国际市场营销课件Global Marketing Management全球市场营销管理

GlobalMarketingManagement全球市场营销管理Topic#12Chapter#9GlobalMarketingManagement

全球市场营销管理Withmanynewdevelopingandemergingmarketsprovidingestablishedaswellasgrowingcompanieswithnewandexpandingmarketopportunitiesinternationalmarketingmanagementisbecomingmoreimportantallthetime.Thetrendtowardglobalfreetradeandtheincreaseinthenumberandsizeoflargetradingblockswithexpandedmarketsiscontinuallychangingthebusinessenvironment.随着许多新兴市场中的公司提供更多扩大市场的机会,国际市场营销变得越来越重要,全球自由贸易的趋势和贸易区规模的增加在不断的改变商业环境Localbusinesses,eveniftheyhavestrongbrandrecognitionmustlooktotheinternationalenvironmentforexpansionastheycompetewithnationalandinternationalbrandsthathaveadvantagesineconomiesofscale,distributionandbrandrecognition.本地商业:即使他们有很强的品牌认可,也必须注意国际环境,因为他们与有经济规模,配送,品牌认可优势的国内和国际品牌竞争Sincenewtradeblocksarecontinuallybeingformedandthroughmasscommunicationstraditionalculturalbeliefsandbehavioursarebeingaugmentedwithpopculturemarketsegmentationacrossbordersisatrendinmarketingmanagement.因为新贸易区通过大众传媒不断成形,在市场管理中一个趋势是传统文化理念和行为被越过国界的通俗文化市场细分扩张Example!案例A22yearoldgirlwholikesthebeachandpopmusicfromBrazilhasmuchmoreincommonfromamarketsegmentationpointofviewwithaChinesegirlwhois22,theneitherhavewiththeirowngrandparents!!!Eventhoughtheydonotspeakthesamelanguage,theybothlikepopmusic,boys,andthebeach!!!一个喜欢沙滩和巴西流行音乐的22岁女孩与市场细分中的22岁中国姑娘的观点有更多的相同之处,但与他们的祖父母都不同.即使她们不说相同的语言,但她们都喜欢流行音乐,男孩和沙滩Anothertrendintheinternationalenvironmentisamovementtowardlocalization,andcustomization!Peoplewanttobuyandsupportlocalbusinessandproductsiftheycanandtheywantindividualizedcustomerserviceandproductofferingsasmuchaspossible,whenpossible!!!Thus,thecrucialquestionformarketersis“whatarethemostefficientwaystosegmentmarkets?”.国际环境的另一个趋势是本土化和客户化的行为.当可能时,人们会购买本地产品和支持本地商业如果他们能得到尽可能多的个性化客户服务和产品供应Example;“TheNestleWay!”

案例:雀巢的途径Nestlewasfoundedin1866,andhasbeeninternationalsinceitbegan.Itsell8500productsproducedin489factoriesin193countriesworldwide!!!Theiroverallstrategycanbesummedupin4points;雀巢成立于1866年,刚成立时就成为有国际化企业,它在全球范围的193个国家中有489个工厂生产8500种产品.它的全部策略可以概括为四点:1.Thinklongterm.长期考虑

2.Decentralize.分散

3.Sticktowhatyouknow.忠于你知道的

4.Adapttolocaltastes.适应当地的口味BenefitsofGoingGlobal进入全球市场的益处Therearemanyadvantagestogoinginternationalandultimatelyglobal.进入国际最终全球市场的优势很多

EconomiesofScaleinproductionandmarketing.生产和市场的经济规模效应Transferofknowledgeacrossborders.国际知识转让Accesstotoughestcustomersthusimprovingquality.为得到苛刻的消费者因此提高质量Spreadingoutofportfoliorisk.分散证券组合投资风险Greaterprofitpotentialduetolargermarkets.更大的市场潜藏更大的利益

GlobalBrandingStrategies

全球品牌策略Abrandgivesaproductanidentitythatcustomerscanrelateto.Ithelpsthemarketerdevelopamessagethatwillappealtocustomersandhelpsthemarketerdifferentiatetheproductfromproductofferingsmadebycompetitors.Aneffectivebrandingstrategyhelpsenhanceaproduct’simageandbecomelessvulnerabletocompetition.Brandingallowsthecommunicationbetweenthecompanyandit’scustomerstobecomehomogenized,thusreducingtheneedtocustomizemessagesandimages.品牌赋予产品消费者能想到的特性.它是一个帮助营销者吸引消费者和在竞争者供应的产品中区分产品的信息.一个有效的品牌策略帮助提高产品的形象和变得不易受竞争者攻击.品牌允许公司和消费者的交流使其均质化,因此减少了定做的需求EffectiveBrandingInTheInternationalEnvironmentrequires;国际环境中有效的品牌策略需要1.Allproductofferingsbyacompanyshouldbepositionedinthesameway.

公司产品的定位方式一样2.Promisesmadeaboutthebrandmustbedelivered!产品的承诺要做到3.Brandstrategiesmustbechampionedbyaleaderwithinanorganizationsothattheentirecompanyeffortsupportsthatstrategyinaconsistentway.品牌策略一定要被组织的领导者支持,这样整个公司才会一直支持这个策略PlanningforGlobalMarkets

全球市场的计划Planningisasystematizedwayofrelatingtothefuture.Theplanmustblendthechangingparametersofexternalcountryenvironmentswithcorporateobjectivesandcapabilitiestodevelopasound,workablemarketingprogram.Planningrelatestotheformationofgoalsandmethodsofaccomplishingthem,soitisaprocess.Structurallytherearefourlevels.Thereiscorporate,strategic,tacticalandoperationalplanning.计划是设计未来的系统化的方法.计划必须协调国外环境和共同的目标和发展一个完全的切实可行的市场项目的能力.计划涉及目标的形成和完成的方法.计划的结构有四个阶段:全体的,战略的,战术的,运作的计划CompanyObjectivesandResources公司的目标和资源Evaluationofacompany’sobjectivesandresourcesiscriticalinallstagesofplanningforinternationaloperations.Definingobjectivesclarifiestheorientationofthedomesticandinternationaldivisions,permittingconsistentpolicies.在国际业务中,评估一个公司的目标和资源在所有阶段中是最重要的,分清国内和国际的目标,允许一贯的政策“Whatdowewanttodo?Anddowehavewhatittakestogetthejobdone?”我们想干什么?我们干什么能完成工作?InternationalCommitment

企业承担国际的责任Topmanagementmustbefullycommittedtointernationalmarketingeffortsandmustprovidethenecessaryresourcesoritisnotlikelytosucceed.Arealisticplanwithrealisticgoals,witharealistictimehorizon,giventheexternalmarketenvironmentisabsolutelynecessary.Thedegreeofcommitmentwilllikeimpactthedegreeofsuccess!高级管理层必须对国际市场营销的努力承担责任或者提供必要的资源,否则不太可能成功.一个现实的计划必须有现实的目标,现实的时间范围,考虑国外市场环境,承诺的程度会影响成功的程度.TheInternationalPlanningProcess国际规划的过程Phase1:PreliminaryAnalysisandScreening–MatchingCompanyandCountryNeeds.阶段1:初步分析和筛选,使公司和国家的需求一致Phase2:AdaptingtheMarketingMixtoTargetMarkets.阶段2:调整营销组合以适应目标市场Phase3:DevelopingTheMarketingPlan.阶段3:发展营销计划Phase4:ImplementationandControl阶段4:实施和控制Phase1:PreliminaryAnalysisandScreening阶段1:初步分析和筛选Matchingcompanyandcountryneeds.Acompleteunderstandingoftheproposedinternationalmarketmustbeassessedandunderstood.Theuncontrollableenvironmentvariablessuchas;political,legal,cultural,economic,andcompetitive,mustbefullyunderstoodandevaluated.Inadditionthemarketsize,demographicsandpsychographicsmustbeaccessed.Oncethisisunderstoodthecompanymustlookinwardandaccessit’sownstrengthsandweaknessesgiventheenvironment.使公司和国家的需求一致.对推荐的国际市场进行评估,以完全了解不可控环境因素例如,政治,法律,文化,经济和竞争,都必须完全了解和评估.另外,必须调查市场规模,人口统计,心理学统计.看向公司的内部,了解它在环境中的优势和劣势.Phase2:AdaptingtheMarketingMixtoTargetMarkets阶段2:调整营销组合以适应目标市场Identifytargetmarketsegments.Theymustbeinlinewithproductofferingsandbeofsufficientsizetojustifyinvestment.Oncetargetmarketshavebeenidentifiedanappropriatemarketingmix;product,price,place,promotion,strategymustbedevelopedandadjustedtoculturalandenvironmentalconstraints.确定市场范围.它们必须与产品供应相一致和足够的规模证明投资的合理性.一旦适当的市场营销组合确定,产品,价格,分销策略就要适应文化和环境限制.3QuestionsGeneratedinPhase2阶段2产生的3个问题1.Arethereidentifiablemarketsegmentsthatallowforacommonmarketingmixacrosscountries?有没有一个越过国家的考虑共同营销组合的确定的市场范围2.Whichcultural/environmentaladaptationsarenecessaryforsuccessfulacceptanceofthemarketingmix?哪些必要的文化或环境的调整可以成功的接受营销组合3.Willadaptationcostsallowprofitablemarketentry?调整的成本会使进入的市场有利可图吗Phase3:DevelopingtheMarketingPlan阶段3:发展营销计划Atthisstageamarketplanisdeveloped.Itbeginswithasituationanalysisandthenincludesanentryplanandanactionplan.Thespecificplanestablisheswhatistobedone,bywhom,howitistobedone,andwhen.Itincludesbudgets,salesandprofitprojections.这个阶段发展了市场计划.开始时是情况分析,然后是进入计划和行动方案.这个建立的特定的计划告诉我们要做什么,被谁做,如何做和什么时候做.它包括预算,销售额和利益推算.Plan4:ImplementationandControl阶段4:实施和控制A“go”decisionismadeinphase3whichtriggersimplementationofthespecificplans.Allmarketingplansneedcoordinationandcontrolduringimplementation.Amarketingcontrolsystemevaluatestheplanasitmovesforward,reviewingperformance-objective-action.Astheplanmovesforwardifitfallsshort,changesaremade.阶段3实施了推行特定计划的决定.所有的营销计划在实施时,需要协调和控制.一个营销控制系统在计划进行时评估它的表现,目标和行动.计划推行时,如果不符合标准,就要改变

Thusaplanneedstobedynamicsincetheenvironmentisdynamic!!!计划随着环境的改变而改变PRODUCTPRICEPLACEPROMOTIONMARKETINGMIXCONTROLABLEVARIABLESUNCONTROLABLEVARIABLESMARKETINGENVIRONMENTDOMESTICMARKETINTERNATIONALMARKETCOMPETITIONLAWSECONOMYCONSUMERTASTESTECHNOLOGYGOVERNMENTINCREASEDCOMPETITIONMARKETSTASTES

CULTURE

LANGUAGEDISTRIBUTIONTAXATIONETHICSGEOGRAPHYECONOMYDEVELOPMENT

AlternativeMarket-EntryStrategiesExporting

ContractualAgreementsStrategicAlliancesOwnershipInternetExporterImporterDistributerDirectSalesLicensingandfranchisingStrategicAlliancesJointVentureandConsortiumsDirectForeignInvestmentLeastcontrolLeastcostLeastriskLeastprofitpotentialMostcontrolMostcostMostriskMostprofitpotentialExporting出口Exportingistheeasiestmethodofgoinginternationalandisusuallythefirststep.Itisalsotheleastriskysincethecostandcommitmentislowest.Howeverthepossiblereturnsarealsolowest.出口是进入国际市场最简单的方法,通常也是第一步.它同样也是最低风险,因为成本和承诺最少,然而回报也是最少的.Directexporting;companysellstoacustomerinanothercountry.直接出口:公司在另一个国家向消费者销售产品Indirectexporting;companysellstoabuyer,whosellstoacustomerinanothercountry.间接出口:公司销售给买家,他们在另一个国家向消费者销售产品TheInternet;increasing;internationalinternetmarketingisanewfieldinmarketing.网络:不断增长,网络市场是市场中的一个新领域Directsales;largeindustrialsales.直接销售:大型工业的销售

B2B公司与公司的交易ContractualAgreements合同协议Contractualagreements;arelongterm,non-equityassociationsbetweentwocompaniesfromdifferentcountries.合同协议:是不同国家两个公司间长期的无股票期权的关系Licensing;Givinganothercompanytherighttouseyourpatentrights,trademarkrights,ortechnologicalprocessesforafee.许可经营:收取一定的费用,允许一个公司使用专利,商标和技术流程的权力Contractmanufacturing:whereonecompanyproducesproductsforanothercompanytosellunderthatbrandinaforeignmarket.合同制造:一个公司在另一个公司的名义下在国外市场生产商品Franchising;Isabusinesstypewhereafirm,thefranchisorprovidesexpertise,aplan,products,andabrand.Andthefranchiseeprovidesacapitalandpersonalinvolvement.特许经营:是一种在一个公司中,授予特许者提供专业知识,规划,产品和品牌,特许经营人提供资金和个人参与的商业类型Contractmanufacturing:whereonecompanyproducesproductsforanothercompanytosellunderthatbrandinaforeignmarket.合同制造:一个公司在另一个公司的名义下在国外市场生产商品StrategicInternationalAlliances战略国际联盟StrategicInternationalAlliance,(SIA);Isabusinessrelationshipestablishedbytwoormorecompaniestocooperateoutofmutualneedandtosharetheriskinachievingacommonobjectiveinaforeignmarket.战略国际联盟:是在国外市场,由两个或更多的公司建立合作,解决共同的需求,分担风险以达到共同目标的商业关系(synergisticrelationshipestablishedtoreachacommongoal)建立协同的关系以达到共同的目标InternationalJointVentures;Isacollaborativerelationshipwheretwoormorefirmsjoinforcestocreateaseparatelegalentity.国际合资企业:是两个或多个公司合作成立一个独立法人

InChinatherehasbeen50000IJVsinthelast20years!!!在中国最近的20年成立了50000家国际合资企业JointVenture合资企业JointVenture;Isacollaborativerelationshipwheretwoormorefirmsjoinforcestocreateaseparatelegalentity.合资企业:是两个或多个公司合作成立一个独立法人

1.JVsareestablishedasseparatelegalentities.合资企业以独立法人的身份建立2.ThepartnersshareinmanagementoftheJV.合资企业中合伙人分担管理权3.Thepartnersarelegalorganizations,notindividuals.合伙人是合法的组织不是个体4.Equitypositionsareheldbythepartners.合伙人享有公平的地位Consortia;Aresimilartoajointventureaccepttheyhavetwouniquecharacteristics;联盟:与合资企业相似,但有两个独特的特征1.Theyusuallyinvolvelargenumbersofparticipants.参与者的人数很多2.Theyusuallyoperateinacountryormarketinwhichnoneoftheparticipantsiscurrentlyactive.他们通常开发参与者当前不活跃的国家或市场Example!Airbus;