国际市场营销++3-2
国际市场营销学教学大纲

国际市场营销学教学大纲一、课程简介国际市场营销学是一门关于国际市场环境和国际市场营销策略的学科。
本课程旨在培养学生对国际市场的认知和理解,以及掌握国际市场营销的基本知识和技能。
二、课程目标1. 理解国际市场营销的基本概念和原理;2. 掌握国际市场环境的分析方法和工具;3. 熟悉国际市场营销策略的制定和实施;4. 培养跨文化沟通和合作能力。
三、教学内容1. 国际市场营销概述- 国际市场营销的定义和特点- 国际市场营销的发展趋势2. 国际市场环境分析- 国际宏观环境分析- 经济环境- 政治环境- 社会文化环境- 技术环境- 竞争对手分析- 消费者行为分析- 渠道分析3. 国际市场选择与进入- 国际市场选择的原则和方法- 国际市场进入模式- 跨国公司的国际化战略4. 国际市场定位与分割- 国际市场定位的概念和方法- 国际市场分割的原则和方法- 国际市场定位与分割的案例分析5. 国际产品策略- 国际产品生命周期管理- 国际新产品开发与创新- 国际品牌管理6. 国际价格策略- 国际价格定价策略- 国际价格调整策略7. 国际推广策略- 国际市场推广的传播工具- 国际市场推广的策略选择- 国际市场推广的效果评估8. 国际渠道策略- 国际渠道的选择与管理- 国际渠道冲突与协调- 国际渠道的电子商务应用9. 跨文化沟通与合作- 跨文化沟通的障碍与应对策略- 跨文化合作的管理与决策- 跨文化团队的建设与领导四、教学方法1. 讲授法:通过教师的讲解,介绍国际市场营销的理论知识和实践案例。
2. 案例分析法:通过分析实际的国际市场营销案例,培养学生的问题解决能力和决策能力。
3. 讨论与互动:组织学生进行小组讨论和互动,促进学生之间的交流和合作。
4. 实地考察:组织学生到企业或国际市场进行实地考察,加深对国际市场营销的理解和实践经验。
五、评估方式1. 课堂表现:包括课堂讨论参与度、作业完成情况等。
2. 个人报告:学生根据指定的国际市场案例进行个人报告,展示对国际市场营销的理解和分析能力。
常见国际市场营销策划方案范文5篇(实用)

常见国际市场营销策划方案范文5篇(实用)常见国际市场营销策划方案篇1天猫就像是一个大的集市,但作为电子商务的领军平台,在这种大型的网络营销活动当中可以尝试着做得更开放。
这次双十二活动有一些比较有趣的特点,比如无底限折扣,突出活动的社交属性,这些特点使得本次的活动与以往的活动有很大的不同,但这些特点如果结合起来是否会更好呢事实上,是可以结合起来的,就说上文说的无底限折扣和社交属性就能结合起来。
好东西人们愿意分享,好且便宜的东西人们当然更愿意分享。
但怎样的分享形式才能让吸引更多的人呢当然做法有很多,但无外乎借助自身的平台增加人们的分享和借助一些社交平台增加分享两种途径。
下面是我们小组对于这两种途径增加分享的想法。
(一)借助知名社交平台借助知名社交平台进行分享是目前提高知名度和分享率的一般做法,此次活动中也可以使用,以价格便宜为引子,借助豆瓣、人人、微博等社交平台扩大知名度。
当用户拍下宝贝,付完账后,系统自动提醒用户要不要晒单,如果用户同意,淘宝系统会自动生成订单状况(缩略图、折扣情况等),然后发布到用户的那些平台上。
(二)站内信息更新平台当然,除了利用知名社交网站的社交平台之外,还可以利用淘宝自身的名气,建立自己的信息更新平台,当然可以是只针对此次活动的,也可以作为常用的信息更新平台。
针对此次淘宝活动中可以加入专门制作一个及时更新的网页,把消费者跟商家砍价的信息发布到这一网页上,当然,这个网页以分类标签的形式显示。
打一个比方吧,就是说:买家B跟商家A就某一双靴子进行砍价,最后他以很低的折扣给了我,当订单生成的时候,系统自动提醒——您要不要将您和商家砍价的情况发布到信息更新平台上,这样的话,很可能有更多的人也能像您那样低价购入该商品了。
如果买家同意了,然后系统自动将物品的缩略图以及基本信息乃至具体的折扣发至信息更新平台。
信息更新平台是对所有的淘宝用户公开,因此每一个淘宝用户均可以看到新更新的内容,不过需要在分类方面下工夫,因为有如果信息量太大会增加人们的信息搜寻难度,导致淘宝用户流失。
高职国际商务专业《国际市场营销》教案设计

高职国际商务专业《国际市场营销》教案设计一、教学目标1.知识目标:o学生能够理解国际市场营销的基本概念、特点及其在全球经济中的重要性。
o掌握国际市场细分、目标市场选择、市场定位的基本原理和方法。
o熟悉国际市场营销组合策略(产品、价格、促销、渠道)的制定与实施。
2.能力目标:o能够运用国际市场分析工具,识别并评估国际市场机会与风险。
o能够根据国际市场环境,制定初步的国际市场营销计划。
o提升跨文化沟通能力,适应不同国际市场的文化差异。
3.情感态度价值观目标:o培养学生的全球视野,增强国际竞争意识。
o鼓励创新思维,勇于面对国际市场挑战。
o强调团队合作,提升跨文化交流与合作能力。
二、教学内容-重点内容:国际市场营销的基本概念、国际市场细分与目标市场选择、国际市场营销组合策略。
-难点内容:跨文化营销策略的制定、国际市场环境分析(包括政治、经济、法律、文化等因素)。
三、教学方法-讲授法:用于介绍国际市场营销的基础理论和概念。
-讨论法:分组讨论国际市场案例,促进学生间的思想碰撞。
-案例分析法:选取典型国际市场营销案例,分析成功与失败的原因。
-实验法:通过模拟国际市场环境,让学生制定营销策略并模拟实施。
-多媒体教学:利用、视频、在线平台等现代教学技术,丰富教学内容。
四、教学资源-教材:《国际市场营销》(最新版)-教具:投影仪、电脑、音响设备-实验器材:市场营销模拟软件-多媒体资源:国际市场营销案例分析视频、课件、在线互动平台五、教学过程六、课堂管理-小组讨论:每组4-5人,确保每组成员背景多样,促进多角度思考。
-维持纪律:明确课堂规则,使用计时器控制讨论时间,确保课堂秩序。
-激励机制:设立“最佳团队”、“最佳表现个人”等奖项,激发学生积极性。
七、评价与反馈-课堂小测验:每节课结束前进行小测验,检验学生当堂学习效果。
-课后作业:布置案例分析报告,要求学生结合实际数据进行分析。
-期末考试:综合考察学生对国际市场营销理论的理解和应用能力。
国际市场营销

Price Product
2. Technology
5. Political- Target
6. Geography and Legal
Market 7
Infrastructure
Promotion Place or 2 .Technology
Distribution
Environmental uncontrollables country market B
3. 政府的支持和鼓励
4. 科技的发展提供了物质前提
5. 学习先进的科学技术和管理经验
国际市场营销学
13
1.4 Stages of International Marketing Involvement
In general, firms go through five different phases in going international:
利润 公司营销记录
是 是 是 一般没有 一般没有 一般没有 没有
国际市场营销学
海外营业额不计入
是 国际贸易统计,导
是 致贸易逆差,营销
是
顺差
有
有
有
有
12
1.3 企业走向国际市场的动因
Why Companies Go International? 1. 国内市场需求饱和及市场竞争激烈
2. 国际市场的吸引力
Exchange: Commodities and labor Services 经营环境:复杂的国际环境
Environment: International, with complexity 理论基础:比较利益学说,国际产品生命周期
Theories: Comparable Advantage,
《国际市场营销(双语)》课程标准(含课程思政)

《国际市场营销(双语)》课程标准表1 课程基本信息1.1 课程定位与作用1.1.1 课程的定位本课程为双语课程,属于跨境电子商务(普高)专业核心课程,旨在培养学生跨境电商相关的专业核心能力。
跨境电商人才需求表明企业急需具有一定英语应用能力、营销推广能力的运营人才。
本课程将通过“做中学,学中做”,利用双语教学模式,培养学生跨境电商营销与推广的实践能力、创新能力、协作与沟通能力等,同时提高学生国际化素养。
1.1.2 课程的地位与作用国际市场营销是一门双语课程,是跨境电子商务专业核心课。
本专业对双语课程的学分提出了一定要求,本课程是归属国际贸易实务专业的唯一一门双语课程,因此具有重要地位。
本课程的开设是为了培养适应跨境电子商务和网络经济发展需要的、应用型的、高层次的专业人才为目标的。
本课程根据跨境电商营销岗位的工作任务及能力要求设计教学项目,要求学生熟练地、系统地掌握跨境电商营销推广的工作内容和方法。
在教学过程中,向学生完整介绍跨境电商营销的知识体系与操作方法;同时,在实践过程中,训练学生开展各项跨境电商网络营销活动,培养学生成为具有国际市场调研分析能力和跨境电商营销推广能力的综合型人才,为学生将来的工作和创业打下坚实的基础。
符合国际贸易实务专业人才培养目标和专业相关技术领域岗位任职要求,对在培养学生具备处理国际贸易市场营销尤其是互联网+外贸背景下国际市场营销与推广工作的实践能力、创新能力、协作与沟通能力等方面有明显的支撑作用。
1.1.3 与其他课程的关系本课程针对大二学生开设,前期课程主要包括互联网+外贸实务、跨境电商实务、跨境电商应用英语等专业核心课,这些课程是国际市场营销双语课程顺利开展的基础。
保证学生英语知识与英语应用技能达到一定水平,双语教学的质量才能得到保障;后续课程包括国际贸易综合实训(POCIB+)、跨境电商模拟软件实训、品牌策划与推广等,学生还可参加跨境电商项目运营(基地/园区)等实践项目,本课程将为这些课程的开展提供基础与准备。
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

国际市场营销是指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。
换而言之,国际市场营销是一种跨国界的社会和管理过程,是企业通过计划,定价促销和引导,创造产品和价值并在国际市场上进行交换,以满足多国消费者的需要和获取利润的活动。
营销战略观念就是用战略管理的思想和方法对市场营销活动进行管理。
它较之市场营销观念、社会市场营销观念,思考问题的层次更高,考虑的问题更全面、更系统,理论体系更丰富、更完善。
文化分析是指具有实施性文化知识和领悟性文化知识,并在此基础上去认识文化差异进行分析,要承认文化优越感并随时准备纠正它对经营决策的影响。
文化适应企业在指定国际营销决策时,充分考虑目标市场国的文化特点,使决策在实施过程中不但不触犯当地的文化传统、生活习俗、宗教信仰,而且能比竞争对手更好的满足当地消费者的需求,取得竞争优势。
自由贸易区是在关境以外划出的,对进出口商品全部或大部分免征关税,并且允许港内或区内进行商品的自由储存、展览、加工和制造等业务活动,以促进地区经济和对外贸易的发展的一个区域。
国际收支一个国家在一定时期内由对外经济往来和对外债权债务清算而引起的所有货币收支。
它是一国对外政治、经济关系的缩影、也是一国在世界经济中所处地位及升降的反映。
成文法是指由各国的立法机关根据宪法的授权,按照一定的立法程序制订的具有普遍效力的法律条文。
习惯法是独立于国家制定法之外,依据某种社会权威和社会组织,具有一定强制性的行为规范的总和。
知识经济是指以知识为基础的经济,是工业经济社会之后的一种新的社会经济形态。
知识经济是建立在知识和信息的生产、分配和使用之上的经济。
EDI 是一种由电子计算机和通讯网络来处理业务文件的技术,这一新型贸易方式无需纸张单据,因而被称为“无纸贸易”。
绿色消费指消费者意识到环境恶化已经影响到其生活质量及生活方式,要求企业生产及销售对环境冲击最小的产品,以减少对环境的损害的消费。
绿色营销指企业以保护环境观念作为其经营哲学思想,以绿色文化为其价值观念,以消费者的绿色消费为中心和出发点,通过制定及实施绿色营销策略,满足消费者需求,实现企业的经营目标。
人民大王晓东 国际市场营销(第6版数字教材版)PPT完整版

呢绒
酒
英国
100
120
葡萄牙
90
80
• 英国专门生产呢绒:220人(100+120)一年可生产2.2单位 • 葡萄牙专门生产酒:190人(110+80)一年可生产2.375单位
第二节:国际市场营销的理论基础
一、比较利益学说 2、相对成本优势
英国和葡萄牙的相对成本差异
呢绒
酒
英国
100
120
葡萄牙
90
第二节 国际市场社会与文化环境
审美情趣
数字:0、4、8、13。 色彩: 红-中国(德国) 绿-美国(日本)黄-泰国(埃
塞俄比亚) 蓝-埃及、荷兰、瑞典。 图案:罗马尼亚-三角形和环形;德国-方形;伊朗-狮子;
日本-鸭子;中东-孔雀。 音乐:美国-民谣;巴西-桑巴。
第二节 国际市场社会与文化环境
语言文字
语言表达要求严谨、准确,避免语言歧义 “Come Alive with Pepsi” “Dart is Power” “Golden Cock”
第一节 影响国际市场的经济因素
三、国际货币制度 国际货币基金组织 世界银行
第二节 影响国际市场的政治因素
双边关系 国家之间的贸易联系不单纯是两国经济关系的反映,
同时也体现着包含政治因素的非经济因素。 多边关系 东西方关系 南北关系
03 第三章 国际市场营销环境(下)
PART THREE
1、能源供给 2、运输条件 3、通信保证 4、商业基础设施
市场需求规模
1、国民生产总值 2、人均收入 3、个人消费
第一节 国际市场经济与人口环境
二、人口环境
人口数量 人口增长 人口结构 人口分布 人口流动
(完整版)《国际市场营销学》课后习题答案

1.企业走向国际市场的主要动因是什么?我国企业走向国际市场的动因有哪些特殊性?国内市场需求饱和及市场竞争激烈;国际市场的吸引力;政府鼓励与支持企业出口政策;科学技术发展为企业跨国经营提供物质前提;我国动因:国内市场竞争激烈;国外产品通过各种渠道大量涌入国内市场,使国内市场呈现出饱和状态,企业为实现产品的竞争日益激烈;获取国外先进科学技术及先进的管理技术;利用俩种资源与俩个市场获取国外低成本的生产资源及引进外资;2.什么是国际市场营销?国际营销同国内营销有何联系和区别?国际市场营销是指在一国以上把企业生产的商品或劳务引导到消费者或用户中去的经营活动;一)国际营销与国内营销的联系1.基础的共同性国际营销与国内营销都以经济学的基本原理作为理论基础。
现代管理学、统计学、数学、会计学、社会学、心理学等诸多学科的内容,既可以指导国内营销活动,又广泛运用于国际营销之中。
2.观念的一致性在当代经济活动中,国际营销观念与国内营销观念本质上是一致的,都以“市场观念”作为指导原则,以满足消费者和用户的需求为中心。
所谓满足需求,一是指满足消费者和用户对商品或服务在使用价值上的需求;二是指满足消费者和用户的心理需求。
由于观念的一致性,企业的国内外营销活动也具有一致性,即企业在国内外营销活动中都必须做到:(1)企业生产、销售产品与服务都要有自己的目标市场,即要有特定的用户作为自己的买主;(2)企业提供的产品和服务,不仅在物质功能上而且在价值观念上,都要满足目标市场的需求;(3)企业销售产品与服务在时间、地点、方式、价格等方面,都必须便于顾客购买;(4)及时为顾客提供信息和满意的售后服务,以满足现实顾客和潜在顾客对商品和服务的多种需要。
3.经营的延伸性在经营上,国际营销与国内营销往往存在一定的联系。
就其经营发生的过程来看,国际营销是国内营销的延伸。
粗略说来,企业先从事国内营销,再逐渐发展到国际营销。
也就是说,企业发展国际营销,一般都有一个渐进的过程。
国际市场营销学历年试题及答案(1).

国际市场营销学历年试题及答案全国2003年7月--国际市场营销学(二试题一、单项选择题(在每小题的四个备选答案中,选出一个正确答案,并将正确答案的序号填在题干的括号内。
每小题1分,共20分1.从事国际营销的企业具有利用杠杆作用的独特优势,这种杠杆作用是( c P11A.国际竞争B.发展机会C.经验移植D.政府鼓励2.国际营销与国内营销的区别主要体现在( D -P3A.经营观念的演进B.企业结构的不同C.经营商品的不同D.营销环境的变化3.在跨文化分析中,低背景相关文化是指( B P120A.语言只表达部分信息B.信息表达比较直接C.信息表达不明确D.主要依靠背景信息4.分析一个国家的市场规模,主要根据( A P20A.人口状况和收入水平B.经济状况和类型C.人口总量和年龄结构D.恩格尔系数5.国际消费者购买过程的差异主要体现在( B P111A.信息收集B.认识过程C.买后感受D.挑选过程6.有效的市场细分应具有的特征是( D p145A.广泛性B.相似性C.区域性D.可盈利性7.属于直接出口形式的是( C P153-155,重点看一下A.与国外企业合资经营,B.经本国贸易公司出口C.在国外市场设立销售机构D.授权国外企业使用商标8.制造商用一个品牌来命名自己所有的产品,这是( A P199A.统一品牌策略B.系列品牌策略C.个别品牌策略D.组合品牌策略9.一个企业将价格降至竞争者不得不离开该市场,这是( A P217A.掠夺性定价B.撇脂定价C.转移定价D.渗透定价10.当产品的销售额和利润都明显上升,这表明产品处于( B P189A.成熟期B.成长期C.投入期D.发展期11.二手资料经过多次转载容易出错,必须注意其( C P93A.充分性B.相关性C.准确性D.滞后性12.在企业所在国以外的国家进行的调研项目属于( D P87A.多国调研B.交叉文化调研C.跨国调研D.国外调研13.意大利、西班牙和东欧等国的零售业可称之为( C P241A.发达型零售B.结构化零售C.中间型零售D.传统零售14.间接渠道比直接渠道的优势是( A P154A.迅速开发市场B.直接接触最终用户C.节省流通时间D.节省流通费用15.国际分销中具有速度快、运量大的特点的运输方式是( B P249A.公路B.铁路C.空运D.海运16.采用标准化促销信息的根据之一是( AP258A.规模经济B.文化差异C.形式相同D.法律区别17.在一段时间内每个受众接触同一广告的次数是广告的( B P265A.到达率B.频率C.持续性D.总强度18.国际公共关系促销方法有( C P279A.营业推广B.价格折扣C.新闻发布D.红利分成19.在麦肯锡7-S模型中被认为是企业成功经营的“软件”有( B p286A.战略B.风格C.结构D.制度20.关税与贸易总协定生效于( D P76A.2001年B.1996年C.1949年D.1948二、简答题(每小题5分,共30分21.企业在制定国际营销策略时,考虑到各国教育水平的差异,应注意哪些问题?p3422.在国际市场营销中,为什么需要提高文化适应性? p11523.列出消费者的购物风险,并举例说明。
《国际市场营销》教学大纲

《国际市场营销》教学⼤纲《国际市场营销》教学⼤纲(课程代码:06244101)⼀、课程说明(⼀)适⽤专业:经济管理、市场营销类专业学⽣(⼆)课程类别:专业课(三)课程的性质和任务国际市场营销学是经济管理、市场营销专业必修棵国际市场营销学是⼀门研究以国外顾客需求为中⼼,⽽从事国际市场营销活动的国际企业管理⽅⾯的应⽤科学。
国际市场营销是基础市场营销学的延伸和应⽤,并构成基础市场营销学的分⽀。
国际市场营销学的基本原理同基础市场营销学的基本原理⽆多⼤差异。
许多指导国内企业开展市场营销的策略、原理和⽅法均可⽤来指导国际市场营销活动。
由于企业的国际市场营销活动是跨国界的贸易活动,⾯对着不同的国家、民族和地区,这些不同的国家、民族和地区⼜有着不同的⽂化环境、政治法律环境、经济环境及竞争环境,国外市场范围辽阔⽽且距离遥远,因此决定了国际市场营销特有的复杂性和多样性。
(四)课程教学⽬的与要求通过该课程的讲授,使学⽣了解企业的国际市场营销的观念,认识国际市场营销的环境的影响,掌握国际市场营销的基本理论框架,接触国际市场营销领域的前沿问题。
在教学中主要突出对理论的系统分析讲解,结合实际分析⼀些具体问题,帮助学⽣加深对理论的理解。
学⽣要具有国际贸易和市场营销的基础知识。
国际市场营销学的教学要求,是以经济全球化和我国对外开放为背景,以经济学基本原理和管理学理论为指导,系统阐述国际市场营销的基本理论、基本知识及其内在规律。
通过教学使学⽣掌握国际市场营销学的基本理论、基本⽅法和基本技巧,学会国际市场营销战略和管理的⼯作⽅法,以及国际市场营销开展的分析框架与思路。
要求⽴⾜中国实际情况,反映全球环境和国别环境的最新变化及趋势,实事求是地研究和探讨中国对外开放和中国企业进⾏国际市场营销的理论和实践问题。
(五)先修课程:西⽅微观经济学、西⽅宏观经济学、国际贸易、管理学、市场营销学等课程。
(六)学时、学分数:教学学时:共54学时。
学分:平时考核占10%:其中学风学术10%、课堂即时作业50%、案例讨论发⾔40%期末考试成绩占90%:其中基础理论与知识70%、综合运⽤能⼒30%(七)教学⽅式与要求教师队伍坚持团队合作,进⾏教学改⾰和经验交流,对教学中存在的问题进⾏探讨、沟通和共同寻求解决的举措。
国际市场营销(第三版) 教学课件

第三节:品牌价值与国际化战略
一、成本、产品、品牌优势与企业竞争力
成本 优势
产品 优势
品牌 优势
简单产品 ΔΔΔΔ ΔΔ
Δ
Δ
家 电 等 消 ΔΔΔΔ ΔΔΔΔ ΔΔΔΔ 费品
金融、保 Δ 险、教育 等
ΔΔ ΔΔΔΔ Δ
成本 优势
产品 优势
品牌 优势
低 收 入 市 ΔΔΔΔ ΔΔ
Δ
场
Δ
中 等 收 入 ΔΔΔΔ ΔΔΔΔ ΔΔΔΔ 市场
一、价格升级 二、转移定价:
1、方式:
基于成本的转移定价 基于市场的转移定价 写上型转移定价
2、目的:
规避关税: 出口价格:20万*25%=5万 内部作价:10万*25%=2.5万
规避所得税 规避风险
三、倾销(价格歧视)
需求量 固定成本 变动成本 单位成本 单价 收入 总成本 利润 利润率
国内市场 90 900 900 20 24
第一节:国际营销的内涵
一、国际营销的定义: 国际市场营销是国内市场营销在国际市场 上的延伸。
二、国际市场营销与国内营销的区别
国内市场营销环境:
政治体制
产品
价格
人
(可控因素)
法
口
律
规 模
渠道
促销
文 化
经济水平 (不可控因素)
第二节:国际市场营销的发展阶段
一、非直接海外营销阶段(顺带对外 营销、非常性对外营销)
四、衰退期的国际营销策略
第四节:国际市场的新产品开发
程从 度企
业 角 度 看 创 新
从市场角度看创新程度
一、寻求创意 ——“海尔大地瓜洗衣
机” 二、产品筛选 三、产品概念的形成 四、财务分析 五、新产品研制 六、产品试销 七、商业化投产
中英合作商务管理《国际市场营销学(二)》03-09历年考题及部分答案

国际市场营销学(二)试卷(2009年7月)第一部分选择题(满分25分)一、单项选择题(本大题共15小题,每小题1分,共15分)在每小题列出的四个备选项中只有一个是符合题目要求的,请将其代码填写在题后的括号内。
错选\多选或未选均无分。
1.企业为满足市场需求并获得利润而进行的与市场有关的经营活动,我们称之为( ) C(P1)A.战略管理 B.企业管理C.市场营销 D.企业策划考查市场营销的定义。
市场营销是指企业为满足市场需求并获得利润而进行的与市场有关的经营活动。
2.市场细分这个营销概念的提出者是( ) A(P,136)A.温德尔·史密斯 B.李嘉图C. 俄林 D.凯恩斯考查市场细分。
市场细分是由温德尔·史密斯教授于20世纪50年代提出的营销概念。
市场细分是实现目标营销的基础,目的在于识别哪些企业能集中资源和力量、赢得竞争优势的市场。
3.麦当劳、肯德基这样的国际著名企业成功地进人国外市场的模式,是( ) C(P157) A.许可贸易 B.合同制造C.特许经营 D.管理合同A.投入期 B.成长期C.成熟期 D.衰退期考查合同进入模式中的特许经营方式。
特许经营是企业(特许方)向特许接受者提供商标、商号和经营模式,容许销售其商标的产品,并收取使用费。
在实践中,许多国际著名的企业,例如麦当劳、肯德基都是以特许经营成功地开拓大量外国市场的。
6.政府的影响与限制是影响国际营销定价的:C(P202)A.公司因素、B.产品因素C.环境因素D.市场因素考查营销国际营销定价的环境因素。
环境因素包括政府的影响与限制、货币的波动、商业周期的阶段、通货膨胀的水平等。
7。
对产品的定价影响最直接、构成产品成本主要部分的是()C(P204)A.税收B.储运费用C.技术授权方式D.创牌方式考查产·品的成本结构对定价的影响。
产品生产费用,也即制造费用,是产品成本的主要部分,对产品定价的影响最直接。
而税收、储运费用、中间商毛利等也是国际营销定价要考虑的重要因素,但不是最直接的因素。
《国际市场营销》(英)教学大纲

《国际市场营销》(英)教学大纲Subject Outline课程代码:3025021总学时:56学时总学分:3.5学分适用专业:国际经济与贸易专业、经济学专业(本科)一、课程性质、目的、任务:本课程是国际经济与贸易专业、经济学专业本科的学科基础课。
课程除介绍市场及国际商务的基本原理外,主要研究企业从国内贸易扩展到国际贸易时,面对不同的文化背景,如何进行产品开发、市场调研、产品促销、产品分销及市场评估等活动,从而能达到扩大产品国际市场占有率的目的。
二、课程教学的基本要求:使学生系统掌握国际市场营销的原理及其在国际商务中的运用;了解政府及不同文化背景对国际市场营销的影响;掌握市场调研、产品销售等方法;培养和提高正确分析和解决国际市场营销活动中的各种问题的能力。
三、教学方法和教学手段的建议:本课程采用双语教学。
使用原版外文教材。
要求在教学中根据学生的适应情况逐步采用英语讲授。
除课堂讲解外,大量采用案例教学,以提高学生解决实际问题的能力。
运用多媒体教学手段,辅以录像教学。
四、大纲的使用说明:本课程建议学时为56学时。
如遇课时增减,或使用不同的教材,教学内容可作适当调整。
1. 说明:This course examines the impact of economic, cultural, political, legal and other environmental influences on international marketing. Within this context, we will discuss how to identify and analyze worldwide marketing opportunities, and examine product, pricing, distribution and promotion strategies. The course is structured to provide ample opportunity for interaction among students, and between students and the instructor. Students are expected to read current periodicals and journals to keep abreast of current international developments. The course will primarily consist of lectures, discussions, presentations, cases, and group projects.主要章节和课时分配Part1. Introduction Time: 4 hoursCH1. Marketing and International MarketingCH2. GlobalizationPart2. Environment of Global Marketing Time: 8 hoursCH3. The Cultural EnvironmentCH4. The Economic EnvironmentCH5. The Legal EnvironmentCH6. The Political EnvironmentPart3. Global Marketing Opportunities & Strategies Time: 20 hours CH7. Marketing Research and Information SystemCH8. Consumer Markets & Consumer Buyer BehaviorCH9. Business market & Business buyer behaviorCH10. Market Segmentation, Targeting & PositioningCH11. Market Entry ModePart4. Global Marketing Operations Time: 24 hours CH12. Products and Services StrategiesCH13. Pricing StrategiesCH14. Promotional StrategiesCH15. Distribution Strategies主要教学内容:PART1.INTRODUCTION TIME: 4 hours1. Course introduction:2. An overview:——What’s selling?——What’s marketing?——The primary differences3. International marketing4. Concept & theories of marketing——Market——Marketing strategy——Marketing segmentation——Buyer behavior research——Marketing research and forecast——Marketing management5. History and Development of International marketing——Export marketing strategy——International marketing strategy——Global marketing strategyPART2. ENVIRONMENT OF GLOBAL MARKETINGCH3. CULTURAL FACTORS TIME: 2 hours1. Material force/condition (technology, economy)2. System of society (organization, education, social structure, media)3. Human and universe (religious belief, superstition)4. Aesthetics (painting and calligraphy, plastic arts, folktale, music, drama)5. The language6. Values (the time conception, the attitude to innovation and wealth, an awareness of risk, local customs)CH4. COMMERCIAL CUSTOMS AND PRACTICES TIME: 2 hours1. Culture and commercial customs (Imperative, Adiaphorous, Exclusive)2. Operating structure——Power structure——Management target and ambition3. Operating patternCH5. ECNOMICS ENVIRONMENT TIME: 2 hours1. Scale of market——Demographic environment——Income2. Characteristics of local economy——Natural environment——Infrastructure——CivilizationCH6. POLITICAL AND LEGAL ENVIRONMENT TIME: 2 hours1. Political Environment——The Stable Political Situation——The Successive Policy of Government——Political Risks2.Legal Environment——Mother Country Laws——Host Country Laws——International Conventions and CustomsPART3. GLOBAL MARKETING OPPORTUNITIES& TRATEGIESCH.7 MARKETING RESEARCH &INFORMATION SYSTEM TIME: 2 hours1. Marketing information system——Assessing information——Developing information——Distributing information2. The marketing research process——Defining the problem and research objectives——Developing the research plan——Implementing the research planCH.8 CONSUMER MARKETS &CONSUMER BUYER BEHA VIOR TIME: 4 hours1. Model of Consumer behavior2. Characteristics affecting consumer behavior3. Four types of buying decision behavior4. The buyer decision processCH.9 BUSINESS MARKET &BUSINESS BUYER BEHAVIOR TIME: 2 hours1. Business market2. Business buyer behavior3. International and government marketCH.10 MARKET SEGMENTATION, TARGETING & POSITIONING TIME: 4 hours 1.Market Segmentation2.Market Targeting3.PositioningCH.11 MARKET ENTRY MODE TIME: 4 hours1.Export2.Contractual3.Direct InvestmentCASES: TIME: 4 hoursPART4. GLOBAL MARKETING OPERATIONSCH.12 PRODUCTS AND SERVICES STRATEGIES TIME: 4 hours1.Product Classification2.Product Decisions——Branding——Packing3.International Product Policy——Standardization——Modification4.New Product Development Strategy5.International Product Life Cycle StrategyCH.13 PRICING STRATEGIES TIME: 4 hours1.General Pricing Approaches2.The factors influencing priding3.New-product Pricing Strategy4.Product Mix Pricing Strategy5.Product Adjustment Strategy6.Price ChangesCH.14 PROMOTION STRATEGIES TIME: 4 hours1.The Communication Mix TIME: 4 hours2.Steps in Developing Effective Communication3.Setting Total Promotion Budget and Mix4.Advertising5.Sales Promotion6.Public Relations7.Direct MarketingCH.15 DISTRIBUTION STRATEGIES TIME: 4 hours1.Nature of Distribution Channels2.Channel Behavior and Organization3.Channel Design Decisions4.Channel Management DecisionsCASE: TIME: 8 hours4.5. 教材:International Marketing Strategy Planning, Marketing Entry &Implementation (3rd edition). By Roger Bebbett, Jim Blythe6. 参考书:1). Principles of Marketing (9th edition). By Philip Kotler, Gary Armstrong2). International Marketing (11th edition). By Philip R. Cateora, John L. Graham7. 考核方式:1). Class Participation and Assignments: 10%2). Presentation (group): 20%3). Final Exam: 70%。
国际市场营销

国际市场营销什么是国际市场营销国际市场营销(International Marketing)是指企业在跨越国际边界的背景下,将产品或服务推向全球市场并满足不同国家和地区的消费者需求的过程。
国际市场营销涉及了跨国企业运作、国际贸易、市场调研、产品定位、市场推广等诸多方面的内容。
国际市场营销的意义随着全球经济的不断发展,国际市场营销的意义也变得越来越重要。
国际市场营销帮助企业扩大市场规模,增加销售量,提高收益。
此外,国际市场营销还能够提供更多的机会,使企业能够寻找到适合自己发展的市场和资源。
国际市场营销的挑战然而,国际市场营销也面临着许多挑战。
首先,不同国家和地区有着不同的文化、语言、习惯和法规,这要求企业在进入新市场之前需要进行详尽的市场调研和分析,了解不同市场的特点和需求。
其次,国际市场竞争激烈,企业需要找到独特的竞争优势,才能在竞争中脱颖而出。
此外,国际市场营销还要面临跨国贸易的风险和不稳定性,例如政治风险、汇率风险和贸易壁垒等。
国际市场营销的策略为了在国际市场中取得成功,企业需要制定合适的市场营销策略。
以下是一些常见的国际市场营销策略:1. 标准化策略标准化策略是指企业在各个国家和地区采用相同的产品、价格、渠道和品牌形象等策略。
这样可以帮助企业降低成本、提高运营效率,并且在全球范围内建立一致的品牌形象。
2. 本地化策略本地化策略是指企业根据不同国家和地区的需求和特点,调整产品、价格、渠道和品牌形象等策略。
这样可以帮助企业适应不同市场的需求,更好地满足消费者的期望,提高市场份额和竞争力。
3. 多元化策略多元化策略是指企业根据所处市场的特点,针对不同细分市场制定不同的市场营销策略。
这样可以帮助企业更好地满足不同细分市场的需求,提高市场占有率和市场份额。
国际市场营销的实施步骤要成功实施国际市场营销,企业需要按照以下步骤进行:1. 市场调研在进入新的国际市场之前,企业首先需要进行充分的市场调研。
这包括了解目标市场的文化特点、消费者需求、竞争情况等。
《国际市场营销学》第一章习题参考答案

1.解释下列概念:答:市场营销:市场营销是创造、传播、传递和交换对顾客、客户、合作伙伴乃至整个社会有价值的产品和服务的一系列活动、机制和过程。
国际市场营销:国际市场营销是指在一国以上把企业生产的商品或劳务引导到消费者或用户中去的经营活动。
国际贸易:国际贸易是指国家之间进行的有形商品、无形商品及服务的交换活动。
多国营销:当企业进入国际市场营销后,为了适应各国市场不同的需求而实行多国市场营销战略,即企业为每一个国家制定一种营销战略,以适应每个不同条件的国家的需要。
全球营销:企业营销在全球范围全面展开—利用全球资源,包括资本、技术、管理、人力资源,为全球顾客服务。
出口营销:目标市场是国外市场,企业在国内生产产品到国外销售,满足国外市场需求。
营销战略观念:指导企业开展国际营销活动的观念、态度、思维方式和商业哲学。
即研究某企业以何种观念和态度来处理国际营销活动中所涉及的国外顾客、企业本身及社会各方面的利益问题。
2.企业走向国际市场的主要动因是什么?我国企业走向国际市场的动因有哪些特殊性?答:一、国内市场需求饱和及市场竞争激烈。
二、国际市场的吸引力。
三、政府鼓励与支持企业出口政策。
四、科学技术发展为企业跨国经营提供物质前提。
我国企业走向国际市场的动因是:一、国内市场竞争激烈。
二、获取国外先进科学技术及先进的管理技术。
三、利用两种资源与两个市场获取国外低成本的生产资源及引进外资。
四、在国际市场营销活动中,我国具有一些优势行业和产业。
3.什么是国际市场营销?国际营销同国内营销有何联系与区别?答:国际市场营销是指在一国以上把企业生产的商品或劳务引导到消费者或用户中去的经营活动。
国际市场营销和国内营销的联系在于:国际市场营销学的基本原理和方法同基础市场营销学无多大差异。
许多指导国内企业营销的原理和方法,诸如市场营销调研、消费者行为分析、选择目标市场、营销组合策略、营销战略计划、营销管理等,均可以用来指导国际市场营销活动。
- 1、下载文档前请自行甄别文档内容的完整性,平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益,请联系客服反馈,我们会尽快为您处理(人工客服工作时间:9:00-18:30)。
利用被并购企业技术、 与合资伙伴形成技术 与合作对象形成技术
转让技术容易
互补,技术外溢
互补,技术外流
经营控制能力 强;需要有效把 容易获得控制权, 需要与合资伙伴 很少涉及
握集权与分权 经营整合有难度 分享经营控制权
不同国际投资(经营)方式的比较
绿地投资 (独资)
跨国并购
合资经营
非股权经营 (国际战略联盟)
比较内容:1.资源投入程度
2.进入市场难易程度 3.市场开发能力 4.技术控制能力 5.经营控制能力 6.风险分散能力
不同国际投资(经营)方式的比较
绿地投资 (独资)
跨国并购
合资经营
非股权经营 (国际战略联盟)
资源投入程度 资源投入量大, 资源投入量较大, 资源投入量较小, 资源投入量小,
投资成本高
撤退成本较高 较难
伙伴可能会起冲突 技术外流的风险
下课!
较容易,但寻找 合作对象需要时 间
不同国际投资(经营)方式的比较
绿地投资 (独资)
跨国并购
合资经营
非股权经营 (国际战略联盟)
资源投入程度
资源投入量大,投资 资源投入量较大,投 资源投入量较小,投
成本低
进入市场难易程度 较难,所需时间长
较容易,但寻找并购 较容易,但寻找合资 较容易,但寻找合作
国际投资(经营)方式: 1. 新建投资 2. 跨国并购 3. 独资经营 4. 合资经营 5. 非股权经营 6. 国际战略联盟
国际投资(经营)方式
• 1. 新建投资:
(绿地投资):在东道国境内出资兴建全部或部分资产所有权为己所有的企业 形式:独资,合资; 出资方式:货币出资,实物出资,混合出资
• 2. 跨国并购:(取得目标企业全部或部分所有权的投资行为)
对象需要时间
伙伴需要时间
对象需要时间
市场开发能力 迅速扩大销售渠 能利用被并购企 可利用合资伙伴 可利用合作对象
道有一定难度 业的销售渠道 的销售渠道
的销售渠道
不同国际投资(经营)方式的比较
资源投入程度
绿地投资 (独资)
资源投入量大,投资 成本高
跨国并购
资源投入量较大,投 资成本较高
合资经营
资源投入量较小,投 资成本较低
资源投入量小,投资 成本低
进入市场难易程度 市场开发能力
较难,所需时间长
迅速扩大销售渠道有 一定难度
较容易,但寻找并购 对象需要时间
能利用被并购企业的 销售渠道
较容易,但寻找合资 伙伴需要时间
可利用合资伙伴的销 售渠道
较容易,但寻找合作 对象需要时间
可利用合作对象的销 售渠道
技术控制能力
可防止技术扩散
投资成本较高 投资成本较低 投资成本低
不同国际投资(经营)方式的比较
资源投入程度
绿地投资 (独资)
跨国并购
合资经营
资源投入量大,投资成 资源投入量较大,投资 资源投入量较小,投
本高
成本较高
资成本较低
非股权经营 (国际战略联盟)
资源投入量小,投资 成本低
进入市场难 易程度
较难,所需时间长 较容易,但寻找并 较容易,但寻找 购对象需要时间 合资伙伴需要时 间
资源投入程度
资源投入量大,投 资源投入量较大,投 资源投入量较小,投资 资源投入量小,投资成本
资成本高
资成本较高
成本较低
低
进入市场难易程度 较难,所需时间长 较容易,但寻找并购 较容易,但寻找合资伙 较容易,但寻找合作对象
对象需要时间
伴需要时间
需要时间
市场开发能力 技术控制能力
迅速扩大销售渠道 能利用被并购企业的 可利用合资伙伴的销售 可利用合作对象的销售渠
• 跨国公司依照东道国法律,为东道国企业提供(与所有权、股权无直接关系) 生产技术、管理咨询、资金融通、销售渠道等,并从中获利的企业经营方式。
• 许可证合同、劳务合同、销售合同、交钥匙合同、咨询服务合同、、、
国际投资(经营)方式
• 5. 非股权经营:
• 跨国公司依照东道国法律,为东道国企业提供(与所有权、股权无直接关系)生产技术、 管理咨询、资金融通、销售渠道等,并从中获利的企业经营方式。
• 许可证合同、劳务合同、销售合同、交钥匙合同、咨询服务合同、、、
• 6. 国际战略联盟:
• 指两个或两个以上企业为了相互需要,分担风险并实现共同目的而建立的一 种(非股权)合作关系。(研发合作、营销合作)
• 20世纪九十年代以来跨国经营的重要方式。
不同国际投资(经营)方式的比较
绿地投资(独资); 跨国并购; 合资经营; 非股权经营(国际战略联盟)
技术控制能力
可防止技术扩散
利用被并购企业 技术、转让技术 容易
与合资伙伴形成 技术互补,技术 外溢
与合作对象形成 技术互补,技术 外流
不同国际投资(经营)方式的比较
资源投入程度
绿地投资 (独资)
资源投入量大,投资 成本高
跨国并购
资源投入量较大,投 资成本较高
合资经营
资源投入量较小,投 资成本较低
非股权经营 (国际战略联盟)
跨国收购—收购资产或股权 跨国兼并—将资产及经营业务并入新的法人实体或现存企业 并购途径--要约收购,协议收购
国际投资(经营)方式
• 3. 独资经营:
指跨国公司依照东道国法律,在东道国境内单独出资建立企业, 独自承担风险和盈亏的企业经营方式。 (完全所有;所有权优势,内部交易)
国际投资(经营)方式
• 3. 独资经营:
指跨国公司依照东道国法律,在东道国境内单独出资建立企业, 独自承担风险和盈亏的企业经营方式。(完全所有;所有权优势,内部交易)
• 4. 合资经营:
指跨国公司与东道国投资者及其他外国投资者依照东道国法律,在东道国 境内共同出资建立企业,实行共同经营、共担风险、共负盈亏的经营方式。
国际投资(经营)方式 • 5. 非股权经营:
非股权经营 (国际战略联盟)
资源投入量小,投资 成本低
进入市场难易程度 较难,所需时间长
较容易,但寻找并购 较容易,但寻找合资 较容易,但寻找合作
对象需要时间
伙伴需要时间
对象需要时间
市场开发能力
迅速扩大销售渠道有 能利用被并购企业的 可利用合资伙伴的销 可利用合作对象的销
一定难度
销售渠道
售渠道
售渠道
有一定难度
销售渠道
渠道
道
可防止技术扩散
利用被并购企业技术、 与合资伙伴形成技术互 与合作对象形成技术互补,
转让技术容易
补,技术外溢
技术外流
经营控制能力
强;需要有效把握 容易获得控制权,经 需要与合资伙伴分享经 很少涉及
集权与分权
营整合有难度
营控制权
风险分散能力 投资风险大, 风险较大,融合 风险较小,与合资 可能达不到预期目标,