国际市场营销学 第八章 全球营销管理：计划与组织(广东外语外贸大学)
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。
08国际市场营销
重要的关系技巧 出色的探寻、良好的的 关系、自我意识 创造亲近关系
起步 互动
信任构建 形成伙伴关系
承诺
承诺
微调
与对方一起成长
19
五、海外市场进入战略
• 国际合资企业 ◎自20世纪70年代以来，采用国际合资企业（IJVs）方 20世纪70年代以来 采用国际合资企业 世纪70年代以来， 国际合资企业（
广东外语外贸大学国际工商管理学院 8
美国与日本产品开发计划的比较
美国
市场调研 确定产品特征 设计 工程 向供应商询价 成本 成本太高则返回设计 制造 制造 定期降低成本 持续降低成本
广东外语外贸大学国际工商管理学院 9
日本
市场调研 确定产品特征 制定以获取较低目标利润的价格 成本目标 设计 工程 向供应商询价
共同的需要和共担风险以实现共同目标而建立的一种商业 上的合作关系。 上的合作关系。 •国际战略联盟被视为一种弥补劣势、增强竞争优势的方式 国际战略联盟被视为一种弥补劣势 国际战略联盟被视为一种弥补劣势、 •国际战略联盟为企业快速进入新市场、获取新技术、提高 国际战略联盟为企业快速进入新市场 国际战略联盟为企业快速进入新市场、获取新技术、 生产效率和降低营销成本提供了机会 •在航空业国际战略联盟的例子是由美航、Cathay Pacific、 在航空业国际战略联盟的例子是由美航、 在航空业国际战略联盟的例子是由美航 、 英航、加航、 英航、加航、Aer Lingus和Qantas组成的世界联盟 和 组成的世界联盟
广东外语外贸大学国际工商管理学院 20
五、海外市场进入战略
合资企业的特点： 合资企业的特点： 合资企业是完整的独立的法律实体； 合资企业是完整的独立的法律实体； 合资企业承认各方有共同参与管理的意 愿； 合资企业不是个人间的合作关系， 合资企业不是个人间的合作关系，而是 法律实体，如公司、 法律实体，如公司、特许组织或政府之 间的关系； 间的关系； 合资各方都拥有股权。 合资各方都拥有股权。
国际市场营销学第八章
第八章国际营销调研与信息系统国际营销调研就是采用科学的方法，系统的搜集、整理、分析有关国际市场的各种基本状况及其影响因素的信息，为国际企业决策提供重要的科学依据的过程。
国际营销调研的内容：信息收集，存放，分类，处理，总结。
信息是制定成功的营销策略和避免严重的营销失误的关键因素。
国际营销调研的作用1.有利于国际企业发现国际营销机会，开拓潜在的国际市场2.为企业进行国际营销组合决策提供依据3.有利于国际企业评价国际营销活动的成果，为调整国际营销策略提供依据4.有利于国际企业预测国际市场的发展变化规律国际营销调研的功能：描述，诊断，预测根据国际企业在进行国际营销的过程中所需要的信息的不同，国际营销调研的分类：1.有关国家、地区或市场的一般信息2.通过把握特定市场或国家的社会、经济、消费与工业发展趋势，预测未来营销要求所必需的信息3.作出产品、促销、分销和定价决策以及制定营销计划所需的信息国际营销调研的内容1.国际市场环境的调研1.经济环境2.人口环境3.政治和法律环境4.社会文化环境5.技术环境6.地理环境7.竞争形势2.国际市场营销策略的调研1.产品调研2.价格调研3.分销渠道调研4.促销调研3.国际市场消费者的调研（1）消费者在人口统计方面的特征（2）消费者的购买力水平（3）消费者的购买行为（4）消费者的偏好国际营销调研的类型1.探测性调研2.描述性调研。
大多数用的是这种，与探测性调研相比，描述性调研的目的更明确研究的问题更加具体。
3.因果关系调研。
目的是找出关联现象或变量之间的因果关系，可用实验法来检测和验证，回答为什么，如何的问题。
4.预测性调研国际营销调研的程序1.确定调研问题和目标2.制定调研计划，指实现调研目标或检验假设所要实施的计划。
3.收集信息4.分析信息（整理原始资料，对资料进行分类汇编，资料分析）5.撰写调研报告，应包括序文，主体，附录。
制定调研计划的内容1.确定调研内容2.确定资料来源3.选择调研方法，与调研的地点和对象有关。
全球营销管理计划和组织
Chapter 9 Global Marketing Management: Planning and Organization第9章全球营销管理：计划和组织1. Benefits of global marketing(1)When large market segments can be identified, economies of scale in production and marketing can be important competitive advantages for multinational companies.(2)Transfer of experience and know-how across countries through improved coordination and integration of marketing activities is also cited as a benefit of global operations.(3)Marketing globally also ensures that marketers have access to the toughest customers.(4)Diversity of markets served carries with it additional financial benefits.2. Planning process(1)Preliminary analysis and screening---Matching company and country needs(2)Adapting the marketing mix to target markets(3)Developing the marketing plan(4)Implementation and control3. Alternative market-entry strategies(1)Exporting出口模式输出的多是有形产品，产品在目标国家境外制造，然后运输到该国市场销售。
国际市场营销学课件
一、What is Marketing?
二、营销观念的演变
营销的思想变化过程：
生产导向——“我生产什么，就卖什么” ； 产品导向——“酒好不怕巷子深”； 推销导向——“我卖什么，就让你买什么” ； 营销导向——“市场需要什么，就生产什么”； 社会营销导向——营销导向必须兼顾社会整体 利益和顾客长远利益。
经济环境
顾客
公众与社会舆论 政治法律环境 技术环境
自 然 环 境
出口市场营销：export marketing ——依靠国内资源组织生产
——目的：进行跨国境的产品、服务营销
国际市场营销：international marketing ——营销策略差异化（根据国别制定策略） ——目的：国际市场。满足海外顾客需求，获取利润 全球市场营销：global marketing
一、文化的概念
根据“人类学之父”爱德华·B·泰勒 1971年在《原始文化》中的定义： “文化是一个复合的整体，其中包括知 识、信仰、艺术、道德、法律、风俗以 及作为社会成员而获得的其他方面的能 力和习惯。”
二、文化的构成因素：
1. 2. 3. 4. 5. 6. 7. 语言 宗教信仰 风俗习惯 社会结构 审美 教育 文化价值观
㈦ 文化价值观
• 价值观是指人们对于事物的评价标准。它决定 了人们的善恶观、是非观、主次观、时间观、 财富观等。不同国家、不同社会、不同社会阶 层有不同的价值观。
• 如西方人认为“时间就是金钱”，十分讲究效 率；而阿拉伯人时间观念很差。对此，如快餐、 速溶咖啡、电动剃须刀在西方国家很受欢迎。
国际营销第八章
国际市场营销调研的程序
1、确定问题 即确定国际市场营销中存在的问题是什么。对所要进行的调研课题 及目标进行非正式的探测性摸底调研。 2、制定国际市场调研计划 先要确定国际市场营销决策需要哪些信息，再确定这些信息的来源， 即确定获取这些信息的途径与方法，最后撰写并提交书面计划。 3、收集国际市场调研信息 要根据国际市场调研计划所设定的任务收集、整理和分析所需要的 原始资料或二手资料。利用标准的计算程序和表格将这些数据进行 分类、核对、换算、调整等。用先进的统计技术或决策模型做分析。 4、分析国际市场调研信息 整理、分析所获取的资料，撰写国际市场调研报告，提出结论和意 见。报告要做到有的放矢，应力求简明、准确、完整、客观。
国际市场营销
第八章 国际市场营销信息管理
讲授：陈嘉禾
国际市场营销信息系统
国际市场营销信息系统是指人、机和程序三个方面有机结合，对 与国际市场营销相关的内外部信息进行系统地收集、整理、分析、 评价，从而为国际市场营销决策者提供可靠的依据。 国际市场营销信息系统是由内部报告系统、营销情报系统、营销 调研系统和营销分析系统四个子系统构成。 内部报告系统 它以企业内部财务会计系统为基础，为企业内部各级营销决策者 以定期或非定期形式提供用于企业营销沟通、控制、决策以及业 绩评价信息的，汇集订单、销售额、价格、存货水平、应收账款、 应付账款等信息的信息分析系统。 它提供的主要是企业运行的结果数据。
国际市场营销信息的收集
企业对国际市场调研获取的资料，一般分为两类：一是通过自己 亲自观察、询问、登记取得的叫原始资料；另一是他人搜集到的， 调查者根据自己分析的需要取来为己所用的叫二手资料。与之相 应的常用收集信息的方法有两种：实地调研法与案头调研法。 案头调研 案头调研的作用： 为实地调研奠定基础 高效收集信息的来源 二手资料的来源： 企业内部资料 政府资料 国际组织、行业协会、商会公布的资料
《全球营销管理》-课程教学大纲
《全球营销管理》课程教学大纲一、课程基本信息说明课程代码：16054503课程名称：全球营销管理英文名称：Global Marketing Management课程类别：专业课学时： 48学分： 3适用对象：国际商务专业本科考核方式：考试先修课程：《经济学》、《管理学》、《市场营销学原理》、《组织行为学》等课程。
二、课程简介《全球营销管理》是一门研究国际市场需求的应用性学科，旨在讲授企业进行国际市场营销的基本理论、基本知识和技巧。
内容包括国际市场营销管理哲学、国际市场营销环境分析、国际市场营销调研、国际目标市场营销战略、国际市场竞争战略、国际市场营销组合策略等。
本课程具有环境适应性、理论系统性和应用灵活性等特点，把基础市场营销学原理与国际市场营销实务紧密结合起来，立足中国与国际市场接轨，充分利用国内和国外两种资源，开拓国内与国外两个市场。
三、课程性质与教学目的《全球营销管理》是一门建立在经济科学、行为科学、现代管理理论基础之上的综合性应用科学。
在市场经济不断推进的今天，营销思维已成为当今时代人们的核心思维，它被广泛应用于社会经济生活的各个领域。
全面、系统地学习和把握市场营销学的理论和方法，对于工商管理和财经类专业的大学生来说，显得十分必要。
通过学习与讨论，使学生全面系统地掌握市场营销学的原理及其在国际市场营销中的应用，全面了解国际市场环境变化发展趋势，初步掌握进入国际市场经营和制定国际市场营销组合策略的基本理论和基本方法，使学生具备进行国际市场营销策划的能力；具备进行国际市场研究的能力；具备制定国际经营战略，选择国际目标市场并进行市场定位的能力；具备进行国际市场产品决策、定价决策、分销决策、促销决策等方面的能力；提高分析和处理国际市场营销问题的综合能力和实践能力。
全球营销课程思政的教学目标是，通过课程中“基因式”融入中华优秀传统文化元素，使学生树立社会主义核心价值观，培养文化自信，学会以正确的态度对待国际营销活动中的跨文化交往。
市场营销学英文版最新版教学课件第8章
Customer-Centered New Product Development (2 of 2)
– Develops long-run sales, profit goals, and marketing mix strategy
Business Analysis and Product Development
• Business analysis: A review of the sales, costs, and profit projections for a new product
• External idea sources:
– Distributors and suppliers – Competitors – Customers
Idea Generation (2 of 2)
Crowdsourcing:
Inviting broad communities of people into the new product innovation process
• Three parts of the marketing strategy statement:
– Describes the target market, planned value proposition, sales, market-share, and profit goals
– Determines product’s planned price, distribution, and marketing budget
国际市场营销 全球营销学每章课后习题答案
全球营销学第四版每章课后习题答案第一章Introduction to Global Marketing1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?P31、Surpass the competition at the task of creating perceived value for customers2、The Guide line is the value equation –Value = Benefits/Price (Money, Time, Effort, Etc.)P42.What is mean by “global localization”?（全球本土化策略）Is Coca-Cola a globalproduct? Explain.The phrase “global localization” represents an attempt to capture the spirit of the rallying cry for o rganizations in the 21st century, namely, “think globally, act locally.”Most people will agree that Coca-Cola is a global product by virtue of the fact that it is available in more than 195 countries in red cans bearing the distinctive signature style. It must be noted, however, that customer service efforts are adapted to the needs of particular markets, e.g., vending machines in Japan. Thus, Coca-Cola is both global and local.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versus adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of world are interdependent.Examples: 1. Coke is the best-known, strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;2. Mcdonald’s business model is a restaurant system that can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harley’s mystique and heritag e are associated with the USA. The company backs up this positioning with exports from two U.S. manufacturing locations. By contrast, Toyota builds some models (e.g., Camry and Avalon) for the U.S. market in the U.S., a fact that Toyota stresses in its American ad. Thus, Harley-Davidson serves global markets while sourcing locally, while Toyota’s strategy calls for serving world markets and using the world as a source of supply.5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric company that neither sources inputs from, nor seeks market opportunities in the world outside the home country may be classified as an domestic company. A company that does business abroad while still presuming the superiority of the home country may be classified as an international company. Such a company would rely on an extension strategy whereby it would export, without adaptation, products designed for the domestic market.The polycentric orientation that predominates at a multinational company leads to aview of the world in which each country markets is different from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix in a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are characteristic of global transnational companies.OrEthnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach; Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; management`s goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a potential market and strives to develop integrated world market strategies.6.Identify and briefly describe some of the forces that have resulted in increased globalintegration and the growing importance of global marketing.P21+Driving Forces：Regional economic agreements、Market needs and wants、TechnologyTransportation and communication improvements、Product development costs、Quality、World economic trends、LeverageRestraining Forces：Management myopia、Organizational culture、National controls 7.Define leverage and explain the different types of leverage utilized by companieswith global operations.Define leverage：P25第二章The Global Economic Environment1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.Market capitalism is an economic system in which individuals and firms allocate resources and production resources are privately owned. (England).Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)Centrally planned socialism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.P53P56-583. A manufacture of satellite dishes is assessing the world market potential for hisproducts. He asks you if he should consider developing countries as potential markets.How would you advise him?Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.One of marketing’s roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify people’s needs and wants is the same in all countries, irrespective of level of economic development. It is also an opportunity to help developing countries join the information age.And P654.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs areranked. What does the result tell you in terms of the relevance of the index to global marketers?P52第三章Social and Cultural Environments1.What are some of the elements that make up culture? How do these find expression inyour native culture?Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from another.Culture is acted out in social institutions, such as, family, education, religion, government, business.2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.PPT 第四章4-63.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?P874.Explain the self-reference criterion(自我参照准则). Go to the library and findexamples of product failures that might have been avoided through the application of the SRC.Unconscious reference to one’s own cultural values; creates cultural myopia5.Briefly explain the social research of Everrtt Rogers regarding diffusion ofinnovations,……P94pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.第四章The Legal and Regulatory Environments of Global Marketing1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?sovereignty2.Describe some of the sources of political risk. Specially, what forms can political risktake?Tension between aspirations and realityPrimarily occurs in lower and lower-middle income countries–Indonesia and economic crisisWhen political risk occurs in high income countries, it is generally due to a long-standing conflict–Northern IrelandP1423.Briefly describe some of the differences between the legal environment of a countrythat embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasons conflictsarise in the first place. Identify and describe several legal issues that relate to global commerce.Intellectual PropertyAntitrustContractualLicensing and Trade Secrets5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?LitigationFormal arbitration–Settles disputes outside of court–Groups agree to abide by panel’s decision1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards–Most important treaty regarding international arbitration第五章Global Information Systems and Market Research1.Explain two information technology puts powerful tools in the hands of globalmarketers.Modern IT tools provide the means for a company's marketing information system and research functions to provide relevant information in a timely, cost –efficient, and actionable manner.Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to improve inventory management. Transaction formats are universalEfficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.2.What are the different modes of information acquisition? Which is the most importantfor gathering strategic information?3.4、Outline the basic steps of the market research process.5、What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?Demand and profit potential, in turn, depend in part on whether the market being studied can be classifieds existing or potential. Existing markets are those in which customer needs are already being served by one or more companies. In some instances, there is no existing market to research and. information may be readily available. A latent market is in essence, an und iscovered segment .It’s a market in which demand would materialize if an appropriate product were made available. An incipient market is a market that will emerge if particular economic demographic, political, or sociocultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken root.Market growth, brand loyalty, market segment, product, sales promotion, pricing, distribution, will be different in marketing research project.6.Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?A number of techniques are available for analyzing survey data.Factor analysis can be used to transform large amount of data into manageable units. It is useful in psychographic segmentation studies or creating perceptual maps; cluster analysis allows the researchers to group variables into clusters that maximize within-group similarities and between-group differences. It can be used to do global marketing research, to perform benefit segmentation, and to identify new product opportunities. Multi dimensional scaling is another technique for creating perceptual maps which is particular useful when there are many product to choose and consumers have difficulty in verbalizing their conceptions. Conjoint analysis is used to gain insights into the combination of features that will be the most attractive to consumers. It is useful when determines the values and utilities of the various levels of product features and plots them graphically.第六章Segmentation, Targeting, and Positioning1.differentiate the five basic segmentation strategies. Give an example of a companythat has used each one.P170-P1831、IncomePopulationsAge distributionGenderEducationOccupation2、Grouping people according to attitudes, value, and lifestyles3、4、Benefit segmentation focuses on the value equation–Value = Benefits / Price5、The population of many countries includes ethnic groups of significant size2.Explain the difference between segmenting and targeting.P200pare and contrast standardized, concentrated, and differentiated global marketing.Illustrate each strategy with an example from a global company.Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)Concentrated global marketing, involves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germany`s Winter halter) Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rover)4.5.What is positioning? Identify the different positioning strategies presented in thechapter and give examples of companies or products that illustrate each.Locating a brand in consumers’minds over and against competitors in terms of attributes and benefits that the brand does and does not offer.P192-1956.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?Identifies the brand as a symbol of a particular global culture or segment.P1967.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against established objective standards. High-tech global consumer positioning also works well for special interest products associated with leisure of recreation.High-touch products, consumers are generally energized by emotional motives rather than rational ones, and frequently evaluated in terms of their performance against established subjective, aesthetic terms.Some products can be positioned using both strategies, with both satisfying buyers’ rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.第七章Global Market Entry Strategies:1.What are the advantages and disadvantages of using licensing as a market entry tool?Give examples of companies from different countries that use licensing as a global marketing strategy.Advantages to LicensingProvides additional profitability with little initial investmentProvides method of circumventing tariffs, quotas, and other export barriersAttractive ROILow costs to implementDisadvantages to LicensingLimited participationReturns may be lostLack of controlLicensee may become competitorLicensee may exploit company resourcesP2062.What is foreign direct investment? What forms can FDI take?P209Partial or full ownership of operations outside of home countryForms:Joint ventures–Minority or majority equity stakes–Outright acquisition3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable toFord---the physical assets or the name?P2154.What is meant by the phrase global strategic partnership? In what ways does this formof market entry strategy differ from more traditional forms such as joint ventures? Participants remain independent following formation of the allianceParticipants share benefits of alliance as well as control over performance of assigned tasksParticipants make ongoing contributions in technology, products, and other key strategic areasPPT3055.What are Keiretsu? How does this form of industrial structure affect companies thatcompete with Japan or that are trying to enter the Japanese market?PPT307书P2276.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?StrategiesCompanies must decide to expand by:–Seeking new markets in existing countries–Seeking new country markets for already identified and served market segments第八章Product and Brand Decisions1.What is the difference between a product and a brand?A product is a good, service, or ideaBrandsBundle of images and experiences in the customer’s mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand ImageThe added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time2.How do local, international, and global products differ? Cite examplesLocal Product is one that has achieved success in a single national market and represents the lifeblood of domestic companies. （Coca-cola, ginseng beverage only in Japan）International product is offered in several markets in a particular region (Euro-product, only in euro zone)Global product meets the wants and needs of a global market and is offered in all world regions (personal stereos)3.What are some of the elements that make up a brand? Are these elements tangible orintangible?IntangibleP2414.What criteria should global marketers consider when making product designdecisions?In many instances, packaging is an integral element of product-related design decisions. Packaging is designed to protect or contain the product during shipping；Labeling provides consumers with various types of information; Aesthetics differ around the world. Global marketers must understand the importance of visual aesthetics; Product Warranties is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure. Warranties can be used as a competitive tool5.How can buyer at titudes about a product’s country of origin affect marketing strategy?买家对于原产国的态度对营销策略有什么影响？Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries–Japan–Germany–France–ItalyP252-2546.Identify several global brands. What are some of the reasons for the global success ofthe brands you chose?Both products and brand are good……7.Briefly describe various combinations of product-communication strategies availableto global marketers. When is it appropriate to use each?Product-communication extension (dual extension) is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market. It used frequently with industrial (business to business) products.Product extension-communication adaptation strategy is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used frequently when consumer conceptions outside the home market are very different from domestic marketProduct adaptation-communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions. It used frequently when natural conditions outside the home market are very different from domestic market Product-communication adaptation (dual adaptation) strateg y is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the home market, environmental conditions or consumer preferences differ;第九章Pricing Decisions1.What are the basic factors that affect price in any market? What considerations enterinto the pricing decision?In global marketing, the task of setting prices is complicated by fluctuating exchange rates. Currency fluctuations can create significant problems and opportunities for the classic international company that exports from the home country.Inflation, or a persistent upward change in price levels, is a problem in many country markets. It can be caused by an increase in the money supply and currency devaluation. Governmental policies and regulations that affect pricing decisions include dumping legislation, resale price maintenance legislation, price ceilings, and general reviews of price levels.Pricing decisions are bounded not only by cost and nature of demand but also by competitive action.Competitive Behavior: If competitors do not adjust their prices in response to rising costs it is difficult to adjust your price to maintain operating margins; If competitors are manufacturing or sourcing I a lower-cost country, it may be necessary to cut prices to stay competitiveThe global marketer has several options for addressing the problem of price escalation orthe environmental factors described in the last section.2.Define the various types of pricing strategies and objectives available to globalmarketers.Market Skimming and Financial Objectives: Market Skimming charges a premium price which may occur at the introduction stage of product life cyclePenetration Pricing and Non-Financial Objectives: Penetration Pricing charges a low price in order to penetrate market quickly which appropriates to saturate market prior to imitation by competitors3.Identify some of the environmental constraints on global pricing decisions. Currency FluctuationsInflationary EnvironmentGovernment Controls, Subsidies, RegulationsCompetitive BehaviorSourcing4.Why do price differences in world markets often lead to gray marketing?Because price differences in world markets lead to trademarked products are exported from one country to another where they are sold by unauthorized persons or organizationsGray marketing occurs when product is in short supply, when producers use skimming strategies in some markets, and when goods are subject to substantial mark-ups 5.What is dumping? Why was dumping such an important issue during the UruguayRound of GATT negotiations?Sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.P2966.What is transfer price? Why is it an important issue for companies with foreignaffiliates(外国子公司)? Why did transfer pricing in Europe take on increased importance in 1999?The transfer price is that Pricing of goods, services, and intangible property bought and sold by operating units or divisions of a company doing business with an affiliate in another jurisdiction.P2997.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?P291-292 PPT240-242pare and contrast the different forms of countertrade.Countertrade occurs when payment is made in some form other than moneyOptions–BarterThe least complex and oldest form of bilateral, non-monetary counter-tradeA direct exchange of goods or services between two parties–Counter-purchase P303-304–Offset–Compensation trading–Cooperation agreements–Switch trading第十章Global Marketing Channels and Physical Distribution1.In what ways can channel intermediaries create utility for buyers?ObjectivesMarketing channels exist to create utility for customers–Place utility -availability of a product or service in a location that is convenient to a potential customer–Time utility -availability of a product or service when desired by a customer–Form utility -availability of the product processed, prepared, in proper condition and/or ready to use–information utility -availability of answers to questions and general communicationabout useful product features and benefits2.What factors influence the channel structures and strategies available to globalmarketers?B2CThe characters of both buyers and products have an important influence on channel design.The number of individual buyers and their geographic distribution, income, shopping habits and different channel approaches.Products characters such as degree of standardization, perishability, bulk, service requirements, and unit price have an impact as well.Channels tends to be longer as the number of consumers to be served increases and the price per unit decreases. Bulky products usually require channel arrangements that minimize the shipping distances and the number of times products change hands before they reach the ultimate customer.B2BAs is true with consumer channels, product and consumer characteristics have an impact on channel structure. Three basic elements are involved: the manufacture's sales force, distributors or agents and wholesalers.Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.market factors: consumer profiles, market size and location of country.3.What is cherry picking? What approaches can be used to deal with this problem?P323pare and contrast the typical channel structures for consumer products andindustrial products.P340 PPT252-2555.Identify the different forms of retailing and cite an example of each form. Identifyretailers from as many different countries as you can.PPT258-259 P3256.Identify the four retail market expansion strategies discussed in the text. What factorsdetermine the appropriable mode?Organic–Company uses its own resources to open a store on a green field site or acquire one or more existing retail facilitiesFranchise–Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structuresChain Acquisition–A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign countryJoint Venture–This strategy is advisable when culturally distant, difficult-to-enter markets are targeted 7.What special distribution challenges exist in Japan? What is the best way for anon-Japanese company to deal with these challenges?第十一章Global Marketing Communications Decisions:Advertising and Public Relations1.In what ways can global brands and global advertising campaigns benefit a company? P3482.How does the “standardized versus localized” debate apply to advertising?Four difficulties that compromise an organization’s communicat ion efforts–The message may not get through to the intended recipient.–The message may reach the target audience but may not be understood or may even be misunderstood.–The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.–The effectiveness of the message can be impaired by noise.。
国际市场营销学第八章
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8.1 国际市场(shìchǎng)产品策略
一、国际化的产品策略选择：
（二）国际化产品策略的驱动力因素 ➢共同的客户需求
➢全球化的客户
➢规模(guīmó)经济
➢上市的时间
➢区域 国际市场(shìchǎng)产品策略
一、国际化的产品策略选择：
（三）国际化产品设计的策略 ➢模式化策略
➢自创 产品属性排列法（改变属性） 强行关系法（增加属性）
多角分析法（重组属性） 聚会激励创新法（头脑激荡或风暴法）。 ➢寻找
顾客、中间商、广告(guǎnggào)代理人、营销人员 设计人员、管理者、科研教学人员、技术发
明人专利持有人等。（4C－公司、客户、竞争者和合作者 ）
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8.1 国际(guójì)市场产品策略
第八章 国际 市场产品策略 (guójì)
第一节 国际市场产品策略 第二节 国际市场品牌决策 第三节 国际市场服务(fúwù)营销
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本章在国际市场营销内容体系(tǐxì)中的位置
国际营销战略
企业目标与全球战略 国际目标市场营销 国际市场进入与竞争战略
1）全球战略
国际市场营销学-第八章
背景 + 流行时尚报刊杂志 + 精美欧式设施，力求给消费者带去更多的
“洋气”感觉。让喝咖啡变成一种生活体验,让喝咖啡的人自觉很时尚，
很文化。
与咖啡对应的是东方的茶叶，其历史和文化应比咖啡更长。东方人 喝了几千年的茶，最初品味咖啡是苦涩的，但西方人不信中国人咽不下 这口“苦水”，坚持营销，东方人总算从“苦水”里喝出了香味，并接 受甚至是享受星巴克这样公司的休闲“生活方式”。
利益
User status 使用状况
Loyalty Status
忠诚度情况
市场营销人员在估计使用率时时常运用80/20法则（二八 定律two eight law或帕累托法则Pareto’s Law),即80% 的公司总收秝或利润来自它20%的产品或顾客。
牙膏市场的利益细分
利益细分市场 人口统计
行为
Strategy 2
Strategy 3
Global Target Market Strategies
Single Target Market Approach
如何国使市际场 市场细分----原则
细分更为有 效？
可分性
可量性
细分原则
可入性
可行性
可图性
Global Targeting
全球定位
After markets have been segmented, targeting aims at evaluating and comparing the indentified segments in order to select one or more as prospect(s) with the highest potential.
讲究享受者
《国际市场营销》课件
ABБайду номын сангаасD
产品创新
根据目标市场的文化和消费习惯，对产品进行创 新和改进，提高产品的适应性和竞争力。
质量保证
确保产品符合国际标准和目标市场的质量要求， 提高消费者满意度。
价格策略
成本导向定价
根据产品的生产成本、营销成本等因素，制 定合理的价格策略。
竞争导向定价
根据市场竞争对手的价格水平，制定具有竞 争力的价格策略。
国际市场营销计划
计划制定
介绍制定国际市场营销计划的过程，包括市场调研、SWOT分析、目标市场选择 和定位等步骤。
计划内容
详细阐述国际市场营销计划的内容，包括产品策略、价格策略、渠道策略和促销 策略等，以及如何根据不同市场制定相应的营销策略。
国际市场营销控制
控制流程
介绍国际市场营销控制的过程，包括设定控制标准、衡量执行情况、分析偏差原因和采取纠正措施等 步骤。
线下渠道
通过实体店面、展会等传统销 售方式，与消费者建立联系。
促销策略
01
广告宣传
利用各种媒体和平台进行广告宣传 ，提高产品知名度和曝光率。
公关活动
通过公关活动，提高品牌形象和声 誉，增强消费者信任感。
03
02
促销活动
举办各种促销活动，如打折、赠品 等，吸引消费者购买。
口碑营销
通过消费者的口口相传，提高产品 知名度和美誉度。
案例三：迪士尼乐园的国际市场拓展
要点一
总结词
要点二
详细描述
品牌化运营、文化融合
迪士尼乐园作为全球知名的主题公园品牌，通过品牌化运 营和文化融合，成功地拓展了国际市场。迪士尼乐园注重 品牌形象的塑造和维护，通过提供优质的游客体验和服务 ，赢得了消费者的信任和忠诚。同时，迪士尼乐园还注重 与当地文化的融合，根据不同国家和地区的文化特点，推 出具有当地特色的主题活动和产品，吸引了更多游客前来 体验。
《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
《国际市场营销学》ppt课件
专门为满足某个顾客群体的各种需求而服务。
全ቤተ መጻሕፍቲ ባይዱ进入
全方位进入各个细分市场，为所有顾客提供所需 的产品和服务。
目标市场的定位策略
产品定位策略
根据产品属性和特点进行定位， 强调产品的独特性和优势。
竞争定位策略
与竞争对手进行比较和区分，确 立自身在市场中的竞争地位。
消费者定位策略
针对目标消费者的需求和心理特 征进行定位，塑造符合消费者需 求的产品形象。
促销效果评估
对促销活动的效果进行评估和分析，总结经验教 训，为未来的促销活动提供参考。
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国际市场营销管理
国际市场营销计划
确定国际市场营销目标
包括销售目标、市场份额目标、品牌知名度 目标等。
分析国际市场营销环境
包括政治、经济、社会、技术等方面的影响 因素。
制定国际市场营销策略
包括产品策略、价格策略、渠道策略、促销 策略等。
提升品牌知名度
应对贸易保护主义
在国际市场上开展营销活动，可以提升企业 的品牌知名度和美誉度。
随着全球贸易保护主义的抬头，企业需要积 极开展国际市场营销，以应对贸易壁垒和关 税等不利影响。
国际市场营销的发展历程
初级阶段
20世纪50年代以前，国际市场营销主要以产品的出口为主，企业较少考虑目标市场的需求和竞争状况。
品牌定位策略
通过塑造品牌形象和品牌价值进 行定位，提高品牌知名度和美誉
度。
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国际市场营销组合策 略
产品策略
产品定位
明确产品在目标市场中的定位，包括产品的 功能、特点、品质等。
新产品开发
关注市场趋势和消费者需求，持续进行产品 创新，提高产品竞争力。
《全球营销管理》知识要点整理
《全球营销管理》知识要点整理第一章导论一、国际市场营销概念：指企业为满足国外（或境外）市场需求而进行的跨国营销活动的整个管理过程。
二、国际市场营销的三个特征：①国际市场营销是跨国界的营销活动；②国际市场营销是企业营销活动的整个管理过程；③国际市场营销是为了满足国外消费者的需要，要注意产品和服务的适销性。
三、进入国际市场的模式（一）出口进入模式——企业在本国制造产品，销往海外1.间接出口——通过本国的外贸公司、或外国公司设在本国的机构采购或代理的方式出口产品。
优点：①简单易行；②成本低、企业不需培训专职营销人员，不需增设专门机构；③市场风险较。
缺点：①无法树立企业的国际市场形象；②难以了解国际市场信息；③对国际营销的控制程度低。
适用：刚刚进入国际市场的企业2.直接出口——企业把产品直接出售给海外的中间商或最终用户主要形式：①利用国外的经销商或代理商；②直接卖给海外最终用户；③在海外市场设立办事处或营销子公司。
优点：①市场信息反馈较好，并能获得实践经验；②对国际市场营销的控制权相比间接出口大。
缺点：成本费用较高，责任较重，风险也相对较高。
与间接出口的区别：①企业与国外中间商或用户直接联系；②组织实施各种国际市场营销活动。
（二）合同进入模式——国际营销企业和目标国家的企业之间在转让技术、工艺、经营方式等方面订立长期的非投资性合同，转让方由此进入接受方市场。
（1）特点：以输出企业的知识和技能为主，无需产品输出和投资（2）方式：1.许可经营 2.特许经营 3.合同制造4.……1、许可贸易：企业在一定时限内将工业产权（专利、技术或商标）使用权转移给国外另家企业，并得到许可费或其他补偿。
优点：①充分利用知识产权的获利能力；②避开贸易壁垒，加快新产品、新技术的扩散；③无需投资，风险较小。
缺点：①授权后对知识产权使用的控制和参与能力较弱；②被许可方可能会成为竞争对手目的：开拓出口市场和市场机会，而非收取转让费用。
《国际市场营销》第二版国际市场营销管理
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国际市场营销执行与控制
国际市场营销组织结构
全球营销组织
全球营销组织是一种高度集权的组织结构，适合大型跨国公司。这种组织结构将全球视为一个单一市场，通过集中决 策实现规模经济和范围经济。
多国营销组织
多国营销组织是一种分权的组织结构，适合拥有多个国家和地区的跨国公司。这种组织结构允许各国分公司根据当地 市场需求进行决策，以提高市场适应性和竞争力。
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价格差异化
促销定价
根据不同地区、不同消费群体的 需求和支付能力，制定不同的价 格策略，以提高产品的竞争力。
通过打折、优惠等促销活动，吸 引消费者购买，提高销售额和市 场占有率。
渠道策略
渠道选择
根据产品特性和市场需求，选择合适的销售渠道，如直销、代理 商、电商平台等。
渠道管理
建立有效的渠道管理体系，确保渠道畅通、高效运转，提高销售效 率和市场覆盖率。
地理环境
地理位置
地理位置对国际市场营销产生影响， 企业在制定国际市场营销策略时需要 考虑地理位置因素。
人口分布
人口分布情况直接影响市场需求和市 场规模，企业需要了解目标市场的人 口分布情况，以制定合适的市场营销 策略。
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国际市场营销战略
市场细分
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市场细分概述
市场细分是将整体市场划分为具有相似需求和特点的若干个细分市场的
目标市场选择是企业根据自身资源和能力，选择一个或多个细分市 场作为营销重点的过程，有助于企业集中资源，提高营销效果。
目标市场选择的标准
目标市场选择的标准包括市场规模、市场潜力和竞争状况等，企业 需要综合考虑这些因素，选择最适合自己的目标市场。
目标市场选择的策略
目标市场选择的策略包括无差异营销、差异化营销和集中化营销等， 企业可以根据自身情况和市场特点选择合适的策略。