国际市场营销双语教程课件 cha1

Planning:
• Develop a marketing plan which includes a situation analysis, goals and objectives, long-term strategies and short-term tactics, cost and profit estimates, and anticipated changes in organizational structure.
The Chapter’s Referential Questions: 本章参考题
World Trade Importance
• World trade has grown from $200 billion to more than $7 trillion in the past three decades.
• The Iron Curtain is gone and capitalism has replaced the old economic doctrines.
Trade and Domestic Growth Rates
Percentage of Growth
12%
10%
Trade
Growt
8%
h
6%
4%
Domestic Growth
2%
0%
SOURCE: International Financial Statistics Yearbook IMF 2000.
Marketing Manager’s Supporting Tasks
• Determine the specific target markets. • Manage the marketing mix in order to
best satisfy the needs of individual target markets.
Chapter 1 International Marketing in General
• Learning Objectives • 本章学习目标：
• 1. International marketing and its definition. • 国际市场营销及其定义。 • 2. Different company orientations toward international marketing. • 企业进入国际市场的不同的价值取向。 • 3. Driving forces direct companies going international. • 企业进入国际市场的驱动力。 • 4. Obstacles preventing companies from successful marketing. • 企业进入国际市场会面临的障碍。
What marketing adjustments are or will be necessary?
What threats from global competition should I expect?
How can I work with these threats to turn them into opportunities?
Selected U.S. Companies and Their International Sales
The International Marketing Task
International Marketing Questions
Should I obtain my supplies domestically or from abroad?
Framework
• 1、The Importance of International Marketing • 2、Driving Forces of International Expansion • 3、 Obstacles to Internationalization
What is International Marketing?
environment and markets.
Strategic Marketing
Marketing Manager’s Task • To plan and execute programs that will ensure a long-term competitive
advantage for the company.
Target Market Selection
Occupants Opposition
Objects Target Market
Occasions Objectives
Operations
Organization
Outlets
Marketing Management
Product Product Policy
Implementation:
• Take actions to put the plan into action. Adjust implementation activities to account for environmental changes in market conditions.
Year
Domestic Policy Repercussions Considerations
• Lowering of interest rates, happy U.S. customers but what about impact of countries offering higher interest rate?
• Global linkages bind countries, institutions, and individuals more closely than ever.
• World trade opens up entirely new business horizons.
1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001
Global Marketing
(Regio/Geocentric)
Strategic Orientation: EPRG Schema
Generally, four distinctive approaches dominate strategic thinking in international marketing:
• The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations.
• Agricultural and farm polices. • Currency flows. • Exchange rates.
Meeting International Challenges
• Be prepared and develop active responses.
• Develop new strategies. • New plans are needed. • Adaptation to the new
2. Polycentric or Multi-Domestic Marketing Concept:
Opposite of ethnocentrism Management of these multinational firms place importance on international operations as a source for profits Management believes that each country is unique and allows each to develop own marketing strategies locally
Control:
• Use annual planning (sales to forecast), profitability, and efficiency controls to monitor the plan’s successes and failures.
Stages of InternationalMarketing Involvement
Strategic Orientation: EPRG Schema
Generally, four distinctive approaches dominate strategic thinking in international marketing:
3. Regiocentric:
Sees the world as one market and develops a standardized marketing strategy for the entire world
International Marketing
Global Marketing
Strategic Orientation: EPRG
Orientation
Schema
EPRG Schema
Domestic Marketing Extension
Multi-Domestic Marketing
(Ethnocentric) (Polycentric)
Promotion Communication
Policy
Target Market
Biblioteka Baidu
Price Pricing Policy
Place Distribution
Policy
The Process
Stages in the Marketing Process
Analysis:
• Collect data on the eight O’s from data sources- primary and secondary, internal and external, formal and informal. Screen data for opportunities to employ company resources for competitive advantage.
In general, firms go through five different phases in going international:
No Direct Foreign Marketing
Infrequent Foreign Marketing
Regular Foreign Marketing
• Firms invest on a global scale. • Increasingly more difficult to define
“where” products come from. • New trading blocs are emerging.
Global Linkages
4. Geocentric:
Regiocentric and Geocentric are synonymous with a Global Marketing Orientation where a uniform, standardized marketing strategy is used for several countries, countries in a region, or the entire world
1. Ethnocentric or Domestic Marketing Extension Concept:
Home country marketing practices will succeed elsewhere without adaptation; however, international marketing is viewed as secondary to domestic operations