國際市場營銷InernaionalmarkeingCH

Internationalmarketing要注意區(qū)別的幾個(gè)問題角度問題營銷人員與銷售人員宏觀營銷與微觀營銷要注意的問題營銷人員與銷售人員的區(qū)別營銷人員銷售人員依賴于市場調(diào)研依賴經(jīng)驗(yàn)試圖從目標(biāo)市場進(jìn)行正確的市場細(xì)分了解不同個(gè)性的買主時(shí)間用于計(jì)劃上時(shí)間用于面對(duì)面的促銷上從長期考慮從短期考慮目的在于獲得市場份額并賺取利潤目的在于促進(jìn)銷售宏觀與微觀營銷宏觀市場營銷學(xué)（macro-marketing）從社會(huì)總體交換層面研究營銷問題。它以社會(huì)整體利益為目標(biāo)，研究營銷系統(tǒng)的社會(huì)功能與效用，并通過這些系統(tǒng)引導(dǎo)產(chǎn)品和服務(wù)從生產(chǎn)進(jìn)入消費(fèi)，以滿足社會(huì)需要?！鐣?huì)福利導(dǎo)向微觀市場營銷學(xué)(micro-marketing)從個(gè)體（個(gè)人和組織）交換層面研究營銷問題?！髽I(yè)福利導(dǎo)向當(dāng)代營銷研究的主流仍然是微觀市場營銷學(xué)。CourseoutlineInternationalmarketingbasics1IntroductiontoInternationalMarketing2ThreebasictheoriesofInternationaltradeTheinternationalmarketingenvironmentTargetingmarketinginformationmarketsInternationalmarketingmixManagingtheinternationalmarketingE-commerceandonlinemarketingCourserequirementAttendanceandparticipation20%In-classQuiz20%Groupassignmentandpresentation60%IntroductionWhatismarketing? “Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andexchangingproductsofvaluewithothers.”(Kotler)Process,exchange,valueNeeds,wantsanddemandsNeeds:needsisastateofdeprivationofsomebasicsatisfactionsuchas:food,clothes,digitalsWants:anindividualmayneedtowatchTV,butwantstoconsumeaparticularbrandofTelevision.Demands:itisdefinedinanarrativewaynotinabroadwayinthetextbooks.itcouldbedefinedastheabilityandwillingnesstobuyanynumberofproductsbasedoncustomer’spurchasingpower.

ThepyramidofMaslow'shierarchyofneedsAccordingtoMaslow'shierarchyofneeds,hedivideshuman'sneedsintofivelevels:basicneeds,safetyneeds,socialneeds,esteemneedsandself-fulfillmentneeds.Heusuallyusesatriangleorpyramidshapetodescribehistheory.Question:dothemarketerscreatehumanneeds?Basicneedsarerelativelyfew,butpeople'swantsareunlimited,theyareshapedbysocialinfluences,theirpasthistoryandconsumptionexperiences.Differentpeople,then,mayhaveverydifferentwantstosatisfythesameneed.Everyoneneedstokeepwarmoncoldwinternights,forinstance.Butsomepeoplewantelectricblankets,whileotherspreferold-fashiondowncomforters.Justbecauseofthis,itgiveroomorscopetothemarketer.Consumervaluetwofactorscontributetoconsumervalue,theyaredesiredvalueandperceivedvalueDesiredvaluereferstowhatcustomersdesireinaproductorservicePerceivedvalueisthebenefitthatacustomerbelievesheorshereceivedfromaproductafteritwaspurchasedConsumervalue:thedeferencebetweenthevaluestheconsumergainsfromowningandusingaproductandthecostsofobtainingtheproduct.consumersatisfactionConsumerpurchasingdecisionisbasedontheirperceptionofthevaluethatproductsandservicesdeliver.Consumersatisfaction:Towhatextentthatproduct’sperceivedperformancecouldmatchabuyer’sexpectation.(quality)exchange,transactionandrelationshipsExchange:theactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.Exchangeisthecoreofmarketing.ButterfliesHighprofitpotentialTruefriendsHighestprofitpotentialStrangersLowestprofitpotentialBarnaclesLowprofitpotentialShort-termcustomerslong-termcustomersProjectedloyaltyCustomerrelationshipgroupsHighprofitabilityPotentialProfitabilityLowprofitabilityTheseconditionsmustbemetbeforeanexchangeoccurs:-----fiveconditionsTheremustbeatleasttwoparties.至少有雙雙方Bothpartiesmustoffersomethingofvalue(e.g.money,goods.Services,anidea)每方方都有可可能提供供對(duì)另一一方來說說有價(jià)值值的東西西Bothpartiesmustbeawareoftheexistenceoftheother;bothmustbecapableofcommunicationanddelivery每每方都都有溝通通與送貨貨的能力力Bothpartiesmustbefreetoacceptorrejecttheother'soffer.每一方方都可以以自由地地接受或或拒絕bothpartiesmustbewillingandabletonegotiatetermsofexchangethattheyfindacceptable.Inotherwords,bothpartiesmustbelievethattheexchangecreatesbenefitsorvalue.每一一方都認(rèn)認(rèn)為與另另一方打打交道是是適宜或或稱心的的。MarketsThedefinitionofmarketistheplacewherebuyersandsellersgatheredtoexchangetheirgoods.Thefactorsthatdecidethesizeofmarket:(1)Thenumberofthepeople;(2)Purchasingpower;(3)purchasingdesireAsimplemarketingsystem市場（買者總總和）行業(yè)（賣者總總和）商品或服服務(wù)貨幣信息溝通MarketingfunctionsContact:tocommunicatewithprospective(potential)customerMerchandising:theprocessofbringingtherightproducttotherightplaceattherighttimeintherightquantityPricing:todecidethepriceofproductisthemostsignificantdeterminantsforprofitPromotion:supportmarketingefforts,suchasadvertising,publicrelations,personalsellingDistribution(渠道):theprocessofputtingtheconsumerandtheproducttogetherHumanresources:internalmarketinginsideacompanybetweenemployersandemployees.Itisimportantforemployeestounderstand.MarketingprocessUnderstandthemarketplaceandcustomerneedsandwantsDesignacustomer-drivenmarketingstrategyConstructamarketingprogramthatdeliverssuperiorvalueBuildprofitablerelationshipsandcreatecustomersatisfactionCapturevaluefromcustomerstocreateprofitsandcustomerqualityCreatevalueforcustomersandbuildcustomerrelationshipsCapturevaluefromcustomersinreturnMarketingtechnologyGlobalmarketsEthicsandsocialresponsibilityIntroductionWhatisinternationalmarketing?-“Internationalmarketingistheprocessofplanningandconductingtransactionsacrossnationalborderstocreateexchangesthatsatisfytheobjectivesofindividualsandorganizations”(CzinkotaandRonkainen)-“Internationalmarketingfocusesitsresourcesonglobalmarketopportunitiesandthreats”(KeeganandGreen)-“Internationalmarketingisthemotoroftheinternationalizationprocessofthefirm”(Usunier)-Itisatoolusedtoobtainimprovementofthefirm’spositionintheglobalmarket-Strategyandaction,globalandlocalDifferentlevelsofinternationalmarketingDomesticmarketing:entirelyfocusonhomecountrymarket,withouttargetingoverseasmarket.Exportmarketing:theinitialstageofaddressingmarketopportunitiesoutsidethedomesticmarketInternationalmarketing:moreinvolvedinoverseasmarket.enteringcertaincountriesbyevaluatingacompany’sresourcesandthenatureofopportunityandthreat.InternationalMarketingDecisionsappraisingtheinternationalmarketingenvironmentDecidingwhethertogoabroadDecidingwhichmarketstoenterDecidinghowtoenterthemarketDecidingonthemarketingprogramDecidingonthemarketingorganizationIntroductionWhatarethesimilaritiesanddifferencesbetweeninternationalmarketinganddomesticmarketing?Similarities:basicconcepts,practicesandtoolsarealmostidentical,keysuccessfactorsarethesame……Differences:morestrategic,morevariables,morecomplex,culturaldifferences,legalconstraints,informationsources,managingdistances,entrymodechoice…InternationalmarketingofChinesecompaniesReadyourselfmarketingmanagementorientations(市場經(jīng)經(jīng)營觀念念)Marketingmanagementwantstodesignstrategiesthatwillbuildprofitablerelationshipswithtargetconsumers.Butwhatphilosophyshouldguidethesemarketingstrategies?Therearefivealternativeconceptsunderwhichorganizationsdesignandcarryouttheirmarketingstrategies:theproductionproductsellingmarketingsocietalmarketingconcepts.ProductionconceptThisconceptistheoldestorientationsthatguidessellers.①ThecontentTheideathatconsumerswillfavorproductsthatareavailableandhighlyaffordable.Therefore,managementshouldfocusonimprovingproductionanddistributionefficiency.②situationsadopted:-----twoFirst:DemandforaproductexceedsthesupplySecond:thecostistoohighandimprovedproductivityisneededtobringitdown.③disadvantageleadingtomarketingmyopia(短視).Productconcept①ThecontentTheideathatconsumerswillfavorproductsthatofferthemostquality,performance,andfeaturesandthattheorganizationshouldthereforedevoteitsenergytomakingcontinuousproductimprovement.②situationsadopted:Demandforaproductexceedsthesupply.Buttheextentchanged.③disadvantage:alsoleadtomarketingmyopia(短視).Sellingconcept①ThecontentTheideathatconsumerswillnotbuyenoughofthefirm'sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.②situationsadopted:———賣方市場向向買方市場場過渡階段段★theconceptistypicallypracticedwithunsoughtgoods---thosethatbuyersdonotnormallythinkofbuying,suchasinsuranceorblooddonations.Theseindustriesmustbegoodattrackingdownprospectsandsellingthemonproductbenefits.Sellingconcept(con.)★mostfirmspracticethesellingconceptwhentheyfaceovercapacity.Theiraimistosellwhattheymakeratherthanmakethemarketwants.Demandforaproductexceedsthesupply.Buttheextentchangedfurther,especiallyinasmallpart.③disadvantage:Suchamarketingstrategycarrieshighrisks.Marketingconcept①Thecontent:Themarketingmanagementphilosophythatholdsthatachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdo.Underthemarketingconcept,customerfocusandvaluearethepathstosalesandprofits.②thedifferencesbetweensellingandmarketingconceptsThedifferencesTheconceptStartingpointFocusMeansEndsThesellingconceptfactoryExistingproductsSellingandpromotingProfitsthroughsalesvolumeThemarketingconceptmarketCustomerneedsIntegratedmarketingProfitsthroughcustomersatisfactionSocietalmarketingconcept①thebackgroundthatputforwardPeoplequestionwhetherthepuremarketingconceptoverlookspossibleconflictsbetweenconsumershort-runwantsandconsumerlong-runwelfare.Isafirmthatsenses,serves,andsatisfiesimmediateneeds,wants,andinterestsoftargetmarketsalwaysdoingwhat`sbestforconsumersandsocietyinthelongrun?②thecontentAprincipleofenlightenedmarketingthatholdsthatacompanyshouldmakegoodmarketingdecisionsbyconsideringconsumer'srequirements,consumer'slong-runinterests,andsociety'slong-runinterests.課堂研討11、您如何何看待軟包包裝飲料行行業(yè)的營銷銷？2、從社會(huì)會(huì)營銷觀念念角度分析析，您如何何看待正在在我國蓬勃勃興起的家家用汽車工工業(yè)？您怎怎樣思考汽汽車業(yè)未來來的發(fā)展？？9、靜靜夜夜四四無無鄰鄰，，荒荒居居舊舊業(yè)業(yè)貧貧。。。。1月月-231月月-23Thursday,January5,202310、雨中黃黃葉樹，，燈下白白頭人。。。20:16:0620:16:0620:161/5/20238:16:06PM11、以以我我獨(dú)獨(dú)沈沈久久，，愧愧君君相相見見頻頻。。。。1月月-2320:16:0620:16Jan-2305-Jan-2312、故人人江海海別，，幾度度隔山山川。。。20:16:0620:16:0620:16Thursday,January5,202313、乍乍見見翻翻疑疑夢(mèng)夢(mèng)，，相相悲悲各各問問年年。。。。1月月-231月月-2320:16:0620:16:06January5,202314、他他鄉(xiāng)鄉(xiāng)生生白白發(fā)發(fā)，，舊舊國國見見青青山山。。。。05一一月月20238:16:06下下午午20:16:061月月-2315、比不了了得就不不比，得得不到的的就不要要。。。一月238:16下午午1月-2320:16January5,202316、行動(dòng)出成果果，工作出財(cái)財(cái)富。。2023/1/520:16:0620:16:0605January202317、做做前前，，能能夠夠環(huán)環(huán)視視四四周周；；做做時(shí)時(shí)，，你你只只能能或或者者最最好好沿沿著著以以腳腳為為起起點(diǎn)點(diǎn)的的射射線線向向前前。。。。8:16:06下下午午8:16下下午午20:16:061月月-239、沒有失敗敗，只有暫暫時(shí)停止成成功！。1月-231月-23Thursday,January5,202310、很多事情情努力了未未必有結(jié)果果，但是不不努力卻什什么改變也也沒有。。。20:16:0620:16:0620:161/5/20238:16:06PM11、成功就就是日復(fù)復(fù)一日那那一點(diǎn)點(diǎn)點(diǎn)小小努努力的積積累。。。1月-2320:16:0620:16Jan-2305-Jan-2312、世間成事事，不求其其絕對(duì)圓滿滿，留一份份不足，可可得無限完完美。。20:16:0720:16:0720:16Thursday,January5,202313、不知香積寺寺，數(shù)里入云云峰。。1月-231月-2320:16:0720:16:07January5,202314、意意志志堅(jiān)堅(jiān)強(qiáng)強(qiáng)的的人人能能把把世世界界放放在在手手中中像像