国际市场营销全套课件
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• International cooperation is increasing • Economic growth is slowing • Developing economies are catching up • Competition is intensifying
Globalization
IM2
INTRODUCTION
International Marketing: NOTES HAU Fall2011 PROFESSOR ANDREI
RIBALKIN Based on CGB
Outline
• Course Characteristics • Fundamentals of Marketing • Fundamentals of International Business • IM Definition • Marketing Tasks for International
The shift towards a more integrated and interdependent world economy
Two components:
• The globalization of markets=The merging of distinctly separate national markets into a glob complicated for the international environment because there are more uncontrollable factors
Major Obstacles
• The self-reference criterion (SRC)=unconscious reference to one’s own cultural values, experiences and knowledge as a basis for decisions.
Fundamentals of Marketing
• Definition • Process: Strategic and Tactical Marketing
Fundamentals of International Business
• Trade theories • Country factors • Regional integration • Foreign exchange market
Environment • Major Obstacles • Global Awareness • Strategic Orientation
Course Characteristics
• Intermediate • Based on Marketing and International
Business concepts • More complex than domestic marketing
IM Definition
• International Marketing is the performance of business activities designed to plan, price, promote and distribute company’s products to customers in more than one country for profit. (adapted from CGB)
• Ethnocentrism=the notion that one’s culture or company knows better how to do things.
• SRC and Ethnocentrism are closely connected
• To avoid errors conduct a cross-cultural analysis that isolates SRC and
– International trade theories – Balance of payments
• Protectionism and trade barriers • International institutions
Global Perspective
• Globalization of markets and production is developing
• The globalization of production refers to sourcing of goods and services from locations around the world to take advantage of differences in cost or quality of the factors of production
1. . 2. . 3. . 4. . 5. .
IM3
International
Environment
International Marketing: NOTES HAU Fall 2011 Professor Andrei
Ribalkin Based on CGB
Outline
• Global perspective • Theoretical basis:
Global Awareness
Means • Tolerance of cultural differences and • Knowledge of cultures, history, world
markets and global economic, social and political trends
Three Approaches in Strategic Orientation
• Domestic market extension concept • Multidomestic market concept • Global marketing concept
Today I Have Learned
Globalization
IM2
INTRODUCTION
International Marketing: NOTES HAU Fall2011 PROFESSOR ANDREI
RIBALKIN Based on CGB
Outline
• Course Characteristics • Fundamentals of Marketing • Fundamentals of International Business • IM Definition • Marketing Tasks for International
The shift towards a more integrated and interdependent world economy
Two components:
• The globalization of markets=The merging of distinctly separate national markets into a glob complicated for the international environment because there are more uncontrollable factors
Major Obstacles
• The self-reference criterion (SRC)=unconscious reference to one’s own cultural values, experiences and knowledge as a basis for decisions.
Fundamentals of Marketing
• Definition • Process: Strategic and Tactical Marketing
Fundamentals of International Business
• Trade theories • Country factors • Regional integration • Foreign exchange market
Environment • Major Obstacles • Global Awareness • Strategic Orientation
Course Characteristics
• Intermediate • Based on Marketing and International
Business concepts • More complex than domestic marketing
IM Definition
• International Marketing is the performance of business activities designed to plan, price, promote and distribute company’s products to customers in more than one country for profit. (adapted from CGB)
• Ethnocentrism=the notion that one’s culture or company knows better how to do things.
• SRC and Ethnocentrism are closely connected
• To avoid errors conduct a cross-cultural analysis that isolates SRC and
– International trade theories – Balance of payments
• Protectionism and trade barriers • International institutions
Global Perspective
• Globalization of markets and production is developing
• The globalization of production refers to sourcing of goods and services from locations around the world to take advantage of differences in cost or quality of the factors of production
1. . 2. . 3. . 4. . 5. .
IM3
International
Environment
International Marketing: NOTES HAU Fall 2011 Professor Andrei
Ribalkin Based on CGB
Outline
• Global perspective • Theoretical basis:
Global Awareness
Means • Tolerance of cultural differences and • Knowledge of cultures, history, world
markets and global economic, social and political trends
Three Approaches in Strategic Orientation
• Domestic market extension concept • Multidomestic market concept • Global marketing concept
Today I Have Learned