国际市场营销ppt课件

1、整理课件1International Marketing整理课件2Chapter 7 International Market EntryvObjectives:vAfter reading this chapter, you should be able to:vA. Explain what globalization is;vB. The different ways of entering a new market;vC. The factors which should be considered when entering a quite new market;vD. The ad

2、vantages and disadvantages of the different ways of entering a new market.整理课件3Key termsv1. global marketing: refers to the marketing of goods and services in the global scale.全球营销v2. global company: a company which enjoys the benefits of globalization of marketing, production, and financing. 全球公司v3

3、. exporting: Entering a foreign market by sending products and selling them through international marketing intermediaries (indirect exporting) or through the companys own department, branch, or sales representatives or agents (direct exporting). 出口整理课件4Key termsv4. turnover: the total value of busi

4、ness done during a given period, usu. the total annual sales 营业额，销售额v5. trade barriers: A trade barrier is a general term that describes any government policy or regulation that restricts international trade. The barriers can take many forms, including the following terms ：vImport duties vImport lic

5、enses vExport licenses vImport quotas vEmbargo整理课件5Key terms6. agency: the relationship brought about by one person (the principal委托人) appointing another person (the agent代理人) to act for him, e.g. to sell the principals goods 代理关系7. licensing: A method of entering a foreign market in which the compa

6、ny enters into an agreement with a licensee in the foreign market, offering the right to use a manufacturing process, trademark, patent, trade secret, or other item of value for a fee or royalty. 许可经营整理课件6Key termsv8. royalty: money paid to the owner of a patent for permission to use a patented desi

7、gn, usu. at an agreed percentage of the selling price of the product. 专利使用费整理课件7Key termsv9. franchising: an arrangement called a franchising agreement by which a monopoly producer (the franchisor) gives another producer or trader (the franchisee) by formal licence the exclusive right, i.e. a right

8、held by no one else, to manufacture or sell the products of the franchisor in a certain area such as a town, county, or country. The franchisee may pay the franchisor by an amount based on the number of units produced or on the number sold, or by a percentage of his gross sales; and he must agree to

9、 buy all his supplies only from the franchisor. 特许经营整理课件8Key termsv10. contract manufacturing: An in which a company contracts with manufacturers in a foreign market to produce its product or provide its service. 承包制造,委约生产 v11. OEM (original equipment manufacturer): An original equipment manufacture

10、r, or OEM originally was a term used to describe a company that produced hardware to be marketed under another companys brand, but now is often used as a verb.v原始设备制造商,初始设备厂家,国际替牌商的替牌生产整理课件9Key termsv12. management contracting: A joint venture in which the domestic firm supplies the management know-

11、how to a foreign company that supplies the capital; the domestic firm exports management services rather than products. 管理合同 v13. Turnkey Operation: A Turnkey operation is defined as a product or service concept that is complete, installed and ready to use upon delivery or installation. The product

12、or service is then leased or sold to an individual to run as his/her own venture. Manufacturers of industrial plants like electric generating plants, cement plants, oil refineries, and many others usually make their sales on this basis.总承包经营整理课件10Key termsv14. foreign direct investment (FDI): Enteri

13、ng a foreign market by developing foreign-based assembly or manufacturing facilities. 对外直接投资 v15. joint venture: Entering foreign markets by joining with foreign companies to produce or market a product or service. 合作经营v16. intellectual property rights: Intellectual property rights are a bundle of e

14、xclusive rights over creations of the mind, both artistic and commercial.知识产权 整理课件11Name/Organization/Brand/Companyv1. Greenwich Savings Bank: an American savings bank based in New York City that operated from 1833 to 1981. At the time of its closure in 1981, it was the 16th largest bank in the U.S.

15、 by total deposits.格林威治银行v2. The Fortune Global 500: a ranking of the top 500 corporations worldwide as measured by revenue. The list is compiled and published annually by Fortune magazine.v财富全球500强整理课件12Name/Organization/Brand/Companyv3. Mitsumi: Mitsumi Electric Co.,Ltd. is a Japanese manufacturer

16、 of human-interfacing devices founded in 1954. The company manufactures remote controls for many home electronics brands, as well as keyboards and mice for personal computers, including the Apple Pro Keyboard and the Mighty Mouse.日本三美电机株式会社v4. Engels law: Engels law is an observation in economics st

17、ating that, with a given set of tastes and preferences, as income rises, the proportion of income spent on food falls, even if actual expenditure on food rises.恩格尔定律整理课件13I. What is Global Marketingv1. Definition of global marketing global marketing refers to the marketing of goods and services in t

18、he global scalev2. Definition of global company a company which enjoys the benefits of globalization of marketing, production, and financing 整理课件14I. What is Global Marketingv3. Why should firms engage in global marketingvGlobal competitorsvdomestic market vreduce its dependence on any one marketvco

19、mpanys customers整理课件15II. Global Business Involvement: Market Entry Strategiesv1. Export modes 出口模式/出口进入方式v Indirect exporting 间接出口 v Direct exporting 直接出口 vA company can conduct direct exporting in several ways: vA. domestic export department vB. overseas sales branch vC. home-based salespeoplevD.

20、exporting through foreign-based distributors or agents.整理课件16II. Global Business Involvement: Market Entry StrategiesvAgency: the relationship brought about by one person (the principal委托人) appointing another person (the agent代理人) to act for him, e.g. to sell the principals goods 代理关系vWhat is the di

21、fference between an importer, and an agent?整理课件17II. Global Business Involvement: Market Entry Strategiesv Advantages and disadvantages of export modesvAdvantages : va. less riskyvb. opportunity to learn overseas markets vc. capital required is not very highvd. can exit the market relatively easily整

22、理课件18II. Global Business Involvement: Market Entry StrategiesvDisadvantages:va. sales controlled by overseas agents vb. profits affected by the fluctuation of exchange rate and governments trade policy; vc. can not react quickly to the change of the target market整理课件19II. Global Business Involvement

23、: Market Entry Strategiesv2. Intermediate entry modes 契约契约进入模式v Licensing许可经营, 许可证进入模式vExamplev Coca-Cola markets internationally by licensing bottlers around the world and supplying them with the syrup needed to produce the product. In Japan, Budweiser beer flows from Kirin breweries, Lady Borden i

24、ce cream is churned out at Meiji Milk Products dairies, and Marlboro cigarettes roll off production lines at Japan Tobacco, Inc. Tokyo Disneyland is owned and operated by Oriental Land Company under license from the Walt Disney Company. The 45-year license gives Disney licensing fees plus 10 percent

25、 of admissions and 5 percent of food and merchandise sales. 整理课件20II. Global Business Involvement: Market Entry StrategiesvAdvantages:va. The company thus gains entry into the market at little risk; vb. overcome the barrier if the target country prohibits import and direct investmentvc.get well-know

26、 globally without a big investmentvDisadvantages:va. less control over the licensee vb. create a competitor整理课件21II. Global Business Involvement: Market Entry Strategiesv Franchising 特许经营vQuestion: Whats the difference between franchising and licensing?整理课件22II. Global Business Involvement: Market E

27、ntry StrategiesvAdvantages va. allows franchisor to increase its number of outlets with minimum capital outlay(支出)vb. franchisees are generally more highly motivated than salaried managers. vc. fewer personnel problemsvd. little risk 整理课件23II. Global Business Involvement: Market Entry StrategiesvDis

28、advantages va. has to control and co-ordinate a network of semi-independent businessmenvb.has to ensure that they build and maintain a favorable image for the whole franchised operation vb. monitoring of standards is vital but can at times be difficult vd. create a potential competitor整理课件24II. Glob

29、al Business Involvement: Market Entry StrategiesvContract Manufacturing 合约制造合约制造, 合同制造，承包制造合同制造，承包制造 vDefinition - A cooperation in which a company contracts with manufacturers in a foreign market to produce its product or provide its servicevExamples: aerospace, computer, semiconductor, energy, med

30、ical, food manufacturing, and automotive fields整理课件25II. Global Business Involvement: Market Entry StrategiesvAdvantages: va. reduce the cost of business expansion and save timevb. can rely on the expertise of the third-partyvc. can free their resources for other activities vDisadvantages: va. the m

31、anufacturer may become a potential competitorvb. the manufacturer may not be able to deliver the goods on timevc. may lose control over the manufacturer, which will result in the unsatisfied quality of goods整理课件26II. Global Business Involvement: Market Entry Strategiesv OEM (original equipment manuf

32、acturer) 原始设备制造商,初始设备厂家, 国际替牌商的替牌生产v An original equipment manufacturer, or OEM, manufactures products or components which are purchased by a purchasing company and retailed under the purchasing companys brand name. OEM refers to the company that originally manufactured the product.vIt is one party

33、of contract manufacturing.整理课件27II. Global Business Involvement: Market Entry Strategiesv Management contracting 管理合同vDefinition-A cooperation in which the domestic firm supplies the management know-how to a foreign company that supplies the capital; the domestic firm exports management services rat

34、her than products.整理课件28II. Global Business Involvement: Market Entry StrategiesvAdvantagesva. low-riskvb. yield income from the beginningvc. can use excess managerial talentvd. can explore opportunities for further business involvementvDisadvantagesva. limited duration整理课件29II. Global Business Invo

35、lvement: Market Entry Strategiesv Turnkey Operation: A Turnkey operation is defined as a product or service concept that is complete, installed and ready to use upon delivery or installation. The product or service is then leased or sold to an individual to run as his/her own venture. Manufacturers

36、of industrial plants like electric generating plants, cement plants, oil refineries, and many others usually make their sales on this basis. 总承包经营，交钥匙承包 整理课件30II. Global Business Involvement: Market Entry StrategiesvAdvantage: vthe projects are usually large, long-term and profitable onesvDisadvanta

37、ge: vthe above mentioned characteristics also increase the uncertainty of the projects, e.g. political risk its difficult for companies to predict the impact of the changes of foreign government on the project整理课件31II. Global Business Involvement: Market Entry Strategiesv3. Foreign Direct Investment

38、 (FDI) v Joint ventures合资经营 vExamplevKFC entered Japan through a joint ownership venture with Japanese Mitsubishi. KFC sought a good way to enter the large but difficult Japanese fast-food market. In turn, Mitsubishi, one of Japans largest poultry producers, understood the Japanese culture and had m

39、oney to invest. Together, they helped KFC succeed in the semiclosed Japanese market. Surprisingly, with Mitsubishis guidance, KFC developed decidedly un-Japanese positioning for its Japanese restaurants.整理课件32II. Global Business Involvement: Market Entry StrategiesvAdvantages of Joint Venturesva. ex

40、tend your marketing reach vb. access needed information and resources vc. build credibility with a particular target market vd. access new markets that would be inaccessible without the partnerve. Sharing of risk and ability 整理课件33II. Global Business Involvement: Market Entry StrategiesvDisadvantage

41、s of joint ventures:va. do not have full control of managementvb. potential for conflict with your joint venture partnervc. cultural differences and communications difficultiesvd. potentially high capital cost plus ongoing financial support are requiredve. high level of commitment of staff and manag

42、ementvf. higher risk整理课件34II. Global Business Involvement: Market Entry Strategiesv Hierarchical Modes Wholly-owned Subsidiaries 全资进入模式vHierarchical modes refer to the entry and stay in foreign markets through foreign direct investment in wholly owned subsidiaries. 整理课件35II. Global Business Involvem

43、ent: Market Entry StrategiesvAdvantages of hierarchical modesva. access to lower costs vb. improve its image in the host country vc. deeper relationship with government, customers, local suppliers, and distributorsvd. full control over the investment vDisadvantages of hierarchical modesvface many ri

44、sks整理课件36III. Factors Considered in Global Marketingv1. Economic EnvironmentvA. Income LevelvPersonal income - decides the purchasing power of the person himself and his familyvNational income - Generally speaking, the more rapid is the increase of a countrys GNP, the more big are the demand and pur

45、chasing power for manufactured goods.整理课件37III. Factors Considered in Global MarketingvB. Populationva.The scale of population of countries will decide the world potential market.vb. The distribution of population will influence the demand for products, promotion strategies and distribution channels

46、.vc. The age structure of the population means the amount of income, the size of households and different values towards and demands for goods.整理课件38III. Factors Considered in Global Marketingvd. The sexual structure will not only influence the demand for different goods, the purchasing motivation a

47、nd behavior of male and female consumers differ.ve. Numbers of households, numbers of family members and the decision-making way of a household will greatly influence the demand of the consumers.整理课件39III. Factors Considered in Global MarketingvC. Consumption Patternsvi. The expenditure on food will

48、 be reduced when a high income households income increases.vii. The expenditure on housing, power and electrical appliances increases a little and that on food is reduced when a household of average income sees an increase in its income.viii. The expenditure on food will increase when a low income h

49、ouseholds income increases, but this item of expenditure will decrease when the income is increasing to a certain amount.整理课件40III. Factors Considered in Global Marketingviv. When the income of households of average and high income increases, the expenditure on entertainment, tourism, education and

50、medical care will increase.vv. With the increase of income, the expenditure on clothing of low income households will increase, that of average income households will increase a little, but that of high income households will increase greatly.整理课件41III. Factors Considered in Global Marketingv2. Soci

51、al and Cultural EnvironmentvDifferent ways consumers in different countries think about and use certain products:vExamplevFor example, the average French man uses almost twice as many cosmetics and beauty aids as his wife. Italian children like to eat chocolate bars between slices of bread as a snac

52、k. Women in Tanzania will not give their children eggs for fear of making them bald or impotent(虚弱无力）.整理课件42III. Factors Considered in Global MarketingvCompanies that ignore such differences can make some very expensive and embarrassing mistakes. vExamplev McDonalds and Coca-Cola offended the entire

53、 Muslim world by putting the Saudi Arabian flag on their packaging. The flags design includes a passage from the Koran ( the sacred text of Islam), and Muslims feel very strongly that their Holy Writ(圣经) should never be wadded up and tossed in the garbage. Nike faced a similar situation in Arab coun

54、tries when Muslims objected to a stylized “Air” logo on its shoes that resembled “Allah(安拉，真主)” in Arabic script. Nike apologized for the mistake and pulled the shoes from distribution.整理课件43III. Factors Considered in Global Marketingv“万物非主，唯有真主，穆罕默德是安拉的使者”整理课件44III. Factors Considered in Global Mar

55、ketingvA. Main elements of cultureva. Religionvb. Languagevc. Shared beliefs and ethicsvExamples:vGift giving in Malaysia: Gifts may be perceived as a bribe, if you have not already established a relationship with the recipient. There is a cultural belief that the giver and recipient may be embarras

56、sed if the gift turns out to be a poor choice; therefore, gifts should be put aside and open when alone.整理课件45III. Factors Considered in Global MarketingvAcceptable gifts are quality pens, desk accessories, items representing your country or city. Do not give Muslim gifts of alcohol, anything that h

57、as pictures of dogs.vDo not give Hindus leather products of any kind (including belts and purses) because they do not eat beef or use cattle products.整理课件46III. Factors Considered in Global MarketingvB. How Culture Affects Consumer Behavior:va. Culture helps individuals to define conceptsvb. Culture

58、 affects : what, when, who and the overall pattern of consumer buying behaviorvC. Some Examples of different global business behaviorv South Americans like to sit or stand very close to each other when they talk business in fact, almost nose-to-nose. The American business executive tends to keep bac

59、king away as the South American moves closer. Both may end up being offended.整理课件47III. Factors Considered in Global Marketingv Fast and tough bargaining, which works well in other parts of the world, is often inappropriate in Japan and other Asian countries. Moreover, in face-to-face communications, Japanese business executives rarely say no. Thus, Americans tend to become impatient with having to spend time in polite conversation about the weather or other such topics before getting down to busines