國際市場營銷PPT

1、International Marketing 國際營銷參考用書參考用書 國際營銷?？ㄈ穑–urry, J. E.）著；俞利軍導(dǎo)讀。上海：上海外語教育出版社，2009。（“簡明商務(wù)英語系列教程”由上海外語教育出版社從美國世界貿(mào)易圖書出版社引進，共12本，涉及商科知識的各個領(lǐng)域，包括國際經(jīng)濟學(xué)、國際營銷、國際支付、國際貿(mào)易單證、國際商務(wù)合同等。） 國際營銷實踐教程 ?？ㄈ穑–urry, J. E.）著；張蔚主編。上海：上海外語教育出版社，2013。 國際營銷 （第16版）。（美）凱特奧拉等著；崔新健改編。北京：中國人民大學(xué)出版社，2013。AssessmentFinal Grade100Asse

2、ssmentFinal Test10080%Class Work 10020%Final Grade 10% Listen attentivelyRespond quicklyParticipate actively 10%， Absent for three times, you will certainly fail the course80%Both from text book and from other sourcesAttendancePerformanceFinal testOverview of the course Part one: Marketing Basics Pa

3、rt two: Global environment of international marketing Part three: Marketing research & Marketing plan Part four: Strategy developmentContents Chapter 1: Marketing basics Chapter 2: The role of governments Chapter3: The role of cultural forces Chapter4: Market research & marketing plan Chapte

4、r 5: Developing products for foreign market Chapter6: Pricing for international markets Chapter7: International marketing channels Chapter8: Advertising and PromotionsChapter 1: Marketing BasicsWhat should you learn? Definition of marketing and international marketing The scope of the international

5、marketing task The increasing importance of global awareness The motivation for international trade and the importance of balance-of-payment figures to a countrys economyMarketing How to define marketing? Marketing is the activity, set of institutions, and processes for creating, communicating, deli

6、vering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013) 美國市場營銷協(xié)會 （American Marketing Association, AMA） 市場營銷是在創(chuàng)造、溝通、傳播和交換產(chǎn)品中，為顧客、客戶、合作伙伴以及整個社會帶來價值的一系列活動、過程和體系。（該定義于2013年7月通過美國市場營銷協(xié)會董事會一致審核） Marketing Mix Marketing mix is the set of

7、 marketing tools that the firm uses to pursue its marketing objectives in the target market. It usually refers to E. Jerome McCarthys 4P classification for developing an effective marketing strategy. Product: the selection and development of the product Price: determination of price Place: selection

8、 and design of distribution channels Promotion: all aspects of generating or enhancing demand for the product, including advertising營銷組合營銷組合營銷組合是一種市場營銷中用到的工具，營銷組合對于確定產(chǎn)品和品牌的唯一銷售點（把產(chǎn)品和競爭者區(qū)別開來的唯一質(zhì)量）非常重要。一般還可以稱為4P。市場營銷人員E. Jerome McCarthy在1960年提出了4P分類，然后全世界的市場營銷者開始使用這個模型。產(chǎn)品 - 產(chǎn)品是滿足消費者需求的物品，可以是有形產(chǎn)品，或者是無形

9、的服務(wù)。無形服務(wù)可以是旅游業(yè)、酒店業(yè)和金融業(yè)等等。有形物品是物理存在的形式。一般例子是大量生產(chǎn)的有形物品，如汽車或者一次性產(chǎn)物剃須刀片等。另一種大量生產(chǎn)的無形產(chǎn)品如電腦操作系統(tǒng)。價格 是消費者愿意支付產(chǎn)品的費用。調(diào)整價格對于市場策略有深刻的影響，需要根據(jù)產(chǎn)品的價格彈性，一般來說，會影響需求和銷售。促銷 - 代表各種市場營銷者使用的溝通方式，可以讓不同的群體可以了解產(chǎn)品。促銷一般包括：廣告, 公共關(guān)系, 個人銷售和銷售促銷。產(chǎn)品位置 - 把產(chǎn)品放在正確的位置，讓消費者可以方便獲得。13The Internationalization of U.S. Businesses1-1314Exhibit

10、 1.2 Selected U.S. Companies and Their International SalesSource: Compiled from annual reports of listed firms, 20121-14151-15From domestic market to international market Many reasons: A domestic market may be saturated A product may have reached the end of its useful cycle in the domestic market A

11、sudden demand from a foreign market A company may just be looking for new territories One condition: a certain degree of domestic successDevelopment of Wal-Mart stores 1962 年 在美國阿肯色州羅杰斯開設(shè)第一家沃爾瑪商店 1969年 10月31日沃爾瑪百貨有限公司成立 1972年 在美國紐約證券交易市場上市 1988年 在美國密蘇里州華盛頓開設(shè)了第一家超級市場 1990年 成為美國最大的零售企業(yè) 1991年 在墨西哥開設(shè)了第一

12、家美國本土以外的商店 1993年 沃爾瑪國際部成立 1994年 沃爾瑪購買了加拿大的沃柯（Woolco) 連鎖的122家商店 1996年 沃爾瑪通過成立合資公司，在中國深圳開設(shè)第一家商店Development of Wal-Mart stores 1998年 沃爾瑪收購21家Wertkauf 連鎖商店，進入德國 1999年 沃爾瑪擁有114萬名雇員，成為世界上最大的私人雇員公司。收購了ASDA集團公司（229家店），進入英國 2002年 沃爾瑪成為世界上最大的企業(yè) （營業(yè)額） 2005年 對日本西友百貨的持股增加至56.56%。出資收購了葡萄牙在巴西Sonae SGPSSA 集團的140多家商

13、店 2006年 取得中美零售控股公司的控股權(quán)，由此拓展了其在哥斯達黎加、危地馬拉、薩爾瓦多、洪都拉斯及尼加拉瓜等國的業(yè)務(wù) 2007年2月 取得中國大陸好又多（Trust-Mart) 35%的股權(quán)International MarketingDefinition: Performance of business activities designed to PlanPrice Promote, and Direct the flow of a companys goods and services to consumers or users in more than one nation for

14、 a profit.Marketing vs. international marketing Marketing concepts, processes, and principles are the same, butDifference Marketing EnvironmentMarketing EnvironmentThe International Marketing TaskEnvironmental Adaptation Ability to effectively interpret the influence and impact of the culture in whi

15、ch you hope to do business Cultural adjustment is the most challenging and important task confronting international marketers Avoid measuring and assessing markets against the fixed values and assumptions of your own cultureDeveloping a Global Awareness To be globally aware is to have Tolerance of c

16、ultural differences: Understanding cultural differences and accepting and working with others whose behavior may be different from yours Knowledge of cultures, history, world market potential, and global economic, social, and political trends252-*Exhibit 2.1 Top Ten 2011 U.S. Trading Partners ($ bil

17、lions, merchandise trade)Source: /foreign-trade/top , 2012.Balance of Payments 國際收支平衡國際收支平衡 When countries trade, there is a constant flow of money into and out of a country over a short period of time. The system of accounts that records a nations international finance transacti

18、ons is called its balance of payments. Transactions recorded annuallyBalance of Payments 國際收支平衡國際收支平衡 A balance of payments statement includes three accounts Current account 經(jīng)常項目: a record of all merchandise exports, imports, and services plus unilateral transfers of funds Capital account 資本項目: a re

19、cord of direct investment, portfolio investment, and short-term capital movements to and from countries Reserves account 儲備項目: a record of exports and imports of gold, increases or decreases in foreign exchange, and increases or decreases in liabilities to foreign central banks. Balance of trade國際貿(mào)易差額國際貿(mào)易差額 Balance of trade: The difference in value between the total exports and total imports o