全球营销学课件Ch1.ppt

1、International Marketing Some AboutsAbout this courseAbout the examinationAbout gradingAbout this course国际市场营销学是国际经贸专业的核心课程之一。国际市场营销学是国际经贸专业的核心课程之一。本课程拟通过双语教学使学生不仅能本课程拟通过双语教学使学生不仅能掌握企业在掌握企业在国际市场营销方面的专业知识，而且还能提高学国际市场营销方面的专业知识，而且还能提高学生对营销方面英文文献的阅读理解能力以及用英生对营销方面英文文献的阅读理解能力以及用英文撰写营销计划书的能力文撰写营销计划书的能力。通过教学

2、，。通过教学，要求学生要求学生理解国际市场营销产生、发展的过程，掌握国际理解国际市场营销产生、发展的过程，掌握国际市场环境的分析方法、进入国际市场和制定国际市场环境的分析方法、进入国际市场和制定国际市场营销组合的基本理论和方法。市场营销组合的基本理论和方法。教学中使用较多的英文案例，培养学生的英文思教学中使用较多的英文案例，培养学生的英文思维能力，提高学生的分析能力；维能力，提高学生的分析能力；强调学生自学能力的培养；强调学生自学能力的培养；运用多媒体教学。运用多媒体教学。Text StructureIntroduction to global marketing（Ch1）The global

3、 marketing environment（Ch2,3,4）Approaching Global markets（Ch6,7）Global marketing mix（Ch 8,11,9,10）10 chapters:1,2,3,4,6,7,8,11,9,10 text+case analysisReference books:全球营销学（第全球营销学（第4版）中译本（傅慧芬、戚永翎、郭晓版）中译本（傅慧芬、戚永翎、郭晓凌凌 译）译）美美菲利普菲利普.R.凯特奥拉等著凯特奥拉等著.国际营销（英文版）国际营销（英文版）.中国中国人民大学出版社，人民大学出版社，2005.Philip Kotle

4、r.MARKETING MANAGEMENGAnalysis,Planning,Implementation and Control（Ninth Edition）.Prentice-Hall International,Inc.,1997.菲利普菲利普 R.凯特奥拉，约翰凯特奥拉，约翰 L.格雷厄姆格雷厄姆,国际市场营销国际市场营销学学,机械工业出版社，机械工业出版社，2005马萨基马萨基.科塔比，克里斯蒂安科塔比，克里斯蒂安.赫尔森，赫尔森，全球营销管理全球营销管理，中国人民大学出版社，中国人民大学出版社，2005国际市场营销学国际市场营销学，李威，李威 王大超主编，机械工业出版王大超主编，

5、机械工业出版社，社，2008年年7月第一版月第一版闫国庆，沈哲，孙琪，陈林兴，闫国庆，沈哲，孙琪，陈林兴，国际市场营销学国际市场营销学，清华大学出版社，清华大学出版社，2004甘碧群，甘碧群，国际市场营销学国际市场营销学，武汉大学出版社，武汉大学出版社，2002沈钺，沈钺，全球营销学全球营销学，武汉大学出版社，武汉大学出版社，2004About the examination英文出题，题型可能为：英文出题，题型可能为：multiple choice 单选题单选题true or false 判断题判断题discussion questions 问答题问答题discussion essays 论述

6、题论述题 case analysis 案例分析题案例分析题About gradingAttendance,homework,daily performance 30%Final examination 70%List of QuestionsWhat is global marketing?Do we have to go global?Why?Where shall we go?What shall we know before plunging ourselves into the storming sea?How can we survive and thrive in a foreig

7、n market?Global Marketing-Introduction1.Overview of MarketingWhat is marketing?The process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods and services to create exchanges that satisfy individual and organization goals.是一个策划和实施是一个策划和实施 构思、产品和服务的概念、构思、产品和服务的

8、概念、定价、促销和分销的过程，从而创造能够定价、促销和分销的过程，从而创造能够满足个人和组织目标的交换。满足个人和组织目标的交换。Marketing-one of the functional areas of a business,or the activities that along with product design,manufacturing,and transportation logistics,comprise a firms value chain.The essence of marketing is to surpass the competition at the

9、task of creating perceived valueperceived value for customers.Value Equation:V=B/P B,benefits-product,promotion,and distribution P,price-money,time,effort,etc.此页Competitive advantage,Globalization,Global industriesGlobal marketing is essential if a company competesIn a global industry or one that is

10、 globalizing.2.What is global marketing?Practicing marketing in the global environment.An organization that engages in global marketing focuses its resources on global market opportunities and threats Standardization or Localization?Global localization:Think global and act locallyGlobal marketing re

11、quires marketers to behave in a way that is global and local at the same time by responding to similarities and differences in world markets.Examples:Coca-Cola and McDonalds P10-11Global Marketing VS Domestic MarketingMore difficult:language,law,culture,trade and non-trade barriers,market research,a

12、nd communication;More complicated:currency,measures and weights,customs,monetary exchange,transportation,insurance,and counter-claimMore risky:credibility,currency exchange,political risk,transportation,and pricing More opportunities and more profitable,Should we go global?3.The importance of global

13、 marketingWish to achieve maximum growth potential e.g.the US companies:75%of world market potential is outside their home country Throughout history,companies have achieved world wide dominance in spite of the smaller size and limited market of their home country.It should be noted,however,that an

14、international presence was essential for their success.纵观历史，无论是小规模公司还是本国市场有限的公司，他们都已经获得了全球主导地位。然而，值得一提的是，国际化是他们成功的必要条件。4.Management Orientation Managements assumptions or beliefs-both conscious and unconscious -about the nature of the worldEthnocentric 母国中心导向母国中心导向Polycentric 多国中心导向多国中心导向Regiocentri

15、c 地区中心导向地区中心导向Geocentric 全球中心导向全球中心导向Ethnocentric OrientationEthnocentric Orientation:Home country is superior to the rest of the world.(Foreign markets secondary)A.Domestic companies:See only similarities in markets.Products and practices that succeed in the home country will be successful anywhere

16、;B.international companies:Adhere to the notion that the products that succeed in the home country are superior.Products can be sold everywhere without adaptation standardized or extension approach to marketing.e.g.NissanPolycentric OrientationEach country is unique.Each subsidiary should develop its own business and marketing strategies (Multinational Company)e.g.:Citicorp,Ford Motor CompanyRegiocentric OrientationRegiocentric:Each region is unique(the relevant geographic unit)and an integrated