topic9InternationalMarketing报告

2020/3/11ZhangLi16–1Topic9InternationalMarketing2020/3/11ZhangLi21984年美国《时代周刊》2020/3/11ZhangLi3ObjectivesUnderstandthedefinitionofinternationalmarketingDescribethreekeyapproachestoenteringinternationalmarketsExplainhowcompaniesadapttheirmarketingmixesforinternationalmarketsIdentifythemajorformsofinternationalmarketingorganization2020/3/11ZhangLi4InternationalMarketingDefinedoInternationalMarketingistheperformanceofbusinessactivitiesdesignedtoplan,price,promoteanddirecttheflowofacompany’sgoodsandservicestoconsumersorusersinmorethanonenationforaprofit.oAnexchangeacrossnationalboundariesforsatisfactionofhumanneeds&wants*2020/3/11ZhangLi5Globalmarketersseektorecognisetheextenttowhichmarketingplansandprogramscanbeextendedworldwideaswellastheextenttowhichtheymustbeadapted2020/3/11ZhangLi6InvolvementintheOverseasMarkets:1.Regionalexporter2.Exporter3.International4.Internationaltoglobal5.GlobalP224--2262020/3/11ZhangLi7Activity:9.1Internationalvs.GlobalInternationalmarketinginvolvesregional/overseasoperations,butwherekeydecisionsaremadeandcoordinatedfromthecentralofficeinthehomeregionorcountry.GlobalMarketingispositionedtoviewtheworldasonemarket.Marketing,researchanddevelopment,sales,financingetc,allcalled“marketingdecisions”areperformedinconsultationwithmarketersinthelocation(country)mostsuitableforthatdecision.2020/3/11ZhangLi8MajorInternationalMarketingDecisionsAnalyzingtheglobalmarketingenvironmentDecidingwhethertogointernationalDecidingwhichmarketstoenterDecidinghowtoenterthemarketDecidingontheglobalmarketingprogramDecidingontheglobalmarketingorganizationMajorDecisionsbeforeoperatingintheInternationalMarketingEnvironment:2020/3/11ZhangLi91InternationalMarketingEnvironmentInternationaltradesystemCulturalenvironmentEconomicenvironmentPolitical/legalenvironmentBusinessenvironmentNaturalResources2020/3/11ZhangLi101InternationalMarketingEnvironmentExample:ParkerPenentranceintoMexico•Theadssaid,Itwon’tleakinyourpocketandmakeyoupregnant(SpanishWord’embarazar).”•Instead,itsadsweresupposedtosay,It'swon’tleakinyourpocketandembarrassyou.”2020/3/11ZhangLi11P246InternationalTradeSystem–Tariff(关税)–Quota(配额)Embargo(禁运)–Exchangecontrols(外汇管制)–Nontarifftradebarriers(非关税贸易壁垒)–TheWorldTradeOrganization(WTO)andTheGeneralAgreementonTariffsandTrade(GATT,关税和贸易总协定)–RegionalFreeTradeZones(区域自由贸易区)EuropeanUnion(EU)，ASEAN(东盟）2020/3/11ZhangLi12P230CulturalEnvironment–ImpactsofCulturesandMarketingstrategiesoneachother–Cross-culturalmarketingLanguage;Religion;Socialnormsandvalues;Education;Thelivingstyle2020/3/11ZhangLi13Language–Pepsiad:ComealivewithPepsi.在德文中的意思：“与百事一起，从坟墓中复活”–AnairlineinCopenhagenmadeapromise：Takeyourbagsandsendtheminalldirections本意：承接发往各地的包裹–Adrycleaner‘sinBangkoksaidtotheircustomer：Dropyourtrousershereforbestresults本意：本店干洗质量最佳2020/3/11ZhangLi14EconomicEnvironmentFactorsreflectingthecountry’sattractivenessasamarket:–EconomicDevelopment–Economicinfrastructure–Thecountry’sindustrialstructure–Thecountry’sincomedistribution–CurrencyexchangeratesP2302020/3/11ZhangLi15StagesofEconomicDevelopment-Developedcountries:–Mixedeconomies–Privateenterprisedominates–Theyhaveasignificantpublicsector-Developingcountries:–Movingfromagriculturaltoanindustrialeconomy–Somehavealreadymadethemove–Someremainlockedinapre-industrialeconomy2020/3/11ZhangLi16Economicinfrastructure:–Communications–Transportation–Financial–Distributionsystems–Criticalconsiderationindeterminingwhethertotryacountry’sconsumersandorganisations◦2020/3/11ZhangLi17Industrialstructure:SubsistenceEconomies(自给自足型经济)–KeyIndustry—Agriculture–MajorConsumption—TheirownoutputRawmaterialExportingeconomies(原料出口型经济)–KeyIndustry—Naturalresources–MajorConsumption—Largeequipment,toolsandsupplies,andtruck2020/3/11ZhangLi18Industrialstructure:Industrializingeconomies(工业化进程中的经济)–KeyIndustry—Manufacturing–MajorConsumption—Rawtextilematerials,steel,andheavymachineryIndustrialeconomies(工业化经济)–KeyIndustry—Manufacturing,servicesandinvestment–MajorConsumption—Allsortsofgoods2020/3/11ZhangLi19Currencyexchangerates:-Acurrencyexchangerateisthepriceofonecountry’scurrencyexpressedintermsofanothercountry’scurrency.-Exchangerateshaveadirectimpactonthesalesandprofitsmadebyglobalcompanies2020/3/11ZhangLi20Political-LegalEnvironment–Attitudestowardsinternationalbuying–Politicalstability–Governmentbureaucracy–MonetaryregulationsP2312020/3/11ZhangLi21P230Governmentbureaucracy-ThisinvolvestheextenttowhichthehostgovernmentrunsanefficientsystemforhelpingforeigncompaniesMonetaryregulations-Achangingexchangeratecancreatehighrisksfortheseller-Countertrade(对等贸易):Compensation(回购贸易)(buyback),Counter-purchase(对等采购)2020/3/11ZhangLi22P229NaturalResources2020/3/11ZhangLi232DecidingwhethertogointernationalWhydothecompaniesgointernational?GlobalcompetitorsattackingthedomesticmarketDomesticmarketsshrinkingForeignmarketsofferhigherprofitopportunitiesNeedanenlargedcustomerbasetoachieveeconomiesofscaleWanttoreducedependencyoncurrentmarket(s)Customersareexpandingabroad2020/3/11ZhangLi24