浅析环境对国际市场营销的影响.docx

浅析环境对国际市场营销的影响.docx

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浅析环境对国际市场营销的影响

学号14090702277

商务英语（期末论文）

题目：

浅议环境对国际市场营销的影响

作者

届别

2009届

学院

外国语言文学

专业

英语

完成时间

2011年6月

AStudyofEnvironmentEffectsuponInternationalMarketing

AThesisSubmitted

to

CollegeofForeignLanguages&Literature

inPartialFulfillmentoftheRequirements

fortheIntroductiontoBusinessEnglish

Supervisedby

Ms.Yu

HunanInstituteofScienceandTechnology

Yueyang,Hunan

June,2011

Abstract

Inviewofthefactthateconomicglobalizationisdevelopingmatureandsteadygradually,soparticipatingininternationalcompetitionhasbeeninvolvedinvariousindispensableissues.Inaddition,wheninprogressininternationalmarketing,theeffectsuponenvironmentalfactorsbecomeamajorkey.Therefore,knowingtheactualmacro-marketingenvironmentandunderstandingpersonalmicro-marketingenvironmentofinternationalmarketingthoroughlytomakingappropriatemarketingstrategyhavebecameagrowingconcernofeachenterprise.Intermsofproduction,systemsofdistribution,channelofdistributionandgreenmarketing,thisthesismainlyanalyzesnaturalenvironmenteffectsuponinternationalmarketing,sothatitcanembodytheimportanceofenvironmentinmarketingareaandasignificantdevelopmentdirectionoffutureinternationalmarketing.

Keywords:

internationalmarketingenvironment;channelofdistribution;greenmarketing

摘要

随着经济全球化的逐渐成熟稳定，参与国际竞争已经成为了各个企业不能回避的问题。

并且，企业在进行国际市场营销时，环境因素的影响也开始占据了很大的比例。

因此，了解影响国际市场营销的宏观环境因素以及洞悉自身的微观环境因素，从而因地制宜，制定合适的营销策略已经成为被各个企业普遍关注的问题。

本文是从产品，分销体系以及分销渠道和绿色营销等方面，着重于分析环境对国际市场营销的影响，从而体现外部环境在营销这一领域的重要性，以及未来国际市场营销的一个重要发展方向。

关键词：

国际市场营销环境；分销渠道；绿色营销

Contents

Introduction……………………………………………………………..6

1.ActualanalysisofInternationalmarketingenvironment...............7

1.1Basicconcept………………………………………………………7

1.2Mainclassification…………………………………………………..8

1.3purposesofinternationalmarketingenvironmentresearch…………...8

2.Channelofdistribution……………………………………………...9

2.1Mainelements…………………………………………………….....9

2.2Environmentalelements……………………………………………...9

3.StudiesonGreenmarketing………………………………………..10

3.1Managementcontents……………………………………………….11

3.2Greenrequirements…………………………………………………11

3.3characteristics……………………………………………………….12

4.Conclusion…………………………………………………………..13

5.Workscited…………………………………………………………14

6.Acknowledgements…………………………………………………15

Introduction

Internationalmarketingisakeypointtointernationaltrade.Nowadays,avarietyofelementsbroadlyinfluencethedevelopmentofinternationalmarketing.Itisessentialtomakefulluseofthoseexternalconditions.Somanyshortcomingsstillexistbecauseoflackingofreasonablecomprehension.Inordertosolvethoseproblems,enterprisesandmanagersshouldtakeeffectiveandpracticablestrategiestodisposepossiblebadresultswhichcausedbytheadverseelements.Marketersalsoaretryingtofindsomesufficientsolutionstobalancetheeconomydevelopmentandenvironment.

Thisthesisintendstoanalyzetheimportanceofenvironmentininternationalmarketing.Partoneisageneralintroductionofinternationalmarketingenvironment,includingconcept,classificationandpurposes.Parttwomainlyanalyzetheinfluenceofenvironment,especiallynatureenvironment.Partthreeputforwardanewidea---greenmarketing,andintroduceitindetail.

1.ActualanalysisofInternationalmarketingenvironment

Internationalmarketingenvironmentisverycomplexatpresent.Politics,economyandcultureareallmakedifferenceininternalenvironmentmarketing,soitishardtomakesenseofsuchanintricatecircumstance.（甘碧群,86）

1.1Basicconcept

Themarketenvironmentisamarketingtermandreferstoalloftheforcesoutsideofmarketingthataffectmarketingmanagement’sabilitytobuildandmaintainsuccessfulrelationshipswithtargetcustomers.

（迈克尔·R·津科特）

1.2Mainclassification

a.Directenvironment（micro-marketingenvironment）andindirectenvironment（macro-marketingenvironment）

Directenvironmentincludesindustrialrequirements,Customerelementsandsourcesofresources.

Indirectenvironmentincludesnatureenvironment,economyenvironment,politicsandlawenvironment，technologyenvironmentandsocialcultureenvironment.

b.Adverseenvironmentandenablingenvironment

Intermsofthoseelementswhichhaveinfluenceoninternationalmarketing

c.Long-termenvironmentandshort-termenvironment

Intermsoffashionandtendencyandlengthoftime

1.3.Purposesofinternationalmarketingenvironmentresearch

Bymeansofobservingthechangesofenvironment,wecangraspthetrendofinternationalmarketingandfindnewopportunitiesofenterprisedevelopment.Theobligationofmarketersisdistinguishthepossiblechancesandthreatwhichmaybebroughtbymarketingenvironmentandadjustmarketingstrategytoadaptthechangeableenvironment.

2.Channelofdistribution

DistributionisaveryimportantcomponentofLogistics&Supplychainmanagement.Distributioninsupplychainmanagementreferstothedistributionofagoodfromonebusinesstoanother.Itcanbefactorytosupplier,suppliertoretailer,orretailertoendcustomer.Itisdefinedasachainofintermediaries;eachpassingtheproductdownthechaintothenextorganization,beforeitfinallyreachestheconsumerorend-user.Thisprocessisknownasthe'distributionchain'orthe'channel.'Eachoftheelementsinthesechainswillhavetheirownspecificneeds,whichtheproducermusttakeintoaccount,alongwiththoseoftheall-importantend-user.（菲利普·科特勒）

2.1Mainelements

Themainelementswhichhavegreatinfluenceondistributionchanneldesignincludemarket,production,enterprise,middlemanandenvironment.Everyaspectplaysacrucialroleoneachlink.

2.2Environmentalelements

　Environmentalelementsincludeeconomicsituation,lawsandregulations,geographiclocationandsoon.Wheninstallachannelofdistributioninacertainbelt,weshouldthinkaboutconsumptionlevel,buyinghabitandmarketingenvironment,thenaccordingtousefulinformationtosetupasuitablechannelofdistribution.

Therearethreegeneralenvironmentalfactors.

a.Socialculturalenvironment

Socialculturalenvironmentincludessomanyaspects,suchasideologyofacountryorregion,codeofethics,socialmorality,socialcustom,life-style.

b.Economicenvironment

Economicenvironmentreferstoeconomicsystemandeconomicactivitylevel.Itincludesefficiencyofeconomicsystemandproductivity,so,populationdistribution,resourcesdistribution;economiccyclewillhaveagreatinfluenceondistributionchannel.

c.Competitionenvironment

Competitionenvironmentreferstootherenterprisecreatepressuretocertaindistributionchannel,inotherwords,tomakemembersofthedistributionchannellosemarket.Thissituationmayurgecompetitorstogoinginforthesamebusinessanddomuchbetterofturntoanotherarea.

d.Geographyenvironment

Geographyenvironmentreferstoterrain,landformandweatherconditions.Differentcountrieshavehugediversityingeographyenvironmentsothatconsumershavedifferentdemandsonpropertiesofproducts.So,inallusiontothissituation,distributionchannelshouldbemakereasonableadjustment.

3.StudiesonGreenmarketing

Greenmarketingisthemarketingofproductsthatarepresumedtobeenvironmentallysafe.Thusgreenmarketingincorporatesabroadrangeofactivities,includingproductmodification,changestotheproductionprocess,packagingchanges,aswellasmodifyingadvertising.（AmericanMarketingAssociation）

Ononehand,humanactivitiestransformtheenvironmentmoresuitableforliving,butontheotherhandaseriesofenvironmentalproblemshasbeenbrought,suchasglobalwarming,acidrainandspeciesextinction.Suchdramaticchangesisaffectingglobalenvironmentfundamentally.Buteconomicgrowthdependsonforest,land,oceanandothernaturalresources.Becauseofhuman＇srecklesseconomicgrowthactivities,manyresourcesdescendunderthewarninglimit.Whilemarketingactivitiescannotbeisolatedwithenvironments,internationalmarketersmustconsiderthepossibleinfluenceofconsumingbehavior.Therefore,sustainablemarketingemergesasthetimesrequire.Greenmarketingisaspecificexample.

3.1Managementcontents

a.Setupgreenmarketingconcept

b.Designgreenproduction

c.Ensurethepriceofgreenproduction

d.Thechannelstrategiesofgreenmarketing

e.Promotionactivitiesofgreenmarketing

3.2Greenrequirements

Greenrequirementsmeanthatinhumansociety,peopleshouldpaymoreattentiontoqualityofconsumption,environmentalprotection,safetyandhealthandsustainabledevelopment.（毕提）

3.3characteristics

a.comprehensiveness

Greenmarketingsynthesizesmarketingmanagement,ecologicalmarketing,socialmarketingandbigmarketingmanagementtogether.

b.Unitarity

　　Greenmarketingemphasizesthecombinationofsocialbenefitsandenterpriseeconomicbenefit.Whileenterprisesaremakingproductiontactics,theeconomicbenefitofproductionandlong-termprofitofthepublicallshouldbetakenintoconsideration.Onlywhennation,enterpriseandconsumerformthegreensenseatthesametime,cangreenmarketingflourish.

3.Non-distinctiveness

　　Thestandardandsignofgreeninthewholeworldemergeindistinctively.Althoughinsomedetails,thestandardsareunlike,theprimarydirectionisthesame.Theyallhavestrictrequirementsonproductquality,environmentandhumanhealth.

4.Bidirectionality

Greenmarketingnotonlyrequiresenterpriseholdgreenconcept,producegreengoods,developgreenindustry,butalsohasthesameexceptiontowardsconsumers.Consumersareexpectedtobuygreenproduction,resistdisproductconscientio