国际营销市场进入策略课件
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(事实上，一个公司在不同的国内市 场会采用不同的进入模式，因为每个 国内市场都有不同的条件。)
国际营销市场进入策略课件
6
A company has four different modes of foreign market entry from which to select: exporting, contractual agreements, strategic alliances, and direct foreign investment.
国际营销市场进入策略课件
4
When a company makes the commitment to go international , it must choose an entry strategy.
(当一个公司决定走向 国际市场，它必须选 择一个入市策略。）
国际营销市场进入策略课件
5
In fact, a company in several country markets may employ a variety of entry modes because each country market poses a different set of conditions.
（直接出口是公司在其他国家将产
品卖给顾客，这是最常见的一种方 式，这种方式能够最大程度降低财 政风险。）
国际营销市场进入策略课件
10
indirect exporting usually
means that the company sells to a buyer in the home country.
国际营销市场进入策略课件
7
PLZ Answer……
Exporting
• Which approaches exporting can be? What are they?
• Do you know something about early motives for exporting?
国际营销市场进入策略课件
国际营销市场进入策略课件
15
Contractual Agreements
Contractual agreements are long-term, nonequity associations between a company and another in a foreign market.(合同协议是长期的，是公司和国外市 场的非股权关联)
(间接出口通常是公司在自己的国家将
产品卖给进口商或者经销商。）
国际营销市场进入策略课件
11
Early motives for exporting often are to skim the cream from the market or gain business to absorb overhead. （早期商品出口通常是为了在市场上获 取利润或者吸收资金）
销售渠道 中间商 代理商 收益率 经销商 零售商 批发 n. 目录；登记 vt. 使移居国外 a.垂直的，竖的
国际营销市场进入策略课件
2
Alternative Market-Entry strategies
Integration Blending Centralization Decentralization Operational Profound Setback Register Spur Entrepreneur
8
Exporting
Exporting can be either direct or indirect.
国际营销市场进入策略课件
9
Direct exporting is the com-
pany sells to a customer in another country. This is the most common approach employed by companies. This approach can minimize the risk of finance.
——Core Words
n.结合，整合 n.混合，混合物 n.集中 n.分散 a.操作的，经营的 a.深远的 n.挫折，阻碍 vt.登记，注册 vt.激励 n.企业家
国际营销市场进入策略课件
3
Chapter Learning Objective
The important factors each alternative market-entry strategy.
国际营销市场进入策略课件
13
The International Internet marketing
multilingual(多语言的) web sites
>>DELL
e-tailing(网络零售) web sites >>Amazon
credit card companies delivery service companies
Alternative Market-Entry Strategies
国际营销市场进入策略课件
1
Alternative Market-Entry strategies
——Core Words
Distribution channel Middlemen Dealership Rate of return Distributor Retailer Wholesale Catalog Expatriate Vertical
国际Fra Baidu bibliotek销市场进入策略课件
14
Direct sales
Particularly for high-technology and big ticket industrial products, a direct sales may be required in a foreign country.
（特别是高科技 和高价格的工业 产品，在国外市 场需要直接销售 人员。）
国际营销市场进入策略课件
12
The Internet
The Internet is becoming increasingly important as a foreign market entry method.
Domestic sales
Other countries
The concept of IIM (international Internet marketing)
国际营销市场进入策略课件
6
A company has four different modes of foreign market entry from which to select: exporting, contractual agreements, strategic alliances, and direct foreign investment.
国际营销市场进入策略课件
4
When a company makes the commitment to go international , it must choose an entry strategy.
(当一个公司决定走向 国际市场，它必须选 择一个入市策略。）
国际营销市场进入策略课件
5
In fact, a company in several country markets may employ a variety of entry modes because each country market poses a different set of conditions.
（直接出口是公司在其他国家将产
品卖给顾客，这是最常见的一种方 式，这种方式能够最大程度降低财 政风险。）
国际营销市场进入策略课件
10
indirect exporting usually
means that the company sells to a buyer in the home country.
国际营销市场进入策略课件
7
PLZ Answer……
Exporting
• Which approaches exporting can be? What are they?
• Do you know something about early motives for exporting?
国际营销市场进入策略课件
国际营销市场进入策略课件
15
Contractual Agreements
Contractual agreements are long-term, nonequity associations between a company and another in a foreign market.(合同协议是长期的，是公司和国外市 场的非股权关联)
(间接出口通常是公司在自己的国家将
产品卖给进口商或者经销商。）
国际营销市场进入策略课件
11
Early motives for exporting often are to skim the cream from the market or gain business to absorb overhead. （早期商品出口通常是为了在市场上获 取利润或者吸收资金）
销售渠道 中间商 代理商 收益率 经销商 零售商 批发 n. 目录；登记 vt. 使移居国外 a.垂直的，竖的
国际营销市场进入策略课件
2
Alternative Market-Entry strategies
Integration Blending Centralization Decentralization Operational Profound Setback Register Spur Entrepreneur
8
Exporting
Exporting can be either direct or indirect.
国际营销市场进入策略课件
9
Direct exporting is the com-
pany sells to a customer in another country. This is the most common approach employed by companies. This approach can minimize the risk of finance.
——Core Words
n.结合，整合 n.混合，混合物 n.集中 n.分散 a.操作的，经营的 a.深远的 n.挫折，阻碍 vt.登记，注册 vt.激励 n.企业家
国际营销市场进入策略课件
3
Chapter Learning Objective
The important factors each alternative market-entry strategy.
国际营销市场进入策略课件
13
The International Internet marketing
multilingual(多语言的) web sites
>>DELL
e-tailing(网络零售) web sites >>Amazon
credit card companies delivery service companies
Alternative Market-Entry Strategies
国际营销市场进入策略课件
1
Alternative Market-Entry strategies
——Core Words
Distribution channel Middlemen Dealership Rate of return Distributor Retailer Wholesale Catalog Expatriate Vertical
国际Fra Baidu bibliotek销市场进入策略课件
14
Direct sales
Particularly for high-technology and big ticket industrial products, a direct sales may be required in a foreign country.
（特别是高科技 和高价格的工业 产品，在国外市 场需要直接销售 人员。）
国际营销市场进入策略课件
12
The Internet
The Internet is becoming increasingly important as a foreign market entry method.
Domestic sales
Other countries
The concept of IIM (international Internet marketing)