chap 001 初建环 国际市场营销
2024年《国际市场营销学》课件(多场景)
《国际市场营销学》课件(多场景)《国际市场营销学》课件一、引言随着全球化的不断深入，国际市场营销已成为企业拓展市场、提高竞争力的重要手段。
国际市场营销学作为一门学科，旨在研究企业在国际市场环境下，如何制定有效的市场营销策略，实现企业目标。
本课件将重点介绍国际市场营销的基本概念、环境分析、市场选择、市场进入策略以及市场营销组合策略等内容。
二、国际市场营销的基本概念1.国际市场营销的定义国际市场营销是指企业在国际市场环境中，通过有效的市场营销活动，满足不同国家和地区消费者的需求，实现企业目标的过程。
2.国际市场营销的特点（1）市场范围广泛（2）文化差异显著（3）竞争激烈（4）政治、经济、法律环境复杂三、国际市场营销环境分析1.宏观环境分析（1）政治环境（2）经济环境（3）法律环境（4）文化环境2.微观环境分析（1）企业内部资源（2）竞争对手分析（3）供应商和分销商分析（4）顾客需求分析四、国际市场选择1.市场细分市场细分是指将国际市场划分为若干具有相似需求特征的消费者群体，以便企业能够更好地满足这些群体的需求。
2.目标市场选择（1）市场潜力（2）市场吸引力（3）企业资源和能力（4）竞争状况3.市场定位市场定位是指企业根据目标市场的需求和竞争状况，确定产品或服务的市场地位，塑造企业独特的市场形象。
五、国际市场进入策略1.出口策略出口策略是指企业在国内生产产品，然后通过外贸渠道销售到国外市场。
2.许可策略许可策略是指企业将专利、技术、品牌等授权给国外企业使用，以获取收益。
3.合资策略合资策略是指企业与国外企业共同投资、共同经营，分享利润和风险。
4.直接投资策略直接投资策略是指企业在国外市场设立生产基地，进行生产、销售和服务。
六、国际市场营销组合策略1.产品策略（1）产品标准化与差异化（2）品牌策略（3）包装策略2.价格策略（1）定价方法（2）价格调整策略3.渠道策略（1）直销渠道（2）分销渠道4.促销策略（1）广告策略（2）人员推销策略（3）营业推广策略（4）公关策略七、结论国际市场营销学为企业提供了在国际市场环境中制定有效市场营销策略的理论和方法。
国际市场营销的环境PPT资料52页
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Ch02 国际市场营销环境
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文化环境对消费品的影响
坎贝尔公司在一项对意大利的研究中发现，意 大利家庭每天用于做饭的时间竟达约4.5小时， 而美国人只用不到60分钟。
Campbell公司随机抽问意大利家庭：你希望你 的儿子娶一名是用罐头汤汁的妻子吗？96%的 被询问者都回答：“不！”
失败原因如下：
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Campbell即食汤在英国的失败
英国的主妇因具有保守的价值观，所以对不需 要进一步追加料理过程的即食性Campbell即食 汤持有否定的态度，在英国购买即食汤的主妇 一般被认为是不关心其家庭成员健康的主妇。
美国Campbell即食汤的广告内容对英国主妇保 守教育子女观念不适合。Campbell即食汤广告 内容是在餐桌上子女们向母亲哀求要给他们购 买Campbell即食汤，母亲为此到商场去购买。 但英国主妇们认为凡事都听从子女们的要求去 做是滋生孩子的坏习惯的主要原因之一。
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Ch02 国际市场营销环境
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影响消费需求的文化内涵
语言文字 价值观念 教育水平 宗教信仰 社会结构 民风民俗
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东西方文化对比分析
美
国
财富比权力更重要
消费是美德
个人主义
社会关系圈松散
对新事物好奇，敢于尝试
强调人的独立性
在日本，门牌号码不是有序编排的，上门送货 意味着在一幢幢编号无序的楼房间寻找客户。
在科威特，人们更乐意将比萨饼送到等货的轿 车旁，而不愿意人们将比萨饼送到家门口。
国际市场营销第二章国际市场营销环境
可编辑ppt
Case2
A：Hello，I’m John Zhao from the LD computer Corporation. B: Nice to meet you, Mr. Zhao. I’m Monica Duncan from MC software
Company. A: You are really beautiful, Miss Duncan. B: Thank you. A: How old are you , Miss Duncan ? You look so young! Are you
二、文化要素
4、艺术与审美 艺术的作用在于能够满足人类固有的心
理需要。艺术被认为是包含美学成分的活动。 这种美学成分把艺术与文化的其他方面区别 开来，也因此形成一定文化背景下较为一致 的审美观。
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可编辑ppt
二、文化要素
以服装为例，女性穿露背的衣服在西方 被认为是一种美；东方人则可能认为这不雅， 有伤风化；而伊斯兰教徒则认为这简直是亵 渎神灵。
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可编辑ppt
二、文化要素
6、态度和价值观 （1）对物质文化的态度 （2）对工作和成就的态度 （3）对待时间的态度 （4）对待变革的态度 （5）对待风险的态度
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可编辑ppt
二、文化要素
当把一项革新引进东道国时，国际营销者必须： 1、考察该项变革可能产生社会、文化、环境冲击； 2、考察对该项变革的社会、文化、环境障碍，然后
可编辑ppt
Case 1
Situation: Zhang Yu (B), a member at a famous pharmacy corporation is visiting one of his American friends, Doctor Smith (A)，for the first time together with his wife Wang Qing (C ). They have just arrived ,and Doctor Smith is meeting them at the airport .
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
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，
国际市场营销(双语)课程TBChap001
Chapter 01The Scope and Challenge of International MarketingTrue / False Questions1.For companies today, becoming international is a luxury only some can afford.True Falsepanies from Japan are the leading group of investors in the United States.True False3.International marketing involves selling of a company’s goods and services to consumers or usersin more than one nation for a profit.True False4.The difference between domestic and international marketing lies in the different concepts ofmarketing.True False5.An international marketer must deal with at least two levels of uncontrollable uncertainty.True False6.The geography and infrastructure of a country are uncontrollable factors that influence thebusiness decisions of a company in an international market.True False7.The uncontrollable factors affecting international marketing are limited to political forces, economicclimate, and competitive structure.True False8.The level of technology in a country is an uncontrollable element for international marketers.True False9.The uncontrollable factors a company has to deal with decreases with the number of foreignmarkets in which it operates.True False10.The controllable elements can be altered in the long run and, usually, in the short run to adjust tochanging market conditions, consumer tastes, or corporate objectives.True False11.Political and legal forces, economic climate, and competition are some of the domesticenvironment’s controllable factors.True False12.The foreign policies of a country have a direct effect on a firm’s international marketing success.True False13.Abolition of apartheid in South Africa is an example of a positive uncontrollable element in aninternational marketing scenario.True False14.The business activities of international marketers are not affected by competition in their domesticmarket.True False15.The process of evaluating the uncontrollable elements in an international marketing programinvolves substantial doses of cultural, political, and economic shock.True False16.Level of technology remains unchanged across countries making it a fairly predictable factor ininternational marketing.True False17.Political and legal issues a company may face abroad are mitigated by the “alien status” of thecompany.True False18.The political details and the ramifications of political and legal events are often more transparent ina domestic situation than they are in a foreign market.True False19.The political and legal environment is a controllable element for international marketers becauseof their potent ability to lobby and influence legislation in foreign markets.True False20.In a broad sense, the uncontrollable elements of the foreign business environment constitute theculture.True False21.In dealing with unfamiliar markets, marketers must be aware of the frames of reference they areusing in making their decisions.True False22.John refuses to buy Japanese products because he sees this as a way of selling out to a nationknown for its aggressive behavior. John is using a self-reference criterion to make his decision.True False23.The self-reference criterion is closely related to ethnocentrism.True False24.Sam Watkins just ate cookies and, therefore, feels justified in refusing food offered by his MiddleEastern host. In this instance, Sam’s self-reference criterion has just saved him from making a cultural blunder.True False25.To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis thatemphasizes the need for ethnocentrism.True False26.Understanding one’s own culture normally requires no additional study.True False27.The most effective approach to build global awareness into an organization is to increase thediversity mix of the employee profile, especially for entry-level jobsTrue False28.Research has revealed that smaller home markets and larger production capacities appear tofavor internationalization.True False29.A com pany in the “no direct foreign marketing” stage of international marketing involvement doesnot actively cultivate customers outside national boundaries.True False30.The global marketing concept views the marketplace as consisting of one primary domesticmarket that is complimented by several smaller regional markets.True FalseMultiple Choice Questions31.Which of the following is a dynamic trend that is affecting the current global business strategies?A. T he trend toward buying American cars in Europe.B. T he trend toward the acceptance of the free market system among developing countries.C. T he trend toward using English as the global language.D. T he trend toward establishing a world currency.E. T he trend toward worldwide instant communication.panies from _____ lead in foreign investment in the United States.A. K ingdom of Saudi ArabiaB. R ussiaC. C hinaD. U nited KingdomE. C anada33.Which of the following is true regarding the impact of globalization on domestic markets in theUnited States?A. C ompanies with only domestic markets have been able to sustain their customary rates ofgrowth.B. M ultinational companies are making more profits from their domestic operations compared totheir earnings from the foreign markets.C. O nly multinational companies with large production facilities have succeeded in theinternational markets.D. T he domestic companies have reduced their manufacturing employment more than the USmultinationals.E. M ultinational manufacturing companies in all industries and sizes have outperformed theirdomestic counterparts.34.Which of the following is an essential requirement for companies to succeed in internationalmarkets?A. B inding strictly to their traditional methods of operations to succeed in international markets.B. F ocusing primarily on their production to meet the demands at home.C. V enturing into multiple markets at once.D. C ommitting themselves completely to foreign markets.E. F ocusing on improving the domestic market to invest the returns in international markets.35._____ is the performance of business activities designed to plan, price, promote, and direct theflow of a company’s goods and services to consumers or users in more than one nation for a profit.A. I nternal marketingB. I mportingC. C orporate managementD. I nternational marketingE. D omestic trade36.Which of the following is the most critical difference between domestic marketing and internationalmarketing?A. T he difference in marketing principles being followed.B. T he different concepts of marketing.C. T he change in marketing goals.D. T he environment in which marketing plans must be implemented.E. T he basic processes used to market products and services.37.Which of the following elements in the marketing environment poses a challenge to both domesticand international marketers due to its uncontrollable nature?A. P riceB. P romotionC. R esearch activitiesD. P olitical/legal forcesE. C hannels of distribution38.Which of the following is a controllable element for an international marketer?A. L evel of technologyB. G eography and infrastructureC. C hannels of distributionD. C ultural forcesE. S tructure of distribution39.Which of the following is an uncontrollable element for an international marketer?A. F irm characteristicsB. P romotionC. P riceD. R esearchE. L evel of technology40.For an international marketer, the _____ can be altered in the long run and, usually, in the shortrun to adjust to changing market conditions, consumer tastes, or corporate objectives.A. c ompetitive structureB. e conomic climateC. s tructure of distributionD. e nvironmental factorsE. c ontrollable elements41.Which of the following is an uncontrollable factor for a marketer in a domestic environment?A. F irm characteristicsB. C ompetitive structureC. C hannels of distributionD. P rice of the productE. P romotional measures42.Which of the following political actions is likely to favor international marketing?A. P lacing trade embargo on Cuba owing to widespread political instability in the country.B. U.S. government placing a trade ban on Libya for rampant terrorism.C. P araguay imposing low tariffs and tax rates for manufacturing industries.D. T ariff hike for imports established by China.E. U.S. government coupling human rights issues with foreign trade policy.43.Which of the following reflects the relationship between international business and domesticbusiness?A. D omestic businesses find it relatively easy to manage profits in the current scenario.B. D omestic businesses find it relatively easy to manage profits in the current scenario.C. M ost domestic businesses are the result of customization efforts of international businesses.D. T he ability to invest abroad is to a large extent a function of domestic economic vitality.E. D omestic businesses are more viable as capital tends to move toward minimum use.44.Which of the following is a possible outcome of the “alien status” of a company?A. A n increase in protectionist federal policies.B. A positive balance of trade.C. A sharp rise in domestic and international demand.D. A huge trade deficit.E. A n economic situation of the magnitude of the Great Depression.45.With respect to the environment in which a business operates, factors such as competition,political and legal forces, economic climate, would all be classified as:A. c ontrollable elements.B. u ncontrollable elements.C. p redictable elements.D. d emographic elements.E. c ultural elements.46._____ is a controllable element in both domestic and international marketing environments.A. E conomic climateB. C ompetition within the home countryC. P rice of productsD. P olitical forcesE. F oreign policies47.The marketing tasks of an international marketer differs from that of a domestic marketer as:A. t he international marketer has fewer uncontrollable elements to deal with compared to adomestic marketer.B. t he level of technology and cultural forces are controllable elements for the domestic marketer.C. t he structure of distribution is an uncontrollable element for the international marketer.D. t he competitive structure is one of the controllable factors for an international marketer.E. t he international marketer is less concerned about geography and infrastructure than thedomestic marketer.48.Robert Jonas is in charge of a new marketing effort directed toward Peru. In order for his companyto effectively market and distribute to all of Peru’s major cities, Mr. Jonas must devise a logistics plan for crossing the Andes Mountains on a daily basis. Which of the following foreignenvironment uncontrollable variables would be a chief concern as Mr. Jonas devises his plan?A. C ompetitive forcesB. C ultural forcesC. G eography and infrastructureD. E conomic forcesE. P olitical/legal forcespared to the foreign environment uncontrollable variables, which of the following elements isexcluded from the domestic marketer’s list of uncontrollable variables?A. P olitical forcesB. C ompetitive structureC. E conomic climateD. C ultural forcesE. L egal forces50.Amy Sims has been assigned the task of preparing a marketing plan for her company for the nextyear’s business activities. She knows that she should begin her plan by examining the variables that she has some control over. These controllable variables would include price, product,channels-of-distribution, and _____.A. d emandB. p olitical forcesC. c ompetitionD. e conomic climateE. p romotion51.M&M, a company producing musical instruments, had dominated its home market for severalyears before venturing into international markets. The company was focusing more oninternational operations until a German company in the same business entered its home market.The German company started selling good quality products at prices much lower than M&M’s and affected its sales adversely. Which of the following elements in the marketing environment has affected the business of M&M in the above scenario?A. L evel of technologyB. S tructure of distributionC. C ompetition in the domestic marketD. C ultural forcesE. P romotion of the product52.Ralph Waite is a marketing manager at a video game console manufacturing firm. Ralph has beenasked to review the marketing opportunities of his company in a foreign market. Ralph is aware that he can modify certain elements of the marketing environment to suit the foreign marketneeds. He is primarily focusing his attention on the factors that are not under his control and might affect their business prospects. Which of the following uncontrollable elements is most likely to affect the company’s business prospects in the foreign market?A. T he pricing policies in the foreign market.B. T he trade policies in the home country.C. T he promotional activities required to market the product.D. T he level of technology in the targeted market.E. T he product distribution channels adopted by his company.53.The _____ issues faced by a company are often amplified by the “alien status” of the company,which increases the difficulty of properly assessing and forecasting the dynamic international business climate.A. p roduct researchB. p ricingC. p roduct specificationD. p olitical/legalE. p romotional54.Which of the following best illustrates the political and legal issues faced by companies because oftheir “alien status” when they attempt to do business in foreign countries?A. A company doing moderate business in international markets because of violent history of itshome country.B. A company being forced by the local government to share its core competencies in order tocontinue doing business.C. A product not being widely accepted in the foreign market because of its irrelevance to thecustomers.D. A company utilizing an identical promotional campaign it used in the domestic country.E. A company not succeeding in a foreign market because its product pricing is above thepurchasing power of the local customers.55._____ is the conscious effort on the part of the international marketer to anticipate the influences ofboth the foreign and domestic uncontrollable factors on a marketing mix and then to adjust the marketing mix to minimize the effects.A. S tandardizationB. A daptationC. S egregationD. S egmentationE. P rojection56.The primary obstacles to success in international marketing are a person’s _____ and anassociated ethnocentrism.A. r egionalismB. h olismC. s elf-reference criterionD. e ffort at adaptationE. e ffort at integration57._____ is an unconscious reference to one’s own cultural values, experiences, and knowledge as abasis for decisions.A. N ativismB. H olismC. S elf-reference criterionD. S egregationE. X enophobia58.In the United States, unrelated individuals keep a certain physical distance between themselvesand others when talking or in groups. Americans do not consciously think about that distance; they just know what feels right without thinking. Someone from another culture would not necessarily understand this and would apply their rules for contact when speaking. The preceding is anillustration of what is called applying a _____ when reviewing the mentioned social custom of contact.A. s elf-space principleB. s egregation principleC. i ntegration criterionD. s pace command criterionE. s elf-reference criterion59.Which of the following is closely related to the self-reference criterion?A. D ifferentiationB. M arketing myopiaC. E thnocentrismD. M ulticulturalismE. P luralism60._____ impedes the ability of a person to assess a foreign market in its true light.A. N ativismB. P luralismC. X enocentrismD. E thnocentrismE. R elativism61.Which of the following is true of ethnocentrism?A. I t is the cultural binding force among a diverse employee population in an organization.B. I t is a problem that arises when managers from affluent countries work with managers andmarkets in less affluent countries.C. A merican managers have generally been uninfluenced by it, especially in the beginning of the21st century.D. I t is the cornerstone of effective adaptation in the field of international marketing.E. S elf-reference criterion is universally considered the technique to reduce or eliminateethnocentrism.62.The most effective way to control the influence of ethnocentrism and the SRC is to:A. r educe interaction with culturally diverse audience.B. a sk for feedback on every possible occasion.C. r ecognize their effects on our behavior.D. l earn at least two foreign languages to understand the cultural differences.E. a sk for second opinion in a decision-making scenario.63.To avoid errors in business decisions, it is necessary to conduct a cross-cultural analysis thatisolates the self-reference criterion influences. Which of the following should be the first-step to avoid the aforementioned errors?A. R edefining the problem without the SRC influence.B. S olving the problem for the optimum business goal situation.C. I solating the SRC influence in the problem and examining it carefully to see how it complicatesthe problem.D. D efining the business problem or goal in home-country cultural traits, habits, or norms.E. D efining the business problem or goal in foreign-country cultural traits, habits, or norms throughconsultation with natives of the target country.64.Understanding one’s own culture requires additional study as:A. s elf-criticism is not easy to build when studying one’s own culture.B. m uch of the cultural influence on market behavior is at the subconscious level.C. t he cultural traits in one’s own country are complex and not internalized.D. i nternational trade treaties mandate that managers have extensive cultural knowledge of theirown country.E. c ultural influence on one’s own market behavior is generally minimal and insignificant in thelong run.65.Which of the following types of nontariff barriers strictly falls under the category of specificlimitations on trade?A. I mport credit discriminationsB. E xport subsidiesC. V oluntary export restraintsD. E mbargoesE. P ackaging, labeling, or marking standards66.Which of the following characterizes a globally aware manager?A. U sing one’s home culture’s values alone to market one’s products in foreign countries.B. A ccepting the cultural ways of another individual as their own.C. A llowing others to be different and equal.D. D iscarding one’s home culture’s standards to adopt the global cultural standards.E. C ontrolling any influences that the global cultural standards may have on the marketingprocess.67.Which of the following will aid a manager in understanding the way people of different countriesthink and act?A. A better understanding of global economic trends.B. A deeper understanding of world market potential.C. A n understanding of foreign investment opportunities.D. A n understanding of microeconomics.E. A historical perspective.68.Which of the following is the most effective way to achieve organizational global awareness?A. H iring employees based on the sole criterion of global awareness.B. O rganizing employee trips to foreign cultures to increase their sensitivity.C. I ncreasing the diversity mix of the front-level employee profile.D. H aving a culturally diverse senior executive staff or board of directors.E. P romoting social networking as a means to improve inter-cultural communication.69.Which of the following organizations seems better equipped for internationalization?A. A firm that sells its products only to those foreign customers who directly contact the firm.B. A firm that has a production capacity that is much greater than home market demand.C. A firm that focuses its production activities on meeting the demands in the home market.D. A firm that has a culturally diverse employee profile but few competitive offerings at the globallevel.E. A firm that has little intention of maintaining a continuous market representation.70.Which of the following firms has a better chance of accelerating the internationalization process?A. I nternational regulatory bodies set export/import limits.B. T he importing country can levy heavier import tariffs to override the VERs.C. T he exporting country sets the limits on the quantity it will export.D. I t is a mandatory tax imposed by a government on goods entering at its borders.E. I t is an absolute restriction against the importation of certain goods.71.Which of the following is true regarding the stages of international marketing involvement?A. A firm essentially progresses through the stages in a linear order.B. T he international marketing stage represents the highest level of international involvement.C. A firm begins its international involvement at the second stage.D. A firm may be in more than one stage simultaneously.E. T he final stage of the process is involves no direct foreign marketing.72.Which of the following best describes the stage of development where the company’s productsreach a foreign market without any conscious effort on the part of the marketer?A. I nfrequent foreign marketingB. R egular foreign marketingC. N o direct foreign marketingD. I nternational marketingE. G lobal marketing73.Jefferson’s is a firm that specializes in dog food and grooming products. The company has a verywell-established domestic market. The company does not actively sell its products outside national borders but provides goods to customers who contact them directly or place orders with them through the Internet. Jefferson’s is currently in the _____ stage of international marketinginvolvement.A. f requent foreign marketingB. a ctive foreign marketingC. g lobal marketingD. r egular foreign marketingE. n o direct foreign marketing74.If a marketer is motivated to initiate an international marketing effort mainly because of temporarysurpluses in the domestic market, which of the following stages best characterizes the stage of international marketing involvement for this marketer?A. I nfrequent foreign marketingB. R egular foreign marketingC. N o direct foreign marketingD. I nternational marketingE. G lobal marketing75.James Bright’s company seeks markets all over the world and attempts to sell products that are aresult of planned production for markets in various countries. Which of the following stages best characterizes the stage of international marketing involvement for Mr. Bright’s company?A. I nfrequent foreign marketingB. R egular foreign marketingC. N o direct foreign marketingD. I nternational marketingE. I nternal marketing76.Maria Peron’s company treats the world, including the home market in Spain, as one market.Market segmentation decisions no longer focus on national borders. Instead, market segments are defined by income levels, usage patterns, and other factors that span countries and regions.Which of the following stages best characterizes the stage of international marketing involvement for Ms. Peron’s company?A. I nfrequent foreign marketingB. T est marketingC. N o direct foreign marketingD. I nternal marketingE. G lobal marketing77.Ajax Corporation has decided to enter the international marketing arena by marketing its productson a country-by-country basis, with separate marketing strategies for each country. The company is using which of the following concepts to formulate its international policies and strategies?A. D omestic market extension conceptB. M ultidomestic market conceptC. M ass marketing conceptD. U niversal marketing conceptE. S tandardized marketing concept78.Regular foreign marketing stage differs from the international marketing stage as companies at theregular foreign marketing stage:A. f ail to actively seek customers in international markets.B. m arket their products in international markets only when there is a surplus in production.C. f ail to represent careful strategic thinking about international expansion.D. l ack permanent productive capacity that is devoted for production of goods and services to bemarketed in international markets.E. f ocus all their operations and production to service the domestic market needs even thoughthey are interested in foreign markets.79.Which of the following is true of firms in the first two stages of international marketinginvolvement—no direct foreign marketing and infrequent foreign marketing?A. T hey do not begin internationalization at these stages.B. T hey take a strategic approach to decision making regarding international expansion.C. T hey are more reactive in nature and embark on internationalization without planning.D. T hey intend to maintain a continuous market representation in foreign markets.E. T hey are a result of dedicated production capacity maintained for foreign markets.80.In which of the following stages of international marketing involvement, companies primarily focusall their operations and production to service domestic market needs, even though they have a permanent productive capacity devoted to the production of goods to be marketed in foreign markets?A. N o direct foreign marketingB. I nfrequent foreign marketingC. R egular foreign marketingD. I nternational marketingE. G lobal marketing81.The firms at the stage of regular foreign marketing of international marketing involvement:A. s ell products that are a result of planned production in markets in various countries.B. p rimarily focus all their operations and production to service domestic market needs.C. h ave a global perspective and view the entire world as one market devoid of any segmentsbased on nationality.D. h ave half their sales revenues coming from international markets.E. h ave no intention of maintaining continuous market representation in foreign markets.82.Which of the following is true of firms at the international marketing stage of marketinginvolvement?A. T he primary focus of operations and production is to service domestic market needs.B. A s domestic demand increases and absorbs surpluses, foreign sales activity is reduced or evenwithdrawn.C. P rofit expectations from foreign markets are seen primarily as a bonus in addition to regulardomestic profits.D. P lanning generally entails production of goods outside the home market.E. T he firm treats the world, including the home market, as one market.83.What is the most profound change for firms at the global marketing stage of internationalization?A. P lanning involves production of goods outside the home market.B. S ales to foreign markets are made as and when goods become available.C. T emporary surpluses marketed in foreign markets is the only element of internationalization.D. C ompanies treat the world, along with home market, as one market.E. P roduction capacity exceeds domestic demand.84.Which of the following firms/products reflects a global marketing orientation?A. A skin-lightening cream aimed at African American women.B. A company promoting Latino jazz musicals.C. A firm producing highly cost-effective and durable computers.D. A famous restaurant in Singapore that specializes in Oriental food.E. A Japanese to English translation software.。
《国际市场营销》课件
通过企业自己的销售团队或在线平台直接销售产品给消费者。
直接渠道
通过经销商、代理商等中间商销售产品，扩大销售网络。
间接渠道
根据不同市场的特点，采用多种销售渠道，提高产品的覆盖面。
多元化渠道
建立有效的渠道管理体系，确保渠道的顺畅和高效运作。
渠道管理
广告宣传
通过各种媒体进行广告宣传，提高产品的知名度和吸引力。
VS
全球电商领导者、技术创新驱动
详细描述
阿里巴巴作为全球电商领导者，通过技术创新和商业模式创新，成功打造了一个国际化的电子商务平台。通过收购和合作等方式，阿里巴巴不断拓展其国际业务，为全球消费者和企业提供便捷的交易和支付服务。同时，阿里巴巴还注重与当地合作伙伴的合作，以更好地融入当地市场。
总结词
随着全球化的加速和国际贸易的不断发展，国际市场营销变得越来越重要。
总结词
随着全球化的加速和国际贸易的不断发展，国际市场营销变得越来越重要。企业需要拓展国际市场，以满足不同国家和地区的消费者需求，并获得更大的商业机会。通过国际市场营销，企业可以获得更多的市场份额和竞争优势，提高品牌知名度和影响力。
详细描述
定义
使企业在目标市场中树立独特的形象和声誉，与竞争对手区分开来。
目的
企业可采用差异化定位、集中化定位和重新定位等策略进行国际市场定位。
方法
国际市场进入策略是企业根据自身资源和目标市场的特点，选择合适的进入方式、投资形式和营销策略的过程。
定义
帮助企业有效地进入国际市场，实现长期稳定的发展。
目的
企业可采用出口、许可、合资、独资等方式进入国际市场，并需考虑文化差异、法律法规、贸易壁垒等因素。
方法
国际市场营销组合策略
国际市场营销第一章
对营销的态度
2
销售时代 （续）
评价：“Selling is only one component of marketing ‖
Marketing is as different from selling as chemistry is from alchemy (练金术), astronomy from astrology (占星术), chess from checkers (西洋跳棋).‖ –Theodore Levitt, Harvard Business School professor
1
Chapter One Introduction
7
What is Marketing?
——对AMA定义的解读
营销的对象不仅限于有形产品
Person marketing: 演艺、体育明星 Place marketing: 招商引资、旅游胜地 Cause marketing: 多见于非盈利组织，宣传 健康、环保、计划生育等
人员推销 Personal Selling?
广告 Advertising? 让产品能摆上商店柜台 Making products available in stores? 维持库存以待未来出售 Maintaining inventories?
以上皆是，但还有更多！
Chapter One Introduction 5
1
What is Marketing?
一种哲学
A Philosophy
一系列活动 ， 包括:
产品 Products 定价 Pricing 促销 Promotion 分销 Distribution (地点place)
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)
2024版精编国际市场营销课件ppt文档全文预览
文档全文预览•国际市场营销概述•国际市场营销环境分析•国际市场营销战略规划•国际市场营销组合策略实施目录•国际市场营销风险管理与挑战应对•国际市场营销案例分析定义与特点定义国际市场营销是指企业跨越国界，在国际范围内进行的市场营销活动，包括产品开发、定价、促销和分销等。
特点面对不同的文化、法律、政治和经济环境，需要更加灵活和创新的营销策略。
通过国际市场营销，企业可以拓展海外市场，增加销售额和利润。
拓展市场国际市场营销可以帮助企业分散市场风险，减少对单一市场的依赖。
分散风险在国际市场上进行营销活动可以提升企业的品牌知名度和美誉度。
提升品牌知名度国际市场营销重要性数字化营销个性化与定制化社交媒体营销绿色环保营销国际市场营销发展趋势随着互联网和移动设备的普及，数字化营销成为国际市场营销的重要趋势。
社交媒体成为企业与国际消费者互动和沟通的重要平台，社交媒体营销日益受到重视。
消费者需求日益多样化，个性化和定制化的产品和服务受到青睐。
随着全球环保意识的提高，绿色环保营销成为企业履行社会责任和吸引消费者的重要手段。
评估目标国家的政治稳定性，包括政府更迭频率、政策连续性等因素。
政治稳定性法律体系国际关系了解目标国家的法律体系，包括商业法、贸易法、知识产权法等，以确保合规经营。
分析目标国家与其他国家的关系，特别是与母国的政治和经济关系，以评估潜在的市场风险。
030201政治法律环境经济环境评估目标国家的经济发展水平，包括GDP、人均收入等经济指标。
了解目标市场的消费者数量、购买力和消费习惯等，以确定市场潜力。
分析目标市场的竞争格局，包括主要竞争对手、市场份额和竞争策略等。
关注目标国家的经济趋势，如经济增长率、通货膨胀率等，以预测市场变化。
经济发展水平市场规模竞争状况经济趋势了解目标国家的文化差异，包括语言、宗教、价值观等，以避免文化冲突。
文化差异分析目标国家的社会结构，如人口结构、教育水平等，以更好地定位目标市场。
国际市场营销学教案
国际市场营销学教案一、课程简介1.1 课程名称：国际市场营销学1.2 课程性质：专业必修课1.3 学时安排：总学时为64学时，其中包括课堂讲授、案例分析、小组讨论等环节。
1.4 教学目标：通过本课程的学习，使学生了解国际市场营销的基本概念、原则和方法，掌握国际市场营销的环境、策略和运作过程，提高学生在国际市场营销领域的分析和实践能力。
二、教学内容2.1 引言：国际市场营销的基本概念、重要性和发展历程。
2.2 国际市场营销环境：国际市场环境分析、国际市场营销宏观环境、国际市场营销微观环境。
2.3 国际市场营销机会与风险：国际市场营销机会识别、国际市场营销风险评估与管理。
2.4 国际市场营销策略：产品策略、价格策略、渠道策略和促销策略。
2.5 国际市场营销组合：国际市场营销组合的概念、国际市场营销组合的优化。
三、教学方法3.1 讲授：通过课堂讲授，使学生掌握国际市场营销的基本理论和方法。
3.2 案例分析：通过分析国际市场营销的经典案例，使学生了解国际市场营销的实际操作过程。
3.3 小组讨论：分组讨论国际市场营销相关话题，提高学生的分析和沟通能力。
3.4 实践项目：引导学生参与国际市场营销实践项目，提高学生的实际操作能力。
四、教学评估4.1 平时成绩：包括课堂表现、作业完成情况和小测验成绩，占总成绩的40%。
4.3 期末考试：期末考试分为理论考试和实务操作考试，占总成绩的30%。
五、教材及参考书目5.1 教材：《国际市场营销学》，作者：张晓辉、李宁。
5.2 参考书目：（1）《国际市场营销学导论》，作者：菲利普·科特勒。
（2）《国际市场营销案例分析》，作者：大卫·阿奇森。
（3）《国际市场营销策略》，作者：迈克尔·波特。
（4）《国际市场营销风险与管理》，作者：罗伯特·库珀。
六、教学活动安排6.1 课前准备：学生预习教材内容，观看相关视频资料。
6.2 课堂讲授：教师讲解国际市场营销的基本概念、原则和方法。
国际市场营销第一章认识市场营销
二、 营销组合理论(4Ps、4Cs和4Rs理论)
(三) 4Rs理论
1. 关联(Relevance)。企业与消费者是一个命运共同体,建立并发展与消费者之间的 长期关系是企业经营的核心理念和最重要的内容。
2. 反应(Respond)。在相互影响的市场中,对营销者来说最现实的问题不在于如何控 制、制订和实施计划,而在于如何站在消费者的角度及时地倾听,并从推测性商业 模式转变成为高度回应需求的商业模式。
星巴克人认为自己的咖啡只是一种载体，通过这种载体， 星巴克把一种独特的格调传送给顾客。这种格调就是“浪漫”。 星巴克注重当下体验的观念，倡导“以顾客为本”，“认真对待 每一位顾客，一次只烹调顾客那一杯咖啡”这句取材自意大利老 咖啡馆工艺精神的企业理念，贯穿了星巴克快速崛起的秘诀，强 调在每天工作、生活及休闲娱乐中，用心经营“当下”这一次的
(二) 交换和交易
交换是指以自己的某种物品作为代价,从他人那里换取想要的物品的行为。 交易是指买卖双方或多方的价值交换。交易至少涉及两种有价值的东西以及 彼此同意的条件、时间和地点。
(三) 价值和满意
价值是指顾客对所获得的整体利益与支出的成本的认知和衡量。 满意反映的是顾客对产品或服务的实际表现与自己的期望进行对比后得出的 判断。
(五) 营销渠道
为了接触到目标市场,营销者往往会使用三种不同的营销渠道:信息沟通渠道、 分销渠道和服务渠道。 营销者利用信息沟通渠道向目标顾客发送信息,并从顾客那里获得反馈信息。
营销者利用分销渠道向目标顾客展示、销售和交付有形的产品和无形的服务。 营销者还使用服务渠道与潜在顾客进行交易。服务渠道包括能够使交易便利 进行的仓库、运输公司、银行和保险公司等机构和个体。
(一) 4Ps理论
杰罗姆·麦卡锡的理论将企业众多营销要素归结为四个基本的策略组合,即产 品(Product)、价格(Price)、渠道(Place)、促销(Promotion),由于这四个词的英 文字头都是P,再加上策略(Strategy),所以简称为4Ps。
国际市场营销课件第
国际市场营销课件日期:目录•国际市场营销概述•国际市场营销的核心概念•国际市场营销的渠道与网络•国际市场营销的挑战与解决方案•国际市场营销的案例研究国际市场营销概述定义国际市场营销是指企业跨越国家界限，为了满足国际市场需求，从环境中识别和创造机会，向国外目标市场输送适销对路的产品或服务的一系列经营活动。
特点国际市场营销是国内市场营销的一种延伸，它需要跨越国界，面对更广阔的市场和消费者，需要解决语言、文化、政治、经济等方面的差异。
同时，国际市场营销需要应对不同国家的贸易壁垒、政策法规、汇率变化等问题。
定义与特点通过国际市场营销，企业可以扩大销售市场，增加销售额和利润。
扩大销售市场通过进入国际市场，企业可以提高品牌知名度，增加品牌价值。
提高品牌知名度通过国际市场营销，企业可以获取更优质的资源，如技术、人才、原材料等。
获取优质资源通过国际市场营销，企业可以提升自身的竞争力，更好地适应市场变化。
提升企业竞争力国际市场营销的重要性国际市场营销起源于19世纪末20世纪初，当时一些企业开始通过国际贸易将产品销往国外市场。
随着全球化进程的加速和信息技术的发展，国际市场营销得到了越来越广泛的应用和发展。
历史近年来，随着电子商务的兴起和数字化营销的普及，国际市场营销的方式和方法也在不断变化和创新。
同时，随着环保意识的提高和可持续发展理念的普及，国际市场营销也开始关注环保和可持续发展问题。
发展国际市场营销的历史与发展国际市场营销的核心概念总结词了解目标市场，识别商机与风险详细描述国际市场调研是国际市场营销的关键步骤，旨在了解目标市场的需求、竞争态势、消费者行为、法律法规等，以便识别商机与风险，为企业的国际市场战略提供决策支持。
国际市场调研目标市场定位总结词确定目标市场，制定市场策略详细描述目标市场定位是企业根据自身的战略目标、资源条件和目标市场的需求特点，选择特定的消费群体作为企业的目标客户，并制定相应的市场策略，以实现企业的营销目标。
国际市场营销概述
第一章国际市场营销概述第一节国际市场与国际市场营销一、市场与国际市场市场营销学中的“市场”和经济学中的“市场”是不一样的。
企业进行国际市场营销活动首先应了解国际市场的基本概念。
从企业的微观经济分析，人们对市场的理解有以下几种：（1）市场是商品交换的场所；（2）市场是商品交换和流通的领域；（3）市场是商品供求关系的总和；（4）市场是指对某种产品有需要和购买能力的人们。
现代市场营销学认为市场是指对某种产品有需要和和购买能力的人们。
而国际市场就是跨国企业的产品和服务在境外的消费者或用户。
国际市场比国内市场更加复杂，国外消费者的需求比国内消费者更加多样化，因此国际市场消费者对产品的要求也就更优质化、高档化和自动化。
二、国际市场营销的含义和特点1．国际市场营销市场营销一词译自英文Marketing。
1985年美国市场营销协会将市场营销定义为：“市场营销是为创造达到个人和机构目标的交换，而规划和实施理念、产品和服务构思、定价、促销和配销的过程。
”市场营销是企业经营者的重要职能。
市场营销学是企业将人的需求转化为公司盈利机会的学科。
企业的市场营销活动都是以满足消费者的需求和欲望展开的，人类的各种需要和欲望是市场营销的出发点，市场交换是市场营销职能的核心。
商品交换一般应具备以下条件：第一，存在独立的买卖双方；第二，有可供交换的商品；第三，具备买卖双方都能接受的交易条件。
对国际市场营销这一概念的理解应把握好以下三个要点：一是国际市场营销是跨国营销活动，只有将产品和劳务销往国外或境外市场才是国际市场营销；二是国际市场营销是企业的跨国销售活动管理过程，跨国公司、出口企业等是国际市场营销的主体；三是国际市场营销活动是为了满足国外消费者和用户的需求，必须注意产品和劳务的市场适销性。
国际市场营销学是关于跨国企业如何从顾客的需求和欲望出发，有计划、有组织、有目的地将产品、技术、资本和劳务迅速转移到消费者或用户手中，达到顾客的最大满足，以实现企业的利润目标的科学。
国际市场营销Cha(1)
则和国民待遇原则) 贸易政策法规透明度原则
市场开放原则
国际货币基金组织 (IMF)
其宗旨是 作为一个常设机构在国际金融
问题上进行协商与协作，促进国 际货币合作；
促进国际贸易的扩大和平衡发 展；
促进国际汇兑的稳定等；
世界银行 (the World Bank)
-城市化
示范效应-城市化中的消费者更容易受其他消
收入 - 高、中、低收入国家 - 人均国民生活水平 - 购买力平价
•消费模式
•收入中有多少份额用于必需品 恩格尔法则
•产品饱和度或分散度 •具有普遍性的消费数据
基础设施的状况和质量
–陆路、水路、海路和航空运输网络 –通讯 –能源
外国在经济中的参与程度
Tiers
Population in Millions
More Than $20,000
$1,500-$20,000
Less Than $1,500
*Bases on Purchasing power parity in U.S. $.
SOURCE: U.N. World Development Reports
Par
Ot ne
国际市场营销环境
营销环境由微观环境和宏观环境组成。
微观环境(micro-environment)指与公司关系密切、能够影响公司服务顾客的能力的各种因素 如公司自身、供应商、销售渠道、顾客、竞争对手及公众。 宏观环境(macro-environment)指能影响整个微观环境的广泛的社会性因素，如人口、经济、 、自然环境、技术、政治和文化因素。
南非发展协调委员会
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Standardization
(of Marketing Mix)
(of Marketing Mix)
INFLUENCED BY 7 ENVIRONMENTAL FACTORS
Self-Reference Criterion (SRC) and Ethnocentrism:Major Obstacles
4: Redefine the problem without the SRC influence and solve for the optimum（最佳） business goal situation*
Developing a Global Awareness
To be globally aware is to have: 1. Tolerant of Cultural Differences, and
KOF globalization Index
KOF：瑞士联邦苏黎士理工学院经济研究所(KOF)
https://www.kof.ethz.ch/ethz.ch/
Economic；Social；Political 瑞士经济分析局KOF：世界十大全球化国家
商务部网站 2016-04-19
美国《福布斯》杂志墨西哥版网站4月15日报道，瑞士经 济分析局KOF公布“全球化指数”，在经济、社会和政治 三个方面根据23个变量对187个国家和地区进行排名。世 界前十大全球化国家为荷兰、爱尔兰、比利时、奥地利、 瑞士、新加坡、丹麦、瑞典、匈牙利和加拿大。
2. The controllable and uncontrollable factors of International marketing 全球营销中可控与不可控要素
3. Concept of self-reference criterion (SRC) and Ethnocentrism 自我参照标准与民族中心主义
Geography and Infrastructure
Economic climate Level of Technology
Structure of Distribution
Environmental uncontrollables country market C
Environmental Adaptation Needed
International conflict among China, Taiwan, and the United States
2003 SARS outbreak in Asia
Global terrorism, e.g., Indonesia, Israel, India, and Morocco
• 即 认为自己的公司最清楚应该怎样做事情。
• Both the SRC and ethnocentrism impede(阻碍） the ability to assess a foreign market in its true light
Avoiding the Self Reference Criterion
A company with infrequent foreign marketing intends to maintain continuous market representation.( )T/F
A firm with regular foeign marketing has permanent productive capacity to supply foreign market.( )T/F
International Marketing
Global Marketing
Stages of International Marketing Involvement
A company withour direct foreign marketing doesn’t sell its products to foreign customer.( )T/F
Price Product structure
Culture Politicalforces Legal forces
research
Competitive Environmental
7
forces uncontrollables
Promotion Place or Distribution
country market B
International Marketing
初建环
Chapter 1
The Scope and Challenge of International Marketing 国际营销的范围和挑战
INTERNATIONALIZATION
Chapter Learning Objectives
1. Definition of International Marketing 国际营销的含义
To avoid the SRC, the following steps are suggested:
1: Define the business problem or goal in home-country cultural traits, habits, or norms（文化特征、习惯或规范）
国际市场营销是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
Marketing concepts, processes, and principles are universally applicable all over the world
The International Marketing Task
2009 Financial crisis
Global Business Trends
1. The rapid growth of the World Trade Organization and regional free trade areas, e.g., NAFTA and the European Union
4. The stages of international marketing involvement 国际营销的涉及阶段
Global Perspective: Recent Events
Information technology boom of the late 1990s
The high-tech bust of 2001
2: Define the business problem or goal in foreign-country cultural traits, habits, or norms. Make no value judgments
3: Isolate the SRC Influence in the problem and examine it carefully to see how it complicates the problem
Foreign Environment (Uncontrollables)
PoliticalLegal forces
Domestic environment Economic Environmental
(Uncontrollables)
forces uncontrollables
(Controllables) Competitive country market A
Many U.S. companies are now foreign controlled:
U.S. firms seeking foreign markets to increase profits
International Marketing: Definition
International marketing is defined as 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
• SRC is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions
• 是指无意识地参照个人的文化价值观、经验和知识，作为 决策的依据。
• Ethnocentrism(民族中心主义) refers to the notion that one’s own culture or company knows best how to do things
Differences are in the uncontrollable environment of international marketing
Firms must adapt to uncontrollable environment of international marketing by adjusting the marketing mix (product, price, promotion, and distribution)
Enron and WorldCom scandals
September 11th attacks on the World Trade Center and Pentagon Wars in Afghanistan and Iraq
Global Perspective: Recent Events