國際營銷復(fù)習

1、1、International Marketing: A DefinitionInternational marketing is defined as theperformance of business activities designed to plan,price, promote, and direct the flow of a companys goods and services to consumers or users in morethan one nation for a profit2、 The International Marketing Task Market

2、ing Controllables-Under control of marketing manager Domestic Environmental Uncontrollables Home-country elements that can have a direct on the success of foreign venture and are out of the immediate control of the marketer. Foreign Environmental Uncontrollables The process of evaluating the uncontr

3、ollable elements in an international marketing program, often involves substantial doses of cultural, political, and economic shock. 3、Why is the task of international marketers more complicated than that of domestic marketers? “in more than one nation” Complexity Diversity Different environments4、E

4、nvironmental Adaptation NeededDifferences are in the uncontrollable environment of international marketingFirms must adapt to uncontrollable environment of internationalmarketing by adjusting the marketing mix (product, price,promotion, and distribution)A frame of reference should be established in

5、determining or modifying a marketers reaction to situations5、 The focus of IM: IM Strategy Local Global4Ps Strategy VS. International Market ParticipationProduct VS. Product adaptation or standardizationPrice VS. Price adaptation or standardizationPromotion VS. Promotion adaptation or standardizatio

6、nPlace VS. Place adaptation or standardization- Plus - -Coordination, Concentration and Integration of Marketing Activities6、SRC (自我參照標準： is an unconscious reference to ones own cultural values, experiences, and knowledge as a basis for decisionsEsso in Japanese is “stalled car (拋錨的洗車)”Pet Milk in F

7、ranch is “flatulence (腸胃氣脹)”7、Ethnocentrism (民族中心主義) refers to the notion that ones own culture or company knows best how to do things American is unnecessary to learn foreign language.Both the SRC and ethnocentrism impede the ability to assess a foreign market in its true light.Reactions to meaning

8、s, values, symbols, and behavior relevant to our own culture are different from those of foreign. Relying on ones SRC could produce an unsuccessful marketing program(Why?) Prevent you from being aware that there are cultural differences Or from recognizing the importance of those differences. An eva

9、luation of the appropriateness（合理性） of a domestically designed marketing mix for a foreign market.8、To avoid the SRC, the following steps are suggested: 1: Define the business problem or goal in home-country cultural traits, habits, or norms2: Define the business problem or goal in foreign-country c

10、ultural traits, habits, or norms. Make no value judgments3: Isolate the SRC Influence in the problem and examine it carefully to see how it complicates the problem4: Redefine the problem without the SRC influence and solve for the optimum business goal situation*Case from Zhang Ruiming-中國的智慧應(yīng)對文化沖突 9

11、、 To be globally aware is to have:1. 1.Tolerant of Cultural Differences, and 2。Knowledgeable of: (a) Culture, (b) History, (c) World Market Potential, (d) Global Economic, Social and Political Trends10、Stages of International Marketing In general, firms go through five different phases in going inte

12、rnational:No Direct Foreign Marketing、Infrequent Foreign Marketing、Regular Foreign Marketing、International Marketing、Global Marketing11、Strategic Orientation: EPRG SchemaGenerally, four distinctive approaches dominate strategic thinking ininternational marketing: 1. Ethnocentric or Domestic Marketin

13、g Extension Concept: Home country marketing practices will succeed elsewherewithout adaptation; however, international marketing isviewed as secondary to domestic operations2. Polycentric or Multi-Domestic Marketing Concept: Opposite of ethnocentrism Management of these multinational firms place imp

14、ortanceon international operations as a source for profitsManagement believes that each country is unique andallows each to develop own marketing strategies locally3. Regiocentric:Sees the world as one market and develops a standardizedmarketing strategy for the entire world4. Geocentric:Regiocentri

15、c and Geocentric are synonymous with a GlobalMarketing Orientation where a uniform, standardizedmarketing strategy is used for several countries, countries ina region, or the entire world12、Strategic Implications for Marketing1. Opportunities Economic integration creates mass markets for the markete

16、r. Many national markets, too small to bother with individually, take on new dimensions and significance when combined with markets from cooperating countries. 2. Market Barriers The initial aim of the multinational market is to protect businesses that operate within the borders. l3. Marketing Mix I

17、mplications Companies are adjusting their marketing mix strategies to reflect anticipated market differences in a single European market.13、Whats the relationship between the Marketing and Economic Development? The economic level of a country is the single most important environmental element to whi

18、ch the foreign marketer must adjust the marketing taskThe stage of economic growth within a country affects the attitudes toward foreign business activity, the demand for goods, the distribution systems found within a country, and the entire marketing process.Marketing is constantly faced with the c

19、hallenge of detecting and providing for new levels of consumption, and marketing efforts must be matched with ever-changing market needs and wants.Economic development is generally results in an increase in the average per capita gross domestic product (GDP)14、Strategic Implications for Marketing in

20、 Emerging market As a country develops, incomes change, population concentrations shift, expectations for a better life adjust to higher standards, new infrastructures evolve, and social capital investments are made Market behavior changes and eventually groups of consumers with common tastes and ne

21、eds (i.e., market segments) arise When incomes rise, new demand is generated at all income levels for everything from soap to automobiles This means that knowledge of stage of market development is important in helping to develop marketing strategies that are tailored to the level of economic develo

22、pment15、Cultures Pervasive(廣泛) Impact(影響) Culture refers to “the human-made part of human environment the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society” Culture influences every part of our lives, every day

23、, from birth to death, and everything between (文化影響到生活的每一個方面) Culture deals with a groups design for living and is pervasive in all marketing activities in pricing, promotion, channels of distribution, product, packaging, and styling. The marketers efforts actually become a part of the fabric of cul

24、ture how such efforts interact with a culture determines the degree of success or failure of the marketing effort. Case: How Taobao bested Ebay in China Markets and market behavior are part of a countrys culture. Marketers are the result of the three-way interaction of a marketers efforts, economic

25、conditions, and all other elements of the culture. Marketers firstly should be a successful cultural learner.15、describe the relationship among origins,element,and consequences of culture? A complete and thorough appreciation of the origins(geography,history,political economy,technology,social insti

26、tutions)and,element(cultural values,rituals,symbols,beliefs,way of thinking)of culture may well be the singel most important gain for a foreign marketers in the preparation of marketing plans and strategies. This figure means that culture is a process.Culture is gradually(逐漸地) developed and transmit

27、ted by socalization(社會化) and acculturation(文化適應(yīng))。Culture has great influence on individual behaviors and their style.Consequently, Culture is a progress of adaptation and innovation. It is very important for the marketers how to adapt and innovate.16、Definitions and Origins of Culture(文化的定義和起源)Cultu

28、re is the sum of the “values(價值觀), rituals(禮儀), symbols(符號), beliefs(信仰), and thought processes(思維過程) that are learned and shared(共享) by a group of people, and transmitted(傳承) from generation to generation” )Culture is kind of group behaviors and behaviors style. Culture has been conceptualized as (

29、more than 160 definition): 1. “Software of the mind” (思想的軟件)culture is a guide for humans on how to think and behave; it is a problem-solving tool(解決問題的工具) (Hofstede)Culture is invisible.2. An invisible barrier(隱形的墻) a completely(完全) different way of organizing life, of thinking, and of conceiving(表

30、達) the underlying(根本的) assumptions(看法) about the family and the state, the economic system, and even Man himself” (Hall)Culture differences are invisible and important for IM.3. A “thicket”(叢林) (U.S. Ambassador Hodgson) )It is possile to go through the cultural difficulties but it is a hard work.17、

31、Origins of Culture1. Geography(地理), which includes climate, topography(氣候), flora (植物), fauna (動物), and microbiology (微生物), influences our social institutions 2、History: The impact of specific events (特定事件)in history can be seen reflected in technology(技術(shù)), social institutions(社會機構(gòu)), cultural values

32、(價值觀), and even consumer behavior3. The Political Economy For most of the 20th Century three approaches to governance(治理) competed for world dominance(爭奪世界主導(dǎo)地位): fascism(法西斯), communism(社會主義), and democracy/free enterprise4. Technology: Technological innovations also impact institutions and cultural

33、 5.Social Institutions: including family, religion, school, the media, government, and corporations all affect culture.18、Elements of CultureInternational marketers must design products, distribution systems(分銷系統(tǒng)), and promotional programs(促銷計劃) with due consideration(適當?shù)目紤]) to culture, which was de

34、fined as including five elements(組成要素):Cultural values(文化價值觀)Rituals(禮節(jié))Symbols(符號)Beliefs(信仰), Thought processes (思考過程)The five cultural elements: Cultural values(文化價值觀), Rituals(禮節(jié)), Symbols(符號), Beliefs(信仰), and Thought processes (思考過程) must be evaluated in light of how they might affect a propos

35、ed marketing program.19、Cultural Values Differences in cultural values, which is found to exist among countries, affects consumer behavior Hofstede, who studied over 90,000 people in 66 countries, found that the cultures differed along four primary dimensions（四個主要維度）:Individualism/Collective Index (

36、IDV)個體主義和集體主義指數(shù) Power Distance Index (PDI) 權(quán)力差距指數(shù) Uncertainty Avoidance Index (UAI) 不確定性回避指數(shù)Masculinity男性/Femininity女性 (MAS) 男性化/女性化指數(shù)20、How do the cultural values influence the consumers behavior?1. Individualism/Collective Index (IDV)self-orientation（自我導(dǎo)向）American can more easily accept the impers

37、onal E-communication than French and Japanese. 2、Power Distance Index (PDI)authority orientation（權(quán)威導(dǎo)向）Expert ad. are more popular in China than in European countries.3. Uncertainty Avoidance Index (UAI)risk orientation（風險導(dǎo)向）American tend to more easily accept the new consuming concept than Japanese

38、and French.4、Masculinity男性/Femininity女性 Index (MAS)assertiveness自信 and achievement成就The ad. tend to stress the personal success for the higher Masculinity Index countries but to stress the family atmosphere for the higher Femininity Index countries 21、 Rituals禮節(jié)Rituals are patterns of behavior and i

39、nteraction交往 that are learned and repeated vary from country to country, e.g., extended lunch hours in Spain西班牙 and Greece 22、Symbols符號Language as Symbols and aesthetic symbols Language as Symbols: the “l(fā)anguages” of time, space, things, friendships, and agreements A thorough understanding全面理解 the l

40、anguage and the ability to speak it are critical for international marketing especially 尤其是for marketing research and market communication市場溝通.23、The Linguistic distance and its important Linguistic distance is a term loosely used to describe how different one language or dialect is from another. sa

41、me word different comprehension, different words with same meaning but in different context The Linguistic distance 語言差距has great influence on the trade volume among countries for the linguistic transaction costs語言交易成本. The American service industry outsource a large volume to India but not China fo

42、r the English is the second Indian official language. The language has great influence on the culture values, expectations and even conceptions of time.P91 With the wider linguistic distance from the English, the IDV index Increase. The spread of language goes with the spread of culture factors Chin

43、ese spreads around the world with the Chinese culture spreadingConfucius Institute23、Aesthetics as Symbols: Graphic and Plastic Arts + Folklore + Music, Drama, and Dance Aesthetics role in interpreting the symbolic meanings of various methods of artistic expression, color, and standards of beauty in

44、 each culture. Customers everywhere respond to images, myths, and metaphors. The décor of ethnic restaurant Japanese prefer subtle earth tones Chinese favor bright reds and yellows Product styling must be aesthetically pleasing to be successful, as must advertisements and package designs. Witho

45、ut a culturally correct interpretation of a countrys aesthetic values, a whole host of marketing problems can arise.24、BeliefsBeliefs, which stem from religious training宗教熏陶, vary from culture to cultureExamples: The western aversion厭惡 to the number 13 or refusing to walk under a ladder Japanese con

46、cern about Year of the Fire Horse The Chinese practice of Feng Shui in designing buildings25、Thought ProcessesThought processes also vary across culturesExamples:Asian thinking: Confucius、Chinese, Japanese、Picture、Whole pictureDetails of background and foregroundWestern thinking：Aristotle、European,

47、American、Picture、ForegroundGreat details of central figure26、Cultural KnowledgeThere are two kinds of knowledge about cultures both of which are necessary:Factual knowledge 事實性知識is usually obvious and must be learned, e.g., different meanings of colors, and different tastes; it deals with a facts ab

48、out a culture Interpretive knowledge 解釋性知識 is the ability to understand and to appreciate the nuances of different cultural traits and patternsFactual knowledge has meaning as a straightforward fact about a culture but assumes additional significance when interpreted within the context of the cultur

49、e. Examples: Mexico Catholic is different from Spain Catholic though the fact that they are all Roman CatholicInterpretive knowledge 解釋性知識 is requires a degree of insight and dependent on past experience for interpretation 解釋; is prone to傾向于 misinterpretation誤解 if ones SRC is used. Cultural sensitiv

50、ity文化敏感性 or cultural empathy文化共鳴 should be carefully cultivated in order to have a objective view of both Factual Cultural Knowledge and Interpretive Cultural Knowledge. Grand Tour the important way to develop cultural sensitivity or cultural awareness.27、Cultural Change and Cultural Borrowing Cultu

51、re is dynamic in nature and is changing with time going past. Cultural Change is kind of opportunities for the international marketers to market in others countries but should be careful of the resistance抵制 to change. How cultures change, e.g., war (changes in Japan after World War II) or by natural

52、 disaster Cultural Borrowing文化借鑒 is a kind of effective 有效culture learning process文化學(xué)習過程 to arise cultural change. Cultural Change strategy Strategy of culturally congruent：New products similar to ones already on the market.Strategy of planned change：Cause culture changeStrategy of unplanned change：

53、Wait culture change28、Consequences of an InnovationConcern: functional & dysfunctional of an innovation.Responsibility for the dysfunctional results of marketing efforts.29、Required AdaptationAdaptation is a key concept in international marketing To successfully deal with individuals, firms, or

54、authorities in foreign countries, managers should exhibit 10 basic criteria for a guide of adaptation,Cultural imperatives are the business customs and expectations that must be met, conformed, recognized and accommodated if relationships are to be successfulCultural electives relate to areas of beh

55、avior or to customs that cultural aliens may wish to conform to or participate in but that are not required Cultural exclusives are those customs or behavior patterns reserved exclusively for the locals and from which the foreigner is barred and must not participate。30、What degree of adaptation is n

56、eeded: Should we change ourselves to do as they do or they like? The essence of effective adaptation is awareness of ones own culture and the recognition that differences in others can cause anxiety, frustration, and misunderstanding of the hosts intentions.31、Management Styles Around the World Cros

57、s-cultural differences influence management styles in the following areas: 1. Authority and Decision Making 2 Management Objectives and Aspirations3 Communication Styles 4 Formality and Tempo 5 P-Time versus M-Time 6 Negotiations Emphasis7 Marketing orientation32、Differences in Management Styles Around the World1.Differences in Authority and Decision MakingIn high-PDI countries subordinates are not likely to contradict bosses, but in low-PDI countries they often do Three t