国际市场营销

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 Marketing Strategy

第四讲: 营销计划与行动 Marketing Plan and Actions

第五讲: 国际市场调研 International Market Research

第六讲: 产品与服务 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 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

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。

 需求。

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

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

四、国际市场营销法律环境The International Legal Environment: Playing by the Rules

Learning Objectives:

 The four heritages 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 “ major 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 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 …

– positions

Assesses the advantages associated with different perceptual

– 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

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

• Customer

• Channel

• Competitor

• Company

五、 差异化营销战略 Marketing Strategy Differentiation

思考题：

1. What is the Marketing Strategy?

2. What are the 4Ps?

3. Draw up the Ansoff Metrix

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

 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.

2. What are the factors to be considered to make a good marketing plan?

3. How many methods can be used to decide the marketing budget?

第五讲 国际市场营销调研 International Market Research

Learning objectives:

 The importance of problem definition in international research

 The problems of availability and use of secondary data

 Quantitative and qualitative research methods

 Multicultural sampling and its problems in less-developed countries

 Sources of secondary data

 How to analyze and use research information

Breadth and scope of international marketing research

Marketing research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.

The function that links the consumers to the marketers through information---- information used to identify and define marketing problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.

The research process

International marketing research involves two additional complications:

 First, information must be communicated across cultural boundaries.

 Second, the environments in which research tools are applied are often different in foreign markets

1. Define the research problem and establish research objectives.

2. Determine the sources of information to fulfill the research objectives.

3. Consider the costs and benefits of the research effort

4. Gather the relevant data from secondary or primary sources, or both.

5. Anlyze, interpret, and summarize the results.

6. Effectively communicate the results to decision makers.

Problems of gathering primary data

 Ability to communicate opinions

 Willingness to respond

 Sampling in field surveys

 Language and comprehension

思考题：

1. Describe the procedures of the market research.

2. Why does the market research have to be carried in the international marketing?

第六讲：国际市场进入策略International Market Entry Strategies

Planning for International Markets

 Planning is a systematized way of relating to the future

 Planning offers a systematic guide to planning for the multinational firm operating in different countries.

 It is an attempt to manage the effects of external, uncontrollable factors on the firm’s strengths, weaknesses, objectives, and goals to attain a desired end.

Foreign Market Entry Strategies

exporting 出口进入模式

contractual agreement 契约进入模式

direct foreign investment 投资进入模式

strategic alliances 战略联盟

思考题:

1. What is the difference between the franchise agreement and the license agreement?

2. Describe the difference about the strategic alliance and the joint-venture.

3. List the types of market entry methods.

第七讲：产品与服务Products and Services

Learning objectives:

 The importance of offering a product suitable for the intended market

 The importance of quality and how quality is defined

 Country-of-origin effects on product image

 Physical, mandatory, and cultural requirements for product adaptation

 The need to view all attributes of a product in order to overcome resistance to acceptance

Quality

Intense global competition is placing new emphasis on manufacturing quality products

Quality, as a competitive tool, is the deciding factor in world markets

 Maintaining quality

 Physical or Mandatory requirements and adaptation

 Green Marketing and product development

 Barriers to entering global markets for consumers services

 Brands in International markets

思考题:

1. Describe the types of trade barriers and non-trade barriers in the international marketing.

2. How can the product quality standards be secured in international marketing?

3. Amongst the 4 Ps, which you feel the most important? And why?

第八讲 国际市场营销价格策略Pricing for International Markets

Learning objectives:

 Components of pricing as competitive tools in international marketing

 The pricing pitfalls directly related to international marketing

 How to control pricing in parallel imports or gray markets

 Price escalation and how to minimize its effect

 Countertrading and its place in international marketing prictices

 The mechanics of price quotations

 Pricing policy

 Pricing objectives

 Parallel imports

 Approaches to international pricing：

 Full-cost versus variable-cost pricing

 Skimming versus penetration pricing

 Price escalation

 Middleman and transportation costs

 Dumping

 Government-influenced pricing

思考题:

1. What factors should be considered by companies when making prices for the products?

2. How many methods can be applied for pricing?

第九讲：国际市场营销渠道策略International Marketing Channels

Learning objectives:

 The variety of distribution channels and how they affect cost and efficiency in marketing

 The Japanese distribution structure and what it means to Japanese customers and to competing importers of goods

 How distribution patterns affect the various aspects of international marketing

 The growing importance of e-commerce as a distribution alternative

 The functions, advantages, and disadvantages of various kinds of middlemen

 The importance of middlemen to a product’s success and the importance of selecting and maintaining middlemen

Channel-of-distribution structures

Import-oriented distribution structure

Trends: From traditional to modern channel structures

Distribution patterns

 Capital requirements

 Control

 Coverage

 Character

 Continuity

思考题:

1. Why is it said that the middlemen are important in marketing?

2. How can the distribution be reasonably controlled?

3. Describe about the types of distribution channels in international international

marketing.

第十讲：整合式营销传播 Integrated Marketing Communications

Learning objectives:

 Local market characteristics that affect the advertising and promotion of products

 The strengths and weaknesses of sales promotion and public relations in global marketing

 When global advertising is most effective; when modified advertising is necessary

 The effects of a single European market on advertising

 The effect of limited media, excessive media, and government regulations on advertising and promotion budgets

 The communication process and advertising misfires

 Sales promotions in International markets

 International public relations

 International advertising

 Advertising strategy and goals

 Media Planning and Analysis

 International control of advertising : broader issues

思考题：

1. Define the following terms:

Integrated marketing communications sales promotions public relations

2. “Perhaps advertising is the side of international marketing with the greatest similarities from country to country through-out the world. Paradoxically, despite its many similarities, it may also be credited with the greatest number of unique problems in international marketing.” Discuss it.

3. What is the importance of feedback in the communications process?

第十一讲 国际营销环境中的文化差异

International Marketing and Cultural Differences

一、文化的巨大影响 Culture’s Pervasive Impact

1. “Software of the mind” culture is a guide for humans on how to think and behave; it is a problem-solving tool. (Hofstede)

2. An invisible barrier… a completely different way of organizing life, of thinking, and of conceiving the underlying assumptions about the family and the state, the economic system, and even Man himself” (Hall)

3. A “thicket” (U.S. Ambassador Hodgson)

Culture influences every part of our lives

Culture is the sum of the “values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation”

二、文化的特征：

继承性；发展性；差异性；复杂性

三、文化对于国际市场营销的重要性 Importance of Culture to International Marketing

• Culture is pervasive in all marketing activities— such as in product, packaging

 A successful marketer must be a student of culture, meanwhile their activities affect culture

 The effect of marketing is judged by local cultural. Understanding culture can determine success or failure in international marketing

四、文化的构成成分Elements of Culture

 Language

 Aesthetics

 Education

 Religion , beliefs and rituals

 Social organization

思考题：

1． What is the culture to be defined？

2． Have you experienced the problems caused by the cultural differences？

3． Give some true examples that the multinational companies have been troubled by the cultural differences in world market.

4． 第十二讲 如何管理文化差异

MANAGING CULTURAL DIFFERENCES

文化差异问题已经成为一个跨国性困惑，并影响着国际营销活动。而如何理解与控制自己的文化偏见和思维定式是解决困惑的前提。

一、文化偏见Cultural Bias

• Cultural bias is the phenomenon of interpreting and judging phenomena in terms particular to one's own culture.

• The problem of cultural bias is central to social and human sciences, such as economics, psychology, anthropology人类学 and sociology, which have had to develop methods and theories to compensate for or eliminate cultural bias.

• Cultural bias occurs when people of a culture make assumptions about conventions, including conventions of language, notation, proof and evidence. They can then mistake these assumptions for laws of logic or nature

二、思维定式Mental Set

• The beliefs of your mental set shape and colour your emotional energies, and they do a whole lot more than that. They also have a lot to do with your behavior. All of the ways that you act, all of the time, tend to be congruent with your mental set. In other words, you tend to stay in character.

• If you believe you are a worthless piece of garbage, then your behavior will demonstrate that belief. If you believe that you are capable, then you will express that in your behavior.

三、理解与控制文化偏见和思维定式

UNDERSTANDING AND MANAGING CULTURAL BIASES AND MENTAL SETS

• One useful way to become sensitive to, understand and acquire a facility to manage cultural differences is first to understand one's own cultural and personal biases, as well mental sets.

• Therefore, it is useful to review the following general guidelines:

（1）Differences are not always culturally based. Some arise from individual personality differences and some from institutional, or business factors.

（2）Do not assume that because something works in one culture, it will work in another. Understand yourself and your own culture first, so that you may be more aware of your own biases or mental set and have a benchmark against which to study others.

四、变差异为合力 SYNERGISTICALLY MANAGING CULTURAL DIFFERENCES

• Almost all multinational companies in the world have cultural differences

among participating parties that must be reconciled.

• Taking the time to establish personal relationships in order to reconcile these differences has to be balanced with time limitations and situation requirements.

思考题：

1. Do we have any mental sets? For example.

2. Explain that how the cultural differences put impacts on the international marketing.

3. Is it possible to manage the cultural differences synergistically?