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1、Chapter 1 International Marketing in General,Chapter 1 International Marke,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
2、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。,Learning Objectives,Framework,1、The Importance of International Marketing2、Driving Forces of International Expansion3、 Obstacles to Internationalization,Framework1、The Importance of I,What is International Marketing?
3、,The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations.,What is International Marketin,Selected U.S. Companies and Their International Sales,Selected U.S. Companies and Th,The International Marketi
4、ng Task,The International Marketing Ta,International Marketing Questions,Should I obtain my supplies domestically or from abroad?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?
5、What are my strategic global alternatives?,International Marketing Questi,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.Firms invest on a global scale.I
6、ncreasingly more difficult to define “where” products come from.New trading blocs are emerging.,World Trade ImportanceWorld tr,Global Linkages,Global linkages bind countries, institutions, and individuals more closely than ever.World trade opens up entirely new business horizons.,Global LinkagesGlob
7、al linkages,Trade and Domestic Growth Rates,Trade Growth,Domestic Growth,SOURCE: International Financial Statistics Yearbook IMF 2000.,Trade and Domestic Growth Rate,Domestic Policy Repercussions Considerations,Lowering of interest rates, happy U.S. customers but what about impact of countries offer
8、ing higher interest rate?Agricultural and farm polices.Currency flows.Exchange rates.,Domestic Policy Repercussions,Meeting International Challenges,Be prepared and develop active responses.Develop new strategies.New plans are needed.Adaptation to the new environment and markets.,Meeting Internation
9、al Challeng,Strategic Marketing,Marketing Managers TaskTo plan and execute programs that will ensure a long-term competitive advantage for the company.,Strategic MarketingMarketing M,Marketing Managers Supporting Tasks,Determine the specific target markets.Manage the marketing mix in order to best s
10、atisfy the needs of individual target markets.,Marketing Managers Supporting,Target Market Selection,Target Market,Organization,Occupants,Occasions,Objectives,Opposition,Operations,Outlets,Objects,Target Market SelectionTarget,Marketing Management,PlaceDistributionPolicy,PricePricingPolicy,Promotion
11、CommunicationPolicy,ProductProductPolicy,Target Market,Marketing ManagementPlaceDist,The Process,Stages in the Marketing Process,Analysis:Collect data on the eight Os from data sources- primary and secondary, internal and external, formal and informal. Screen data for opportunities to employ company
12、 resources for competitive advantage.,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.,Implementation:Take actions to put the plan
13、into action. Adjust implementation activities to account for environmental changes in market conditions.,Control:Use annual planning (sales to forecast), profitability, and efficiency controls to monitor the plans successes and failures.,The ProcessStages in the Marke,Stages of InternationalMarketin
14、g Involvement,In general, firms go through five different phases in going international:,Stages of InternationalMarketi,Strategic Orientation: EPRG Schema,Domestic MarketingExtension,Multi-DomesticMarketing,Global Marketing,(Ethnocentric),(Polycentric),(Regio/Geocentric),Strategic Orientation: EPRG
15、Sc,Generally, four distinctive approaches dominate strategic thinking ininternational marketing:,Strategic Orientation: EPRG Schema,Opposite of ethnocentrism Management of these multinational firms place importanceon international operations as a source for profitsManagement believes that each count
16、ry is unique andallows each to develop own marketing strategies locally,Home country marketing practices will succeed elsewherewithout adaptation; however, international marketing isviewed as secondary to domestic operations,Generally, four distinctive ap,Generally, four distinctive approaches domin
17、ate strategic thinking ininternational marketing:,Strategic Orientation: EPRG Schema,Regiocentric and Geocentric are synonymous with a GlobalMarketing Orientation where a uniform, standardizedmarketing strategy is used for several countries, countries ina region, or the entire world,Sees the world a
18、s one market and develops a standardizedmarketing strategy for the entire world,Generally, four distinctive ap,The Chapters Referential Questions:本章参考题(1) Define international marketing. How it is different from domestic marketing? 请谈谈国际市场营销的定义，以及国际市场营销与国内市场营销有何不同？(2) Why is the international market
19、ers task more difficult than that of the domestic marketer? 为什么说，与国内市场营销相比国际市场营销的任务会更艰巨？(3) What are the primary obstacles to access in the international market? 企业进入国际市场会遭遇哪些主要障碍？(4) Discuss the conditions that lead to the development of global markets.谈谈企业开发全球市场需要具备哪些条件？(5) How do you understand t
20、he internal reasons for the evolution of international marketing concepts?企业在制订国际市场营销理念时，需要考虑哪些内部因素？(6) Why could the regionalization be the driving force for companies go international?为什么说区域一体化会成为企业国际化的驱动力？(7) Why is it said that “Although competition can be a driver of internationalization, competitors can also erect barriers to new entrants in a market” ?为什么说，“竞争既是企业国际化的推动力，又会成为企业进入国际市场的障碍”？（8）How could government set barriers for foreign companies in international marketing? 在国际市场营销中，政府通常采用那些手段为外国公司设置障碍？,The Chapters Referential Ques,
