国际营销——Exporting--Importing--and-SourcingPPT课件

2005PrenticeHall,.,8-1,Chapter8Exporting,Importing,andSourcing,PowerPointbyYonghongLv,SMIC,2005PrenticeHall5/19/2020,.,8-2,Introduction,ExportSellingvs.ExportMarketingExportsellinginvolvessellingthesameproduct,atthesameprice,withthesamepromotionaltoolsinadifferentplaceExportmarketingtailorsthemarketingmixtointernationalcustomers,2005PrenticeHall5/19/2020,.,8-3,Introduction,RequirementsforExportMarketingAnunderstandingofthetargetmarketenvironmentTheuseofmarketresearchandidentificationofmarketpotentialDecisionsconcerningproductdesign,pricing,distributionandchannels,advertising,andcommunications,2005PrenticeHall5/19/2020,.,8-4,OrganizationalExportActivities,Thefirmisunwillingtoexport;itwillnotevenfillanunsolicitedexportorderThefirmfillsunsolicitedexportordersbutdoesnotpursueunsolicitedorders.Suchafirmisanexportseller.Thefirmexploresthefeasibilityofexporting.Thefirmexportstooneormoremarketsonatrialbasis.,2005PrenticeHall5/19/2020,.,8-5,OrganizationalExportActivities,ThefirmisanexperiencedexportertooneormoremarketsAfterthissuccess,thefirmpursuescountry-orregion-focusedmarketingbasedoncertaincriteriaThefirmevaluatesglobalmarketpotentialbeforescreeningforthe“best”targetmarketstoincludeinitsmarketingstrategyandplan,2005PrenticeHall5/19/2020,.,8-6,GovernmentprogramsthatsupportExports,TaxincentivesSubsidiesGovernmentalassistance,2005PrenticeHall5/19/2020,.,8-7,GovernmentalActionstoDiscourageImportsandBlockMarketAccess,TariffsImportcontrolsNontariffbarriersQuotasDiscriminatoryprocurementpoliciesRestrictivecustomsproceduresArbitrarymonetarypoliciesRestrictiveregulations,2005PrenticeHall5/19/2020,.,8-8,TariffSystems,Single-columntariff(单栏税则)SimplesttypeoftariffScheduleofdutiesinwhichrateappliestoimportsfromallcountriesonthesamebasisTwo-columntariff(二栏税则)Generaldutiesplusspecialdutiesapply,2005PrenticeHall5/19/2020,.,8-9,TariffSystems,SampleRatesofDutyforU.S.Imports,2005PrenticeHall5/19/2020,.,8-10,PreferentialTariff,ReducedtariffrateappliedtoimportsfromcertaincountriesGATTprohibitstheuse,with3exceptions:HistoricalpreferencearrangementsalreadyexistedPreferenceispartofformaleconomicintegrationtreatyIndustrialcountriesarepermittedtograntpreferentialmarketaccesstoLDCs,2005PrenticeHall5/19/2020,.,8-11,CustomsDuties,Advaloremduty(从价税)ExpressedaspercentageofvalueofgoodsSpecificduty（从量税）Expressedasspecificamountofcurrencyperunitofweight,volume,length,orotherunitsofmeasurementCompoundormixedduties（混合税）Applybothadvaloremandspecificonthesameitems,2005PrenticeHall5/19/2020,.,8-12,OtherDutiesandImportCharges,Anti-dumpingDuties（反倾销税）DumpingisthesaleofmerchandiseinexportmarketsatunfairpricesSpecialimportchargesequaltothedumpingmarginCountervailingduties（反补贴税）TemporarySurcharges（临时附加税）,2005PrenticeHall5/19/2020,.,8-13,KeyExportParticipants,ForeignpurchasingagentsExportbrokersExportmerchantsExportmanagementcompanies,ExportdistributorExportcommissionrepresentativeCooperativeexporterFreightforwardersManufacturersexportrepresentatives,2005PrenticeHall5/19/2020,.,8-14,OrganizingforExportingintheManufacturersCountry,ExportscanbehandledAsapart-timeactivityperformedbydomesticemployeesThroughanexportpartnerThroughanexportdepartmentThroughanexportdepartmentwithinaninternationaldivisionFormulti-divisionalcompanies,eachpossibilityexistsforeachdivision,2005PrenticeHall5/19/2020,.,8-15,OrganizingforExportingintheMarketCountry,DirectmarketrepresentationAdvantages:controlandcommunicationsRepresentationbyindependentintermediariesAdvantages:bestforsituationswithsmallsalesvolume,2005PrenticeHall5/19/2020,.,8-16,ExportFinancingandMethodsofPayment,Documentarycredits(letterofcredit)Documentarycollections(billofexchange)CashinadvanceSalesonopenaccount（往来账户）Salesonconsignmentbasis（以寄售方式）,2005PrenticeHall5/19/2020,.,8-17,FlowChartofDocumentaryCredit,2005PrenticeHall5/19/2020,.,8-18,2005PrenticeHall5/19/2020,.,8-19,Sourcing,MustemphasizebenefitsofsourcingfromcountryotherthanhomecountryMustassessvisionandvaluesofcompanyleadershipAdvantagecanbegainedbyConcentratingsomeofthemarketingactivitiesinasinglelocationLeveragingcompanysknow-howTappingopportunitiesforproductdevelopmentand