國(guó)際市場(chǎng)營(yíng)銷雙語(yǔ)課件

國(guó)際市場(chǎng)營(yíng)銷學(xué)1國(guó)際市場(chǎng)營(yíng)銷山西財(cái)經(jīng)大學(xué)國(guó)際貿(mào)易學(xué)院藥朝誠(chéng)InternationalMarketing(雙語(yǔ)教學(xué))國(guó)際市場(chǎng)營(yíng)銷學(xué)1國(guó)際市場(chǎng)營(yíng)銷山西財(cái)經(jīng)大學(xué)Internatio國(guó)際市場(chǎng)營(yíng)銷學(xué)2第一部分國(guó)際市場(chǎng)營(yíng)銷導(dǎo)論

GuidingTheoriesofInternationalMarketing一、市場(chǎng)營(yíng)銷學(xué)的基礎(chǔ)知識(shí)

MarketingEssentials二、國(guó)際市場(chǎng)營(yíng)銷

InternationalMarketing三、國(guó)際市場(chǎng)營(yíng)銷與國(guó)際貿(mào)易的關(guān)系

InternationalMarketing&InternationalTrade四、企業(yè)從事國(guó)際市場(chǎng)營(yíng)銷的原因

WhyCompaniesgoforInternationalMarketing?國(guó)際市場(chǎng)營(yíng)銷學(xué)2第一部分國(guó)際市場(chǎng)營(yíng)銷導(dǎo)論

Guiding國(guó)際市場(chǎng)營(yíng)銷學(xué)3Marketing

Promotion

國(guó)際市場(chǎng)營(yíng)銷學(xué)3Marketing

Promotion國(guó)際市場(chǎng)營(yíng)銷學(xué)4內(nèi)容簡(jiǎn)介L(zhǎng)earningObjectives1.ThechangingfaceofU.S.business2.Thescopeoftheinternationalmarketingtask3.Theincreasingimportanceofglobalawareness4.Theprogressionofbecomingaglobalmarketer5.Theimportanceoftheself-referencecriterion(SRC)ininternationalmarketing國(guó)際市場(chǎng)營(yíng)銷學(xué)4內(nèi)容簡(jiǎn)介L(zhǎng)earningObjectiv國(guó)際市場(chǎng)營(yíng)銷學(xué)5Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingvaluewithothers.

Marketingismanagingprofitablecustomerrelationships.1.1營(yíng)銷與國(guó)際市場(chǎng)營(yíng)銷

MarketingandInternationalMarketing國(guó)際市場(chǎng)營(yíng)銷學(xué)5Marketingisasocial國(guó)際市場(chǎng)營(yíng)銷學(xué)6國(guó)際市場(chǎng)營(yíng)銷InternationalMarketing:定義DefinitionInternationalmarketingisdefinedastheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompany’sgoodsandservicestoconsumersorusersinmorethanonenationforaprofitMarketingconcepts,processes,andprinciplesareuniversallyapplicableallovertheworld國(guó)際市場(chǎng)營(yíng)銷學(xué)6國(guó)際市場(chǎng)營(yíng)銷InternationalMa國(guó)際市場(chǎng)營(yíng)銷學(xué)7市場(chǎng)營(yíng)銷與國(guó)際市場(chǎng)營(yíng)銷國(guó)際市場(chǎng)營(yíng)銷，簡(jiǎn)稱國(guó)際營(yíng)銷，是指企業(yè)超越本國(guó)國(guó)境進(jìn)行的市場(chǎng)營(yíng)銷活動(dòng)。國(guó)際營(yíng)銷與國(guó)內(nèi)營(yíng)銷在定義上的唯一區(qū)別在于國(guó)際營(yíng)銷活動(dòng)是在一個(gè)以上國(guó)家進(jìn)行的。說(shuō)明了國(guó)際營(yíng)銷活動(dòng)的多樣性和復(fù)雜性。國(guó)際營(yíng)銷與國(guó)內(nèi)營(yíng)銷的區(qū)別不在于概念的不同，而是實(shí)施營(yíng)銷計(jì)劃的環(huán)境不同，盡管它們的營(yíng)銷基本概念、方式與程序相同。國(guó)際市場(chǎng)營(yíng)銷學(xué)7市場(chǎng)營(yíng)銷與國(guó)際市場(chǎng)營(yíng)銷國(guó)際市場(chǎng)營(yíng)銷，簡(jiǎn)稱國(guó)際國(guó)際市場(chǎng)營(yíng)銷學(xué)8國(guó)際市場(chǎng)營(yíng)銷學(xué)與市場(chǎng)營(yíng)銷學(xué)的區(qū)別

WhataretheDifferences?市場(chǎng)營(yíng)銷環(huán)境不同市場(chǎng)營(yíng)銷組合策略有區(qū)別國(guó)際營(yíng)銷戰(zhàn)略及營(yíng)銷管理過程更復(fù)雜國(guó)際市場(chǎng)營(yíng)銷學(xué)8國(guó)際市場(chǎng)營(yíng)銷學(xué)與市場(chǎng)營(yíng)銷學(xué)的區(qū)別

What國(guó)際市場(chǎng)營(yíng)銷學(xué)9國(guó)際市場(chǎng)營(yíng)銷的特點(diǎn)

CharacteristicsoftheInternationalMarketing市場(chǎng)容量大，競(jìng)爭(zhēng)激烈

BiggermarketandStrongerCompetition企業(yè)經(jīng)營(yíng)內(nèi)容復(fù)雜

HugeComplexity各國(guó)衡量標(biāo)準(zhǔn)不同

DifferentStandards風(fēng)險(xiǎn)大,難度大

HigherRiskandMoreDifficulties國(guó)際市場(chǎng)營(yíng)銷學(xué)9國(guó)際市場(chǎng)營(yíng)銷的特點(diǎn)

Characterist國(guó)際市場(chǎng)營(yíng)銷學(xué)101.2國(guó)際市場(chǎng)營(yíng)銷與國(guó)際貿(mào)易

InternationalMarketing&InternationalTrade國(guó)際貿(mào)易：國(guó)家之間有形產(chǎn)品與無(wú)形服務(wù)的交換活動(dòng)

Exchangeofthevisibleproductsandinvisibleservicesamongthenations

國(guó)與國(guó)之間分工的結(jié)果

OutcomeoftheInternationalLaborDivision

國(guó)際市場(chǎng)營(yíng)銷學(xué)101.2國(guó)際市場(chǎng)營(yíng)銷與國(guó)際貿(mào)易

Inter國(guó)際市場(chǎng)營(yíng)銷學(xué)11國(guó)際貿(mào)易與國(guó)際營(yíng)銷的共同點(diǎn)

Whatareincommonfortheboth?經(jīng)營(yíng)活動(dòng)的目的：獲取利潤(rùn)

BusinessPurpose:Earningprofit交換對(duì)象：商品和勞務(wù)

Exchange:CommoditiesandlaborServices經(jīng)營(yíng)環(huán)境：復(fù)雜的國(guó)際環(huán)境

Environment:International,withcomplexity理論基礎(chǔ)：比較利益學(xué)說(shuō),國(guó)際產(chǎn)品生命周期

Theories:ComparableAdvantage,ProductLifeCycle國(guó)際市場(chǎng)營(yíng)銷學(xué)11國(guó)際貿(mào)易與國(guó)際營(yíng)銷的共同點(diǎn)

Whatar國(guó)際市場(chǎng)營(yíng)銷學(xué)12國(guó)際營(yíng)銷與國(guó)際貿(mào)易的比較

對(duì)外直接建廠生產(chǎn)銷售海外營(yíng)業(yè)額不計(jì)入國(guó)際貿(mào)易統(tǒng)計(jì)，導(dǎo)致貿(mào)易逆差，營(yíng)銷順差國(guó)際市場(chǎng)營(yíng)銷學(xué)12國(guó)際營(yíng)銷與國(guó)際貿(mào)易的比較 對(duì)外直接建廠生國(guó)際市場(chǎng)營(yíng)銷學(xué)131.3企業(yè)走向國(guó)際市場(chǎng)的動(dòng)因

WhyCompaniesGoInternational?

國(guó)內(nèi)市場(chǎng)需求飽和及市場(chǎng)競(jìng)爭(zhēng)激烈國(guó)際市場(chǎng)的吸引力政府的支持和鼓勵(lì)科技的發(fā)展提供了物質(zhì)前提學(xué)習(xí)先進(jìn)的科學(xué)技術(shù)和管理經(jīng)驗(yàn)國(guó)際市場(chǎng)營(yíng)銷學(xué)131.3企業(yè)走向國(guó)際市場(chǎng)的動(dòng)因

國(guó)際市場(chǎng)營(yíng)銷學(xué)141.4StagesofInternationalMarketingInvolvementIngeneral,firmsgothroughfivedifferentphasesingoinginternational:InfrequentForeignMarketingNoDirectForeignMarketingInternationalMarketingRegularForeignMarketingGlobalMarketing國(guó)際市場(chǎng)營(yíng)銷學(xué)141.4StagesofIntern國(guó)際市場(chǎng)營(yíng)銷學(xué)15國(guó)際市場(chǎng)營(yíng)銷的戰(zhàn)略思考

StrategicConsideration傳統(tǒng)觀念：20世紀(jì)60年代以前，生產(chǎn)觀念、產(chǎn)品觀念、推銷觀念，以生產(chǎn)為導(dǎo)向，從產(chǎn)品出發(fā)，在國(guó)際營(yíng)銷中只調(diào)整分銷。營(yíng)銷新觀念：20世紀(jì)60年代，西方國(guó)家市場(chǎng)形成買方市場(chǎng)格局，以國(guó)際市場(chǎng)顧客需求為中心組織資源和人力，運(yùn)用國(guó)際市場(chǎng)營(yíng)銷組合策略占領(lǐng)國(guó)際市場(chǎng)。營(yíng)銷戰(zhàn)略觀念：20世紀(jì)80年代，從以顧客為中心轉(zhuǎn)向研究公司外部環(huán)境；在追求企業(yè)利益同時(shí)，考慮社會(huì)相關(guān)群體利益。全球營(yíng)銷觀念：跨國(guó)公司的經(jīng)營(yíng)哲學(xué)，將產(chǎn)品銷售到全球，滿足全球目標(biāo)顧客的需求。國(guó)際市場(chǎng)營(yíng)銷學(xué)15國(guó)際市場(chǎng)營(yíng)銷的戰(zhàn)略思考

Strategic國(guó)際市場(chǎng)營(yíng)銷學(xué)161.5國(guó)際營(yíng)銷面臨的形勢(shì)與挑戰(zhàn)

TheChallengingSituation

經(jīng)濟(jì)全球化

EconomicGlobalization國(guó)際市場(chǎng)競(jìng)爭(zhēng)

InternationalCompetition貿(mào)易保護(hù)主義

TradeProtectionism貿(mào)易區(qū)域集團(tuán)化

RegionalEconomicBloc國(guó)際市場(chǎng)營(yíng)銷學(xué)161.5國(guó)際營(yíng)銷面臨的形勢(shì)與挑戰(zhàn)國(guó)際市場(chǎng)營(yíng)銷學(xué)17經(jīng)濟(jì)全球化

TheEconomicGlobalization經(jīng)濟(jì)全球化是指世界各國(guó)經(jīng)濟(jì)在生產(chǎn)、交換、分配及消費(fèi)四大環(huán)節(jié)的全球一體化，是資源與生產(chǎn)要素在全球范圍進(jìn)行配置，使各國(guó)經(jīng)濟(jì)彼此之間的聯(lián)系及相互依賴日益加強(qiáng)，任何一個(gè)國(guó)家或地區(qū)都不能與世界經(jīng)濟(jì)脫節(jié)而單獨(dú)生存和發(fā)展國(guó)際貿(mào)易、國(guó)際金融、跨國(guó)公司、現(xiàn)代技術(shù)革命國(guó)際市場(chǎng)營(yíng)銷學(xué)17經(jīng)濟(jì)全球化

TheEconomi國(guó)際市場(chǎng)營(yíng)銷學(xué)18可口可樂的應(yīng)對(duì)策略Coca-cola-

frominternationaltoglobalBeforethemid-1990s

President

InternationaldivisionInternationaldivisionVicepresidentExecutivevicepresidentInchargeofinternationaloperationsInchargeofU.S.operations國(guó)際市場(chǎng)營(yíng)銷學(xué)18可口可樂的應(yīng)對(duì)策略國(guó)際市場(chǎng)營(yíng)銷學(xué)19可口可樂應(yīng)對(duì)全球化的挑戰(zhàn)Afterthemid-1990spresidentU.S.Coca-ColadivisionCoca-ColadivisionCoca-ColadivisionCoca-ColadivisionCoca-ColadivisionCoca-ColaFooddivisionAccountforabout20%profits國(guó)際市場(chǎng)營(yíng)銷學(xué)19可口可樂應(yīng)對(duì)全球化的挑戰(zhàn)Afterthe國(guó)際市場(chǎng)營(yíng)銷學(xué)20國(guó)際市場(chǎng)競(jìng)爭(zhēng)的挑戰(zhàn)全球競(jìng)爭(zhēng)領(lǐng)域日益擴(kuò)大全球競(jìng)爭(zhēng)的內(nèi)容日益擴(kuò)大:市場(chǎng)、資金、技術(shù)、人才、戰(zhàn)略合作伙伴全球市場(chǎng)競(jìng)爭(zhēng)的主體發(fā)生了變化：跨國(guó)公司、貿(mào)易集團(tuán)全球競(jìng)爭(zhēng)的形式發(fā)生變化：競(jìng)爭(zhēng)——競(jìng)合意大利菲亞特集團(tuán)與美國(guó)通用汽車公司2000年3月13日在意大利都靈宣布，兩家公司將通過置換股權(quán)的方式組建戰(zhàn)略聯(lián)盟。這一聯(lián)盟成為世界上最大的汽車生產(chǎn)聯(lián)合體。

國(guó)際市場(chǎng)營(yíng)銷學(xué)20國(guó)際市場(chǎng)競(jìng)爭(zhēng)的挑戰(zhàn)全球競(jìng)爭(zhēng)領(lǐng)域日益擴(kuò)大國(guó)際市場(chǎng)營(yíng)銷學(xué)21貿(mào)易保護(hù)主義-Protectionism非關(guān)稅壁壘(non-tariffbarriers)盛行非關(guān)稅措施的項(xiàng)目日益增多和繁雜非關(guān)稅措施的實(shí)施范圍日益擴(kuò)大發(fā)達(dá)國(guó)家對(duì)發(fā)展中國(guó)家的非關(guān)稅歧視在加劇農(nóng)殘、包裝、關(guān)稅配額限制和反傾銷制裁國(guó)際市場(chǎng)營(yíng)銷學(xué)21貿(mào)易保護(hù)主義-Protectionis國(guó)際市場(chǎng)營(yíng)銷學(xué)22貿(mào)易保護(hù)主義-Protectionism鼓勵(lì)出口措施進(jìn)一步加強(qiáng)限制進(jìn)口措施國(guó)際市場(chǎng)營(yíng)銷學(xué)22貿(mào)易保護(hù)主義-Protectionism國(guó)際市場(chǎng)營(yíng)銷學(xué)23貿(mào)易區(qū)域集團(tuán)化進(jìn)一步加強(qiáng)

TheRegionalEconomicBloc有利于成員國(guó)之間的對(duì)外貿(mào)易的發(fā)展貿(mào)易區(qū)域集團(tuán)化促進(jìn)了集團(tuán)內(nèi)部貿(mào)易的自由化貿(mào)易區(qū)域集團(tuán)化存在不同程度的保護(hù)性與排他性國(guó)際市場(chǎng)營(yíng)銷學(xué)23貿(mào)易區(qū)域集團(tuán)化進(jìn)一步加強(qiáng)

TheRegi國(guó)際市場(chǎng)營(yíng)銷學(xué)24不可控制性與不確定性

Uncontrollables

andUncertainties

國(guó)際營(yíng)銷人員的任務(wù)要比國(guó)內(nèi)營(yíng)銷人員的任務(wù)復(fù)雜，因?yàn)楸仨毺幚碇辽賰蓚€(gè)層次的不可控制性的不確定性。不確定性是由企業(yè)環(huán)境的不可控因素造成的。下頁(yè)圖說(shuō)明了國(guó)際營(yíng)銷人員面臨的總體環(huán)境。國(guó)際市場(chǎng)營(yíng)銷學(xué)24不可控制性與不確定性

Uncontrol國(guó)際市場(chǎng)營(yíng)銷學(xué)25TheInternationalMarketingTask73.EconomyEnvironmentaluncontrollablescountrymarketAEnvironmentaluncontrollablescountrymarketBEnvironmentaluncontrollablescountrymarketC1.Competition1.Competition2.TechnologyPriceProductPromotionPlaceorDistribution6.GeographyandInfrastructureForeignEnvironment(Uncontrollables)7.StructureofDistribution3.Economy5.Political-LegalDomesticenvironment(Uncontrollables)(Controllables)2.Technology4.Culture5.Political-Legal4.CultureTargetMarket國(guó)際市場(chǎng)營(yíng)銷學(xué)25TheInternationalMar國(guó)際市場(chǎng)營(yíng)銷學(xué)26EnvironmentalAd