armstrongbasicPPT教学课件

1、15 - 1Road Map: Previewing the ConceptsDiscuss how the international trade system, economic, political-legal, and cultural environments affect a companys international marketing decisions.Describe three key approaches to entering international markets.第1页/共20页15 - 2Explain how companies adapt their

2、marketing mixes for international markets.Identify the three major forms of international marketing organization.Road Map: Previewing the Concepts第2页/共20页15 - 3Global Marketing in the 21st CenturyThe world is shrinking rapidly with the advent of faster communication, transportation, and financial fl

3、ows.International trade is booming and accounts for 25% of U.S. GDP.Global competition is intensifying.Higher risks with globalization.第3页/共20页15 - 4Looking at the Global Marketing EnvironmentThe International Trade System: Restrictionstariffs, quotas, embargos, exchange controls, and non-tariff tra

4、de barriers.The World Trade Organization and GATT: Helps Tradereduces tariffs and other international trade barriers.Regional Free Trade Zones: Groups of nations organized to work toward common goals in the regulation of international trade.第4页/共20页15 - 5Industrial StructureShapes a countrys product

5、 and service needs, income levels, and employment levels.Subsistence economiesRaw material exporting economiesIndustrializing economiesIndustrial economies第5页/共20页15 - 6Political-Legal EnvironmentAttitudes toward international buyingGovernment bureaucracyPolitical stabilityMonetary regulations第6页/共2

6、0页15 - 7Cultural EnvironmentSellers must examine the ways consumers in different countries think about and use products before planning a marketing program.Business norms vary from country to country.Companies that understand cultural nuances can use them to advantage when positioning products inter

7、nationally.第7页/共20页15 - 8Deciding Whether to Go GlobalReason to consider going global:Foreign attacks on domestic marketsForeign markets with higher profit opportunitiesStagnant or shrinking domestic marketsNeed larger customer base to achieve economies of scaleReduce dependency on single marketFoll

8、ow customers who are expanding第8页/共20页15 - 9Deciding Which Markets to EnterBefore going abroad, the company should try to define its international marketing objectives and policies.What volume of foreign sales is desired?How many countries to market in?What types of countries to enter?Choose possibl

9、e countries and rank based on market size, market growth, cost of doing business, competitive advantage, and risk level第9页/共20页15 - 10Market Entry StrategiesExporting:Indirect: working through independent international marketing intermediaries.Direct: company handles its own exports.第10页/共20页15 - 11

10、Market Entry StrategiesJoint Venturing:Joining with foreign companies to produce or market products or services.Approaches:LicensingContract manufacturingManagement contractingJoint ownership第11页/共20页15 - 12Market Entry StrategiesDirect Investment:The development of foreign-based assembly or manufac

11、turing facilities.This approach has both advantages and disadvantages.第12页/共20页15 - 13Deciding on the Global Marketing ProgramStandardized Marketing Mix:Selling largely the same products and using the same marketing approaches worldwide.Adapted Marketing Mix:Producer adjusts the marketing mix elemen

12、ts to each target market, bearing more costs but hoping for a larger market share and return.第13页/共20页15 - 14Global Product StrategiesStraight Product Extension:Marketing a product in a foreign market without any change.Product Adaptation:Adapting a product to meet local conditions or wants in forei

13、gn markets.Product Invention:Creating new products or services for foreign markets.第14页/共20页15 - 15Global Promotion StrategiesCan use a standardized theme globally, but may have to make adjustments for language or cultural differences.Communication Adaptation:Fully adapting an advertising message fo

14、r local markets.Changes may have to be made due to media availability.第15页/共20页15 - 16Global Pricing StrategiesCompanies face many problems in setting their international prices.Possible approaches include:Charge a uniform price all around the world.Charge what consumers in each country will pay.Use

15、 a standard markup of costs everywhere.International prices tend to be higher than domestic prices because of price escalation.Companies may become guilty of dumping a foreign subsidiary charges less than its costs or less than it charges in its home market.第16页/共20页15 - 17Deciding on the Global Mar

16、keting OrganizationOrganize an export departmentCreate international divisionsGeographical organizationsWorld product groupsInternational subsidiariesBecome a global organization第17页/共20页15 - 18Rest Stop: Reviewing the Concepts1. Discuss how the international trade system, economic, political-legal, and cultural environments affect a companys international marketing decisions.2. Describe three key approaches to enteri