国际市场营销.docx

国际市场营销.docx

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国际市场营销

国际市场营销

InternationalMarketing

授课教案

教材：

药朝诚,国际营销与全球战略InternationalMarketing&GlobalStrategy

（英文版）中国财经出版

菲利普·R·科特勒《国际市场营销学》（英文版）中国人民大学出版

第一讲:

国际市场营销导论

GuidingTheoryoftheInternationalMarketing

第二讲:

影响国际市场营销的因素

ImpactsontheInternationalMarketing

第三讲:

营销战略MarketingStrategy

第四讲:

营销计划与行动MarketingPlanandActions

第五讲:

国际市场调研InternationalMarketResearch

第六讲:

产品与服务ProductsandServices

第七讲:

国际市场价格策略PricingforInternationalMarkets

第八讲:

国际市场进入战略InternationalMarketEntryStrategies

第九讲:

国际营销渠道InternationalMarketingChannels

第十讲:

整合式营销传播IntegratedMarketingCommunications

第十一讲:

国际营销环境中的文化差异

InternationalMarketingandCulturalDifferences

第十二讲:

管理文化差异ManagingtheCulturalDifferences

第一讲:

国际市场营销导论

GuidingTheoryoftheInternationalMarketing

一、市场营销学的基础知识MarketingEssentials

Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingvaluewithothers.

Marketingismanagingprofitablecustomerrelationships.

●Marketingdecisionfactors

●Aspectsofthedomesticenvironment

Learningobjectives:

●Themarketingdefinition

●Theimportanceofthemarketing

●Theprocessionofbecomingamarketer

二、国际市场营销InternationalMarketing

Internationalmarketingisdefinedastheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompany’sgoodsandservicestoconsumersorusersinmorethanonenationforaprofit..

●Theinternationalmarketingtask

●Aspectsoftheforeignenvironment

●EnvironmentalAdaptationNeeded

●Stagesofinternationalmarketinginvolvement

●Internationalmarketing

●Globalmarketing

三、国际市场营销与国际贸易InternationalMarketing&InternationalTrade

国际贸易：

国家之间有形产品与无形服务的交换活动

Exchangeofthevisibleproductsandinvisibleservicesamongthenations

国与国之间分工的结果OutcomeoftheInternationalLaborDivision

国际贸易与国际营销的共同点:

Whatareincommonfortheboth?

⏹经营活动的目的：

获取利润

BusinessPurpose:

Earningprofit

⏹交换对象：

商品和劳务

Exchange:

CommoditiesandlaborServices

⏹经营环境：

复杂的国际环境

Environment:

International,withcomplexity

⏹理论基础：

比较利益学说,国际产品生命周期

Theories:

ComparableAdvantage,

ProductLifeCycle

四、企业走向国际市场的动因WhyCompaniesgointernational?

●国内市场需求饱和及市场竞争激烈

●国际市场的吸引力

●政府的支持和鼓励

●科技的发展提供了物质前提

●学习先进的科学技术和管理经验

五、国际营销面临的形势与挑战

TheChallengingSituation

⏹经济全球化EconomicGlobalization

⏹国际市场竞争InternationalCompetition

⏹贸易保护主义TradeProtectionism

⏹贸易区域集团化RegionalEconomicBloc

六、国际市场营销的战略思考StrategicConsideration

⏹传统观念：

20世纪60年代以前，生产观念、产品观念、推销观念，以生产为导向，从产品出发，在国际营销中只调整分销。

⏹营销新观念：

20世纪60年代，西方国家市场形成买方市场格局，以国际市场顾客需求为中心组织资源和人力，运用国际市场营销组合策略占领国际市场。

⏹营销战略观念：

20世纪80年代，从以顾客为中心转向研究公司外部环境；在追求企业利益同时，考虑社会相关群体利益。

⏹全球营销观念：

跨国公司的经营哲学，将产品销售到全球，满足全球目标顾客的需求。

思考题：

1．WhatarethedifferencesbetweentheMarketingandtheInternationalMarketing?

2.DescribetheInternationalMarketingEnvironment

3.Whyshouldcompaniesgointernational？

4.“Themarketer’staskisthesamewhetherappliedinTexasorTanzania.”Discuss.

5.HowcantheincreasedinterestininternationalmarketingonthepartofU.S.firmsbeexplained?

第二讲：

影响国际市场营销的主要因素

MainImpactsontheInternationalMarketing

一、国际市场营销文化环境InternationalCulturalEnvironment

-Cultural

-Importanceofculturetointernationalmarketing

-ElementsofCulture

-CulturesKnowledge

二、国际市场营销经济环境InternationalEconomicEnvironment

-Internationaleconomicenvironment

-Regionaleconomicorganization

三、国际市场营销政治环境ThePoliticalEnvironment:

ACriticalConcern

Nocompany,domesticorinternational,largeorsmall,canconductbusinesswithoutconsideringtheinfluenceofthepoliticalandlegalenvironmentwithinwhichitoperates.

●Thesovereigntyofnations

●Stabilityofgovernmentpolicies

●Politicalparties

●Nationalism

●Politicalrisksofglobalbusiness

●Confiscation,expropriation,andDomestication

四、国际市场营销法律环境TheInternationalLegalEnvironment:

PlayingbytheRules

LearningObjectives:

●Thefourheritagesoftoday’slegalsystems

●Theimportantfactorsinjurisdictionoflegaldisputes

●Issuesassociatedwithjurisdictionoflegaldisputesandthevariousmethodsofdisputeresolution

●Theuniqueproblemsofprotectingintellectualpropertyrightsinternationally

●Waystoprotectagainstpiracyandcounterfeiting

●BasesforLegalsystems

●Commonandcodelaw

●Islamiclaw

●Jurisdictionininternationallegaldisputes

●Protectionofintellectualpropertyrights:

Aspecialproblem

思考题:

1.WhatarethemainfactorstoaffecttheInternationalMarketing?

2.“Acrucialfactwhendoingbusinessinaforeigncountryisthatpermissiontoconductbusinessiscontrolledbythegovernmentofthehostcountry.”Comment.

3.Whatarethemainfactorstoconsiderinassessingthedominantpoliticalclimatewithinacountry?

4.Whyisaworkingknowledgeofpoliticalpartyphilosophysoimportantinapoliticalassessmentofamarket?

第三讲：

营销战略MarketingStrategy

Ineconomics,itisdefinedas“majoroperationplanoflongtermdesignedtoserveforcompany’soveralldevelopmentgoal.”

一、何为营销战略WhatisMarketingStrategy?

MarketingStrategyis…

–Processofassessingthefirm’senvironmenttodetectcompetitiveadvantagesandthenexploitingthoseadvantagestoreachspecificgoals

–Marketingstrategyisforward-looking,long-termandrelativelystable,carefullyconsideredandrelevanttothecircumstancedofthespecificbusiness（orspecificproduct）,inordertoreachalongtermbusinessgoal.

Twosourcesofcompetitiveadvantages

–Capabilitiesadvantages

Products,Brand,Scale,Technology,Finance

–Positionaladvantages

•Businessoccupiessomeadvantageousgeography

•Businessoccupiessomeadvantageousplace（s）intheperceptionsof,mostsignificantly,customers.

Inessence,marketingstrategyistheprocessbywhichthefirm…

–Assessestheadvantagesassociatedwithdifferentperceptualpositions

–Selectsoptimalposition（s）foritsbusiness（es）

–Acquirestheselectedposition（s）

–Maintainstheacquiredposition（s）

二、战略目标BusinessStrategicGoals

GoalofGrowth

•Products;Variety;Quality;Totaloutput

•ValueofTotalAssets

•SalesandGrowthrate

•ProfitabilityandGrowthrate

Competition

•Technologicalcapacity

•Productpricing

•Productquality

•Marketshare（absoluteandrelative）

•CIandBI

Stability

OperationSafety

•Profitability

•Solvency

•Polymeric&Synergistic

三、营销战略的重要性ImportanceoftheMarketingStrategy

•“Withoutmarketingstrategy,companiesjustlikeplanesflyinginairturbulencesthroughthunderstorms,finallymaycrasheddown,orperhapsfuelexhausted.

四．战略分析StrategicAnalysis

•Customer

•Channel

•Competitor

•Company

五、差异化营销战略MarketingStrategyDifferentiation

思考题：

1.WhatistheMarketingStrategy?

2.Whatarethe4Ps?

3.DrawuptheAnsoffMetrix

第四讲：

营销计划与行动MarketingPlan&Actions

所有企业都需要营销计划

Likeallcompaniesneedmarketingstrategy,AllCompaniesNeedMarketingPlan.

Withoutaplan,individualswithinthecompanymaylackanysenseofpriorities,andmayhavenounderstandingofwhatneedstobeachievedorhowitshouldbeachieved.

一、制订营销计划的三要素Threemainelements

♦Themarketingactivitiesthatwillbeundertaken

♦Thetimingofactions

♦Thereasonsbehindeachaction

二、制订营销计划DrawingupaMarketingPlan

♦HistoricalData历史数据;

♦CurrentTrends目前的发展趋势

♦FutureExpectations对未来的期望;

♦Financing资金

考虑六个因素Thesixelementsofmarketingplanning

♦1.Lookingatwhathashappenedbefore;

♦2.Predictingwhatisgoingtohappen;

♦3.Identifyingopportunities;

♦4.Developingwinningplans;

♦5.Allocatingresourcestotheirbesteffect;

♦6.Puttingtheplansintoaction.

三、建立SMART目标体系

♦AmarketingplanshouldusetargetsthatmeettheSMARTcriteria.

♦Specific明确meansthatthetargetsclearlyidentifywhattheaimisandwhatwouldbeclassedassuccess.

♦Measurability量化impliesthatthetargetsarequantifiable.

♦Thetargetsneedtobeagreeduponbetweensuperiorsandsubordinatesandsettoanappropriatelevel.

♦Theyshouldberealistic切实可行andachievable.

四、确定营销预算的方法TheMostCommonMethodsToDecideMarketingFunds

♦Historical-AllocatingMethod历史测算法

Itmeansthatthemoneyforthisyearissimilartothelastyear,perhapswithanadditiontocoverinflationorthegrowingsizeofthebusiness.

Althoughthismethodiseasytouseandunderstand,itdoesgoagainsttheideathatbusinessesoperateinadynamic,everchangingenvironment.

♦AZero-basedSystemMethod零起点法

Thisinvolvesstartingwithablankpieceofpaperandrequireseverypieceofspendingtobejustifiedintermsofitscontributiontothebusiness'soverallobjectives.

Thisisafairmethodofallocatingthelimitedresourcesofabusiness,butislikelytobeverytimeconsumingandcanbeinflexible:

thefundingforinstantopportunitiesmaybedifficulttoacquire.

♦CompetitorParityMethod竞争测算法

Hereafigureisallocatedthatissimilartothespendingofcomparablecompanies.

Thismethod,however,doesmeanthatacompanyhastohavereliableinformationaboutitscompetitors'spendinghabitsandalsotheirplansforthefuture.

♦ATask-basedAllocationsMethod任务测算法

Perhapsthismethodismorerealistic.

思考题:

1.Describetherelationshipbetweenthemarketingstrategyandmarketingplan.

2.Whatarethefactorstobeconsideredtomakeagoodmarketingplan?

3.Howmanymethodscanbeusedtodecidethemarketingbudget?

第五讲国际市场营销调研InternationalMarketResearch

Learningobjectives:

●Theimportanceofproblemdefinitionininternationalresearch

●Theproblemsofavailabilityanduseofsecondarydata

●Quantitativeandqualitativeresearchmethods

●Multiculturals