件
二、国际营销发展的各阶段之说与比较
——三阶段、四阶段、六阶段的比较
三阶段说 单纯出口的初级阶段——跨国营销的发展阶段——全球营销的成熟阶段
母国为中心
并重阶段
统一市场
讨论： 三阶段、四阶段、六阶段的最终标准？
国际营销学
精品课件
三、国际市场营销的历史演变过程
——解释各阶段的特点 19世纪末到二十世纪二十年代的形成阶段——从20世纪30年代到二 次大战结束的应用阶段——从二次世界大战结束以后开始的大发展阶 段
目前：
新经济（互联网时代)给国际市场营销带来新的威胁和机会
——国际营销与市场营销之间最主要的差别是范围上的不同。国际 营销是企业超越本国国界进行的市场营销活动。
“国际营销是一种旨在为一个以上国家的顾客创造、沟通、传递 价值以及管理客户关系，并由此使组织及其利益相关者受益的组织职 能和一系列过程”
国际营销学
精品课件
理解：
菲力浦.R.卡特奥拉（Philip R Cateora）对此作过的概括： “国际营销面临更加艰难的任务。在这里，营销者需要应付的不
国际营销学课件第一章国际营销学导论
五、国际营销与国际贸易
❖ 国际营销VS国际贸易
– 产品转移的差异性
• 在国际营销活动中产品不一定进行跨越国界的转移 • 在国际营销活动中，即使是跨越国界的商品交换活动也可在一个企
业内部进行
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第一章 国际营销学导论
1 第一节 国际市场学及其研究对象 2 第二节 国际市场营销的内涵和特点 3 第三节 国际市场营销的动因
• 所谓内部化，就是把市场建立在公司内部的过程，以内部 市场替代原来的外部市场。
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二、国际营销的竞争动因
❖ 1.避开竞争锋芒 ❖ 2.追逐竞争对手 ❖ 3.锻炼竞争能力 ❖ 4.发挥竞争优势
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寡占反应
• 寡占反应论一一防御性投资动因
• 寡占反应是指在由少数几家大企业构成的行业中，由于每 一企业的任何行动都会影响到其他几家企业，因此任何一 个大企业都对其他几家企业的行动高度敏感，并针对某一 企业率先采取的行动而随后纷纷采取类似的行动。
• 国家市场营销（international marketing）是指企业向 一国以上的市场提供产品或劳务，在满足市场需求的基础 上实现更大的经济利益的跨越国界的经济活动。
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一、国际市场营销的概念
• 理解国际营销的含义
– （1）商品和服务 – （2）销往（流入）——形式 – （3）一个以上国家—范围 – （4）消费者或用户—对象 – （5）进行计划、定价、促销和引导—内容 – （6）获取利润——目的
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思考与讨论
• 中国企业开展国际市场营销的动机是什么？ • 在全球化的浪潮中，中国企业该如何生存和发展?
国际市场营销第一章PPT课件
通过经销商、代理商等中间商将产品销售 给消费者。
多元化渠道
定制化渠道
结合直接和间接渠道，以覆盖更广泛的消 费者群体。
根据目标市场的特点和需求，定制特定的 销售渠道。
促销策略
广告宣传
通过各种媒体平台进行广告投放，提高产品 知名度和曝光率。
销售促进
提供折扣、赠品等促销活动，吸引消费者购 买。
公关活动
组织公关活动，如赞助、公益活动等，提升 品牌形象。
营销绩效的持续改进
根据营销效果的评估结果，对国际市场营销活动进行持续改进和优化， 以提高企业在全球市场的竞争力。
THANKS
感谢观看
国际市场营销的控制与评估
营销计划的制定与实施
制定详细的国际市场营销计划，明确营销目标和行动方案，确保计划 的顺利实施。
营销效果的评估
通过市场占有率、销售额、利润等指标，对国际市场营销活动的效果 进行评估，以便及时调整营销策略。
营销风险的防范与控制
识别和评估国际市场营销中的潜在风险，如政治风险、汇率风险等， 并采取相应的防范和控制措施。
组织结构的优势与挑战
国际市场营销的组织结构需具备全球视野、灵活性和适应性，以应对不同国家和地区的文化、市场和竞 争环境。同时，也需面对组织复杂度增加、协调难度加大等挑战。
国际市场营销的执行过程
市场调研与分析
对目标市场的政治、经济、社会、文化和 法律环境进行深入调研，分析市场需求、
竞争态势和潜在机会。
04
国际市场营销组合策略
产品策略
目标市场定位
明确产品在目标市场的定位，以满足特定消 费群体的需求。
品牌建设
建立强大的品牌形象，提高消费者对产品的 认知度和忠诚度。
国际营销英文课件Chap (一)
国际营销英文课件Chap (一) IntroductionChap is a comprehensive international marketing course that is designed to equip learners with the necessary skills and knowledge to excel in the global market. The course is divided into various modules that cover different aspects of international marketing, such as market research, pricing, distribution, and promotion. This article will explore the content and structure of the Chap course in detail.Module 1: Introduction to International MarketingThis module provides an overview of international marketing, including its scope, definition, and significance. Learners are introduced to the key concepts and principles of international marketing, such as cultural diversity, global competition, and international trade barriers.Module 2: Market Analysis and ResearchThis module focuses on the process of market analysis and research, which is a critical step in developing effective marketing strategies for international markets. Learners will gain an understanding of the importance of market research, the various methods of conducting market research, and how to analyze and interpret market data.Module 3: International Marketing EnvironmentThis module explores the different factors that influence international marketing, such as political, economic,cultural, and legal factors. Learners will also learn aboutthe impact of globalization and technological advancements on international marketing.Module 4: International Product and Service StrategiesThis module covers the various product and service strategies that organizations can adopt when entering foreign markets. Learners will gain an understanding of product development, branding, packaging, and pricing strategies.Module 5: International Distribution StrategiesThis module focuses on the distribution strategies that organizations can adopt when entering foreign markets, suchas direct export, licensing, franchising, and joint ventures. Learners will learn about the various channels ofdistribution, the role of intermediaries, and the challengesof managing global supply chains.Module 6: International Promotion StrategiesThis module covers the various promotion strategies that organizations can adopt when entering foreign markets, suchas advertising, personal selling, public relations, anddirect marketing. Learners will gain an understanding of the importance of cultural sensitivity in international promotion,and the need to adapt promotional messages to local markets. ConclusionThe Chap course is a comprehensive and well-structured international marketing course that covers all the key aspects of international marketing. Learners who complete the course will have a deep understanding of the global market and the skills and knowledge needed to develop effective international marketing strategies. The course is suitablefor anyone who wants to excel in the global market, whether they are students, professionals, or entrepreneurs.。
1Marketingconcept
适应场合
低收入、无差异、较大顾客群的市场
我生产什么，你就要什么
只抓劳动纪律，不管市场
10不准
没活干， 真无聊
不准迟到 不准早退 ………… ………….
找市长，不找市场
看看市里有什么 项目和资金 市长办公楼
顾客
注意自己的规模和级别
我们厂是正局级 有固定资产3个亿， 人员5000，我们打算 还要兼并几个厂， 争取部级待遇 利润
环境污染
五、社会营销观念 （Social marketing concept）
企业决策者在确定企业经营目标 时，既要满足市场需求，实现 企业的利润，又要兼顾消费者 个人和社会的长远利益。
The Societal Marketing Concept
Society (Human Welfare)
营销观念的假定（1）
市场供应量增加，供大于求
营销观念的假定（2）
消费需求个性化、多元化
这是我想要的！
资料：消费者的声音
日本电通的调查发现： 五六十年代，10个消费者只有一种声音 七八十年代，10个消费者十个声音 九十年代以后，1个消费者十个声音
营销观念的假定（3）
市场关键在于正确确定目标市场的需要和欲望
扩大销售渠道
广告宣传
销售手段
低价、大规模
前所未有 的震撼
每台
只售
389元
追求目标
通过大规模生产来获取短期利润 趁现在好卖， 给我使劲生产
局限性（1）
忽视产品质量、品种与推销
天哪！又要退货
老板，我要退货
局限性（2）
不考虑消费者的需求
没有！ 全是黑色的
有红色的车吗？
局限性（3）
国际营销英文版最新版教学课件unit01
The International Marketing Task
Uncontrollable uncertainty
• Comprised of uncontrollable elements in business environments
• Each international market has own set of factors
Many foreign-controlled companies in U.S.
• Foreign direct investment in U.S. is above $3 trillion • Foreign-owned companies in almost all industries:
• Automobiles (Honda, BMW, Mercedes) • Appliances (LG Electronics, Frigidaire) • Convenience stores and restaurants (7-Eleven, Ben & Jerry’s) • News and entertainment (The Wall Street Journal, Pearle Vision, Universal
Global Commerce Causes Peace 3 of 3
Four Trends Affecting Global Business
1. Growth of the WTO and open trade agreements 2. Developing countries moving toward free trade 3. The Internet, cellular, and networked communication 4. A mandate to manage the global environment for the
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.
国际市场营销学Lascu-Chapter1ppt课件
Levels of International Marketing Involvement (summarized)
Domestic Marketing
Scope, Concepts, and Drivers of International Marketing
Dana-Nicoleta Lascu Chapter 1
Copyright Atomic Dog Publishing, 2008
Chapter Objectives
• Define international marketing and identify the different levels of international involvement.
• Identify obstacles preventing firms from successful international ventures.
Copyright Atomic Dog Publishing, 2008
Importance of International Marketing
▪ Global marketing:
- The firm coordinates its marketing activities across different countries without focusing primarily on national or regional segmentation.
• For many companies, an international presence is essential to their success.
第一章 国际营销概论
（二）课程简介 《国际营销学》是由吉林大学经济学院的赵放 （1969-，教授、博导）老师编著而成，全书分为 13章，按照教学计划有54个学时，即18个教学周。 本课程3个学分，考试方法为闭卷考试。
第一章 导论
一、国际营销的基本概念
（一）什么是国际营销(International Marketing) 1。什么是营销? 2。市场、国内市场与国际市场 国际市场：一国或地区与其他国家地区之间进行商品交换的场所与 领域。 3。国际营销的概念 （二）国际营销的三种类型 1。对外营销：国内生产、国外销售（出口营销） 2。国外营销：国外生产、就近销售 3。多国营销：经营资源全球配置
第一章 导论
化对一个竞争参与者的资格要求，另一方面也表明，中国开始了通向全 球化竞争的新的发展道路。从发展进程看，我国的对外开放先后有四个 大的阶段：一是十一届三中全会后以兴办经济特区为开端的“探索试验 性阶段”；二是从90年代起以浦东开发开放为标志的“区域推进型阶 段”；三是现在以加入WTO为标志的“全面和双向开放阶段”；四是若 干年后以人民币完全可兑换、资本市场全方位开放为标志的“高度开放 阶段” 6。经济全球化的成因 经济全球化的成因涉及到国家经济体制、企业趋利动机与技术进步 等三个因素。 1、世界各国经济体制的趋同消除了经济全球化发展的体制障碍在今 天的世界上，已经有越来越多的国家认识到，只有选择市场经济体制， 才能加快本国经济发展的速度、提高本国经济的运转效率和国际竞争力。 封闭经济由于缺少外部资源、信息与竞争，而呈现出经济发展的静止状 态。计划经济体制则由于存在信息不完全、不充分、不对称和激励不足 问题，而导致资源配置与使用的低效率。所以，不管是传统的封闭经济， 还是起源于前苏联的计划经济都不约而同地走上了向市场经济转型的
国际市场营销第一章(ppt文档)
1.1.3 The Development of Marketing Mix
1 Marketing Mix: 4P- 7P-11P • 4P McCarthy Product ; Price; Place; Promotion • 7P Boom &Bitner Product ; Price; Place Promotion; People Physical • 11P Philip Kotlter Product ; Price; Place Promotion; Power; Public
Copyright © 2007 by South-Western, a division of Thomson Learning. All rights reserved.
1.1.2 Marketing Philosophy
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. (Page 3，重点词汇7)
国际市场营销 第一章
顧 客 知 覺
應 用 管 理
市場營銷概念
需要
產品 效用
交換
市場
營銷
四、营销的应用与管理2/4
企业界的营销活动无所不在，并带来：
市 场 理 念
营 销 意 义
形式效用：将原料转换成可用的产品形式 地点效用：让消费者在恰当地点取得产品 时间效用：让消费者在恰当时间取得产品 信息效用：传达有用的信息给消费者
产品创新国 其他发达国家 （最发达国家）
T2 T4
T1
T3
T5
时间
发达中国家
不同国家的产品生命周期
第三节：国际市场营销的发展阶段
第一阶段 出口营销 Exporting Marketing 第二阶段 国际营销 International Marketing 第三阶段 第四阶段 全球营销（跨 国营销） Global Marketing
星巴克：营造都市中闹中取静的优雅环境。
一、Definition of International Marketing
张瑞敏
山东莱州人，全球著名企业家，创建 了全球白电第一品牌海尔，现任海尔 集团董事局主席、首席执行官。
经典语录 1、管理者要是坐下，部下就躺下了 2、管理就是行动 3、管理就是树立榜样。
第一节:国际营销的内涵
二、国际营销环境与国内营销环境的異同
第二节：国际市场营销的理论基础
三、生产要素(資源)禀赋理论
生产要素丰富 出口
生产要素稀缺
进口
第二节：国际市场营销的理论基础
四、国际产品生命周期理论
销 售 量
介 绍
成 长
成 熟
饱 和
衰 退
时间
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II.Reasons for international trade
*Resource reasons *Economic reasons *Other reasons
III.Invisible trade:
#How many forms of invisible trade are there? Including: *Tourist expenditures abroad; *Remittance that immigrants send back home; *Government expenditures abroad; *Net dividend and interest earnings from Investment abroad; Etc.
Chapter 1:
A brief introduction to international trade and general procedures of export and import transaction
Key points:
1.Concept of international trade 2.Reasons for international trade 3.Invisible trade 4.Benefits of international trade 5.General procedures of export and import transaction
1.General procedures of export transaction 1)preparation for exporting * research on the countries and regions * research on the market * research on the customer
Summary(Abstract) of chapter 1:
After studying this chapter, you must master these following points, such as concept of international trade, reasons for international trade, benefits of international trade, general procedures of international trade.
Words and phrases:
Text
I.Concept of international trade:
*Basic concept International trade,also known as world trade or overseas trade,is the fair and delibrate exchange of goods and services across national boundaries. It concerns trade operations of both import and export and includes the purchase and sale of both visible and invisible goods. *Characteristics of international trade
4) Settlement of disputes * arbitration; * litigation; * conciliaures of import transaction
*To conduct market investigation; *To formulate import plan for a certain commodity; *To send inquiries to the prospective sellers overseas; *To compare and analyze the offers received; *To make counter-offers and decide on which offer is most beneficial;
anizations involved in export and import transaction
The exporters; The shipping company; The insurance company; The banks; The importers. The customs; The Chamber of Commerce; The lawyer.
2) Business negotiation * enquiry; * offer and counter-offer; * acceptance; * conclusions of sales contract.
3) Implementation of contract
* preparing goods for shipment; * inspection application; * reminding,examining and modifying L/C; * chartering and booking shipping space; * customs formalities; * insurance; * documents preparation for bank negotiation;
VII. Documents needed in export and import transaction
*bill of lading *commercial invoice,proforma invoice, consulor invoice *packing list,weight meno *certificate of inspection *certificate of origin *insurance certificate(policy) *sales contract/confirmation
IV.Benefits of international trade
*Greater variety; *Cheaper goods and services; *Wider markets for the supplying country; *Economic Growth.
V.General procedures of export and import transaction
*To sign a purchase contract; *To apply to a bank for opening a letter of credit; *To book shipping space or charter a carrying vessel; *To effect insurance with insurance company; *To apply for inspection if necessary; *To clear the goods through the Customs; *To settle disputes(if any).