全球营销学课件

1、International Marketing Some AboutsAbout this courseAbout the examinationAbout gradingAbout this course国际市场营销学是国际经贸专业的核心课程之一。本课程拟通过双语教学使学生不仅能掌握企业在国际市场营销方面的专业知识，而且还能提高学生对营销方面英文文献的阅读理解能力以及用英文撰写营销计划书的能力。通过教学，要求学生理解国际市场营销产生、发展的过程，掌握国际市场环境的分析方法、进入国际市场和制定国际市场营销组合的基本理论和方法。教学中使用较多的英文案例，培养学生的英文思维能力，提高学生的分析能力

2、； 强调学生自学能力的培养； 运用多媒体教学。Text StructureIntroduction to global marketing（Ch1）The global marketing environment （Ch2,3,4）Approaching Global markets （Ch6,7）Global marketing mix （Ch 8, 11, 9, 10 ）10 chapters: 1, 2,3, 4, 6, 7, 8, 11, 9, 10 text + case analysisReference books:全球营销学（第4版）中译本（傅慧芬、戚永翎、郭晓凌 译）美菲利普

3、.R.凯特奥拉等著.国际营销（英文版）.中国人民大学出版社，2005. Philip Kotler. MARKETING MANAGEMENGAnalysis, Planning, Implementation and Control（Ninth Edition）. Prentice-Hall International,Inc., 1997.菲利普 R.凯特奥拉，约翰 L.格雷厄姆,国际市场营销学, 机械工业出版社，2005马萨基.科塔比，克里斯蒂安.赫尔森，全球营销管理，中国人民大学出版社，2005国际市场营销学，李威 王大超主编，机械工业出版社，2008年7月第一版闫国庆，沈哲，孙琪，陈

4、林兴，国际市场营销学，清华大学出版社，2004甘碧群，国际市场营销学，武汉大学出版社，2002沈钺，全球营销学，武汉大学出版社，2004About the examination英文出题，题型可能为：multiple choice 单选题true or false 判断题discussion questions 问答题discussion essays 论述题 case analysis 案例分析题About gradingAttendance, homework, daily performance 30%Final examination 70%List of QuestionsWhat

5、is global marketing?Do we have to go global? Why? Where shall we go?What shall we know before plunging ourselves into the storming sea?How can we survive and thrive in a foreign market?Global Marketing- Introduction1. Overview of MarketingWhat is marketing?The process of planning and executing the c

6、onception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals. 是一个策划和实施 构思、产品和服务的概念、定价、促销和分销的过程，从而创造能够满足个人和组织目标的交换。Marketing-one of the functional areas of a business, or the activities that along with product design,

7、manufacturing, and transportation logistics, comprise a firms value chain.The essence of marketing is to surpass the competition at the task of creating perceived value for customers. Value Equation: V=B/P B, benefits-product, promotion, and distribution P, price-money, time, effort, etc.此页Competiti

8、ve advantage,Globalization,Global industriesGlobal marketing is essential if a company competesIn a global industry or one that is globalizing.2. What is global marketing?Practicing marketing in the global environment.An organization that engages in global marketing focuses its resources on global m

9、arket opportunities and threats Standardization or Localization?Global localization: Think global and act locallyGlobal marketing 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.Examples: Coca-Cola and McD

10、onalds P10-11Global Marketing VS Domestic MarketingMore difficult: language, law, culture, trade and non-trade barriers, market research, and communication;More complicated: currency, measures and weights, customs, monetary exchange, transportation, insurance, and counter-claimMore risky: credibilit

11、y, currency exchange, political risk, transportation, and pricing More opportunities and more profitable, Should we go global? 3. The importance of global marketingWish to achieve maximum growth potential e.g. the US companies: 75% of world market potential is outside their home country Throughout h

12、istory, 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 essential for their success.纵观历史，无论是小规模公司还是本国市场有限的公司，他们都已经获得了全球主导地位。然而，值得一提的是，国际化是他们成功的必要条件。4. Management Orient

13、ation Managements assumptions or beliefs-both conscious and unconscious -about the nature of the worldEthnocentric 母国中心导向Polycentric 多国中心导向Regiocentric 地区中心导向Geocentric 全球中心导向Ethnocentric OrientationEthnocentric Orientation: Home country is superior to the rest of the world. (Foreign markets seconda

14、ry)A. Domestic companies:See only similarities 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 adapta

15、tion standardized or extension approach to marketing.e.g. NissanPolycentric OrientationEach country is unique. Each subsidiary should develop its own business and marketing strategies (Multinational Company) e.g.: Citicorp, Ford Motor CompanyRegiocentric OrientationRegiocentric: Each region is uniqu

16、e (the relevant geographic unit) and an integrated regional strategy is to be developed to serve that region.e.g.: a U.S. company that focuses on the countries included in the NAFTA, the United States, Canada, and Mexico.Geocentric OrientationGeocentric: Views the entire world as a potential market

17、and strives to develop integrated world market strategies Regiocentric and GeocentricGeocentric: 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

18、needs and wants.Regiocentric: have a world view on a regional scale; the world outside the region of interest will be viewed with an ethnocentric or a polycentric orientation, or a combination of the two.Regiocentric and GeocentricA company whose management has a regiocentric and geocentric orientat

19、ion is sometimes known as a global or transnational company. One that pursues either a strategy of serving world markets from a single market, or that sources globally for the purposes of focusing on select country markets. Retain their association with a particular headquarters country. Stateless:

20、blurring of national identity. E.g.: ToyotaDifference between the orientationsEthnocentric: centralized in marketing managementPolycentric: decentralizedRegiocentric: integrated on a regional scale Geocentric: integrated on a global scaleA crucial difference between them is the underlying assumption

21、 for each.具体见P205. Forces Affecting Global Integration and Global MarketingDriving Forces 驱动力Regional Economic Agreements 区域性经济协定 NAFTA, EU, ASEAN, GCC, APECConverging Market Needs and Wants and the information revolution市场需求和欲望的趋同以及信息革命Transportation and Communication Improvements 交通和通讯技术的进步Product

22、 development costs 产品开发成本Quality 质量World economic trends 世界经济趋势Leverage 杠杆作用Driving ForcesLeverage 杠杆作用 In the context of global marketing, leverage means some type of advantage that a company enjoys by virtue of the fact that it has experience in more than one country.Experience transfers 经验移植Scale

23、 economies 规模经济 resource utilization 资源利用global strategy 全球战略Restraining Forces 抑制力Management Myopia and Organization Culture 管理层的短视和组织文化 Successful global company: integrate global vision and perspective(全球视野) with local market initiative and input Mutual respect（当地市场的主动性和投入）National controls 国家的控制

24、 （非关税壁垒）Opposition to globalization 全球化的反对势力Chapter Quiz1. Key TermsMarketingGlobal marketingEthnocentric orientationPolycentric orientationRegiocentric orientationGeocentric orientation2. Discussion Questions1） What is meant by global localization? Is Coca-Cola a global product? Explain.2） Describe

25、 the difference between ethnocentric, polycentric, regiocentric orientation and geocentric management orientation.3）Identify and briefly describe some of the forces that have resulted in increased global integration and the growing importance of global marketing.4） Define leverage and explain the different types of leverage utilized by companies with global operations.3. Multiple Choice1) Which internationalization philosophy best describes the Ford Focus strategy?A. Ethnocentric orientationB. Polycentric