-
国际市场营销
International
Marketing
授课教案
教材
：药朝诚
,
国际营销与全球战略
International
Marketing & Global Strategy
（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
Guiding Theory of the International
Marketing
第二讲
:
影响国际市场营销的因素
Impacts on the International Marketing
第三讲
:
营销战略
第四讲
:
营销计划与行动
第五讲
:
国际市场调研
第六讲
:
产品与服务
Marketing Strategy
Marketing
Plan and Actions
International Market
Research
Products and Services
第七讲
:
国际市场价格策略
Pricing for International Markets
第八讲
:
国际市场进入战略
International Market Entry Strategies
第九讲
:
国际营销渠道
International Marketing Channels
第十讲
:
整合式营销传播
Integrated Marketing Communications
第十一讲
:
国际营销环境中的文化差异
International Marketing and Cultural
Differences
第十二讲
:
管理文化差异
1
Managing the
Cultural Differences
第一讲
:
国际市场营销导论
Guiding Theory of the International
Marketing
一、市场营销学的基础知识
Marketing Essentials
Marketing is a social and
managerial process by which individuals and groups
obtain
what they need and want through
creating and exchanging value with others.
Marketing is managing profitable
customer relationships.
?
Marketing
decision factors
?
Aspects of the domestic environment
Learning objectives:
?
The
marketing definition
?
The importance
of the
marketing
?
The procession
of becoming a marketer
二、国际市场营销
International Marketing
International marketing is
defined as the performance of business activities
designed to plan,
price, promote, and
direct the flow of a company’s
goods
and services to consumers or users in
more than one nation for a profit..
?
The
international marketing task
?
Aspects of the
foreign environment
?
Environmental Adaptation Needed
?
Stages of
international marketing involvement
?
International
marketing
?
Global marketing
三、
国际市场营销与国际贸易
International
Marketing & International Trade
国际贸易：
国家之间有形产品与无形服务的交换活动
Exchange of the visible products and
invisible services among the nations
2
国与国之间分工的结果
Outcome of the
International Labor Division
国际贸易与国际营销的共同点
:
What are in common for the both?
?
经营活动的目的：获取利润
Business Purpose:
Earning profit
?
交换对象：商品和劳务
Exchange:
Commodities and labor
Services
?
经营环境：复杂的国际环境
Environment:
International, with complexity
?
理论基础：比较利益学说
,
国际产品生命周期
Theories:
Comparable
Advantage,
Product Life
Cycle
四、
企业走向国际市场的动因
Why
Companies go international ?
?
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
The Challenging
Situation
?
经济全球化
Economic
Globalization
?
国际市场竞争
International
Competition
?
贸易保护主义
Trade
Protectionism
?
贸易区域集团化
Regional
Economic Bloc
六、国际市场营销的战略思考
Strategic Consideration
?
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
< br>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
3
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
．
What are the
differences between the Marketing and the
International Marketing?
2.
Describe the International
Marketing Environment
3.
Why should companies go international
？
4.
“
The
marketer
’
s task is the same
whether applied in Texas or
Tanzania.
”
Discuss.
5.
How can the
increased interest in international marketing on
the part of U.S. firms be
explained?
第二讲：
影响国际市场营销的主要因素
Main Impacts on the International
Marketing
一、
国际市场营销文化环境
International Cultural Environment
-
-
Cultural
Importance of culture to international
marketing
-
Elements of
Culture
-
Cultures
Knowledge
二、国际市场营销经济环境
International Economic
Environment
-
International economic environment
-
Regional
economic organization
三、国际市场营销政治环境
The
Political Environment: A Critical Concern
No
company,
domestic
or
international,
large
or
small,
can
conduct
business
without
considering the
influence of the political and legal environment
within which it operates.
?
The sovereignty
of nations
?
Stability of government policies
?
Political
parties
?
Nationalism
?
Political risks of global business
?
Confiscation,
expropriation, and Domestication
4
四、国际市场营销法律环境
The
International Legal Environment: Playing by the
Rules
Learning Objectives:
?
The four
herit
ages of today’s legal
systems
?
The important factors in jurisdiction
of legal disputes
?
Issues
associated
with
jurisdiction
of
legal
disputes
and
the
various
methods
of
dispute resolution
?
The unique
problems of protecting intellectual property
rights internationally
?
Ways to protect against piracy and
counterfeiting
?
Bases for Legal systems
?
Common and code
law
?
Islamic law
?
Jurisdiction in
international legal disputes
?
Protection of
intellectual property rights: A special problem
思考题
:
1.
What are the
main factors to affect the International
Marketing?
2.
“
A crucial fact when doing
business in a foreign country is that permission
to conduct
business is controlled by
the government of the host
country.
”
Comment.
3.
What are the
main factors to consider in assessing the dominant
political climate within a
country?
4.
Why
is
a
working
knowledge
of
political
party
philosophy
so
important
in
a
political
assessment of a
market?
第三讲：营销战略
Marketing Strategy
In
economics, it is defined as “ majo
r
operation plan of long term designed to serve for
company’s overall development goal.”
一、何为营销战略
What is
Marketing Strategy?
Marketing Strategy
is …
–
Process
of
assessing
the
firm’s
environment
to
detect
competitive
advantages
and
then exploiting those
advantages to reach specific goals
–
Marketing
strategy
is
forward-looking,
long-term
and
relatively
stable,
carefully
5
considered
and
relevant
to
the
circumstanced
of
the
specific
business
(or
specific
product), in order
to reach a long term business goal.
Two sources of competitive
advantages
–
Capabilities advantages
Products,
Brand, Scale, Technology, Finance
–
Positional
advantages
?
?
Business
occupies some advantageous geography
Business occupies some advantageous
place(s) in the
perceptions
of,
most significantly, customers.
In essence, marketing
strategy is the process by which the firm
…
–
Assesses the advantages associated with
different perceptual positions
–
Selects optimal
position(s) for its business(es)
–
Acquires the
selected position(s)
–
Maintains the acquired position(s)
二、战略目标
Business Strategic Goals
Goal of Growth
?
?
?
?
Products;
Variety; Quality; Total output
Value of
Total Assets
Sales and Growth rate
Profitability and Growth rate
Competition
?
?
?
?
?
Technological capacity
Product pricing
Product
quality
Market share
(absolute and relative)
CI and BI
Stability
Operation Safety
?
?
?
Profitability
Solvency
Polymeric & Synergistic
6
三、营销战略的重要性
Importance of the
Marketing Strategy
?
“
Without
marketing
strategy,
companies
just
like
planes flying
in
air
turbulences
through thunder
storms, finally may crashed down, or perhaps fuel
exhausted.
四．战略分析
Strategic Analysis
?
?
?
?
五、
思考题：
1.
What is the
Marketing Strategy?
2.
What are the 4Ps?
3.
Draw up the Ansoff Metrix
差异化营销战略
Marketing Strategy Differentiation
Customer
Channel
Competitor
Company
第四讲：
营销计划与行动
Marketing Plan & Actions
所有企业都需要营销计划
Like
all companies need marketing strategy, All
Companies Need Marketing Plan.
Without
a
plan,
individuals
within
the
company
may
lack
any
sense
of
priorities,
and
may have no
understanding of what needs to be achieved or how
it should be achieved.
一、制订营销计划的三要素
Three main elements
?
The marketing
activities that will be undertaken
?
The timing of
actions
?
The
reasons behind each action
二、制订营销计划
Drawing
up a Marketing Plan
?
Historical Data
历史数据
;
?
Current Trends
目前的发展趋势
?
Future
Expectations
对未来的期望
;
?
Financing
资金
考虑六个因素
The six
elements of marketing planning
7
?
1.
Looking at what has happened before;
?
2. Predicting
what is going to happen;
?
3. Identifying opportunities;
?
4. Developing
winning plans;
?
5. Allocating resources to their best
effect;
?
6. Putting the
plans into action.
三、建立
SMART
目标体系
?
A marketing plan should use targets
that meet the SMART criteria.
?
Specific
明确
means
that
the
targets
clearly
identify
what
the
aim
is
and
what
would be classed as success.
?
Measurability
量化
implies that the targets are
quantifiable.
?
The targets need to be agreed upon
between superiors and subordinates and set to
an appropriate level.
?
They should be
realistic
切实可行
and
achievable.
四、确定营销预算的方法
The Most Common
Methods To Decide Marketing Funds
?
Historical-
Allocating Method
历史测算法
It
means
that
the
money
for
this
year
is
similar
to
the
last
year,
perhaps
with
an
addition
to cover
inflation or the growing
size
of the business.
Although this
method is easy to use and understand, it does go
against the idea that
businesses
operate in a dynamic, ever changing environment.
?
A
Zero-based System Method
零起点法
This
involves
starting
with
a
blank
piece
of
paper
and
requires
every
piece
of
spending
to be justified in terms of its contribution to
the business's overall objectives.
This is a fair
method of allocating the limited resources of a
business, but is likely to
be very time
consuming and can be inflexible: the funding for
instant opportunities may be
difficult
to acquire.
?
Competitor Parity Method
竞争测算法
Here a figure is allocated
that is similar to the spending of comparable
companies.
This
method,
however,
does
mean
that
a
company
has
to
have
reliable
information
about its
competitors' spending habits and also their plans
for the future.
?
A Task-based
Allocations Method
任务测算法
Perhaps this method is more
realistic.
思考题
:
1.
Describe the
relationship between the marketing strategy and
marketing plan.
8