国际市场营销.

1国际市场营销InternationalMarketing授课教案教材：药朝诚,国际营销与全球战略InternationalMarketing&GlobalStrategy（英文版）中国财经出版菲利普·R·科特勒《国际市场营销学》（英文版）中国人民大学出版第一讲:国际市场营销导论GuidingTheoryoftheInternationalMarketing第二讲:影响国际市场营销的因素ImpactsontheInternationalMarketing第三讲:营销战略MarketingStrategy第四讲:营销计划与行动MarketingPlanandActions第五讲:国际市场调研InternationalMarketResearch第六讲:产品与服务ProductsandServices第七讲:国际市场价格策略PricingforInternationalMarkets第八讲:国际市场进入战略InternationalMarketEntryStrategies第九讲:国际营销渠道InternationalMarketingChannels第十讲:整合式营销传播IntegratedMarketingCommunications第十一讲:国际营销环境中的文化差异InternationalMarketingandCulturalDifferences第十二讲:管理文化差异ManagingtheCulturalDifferences2第一讲:国际市场营销导论GuidingTheoryoftheInternationalMarketing一、市场营销学的基础知识MarketingEssentialsMarketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingvaluewithothers.Marketingismanagingprofitablecustomerrelationships.MarketingdecisionfactorsAspectsofthedomesticenvironmentLearningobjectives:ThemarketingdefinitionTheimportanceofthemarketingTheprocessionofbecomingamarketer二、国际市场营销InternationalMarketingInternationalmarketingisdefinedastheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompany’sgoodsandservicestoconsumersorusersinmorethanonenationforaprofit..TheinternationalmarketingtaskAspectsoftheforeignenvironmentEnvironmentalAdaptationNeededStagesofinternationalmarketinginvolvementInternationalmarketingGlobalmarketing三、国际市场营销与国际贸易InternationalMarketing&InternationalTrade国际贸易：国家之间有形产品与无形服务的交换活动Exchangeofthevisibleproductsandinvisibleservicesamongthenations3国与国之间分工的结果OutcomeoftheInternationalLaborDivision国际贸易与国际营销的共同点:Whatareincommonfortheboth?经营活动的目的：获取利润BusinessPurpose:Earningprofit交换对象：商品和劳务Exchange:CommoditiesandlaborServices经营环境：复杂的国际环境Environment:International,withcomplexity理论基础：比较利益学说,国际产品生命周期Theories:ComparableAdvantage,ProductLifeCycle四、企业走向国际市场的动因WhyCompaniesgointernational?国内市场需求饱和及市场竞争激烈国际市场的吸引力政府的支持和鼓励科技的发展提供了物质前提学习先进的科学技术和管理经验五、国际营销面临的形势与挑战TheChallengingSituation经济全球化EconomicGlobalization国际市场竞争InternationalCompetition贸易保护主义TradeProtectionism贸易区域集团化RegionalEconomicBloc六、国际市场营销的战略思考StrategicConsideration传统观念：20世纪60年代以前，生产观念、产品观念、推销观念，以生产为导向，从产品出发，在国际营销中只调整分销。营销新观念：20世纪60年代，西方国家市场形成买方市场格局，以国际市场顾客需求为中心组织资源和人力，运用国际市场营销组合策略占领国际市场。营销战略观念：20世纪80年代，从以顾客为中心转向研究公司外部环境；在4追求企业利益同时，考虑社会相关群体利益。全球营销观念：跨国公司的经营哲学，将产品销售到全球，满足全球目标顾客的需求。思考题：1．WhatarethedifferencesbetweentheMarketingandtheInternationalMarketing?2.DescribetheInternationalMarketingEnvironment3.Whyshouldcompaniesgointernational？4.“Themarketer’staskisthesamewhetherappliedinTexasorTanzania.”Discuss.5.HowcantheincreasedinterestininternationalmarketingonthepartofU.S.firmsbeexplained?第二讲：影响国际市场营销的主要因素MainImpactsontheInternationalMarketing一、国际市场营销文化环境InternationalCulturalEnvironment-Cultural-Importanceofculturetointernationalmarketing-ElementsofCulture-CulturesKnowledge二、国际市场营销经济环境InternationalEconomicEnvironment-Internationaleconomicenvironment-Regionaleconomicorganization三、国际市场营销政治环境ThePoliticalEnvironment:ACriticalConcernNocompany,domesticorinternational,largeorsmall,canconductbusinesswithoutconsideringtheinfluenceofthepoliticalandlegalenvironmentwithinwhichitoperates.ThesovereigntyofnationsStabilityofgovernmentpoliciesPoliticalpartiesNationalismPoliticalrisksofglobalbusinessConfiscation,expropriation,andDomestication5四、国际市场营销法律环境TheInternationalLegalEnvironment:PlayingbytheRulesLearningObjectives:Thefourheritagesoftoday’slegalsystemsTheimportantfactorsinjurisdictionoflegaldisputesIssuesassociatedwithjurisdictionoflegaldisputesandthevariousmethodsofdisputeresolutionTheuniqueproblemsofprotectingintellectualpropertyrightsinternationallyWaystoprotectagainstpiracyandcounterfeitingBasesforLegalsystemsCommonandcodelawIslamiclawJurisdictionininternationallegaldisputesProtectionofintellectualpropertyrights:Aspecialproblem思考题:1.WhatarethemainfactorstoaffecttheInternationalMarketing?2.“Acrucialfactwhendoingbusinessinaforeigncountryisthatpermissiontoconductbusinessiscontrolledbythegovernmentofthehostcountry.”Comment.3.Whatarethemainfactorstoconsiderinassessingthedominantpoliticalclimatewithinacountry?4.Whyisaworkingknowledgeofpoliticalpartyphilosophysoimportantinapoliticalassessmentofamarket?第三讲：营销战略MarketingStrategyIneconomics,itisdefinedas“majoroperationplanoflongtermdesignedtoserveforcompany’soveralldevelopmentgoal.”一、何为营销战略WhatisMarketingStrategy?MarketingStrategyis…–Processofassessingthefirm’senvironmenttodetectcompetitiveadvantagesandthenexploitingthoseadvantagestoreachspecificgoals–Marketingstrategyisforward-looking,long-termandrelativelystable,carefully6consideredandrelevanttothecircumstancedofthespecificbusiness(orspecificproduct),inordertoreachalongtermbusinessgoal.Twosourcesofcompetitiveadvantages–CapabilitiesadvantagesProducts,Brand,Scale,Technology,Finance–Positionaladvantages•Businessoccupiessomeadvantageousgeography•Businessoccupiessomeadvantageousplace(s)intheperceptionsof,mostsignificantly,customers.Inessence,ma