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InternationalMarketing
国际市场营销Lecturer：GuoSuqing
MarketingConceptModelChapterOneInternationalMarketingBriefingObjectivesWhenstudentsfinishthischapter,theyshouldbeabletoaccomplishthefollowing:DefinitionofmarketingMarketingconceptsandfunctionsofmarketingDefinitionofinternationalmarketingReasonstodobusinessininternationalmarketsInternationalmarketingpracticeofChinesecompanies1.1Whatismarketing?1.1.1DefinitionTheprocessofbuildinglastingrelationshipsthroughplanning,executionandcontrollingtheconception,pricing,promotionanddistributionofideas,goodsandservicestocreatemutualexchangethatsatisfyindividualandorganizationalneedsandobjectives.(DefinitionbyS.Carter)1.1.2MarketingandsalesMarketingismorethanjustbuyingandtrading.Marketingistheprocessofseekingtouncoverconsumer’srequirementsandadoptingtheinformationtoproducts’distributionandpromotion.Marketingmainlyfocusesonpricesofproductsorservices,promotionanddistribution,etc.Inotherwords,marketingrefersto4Ps,ducts,price,promotion,place&distribution.(6Ps:Politics,PR-Itispartofmarketing.BritishPRexpertbelievesthatperceptionshouldbeputintomarketsystem.Therefore,PRhasgraduallybeenbroughtintothemarketingsystem.)
MarketingProcessR&D(Research&Development)研发CustomerValue
顾客价值Manufacturing制造Customerneedsandwants顾客需求Engineering设计1.1.3BasicelementsofthemarketconceptNeedsWantsDemandsConsumervalueConsumersatisfactionMarket（Ref：Figure1-2P5ASimplemarketingsystem）Marketingmanagement（Ref：P6Figure1-3Actorsandforcesinamodernmarketingsystem）1.1.4MarketingfunctionsContact接触客户Merchandise商品销售Pricing价格定位Promotion促销Distribution分销Humanresources人力资源1.2Whatisinternationalmarketing1.2.1DefinitionAtitssimplestlevel,internationalmarketinginvolvesthefirminmakingoneormoremarketingmixdecisionsacrossnationalboundaries.Atitsmostcomplexlevel,itinvolvesthefirminestablishingmanufacturingfacilitiesoverseasandcoordinatingmarketingstrategiesacrossmarkets.1.2.2DifferentlevelsofinternationalmarketingDomesticmarketingExportmarketingInternationalmarketing(Globalmarketing)1.2.3DifferencesbetweendomesticmarketingandinternationalmarketingEnvironmentdifferencesDifferentapplicationsofmarketingprinciples,conceptsantechniquesDifferentrelationsbetweenenterprisesandgovernments1.2.4Internationalmarketingprocess
AppraisingtheinternationalmarketingenvironmentDecidingwhethertogoabroadDecidingwhichmarkettoenterDecidingonthemarketingcontrolandmanagementDecidingonthemarketmixDecidinghowtoenterthemarketSixstepsforacompanytobeinternational1.3InternationalmarketingofChinesecompany1.3.1Chinesecompaniesininternationalmarket1.3.2ChinasuccessfullyparticipatingintheWTObringsnewchallengesandopportunities
HaierGroupCasestudy1QingdaoHaier(Group)INC
BeTrueForever.Betrueforever.Casestudy2TCLGroupCo.,Ltd.
ChinaBrandMobilesHaierLenovoAmoiBirdKejianKonkaHisensePandaSOUTEC
ForeignBrandMobilesMOTONokiaEricssonSimensPhilipSamSungSony
Iphone
Fashion:TCLMobileKimHee-sun-AdvertisingspokespersonOfTCLMobileExercises:I.Multiplechoices.II.Trueorfalse.III.DiscussionWhatwillWTObringtoChinesefirmininternationalmarket?Thedifferenc
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