国际市场营销英文教案IGuidingTheoryofth

1、国际市场营销英文教案IGuidingTheoryofthStudy Task1. Review (Chapter one) 2. International Marketing Environments (Part 1:Social and Cultural Environments)Review (Chapter one) International MarketingTheory + case analysisIntroduction to International marketingInternational Marketing -Introduction1.What is marke

2、ting? (P2)The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals. Marketing-one of the functional areas of a business or the activities that along with product design,

3、manufacturing, and transportation logistics, comprise a firms value chain.The essence of marketing (P5) is to surpass the competition at the task of creating perceived value for customers. Value Equation: V=B/P B, benefits P, price-money, time, effort, etc.How to improve “V”?Example:V=B/P2. What is

4、international marketing?Practicing marketing in the international environment.An organization that engages in international marketing focuses its resources on international market opportunities and threats. International Marketing VS Domestic MarketingMore difficult: language, law, culture, trade an

5、d non-trade barriers, market research, and communication;More complicated: currency, measures and weights, customs, monetary exchange, transportation, insurance, and counter-claimMore risky: credibility, currency exchange, political risk, transportation, and pricing More opportunities and more profi

6、table Should we go global?Standardization or Localization? Global localization: Think globally and act locally (全球化思考本土化行动)标准化差别化全球本土化StandardizationGlobal Customer： 年龄、收入、职业、教育背景 价值观念和生活方式 具有高度一致性的顾客群 Scale Economy Uniform Brand 例子：IT 等新兴产业，钢铁、大宗化学品和半导体芯片 Global localization: （全球本土化）Global marketin

7、g requires marketers to behave in a way that is global and local at the same time by responding to similarities and differences in world markets.How to do it?1国际市场宏观细分，各子市场内实行标准化。联合利华：人均国民生产总值 四类第一类 肥皂第二类 普通洗衣粉第三类 洗衣机用洗衣粉第四类 含有纤维软化剂洗衣粉How to do it?2.产品标准化，广告差异化HPCoca-ColaHow to do it?3.品牌形象标准化，产品差异化

8、McDonalds法国-葡萄酒德国-啤酒泰国-水果奶昔澳大利亚-羊肉馅饼巴西-浆果饮料How to do it?4.产品核心标准化，产品外观（或附属特征）差异化GM （General Motors ）FHILIPSHow to do it?5.产品标准化，销售方式差异化Enter a foreign market Direct export （1）设立国内出口部 （2）国外经销商和代理商 （3）设立驻外办事处 （4）建立国外营销子公司 Licensing Foreign joint ventureKodakEnter a foreign marketDistributionPromotion，

9、Advertisement e.g Gillette 日本的批发组织繁复美国的联合销售组织发达西欧的非营利性合作社What is your choice？Designmanufacture packaging ADDistributioncustomer service Merchandise Popular，Low-costLuxury National，local characteristics International TravelerThe elderly The importance of global marketingWish to achieve maximum growth

10、 potential e.g. The US companies: 75% of world market potential is outside their home country.Throughout history, companies have achieved world wide dominance in spite of the smaller size and limited market of their home country. It should be noted, however, that an international presence was essent

11、ial for their success.Management Orientation(管理取向)EthnocentricPolycentricRegiocentricGeocentric母国中心导向多国中心导向地区中心导向全球中心导向Ethnocentric Orientation (母国中心导向)Home country is superior to the rest of the world. Foreign markets secondaryDomestic and international companiesA. Domestic companies:See only simil

12、arities in markets.Products and practices that succeed in the home country will be successful anywhere;B. International companies:Adhere to the notion that the products that succeed in the home country are superior.Products can be sold everywhere without adaptation standardized or extension approach

13、 to marketing.e.g. NissanPolycentric OrientationEach country is unique. Each subsidiary should develop its own business and marketing strategies e.g.: Ford Motor CompanyRegiocentric OrientationEach region is unique and an integrated regional strategy is to be developed to serve that region.e.g. a U.

14、S. company that focuses on the countries included in the NAFTA (North American Free Trade Agreement ), the United States, Canada, and Mexico.Geocentric OrientationViews the entire world as a potential market and strives to develop integrated world market strategies. Regiocentric and GeocentricGeocen

15、tric: a synthesis of ethnocentrism and polycentrism. It is a world view that sees similarities and differences in markets and countries, and seeks to create a global strategy that is fully responsive to local needs and wants.Regiocentric: have a world view on a regional scale; the world outside the

16、region of interest will be viewed with an ethnocentric or a polycentric orientation, or a combination of the two.Please match!EthnocentricPolycentricRegiocentricGeocentricintegrated on a regional scale centralized in marketing Managementintegrated on a global scaledecentralizedDriving Forces (驱动力) P

17、17Regional Economic Agreements NAFTA, EU, ASEAN, GCC, APEC (北美自由贸易区，欧盟，东盟，海湾合作委员会，亚太经济合作组织)Converging Market Needs and Wants and the information revolutionTransportation and Communication improvements Product development costsQualityWorld economic trendsLeverage Leverage (杠杆作用) P18 In the context of international marketing, leverage means some type of advantage t