国际市场营销 全套

1、IM2INTRODUCTIONInternational Marketing: NOTESHAU Fall2021 PROFESSOR ANDREI RIBALKINBased on CGB.OutlineCourse Characteristics Fundamentals of MarketingFundamentals of International BusinessIM DefinitionMarketing Tasks for International EnvironmentMajor Obstacles Global AwarenessStrategic Orientation

2、 .Course CharacteristicsIntermediateBased on Marketing and International Business conceptsMore complex than domestic marketing.Fundamentals of MarketingDefinitionProcess: Strategic and Tactical Marketing.Fundamentals of International BusinessTrade theoriesCountry factorsRegional integrationForeign e

3、xchange market.IM DefinitionInternational Marketing is the performance of business activities designed to plan, price, promote and distribute companys products to customers in more than one country for profit. (adapted from CGB).TasksIs more complicated for the international environment because ther

4、e are more uncontrollable factors.Major ObstaclesThe self-reference criterion (SRC)=unconscious reference to ones own cultural values, experiences and knowledge as a basis for decisions.Ethnocentrism=the notion that ones culture or company knows better how to do things.SRC and Ethnocentrism are clos

5、ely connectedTo avoid errors conduct a cross-cultural analysis that isolates SRC and ethnocentrism.Global AwarenessMeans Tolerance of cultural differences and Knowledge of cultures, history, world markets and global economic, social and political trends.Three Approaches in Strategic OrientationDomes

6、tic market extension conceptMultidomestic market conceptGlobal marketing concept.Today I Have Learned.IM3International EnvironmentInternational Marketing: NOTESHAU Fall 2021 Professor Andrei RibalkinBased on CGB.OutlineGlobal perspectiveTheoretical basis:International trade theoriesBalance of paymen

7、tsProtectionism and trade barriersInternational institutions.Global PerspectiveGlobalization of markets and production is developingInternational cooperation is increasingEconomic growth is slowingDeveloping economies are catching upCompetition is intensifying.GlobalizationThe shift towards a more i

8、ntegrated and interdependent world economy Two components:The globalization of markets=The merging of distinctly separate national markets into a global marketplaceThe globalization of production refers to sourcing of goods and services from locations around the world to take advantage of difference

9、s in cost or quality of the factors of production.International Trade TheoriesProvide answers to a question why countries trade and companies focus on specific sectors and productsAre important for marketers to develop marketing strategiesLook at different levels: country level or company level or s

10、trategic business unit (SBU) level.4-17Trade Theories. OverviewEconomic assumption: free trade produces gains for all participating countriesThe Pattern of International Trade displays patterns that are easy to understand (Saudi Arabia/oil or China/crawfish) and Others are not so easy to understand

11、(Japan and cars).Major TheoriesMercantilismAbsolute advantageComparative advantageHecksher-OlinLife-CycleNew tradeNational competitive advantage (Porters diamond).Mercantilism: mid-16th centuryA nations wealth depends on accumulated treasureGold and silver are the currency of tradeTheory says you sh

12、ould have a trade surplus. Maximize export through subsidies.Minimize imports through tariffs and quotasFlaw: “zero-sum game4-19.4-20 Mercantilism-zero-sum gameDavid Hume in 1752 pointed out that:Increased exports leads to inflation and higher pricesIncreased imports lead to lower pricesResult: Coun

13、try A sells less because of high prices and Country B sells more because of lower pricesIn the long run, no one can keep a trade surplus.Theory of absolute advantageAdam Smith: Wealth of Nations (1776) argued:Capability of one country to produce more of a product with the same amount of input than a

14、nother country can varyA country should produce only goods where it is most efficient, and trade for those goods where it is not efficientTrade between countries is, therefore, beneficial Assumes there is an absolute balance among nations4-21.4-22Theory of comparative advantageDavid Ricardo: Princip

15、les of Political Economy (1817).Extends free trade argumentEfficiency of resource utilization leads to more productivity.Should import even if country is more efficient in the products production than country from which it is buying.Look to see how much more efficient. If only comparatively efficien

16、t, than import.Makes better use of resourcesTrade is a positive-sum game.4-23Heckscher (1919)-Olin (1933) TheoryExport goods that intensively use factor endowments which are locally abundantCorollary: import goods made from locally scarce factors Note: Factor endowments can be impacted by government

17、 policy - minimum wagePatterns of trade are determined by differences in factor endowments - not productivityRemember, focus on relative advantage, not absolute advantage.4-24 Product life-cycle Theory- R. Vernon,(1966) As products mature, both location of sales and optimal production changesAffects

18、 the direction and flow of imports and exportsGlobalization and integration of the economy makes this theory less valid.4-25New trade theoryIn industries with high fixed costs:Specialization increases output, and the ability to enhance economies of scale increases learning effects are high. These ar

19、e cost savings that come from “learning by doing.4-26Theory of national competitive advantage The theory attempts to analyze the reasons for a nations success in a particular industryPorter studied 100 industries in 10 nations postulated determinants of competitive advantage of a nation were based o

20、n four major attributesFactor endowmentsDemand conditionsRelated and supporting industriesFirm strategy, structure and rivalry.4-27Porters diamondSuccess occurs where these attributes exist.More/greater the attribute, the higher chance of successThe diamond is mutually reinforcingFig 4.6.Balance of

21、PaymentsThe system of accounts that records a nations international financial transactionsRepresents a flow of money in and out of the country (surplus or deficit)Represents a countrys international economic positionComplex factor that may or may not be of concern for marketers.ProtectionismA policy

22、 of protecting a domestic market by means of economic and political instrumentsMain reasons: protection of infant industry and the home market, keep money at home and accumulate capital, control of strategic resources and industries, industrialization .Protectionism InstrumentsAre Trade barriers inc

23、luding monetary :Tariffs (taxes/duties on imported products)Antidumping penaltiesExchange control restrictionsNonmonetary (Nontariff)Quotas &Voluntary export restraints (VER) (limits on imports)Local content requirements (LCR)Boycotts and embargoes (restrictions on products and country trades)Standa

24、rds and different bureaucratic procedures.International InstitutionsWorld Trade Organization (WTO)International Monetary Fund (IMF)World Bank .WTOAn international institution that sets the rules for international trade, settles trade disputes and issues binding decisions. Is a successor to and encom

25、passes General Agreement on Tariffs and Trade (GATT)All member countries have equal representation.IMFInternational financial institution that lends money to members to meet their financial obligationsFacilitates international trade also by the stabilization of foreign exchange rates and the establi

26、shments of fully convertible currencies .World BankFinancial institution that provides loans, technical assistance, and policy guidance to developing-country membersSeeks to reduce poverty and to improve living standards by sustainable growth and investment in people.Today I have learned.IM4 Country

27、 Factors Overview. Political FactorsInternational Marketing: NOTESHAU Fall 2021 Professor Andrei RibalkinBased on CGB.OutlineCountry factors: OverviewPolitical factorsPolitical risksAssessing, evaluating and addressing political risks .Country Factors: OverviewDifferences among countries can be unde

28、rstood by scanning the environmentThe marketing environment is subdivided into five or six key areas=factors: political, economic, socio-cultural, demographic, technological and competitive (Kerin et all)IB usually looks at three or four larger areas/ factors: political, legal, economic and cultural

29、.Country Factors: Why?Help to assess and evaluate business risks associated with a country and make decisions to enter the countrys market and the mode of entry.Country Factors: How?Are assessed through marketing research.Political FactorsInfluencersPolitical risksPolitical risks assessment and eval

30、uationAddressing political risks.Policy Makers and InfluencersGovernmentsPolitical parties Political and social organizations and activistsBusinessesIndividuals.SovereigntyIndependence and freedom from external controlSovereign rights:equality with other stateschoice of political, economic and socia

31、l systemspower to manage relationships with other states and inside the country and other rightsLimit their sovereign rights to benefit from relationships.Governments and PoliciesStabilityEnforcementAttitude to foreign business .Governments and Policies: Stability and EnforcementContinuums fromStabl

32、e (long-term ruling party/same policies) to Unstable (change parties/policies)AndFrom full application of laws and regulations ToSelective application of laws and regulations .Governments and Policies: AttitudeContinuum fromSupporting and encouraging foreign companies (open door policy) to Providing

33、 the same conditions to all businessesAnd to Restricting and banning foreign investments and companies (nationalism).Political Parties and ActivistsParties and Labour organizations usually organized actions according to philosophiesOther Organizations, Activists and Businesses organized and spontane

34、ous actions.Political RisksNationalization policiesGovernment instrumentsPolitical and social activismViolence and terrorism.Nationalization PoliciesThrough:Confiscation=seizing a companys assets without paymentExpropriation=seizing with some reimbursement Domestication=gradual transfer the assets t

35、o national control and ownership .Government InstrumentsTariffs, taxes and dutiesNon-Tariff barriers: quotas, voluntary export requirements (VER), local content requirements (LCR), price controls, political sanctions (boycotts and embargoes) Some instruments in both home and host countries.Political

36、 and Social ActivismLarge spectrum of peaceful or violent actions against a foreign company: public relations and advertising campaigns, boycotts, pickets, demonstrations, disruptions, damage, etc.Both in home country and in host country.Violence and TerrorismPlanned and unplanned organizations and

37、individuals.Political Risks: Assessment and EvaluationNo absolute guidelines existPractical approach is to find previously stated political risks and how they can affect a companyAlso can assess whether the company may affect politically sensitive products and issues, related to environment, health,

38、 national security, highly sensitive and visible.Sources of Assessment and EvaluationPrevious international experienceOther home companys and foreign companys experiencesHome government and host government informationInternational rating agencies and organizations: World Bank, Political Risk Service

39、s Group (International Country Risk Guide ICRG icrgonline) and others.Addressing Political RisksThrough International Risk ManagementMay include:Economic contributionsPhilanthropyJoint venturesInvolving outside and local investorsLicensingPlanned domesticationPolitical payoffs.Today I have learned.I

40、M5Legal FactorsInternational Marketing: NOTESHAU Fall2021 Professor Andrei RibalkinBased on CGB and IB.OutlineLegal SystemsLaw makers and enforcersIssues in International BusinessInternational dispute resolution .2-59Legal FactorsInclude laws and rules that regulate behavior and processes through wh

41、ich laws are enforced & grievances are redressedBusinesses must observehome country lawshost country lawsinternational Laws and Treaties.Legal systemsThree main types of legal systems in use around the world:common lawcivil lawtheocratic law 2-60.Common LawBased on tradition and precedent (previous

42、decisions)Used in most of the English-speaking countries and former parts of the British Empire: England, USA, Australia, Kenya and others.Civil LawBased on code laws (written rules)Used in France, Germany, Russia, Italy, Poland and many other countries .Theocratic LawBased on religious beliefs and

43、interpretations of religious booksIslamic Law ( Shariah) based on KoranUsed in Islamic countries such as Iran.Legal System in CanadaIncludes both common law practiced in most of the provinces and territories, and civil law practiced in the province of Quebec.Law Makers and EnforcersLaws Made by diff

44、erent levels of government in different countriesEnforced mostly by governments and sometime by businesses and individuals.Important Considerations for International MarketersConsistency (same principles applied in dealing with same issues)Predictability (what is appropriate).2-67Issues in Internati

45、onal BusinessInternational business disputesContract lawProperty rights Marketing lawsProtection of intellectual propertyProduct safety and liabilityEnvironment protection.International Business DisputesNo official judicial body exists to deal with legal commercial problems between citizens of diffe

46、rent countries.International Dispute ResolutionthroughConciliation/MediationArbitrationLitigation.Conciliation/MediationA Non-binding agreement between parties to resolve disputes by asking a third party to mediate differencesConciliation sessions are private and confidentialParties can use the help

47、 of official organization, or find a mediator themselves The first formal step in settling the dispute.ArbitrationFormal process with a binding decisionThird party establishes procedures and rules to followIn most countries enforceable under the law.LitigationThe last resort, suggested only if all o

48、ther methods failMany disadvantages:Long time High costPublic disclosure of confidential informationPossibility of poor imageLost relationshipDifficulties in applying court orders and others.2-73Contract lawContract law is the body of law that enforces a contractspecifies conditions under which an e

49、xchange is to occur details rights and obligations of partiesDifferences based on legal traditioncommon law systemcivil law system theocratic lawbureaucratic law .2-74Property rightsA bundle of legal rights over the use to which a resource is put and over the use made of any income from that resourc

50、eProperty rights can be violated throughprivate actionpublic action and corruption.Marketing LawsExist in all countriesRegulate products, prices, promotion and distributionDifferent in different countries.Legal TrendIncreased attention to Marketing Laws and Regulations especially to:Product labellin

51、g, advertising and sales promotion and distributionProtection of intellectual property (IP)Product safety and liabilityEnvironment protection.2-77 Protection of Intellectual Property (IP)Intellectual property refers to property that is the product of intellectual activity Patent: inventors exclusive

52、 rights to manufacture, use, sale of an inventionCopyright: same for authors, composers, artists, publishersTrademarks: unique designs and names, often officially registered.IP LawsDepend on a legal systemAccording to common law in Canada ownership of IP is established by prior use or registrationIn

53、 many civil-law countries ownership is established by registration rather than by prior use.2-79Product Safety and LiabilityProduct safety laws set safety standards for products and manufacturing processesProduct liability laws hold the firm and its officers responsible for product safety standardsC

54、riminal laws/ civil liability lawsLeast extensive in lesser developed countriesRaise important ethical issues for firms doing business abroad.Environmental Protection Laws address environmental issues by demanding environmentally friendly Products and packagingManufacturingWaste management.Today I h

55、ave Learned.IM6Economic FactorsInternational Marketing: NOTESHAU Fall2021 Professor Andrei RibalkinBased on CGB and IB.OutlineEconomic SystemsEconomy assessmentMajor Economic Indicators .2-84Economic systemsConnection between political ideology and economic systems countries where individual goals a

56、re given primacy free market economic systems are fosteredcountries where collective goals are given primacy there is state control of markets.Types of Economic SystemsWhat is produced and in what quantity is determined and signaled to producers through a price system in Market economy by supply/dem

57、andCommand economy by governmentMixed economy by both supply/demand and government.Economy AssessmentThrough Macroeconomic andMicroeconomic indicators.Major Macroeconomic IndicatorsGross Domestic/National Product (GDP/GNP) Purchasing Power Parity (PPP)Human Development Index (HDI)Inflation rateEmplo

58、yment.2-88Determinants of Economic DevelopmentGross National Income (GNI), Gross National Product (GNP) or Gross Domestic Product (GDP)Purchasing Power Parity (PPP)Human Development Index (HDI).2-89GNI, GNP and GDPmeasure total value of goods and services produced annually in a country And also per

59、capitaDoes not account for differences in cost of living.2-90PPPcompares prices of the same products in different countriesallows for more direct comparison of living standards.2-91HDImeasures quality of life in different nations Based on life expectancy, educational attainment, and PPP based averag

60、e incomes.Levels of Economic DevelopmentWorld Bank Classification:High-income countries Middle-income countriesLow-income countries.High-Income CountriesGNI per capita $10,726Consumers have a purchasing powerMarkets are matureCompetition is high.Middle-Income Countries$875GNI per capita$10,725Market