国际市场营销PPT整理.docx

国际市场营销PPT整理.docx

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国际市场营销PPT整理

国际市场营销复习资料

第一章Scope,Concepts,andDriversofInternationalMarketing

ChapterObjectives

Defineinternationalmarketingandidentifythedifferentlevelsofinternationalinvolvement.

Describethedifferentcompanyorientationsandphilosophiestowardinternationalmarketing.

Identifyenvironmentalandfirm-specificdriversthatdirectfirmstowardinternationalmarkets.

Identifyobstaclespreventingfirmsfromsuccessfulinternationalventures.

ImportanceofInternationalMarketing

Internationalmarketinghelpscompaniesreachtheirfullpotentialandthemaximumreturnfortheirstockholders.

Manycompaniesfindthat,tokeepupwithcompetition,theymustreachfornewinternationalconsumers.

Formanycompanies,aninternationalpresenceisessentialtotheirsuccess.

Exxon,GeneralMotors,MicrosoftandMitsubishiearnprofitshigherthanthegrossdomesticproductofmanylow-incomecountries.

Manysmallbusinessescanattributetheirsuccessandevensurvivaltointernationalmarkets.

Companieswithproductsinlatestagesoftheproductlifecyclefindthatemergingmarketsofferthemnewlife

Privatizationincountrieswheregovernmentmonopolieshaddominatedfordecadeshasmadeitpossibleformultinationalstocompeteforlocalenergy,airline,railway,andtelecommunicationsindustries.

LevelsofInternationalMarketingInvolvement

Domesticmarketing:

Thefirmhastheleastcommitmenttointernationalmarketing

Focusondomesticconsumersandonthehome-countryenvironment.

Exportmarketing:

Thefirmisindirectlyordirectlyinvolvedinexporting.

Thefirmconsiderstheinternationalmarketasanextensionofthedomesticmarket.

Internationalmarketing:

Thefirmfocusesoninternationalconsumersinoneormorecountries.

Firm’ssalesoffices,subsidiaries,jointventuresareindifferentcountries.

Internationalactivitiesarenotcoordinatedacrossdifferentcountries.

Globalmarketing:

Thefirmcoordinatesitsmarketingactivitiesacrossdifferentcountrieswithoutfocusingprimarilyonnationalorregionalsegmentation.

Thestrategyispossibleduetotheemergenceofuniformglobalconsumersegments.

Thestrategyentailsanefficientglobalallocationofcompanyresources.

LevelsofInternationalMarketingInvolvement（summarized）

InternationalizationPhilosophies

Managementinternationalizationphilosophyaffectsallfunctionalareasofthecorporation.

Impactonresourceallocation,responsetoglobalthreats/opportunities

EthnocentricOrientation

Guidedbydomesticmarketextensionconcept.

Domesticstrategies,techniques,andpersonnelareperceivedassuperior.

Internationalmarketsaresecondary,regardedprimarilyasoutletsforsurplusdomesticproduction.

Internationalmarketingplansaredevelopedin-housebytheinternationaldivision.

PolycentricOrientation

Guidedbythemultidomesticmarketingconcept.

Focusesontheimportanceanduniquenessofeachinternationalmarket.

Firmsestablishindependentbusinessesineachtargetcountry.

Fullydecentralized,minimalcoordinationwithheadquarters.

Marketingstrategiesarespecifictoeachcountry

Outcomes:

noeconomiesofscale.

duplicatedfunctions.

higherfinalproductcosts.

RegiocentricOrientation

Guidedbytheglobalmarketingconcept.

Considersworldregionsthatshareeconomic,political,and/orculturaltraitsasdistinctmarkets.

Divisionsareorganizedbasedonlocation.

Regionalofficescoordinatemarketingactivities,usingaregion-widemarketingapproach.

Example:

RegionalbrandssuchasUnilever’sDomestos（householdcleaningagentcontainingbleach,soldinCentralEurope）

GeocentricOrientation

Guidedbytheglobalmarketingconcept.

Marketingstrategiesaimedatmarketsegments,ratherthangeographiclocations.

Maximizesefficienciesworldwideandprovidesstandardizedproductorservicethroughouttheworld.

Example:

Visa.Visaisomnipresentinworldmarkets.ThisadsuggeststoFrenchconsumersthatVisaiswidelyused.

InternationalExpansion:

DriversintheBusinessEnvironment

Theprimarydriversinthebusinessenvironmentare:

Competition

RegionalEconomicandPoliticalIntegration

Technology

ImprovementsinTransportationandTelecommunication

EconomicGrowth

TransitiontoaMarketEconomy

ConvergingConsumerNeeds

DriversintheBusinessEnvironment（contd.）

Competition

Competitivepressurefrominternationalcompanieswillforcethecompanytoexpandtonewmarkets,evenlessprofitableones.

Example:

McCannErickson,theadvertisingagency,followedlongtimeclient,CocaCola,Inc.,toallcountrieswhereCokewaspresent–untilrecently.

RegionalEconomicandPoliticalIntegration

Integrationfacilitatesinternationaltradeforcompaniesinmembercountries,andforcompaniesfromcountriesoutsideofthearea.

Example:

RegionalagreementssuchasNAFTA,MERCOSUR,andtheEuropeanUnionlowerandeliminatebarriersandpromotetradewithinthesemarkets.Subsidiariescanbeestablishedinthesemarketstotakeadvantageoffreetradewithintheregion

Technology

Examples:

Mediadevelopmentexposesconsumersworldwidetoforeignprogramming.

Consumersworldwideareexposedtosimilarproducts,services,andentertainment,andmarketingcommunications.

TheInternetofferssmallandmediumenterprisesinbothhigh-andlow-incomecountriesunlimitedinternationalexposure.

Technologyoffersabroadreachtothesebusinesseswhoseadvertisingbudgetcannotcoverthehighcostofinternationalbroadcastandprintadvertising.

TransportationandTelecommunications

Lowercostandhigherqualitycommunicationduetosatellitetechnology,teleconferencing,ande-mail.

Allowforfrequentinteractionbetweensubsidiariesinforeigncountriesandtheheadquarters.

Allowforoutsourcingofcustomerservice.

Theintroductionofcontainersinintermodaltransportationandelectroniccommunicationbetweensuppliersandcustomersgreatlyfacilitatesthetransportationofphysicalgoods

EconomicGrowth

Economicgrowthcreatedmarketsofhighpotentialforinternationalbrands,whilealsoopeningpreviouslyclosedmarkets.

EmergingmiddleclasswithincreasingbuyingpowerinbigemergingmarketssuchasthoseofBrazilandIndia.

Openingofnewmarketsthatwerepreviouslyclosed,suchasthoseofChinaandVietnam,andthoseoftheformerEasternBloc.

TransitiontoaMarketEconomy

Transitiontoamarketeconomycreatedimportantnewmarketsandopportunitiestotransforminefficientgovernment-ownedcompaniesintosuccessfulenterprises.

Poland,theCzechRepublic,Slovakia,Slovenia,Hungary,Romania,andBulgariaaremembersoftheEuropeanUnion.

SloveniaisalreadyamemberoftheEuropeanMonetaryUnion.

ChinaandVietnamareopeningdoorstomultinationals.

ConvergingConsumerNeeds

Consumers’exposure（throughmedia,travel）toglobalbrandscreateddemandforglobalproductsandworldwideloyaltytointernationalbrands.

Theemergenceofuniformconsumersegmentsfacilitatesmarketingstrategiesworldwide.

Examplesofconsumersegmentsworldwide:

globalteenagers

globalelite

Firm-SpecificDriversofInternationalExpansion

Theprimaryfirmdriversforinternationalexpansionare:

ProductLifeCycle

HighNewProductDevelopmentCosts

New-product-developmentcostsarerapidlyincreasingandproductlifecyclesaredecreasing.Asaresult,firmsmustlookbeyondthehome-countrymarkettofullyrecoverthehighproductdevelopmentcostsandtomakeaprofit

StandardizationEconomiesofScaleCheapLabor

Pricecompetitionduringthematuritystageoftheproductlifecycledrivesfirmtonewinternationalmarketsinsearchofcheaplabor.

Thefirmlowerscosts–andprices–asittakesadvantageof:

EconomiesofscaleStandardization,andCheaplabor

ExperienceTransfers

Companiesbenefitfromlessonstheylearnindifferentpartsoftheworldandtransfertheirknowledgetoothermarketstheyserve.

.ObstaclestoInternationalization

Theprimaryobstaclestointernationalizationaretheself-referencecriterion,governmentbarriers,andcompetitivebarriers.

Self-referenceCriterion

Consciousandunconsciousreferencetoownnationalcultureandhome-countrynormswhileoperatinginthehostcountry,whichcanpreventfirmsfromadaptingtolocalbusinessenvironmentsandservingtheneedsoflocalconsumers.

Tocountertheimpactoftheself-referencecriterion,thecorporationmust:

Selectadaptablepersonnelforinternationalassignments.

Sensitizeexpatriatestothelocalculture.

GovernmentBarriers

Restrictionsplacedoninternationalcorporationsbyimposing:

Tariffs

Importquotas

Otherlimitations,suchasrestrictiveimportlicenseawards.

3）BarriersImposedbyInternationalCompetition

Amongthecompetitivebarriersinternationalcompaniescommonlyencounterare:

Blockedchannelsofdistribution

Exclusiveretaileragreements

Pricecutting

Advertisingblitzes

ChapterSummary

Discusseddifferentlevelsofinternationalinvolvement–domestic,export,international,andglobalmarketing.

Addressedinternationalizationphilosophies:

Ethnocentric,polycentric,regiocentric,andgeocentric.

Discussedthedriversofinternationalexpansion:

Environmental（competition,regionalintegration,removaloftradebarriers,improvementsintransportation,telecommunicationsandtechnology,andconvergingconsumerneeds）.

Firm-specific（prolongingproductlifecycle,recoveringnewproductdevelopmentcosts,pricecompetition,standardization,economiesofscaleandcheaplabor,experiencetransfers）.

Addressedobstaclestoentry–theself-referencecriterion,governmentbarriers,andcompetitivebarriers.

第二章AnOverviewoftheInternationalMarketingEnvironment

ChapterObjectives

Provideanoverviewoftheworldeconomi