《國際市場營銷學(xué)講義第一課(XXXX年版)student版本》由會(huì)員分享，可在線閱讀，更多相關(guān)《國際市場營銷學(xué)講義第一課(XXXX年版)student版本（22頁珍藏版）》請(qǐng)?jiān)谘b配圖網(wǎng)上搜索。

1、,單擊此處編輯母版標(biāo)題樣式,單擊此處編輯母版文本樣式,第二級(jí),第三級(jí),第四級(jí),第五級(jí),*,INTERNATIONAL MARKETING,KeFu,International Marketing,Somethingaboutthecourse,Aboutthebook,Aboutthestudymethod,Abouttheexamination,The scopeand challenge of internationalmarketing,International corporations.,Thesecompanies,businesswerelocated all aroundthe

2、 world.,Moreand more companies engagein International marketing.,See next page,Letstryto think some Chinese Internationalcompanies,.,again,tryto thinkaboutsomeforeign-ownedChinese companies.,Fortune 500 companies(2009),世界500,強(qiáng),強(qiáng)公司名單.doc,Chinese companies among Fortune 500(2009),2010,年世界,500,強(qiáng)排行榜中,國,

3、國公司名單,.doc,外資企業(yè)在,中,中國,偽國貨,.ppt,柯達(dá)與樂凱,聯(lián),聯(lián)姻（占樂,凱,凱,20%,股份）,比利時(shí)英博,集,集團(tuán)與福建,雪,雪津啤酒,嘉士伯收購,云,云南大理啤,酒,酒,;(,云南本省知,名,名品牌，在,云,云南占有,1/3,的市場份額,),摩根，英聯(lián),，,，達(dá)能與蒙,牛,牛,美華平與哈,藥,藥,歐萊雅與小,護(hù),護(hù)士，羽西,洗滌行業(yè)四,家,家年產(chǎn)八萬,噸,噸以上的洗,衣,衣粉已有三,家,家被收購,百威啤酒的,制,制造商,AB,集團(tuán)收購中,國,國第四大啤,酒,酒商哈爾濱,啤,啤酒,無錫威孚是,國,國內(nèi)柴油燃,油,油噴射系統(tǒng),的,的最大廠商,，,，被德國博,世,世并購,國際私

4、募股,權(quán),權(quán)基金,PAG,接手了好孩,子,子集團(tuán),67.4%,的股權(quán),北美最大的,消,消費(fèi)電子零,售,售商百思買,以,以,1.8,億美元的價(jià),格,格，收購國,內(nèi),內(nèi)第四大家,電,電連鎖商江,蘇,蘇五星電器,51%,的股權(quán)，從,而,而正式進(jìn)入,中,中國市場,;,The scopeand challenge of InternationalMarketing,Why do companies engage in InternationalMarketing?,-Toincrease theirprofit byincreasingtotal revenueor decreasing the cos

5、t ofgoods.,-The attractiveness of Internationalmarket,-Thesaturation ofdomestic marketneeds andintensivemarket competition,-(becontinue),The scopeand challenge of InternationalMarketing,-,To take advantages of theregulations and policesof domestic andforeign market,-Toacquire resources.,-Toavoidrisk

6、,-Toexpand productlifecycle,從“海爾中,國,國造”到“,海,海爾世界造,”,”,海爾相信本,土,土化制造是,海,海爾國際化,道,道路上關(guān)鍵,的,的一步。1996年，,海,海爾在印尼,設(shè),設(shè)立了第一,家,家海外工廠,，,，到2002年海爾已,在,在全球設(shè)立,了,了十余家工,廠,廠，這些工,廠,廠每年生產(chǎn),上,上百種產(chǎn)品,，,，這些產(chǎn)品,大,大部分都在,當(dāng),當(dāng)時(shí)銷售。,世界跨國公,司,司大多選擇,勞,勞力成本低,的,的地區(qū)開設(shè),工,工廠。當(dāng)1999年海,爾,爾在美國設(shè),廠,廠時(shí)，有一,家,家業(yè)界權(quán)威,雜,雜志駐美國,記,記者立即對(duì),海,海爾的做法,提,提出質(zhì)疑：,傳,傳

7、誦國內(nèi)勞,動(dòng),動(dòng)力成本低,的,的優(yōu)勢，到,人,人力成本昂,貴,貴，市場飽,和,和的歐美投,資,資建廠，海,爾,爾是否明智,？,？,試和你的小,組,組成員就以,下,下問題展開,討,討論：,1.你們認(rèn),為,為海爾海外,投,投資建廠是,否,否明智?為,什,什么?,2.海爾,海,海外投資建,廠,廠的原因是,什,什么?,The scopeand challenge of InternationalMarketing,Basisinfo.About Marketing,Whatis difference between marketing andselling,Marketingmix(See page

8、9),MarketingMarketingis getting theright goods and serviceto the right peopleat the right place at theright time andright place with the right communication andpromotion.,The scopeand challenge of InternationalMarketing,starting pointfocusmeansends,Sellingfactoryproductssellingprofit,andthrough,prom

9、otionsales,volume,Marketingtargetcustomerintegratedprofit,marketneedsmarketingthrough,and wantscustomer,satisfaction,The scopeand challenge of InternationalMarketing,MarketingMix4CS,Productcustomer wants and needs,Pricecustomercost,Promotioncustomer communication,Placecustomerconvenience,6PS,-Politi

10、cal,-Publicrelation,10PS,-Probing,-Partition,-Prioritizing,-position,International Marketing:A Definition,International marketing is defined as the,performance of business activities designed to plan,price,promote,and direct the flow of a companys,goods and services to consumers or users in more,tha

11、n one nation for a profit,Marketingconcepts,processes,andprinciplesareuniversally applicable all over theworld,Morecomplicated marketing mixfactors,Product standaliation oradaptation?.,Price,exchangerate,foeign currency control,.,Promotiondifferentcommercial promotion law,.different promotion method

12、.,Place,different infrastructure,different stocking cost.,The International Marketing Task,7,3.,Economy,Environmental,uncontrollables,country marketA,Environmental,uncontrollables,country,market B,Environmental,uncontrollables,country,market C,1.,Competition,1.,Competition,2.,Technology,Price,Produc

13、t,Promotion,Placeor,Distribution,6.,Geographyand,Infrastructure,Foreign Environment,(,Uncontrollables,),7.,Structureof,Distribution,3.,Economy,5.,Political-,Legal,Domestic environment,(,Uncontrollables,),(,Controllables,),2.,Technology,4.,Culture,5.,Political-,Legal,4.,Culture,Target,Market,The inne

14、rcircle depictsthe controllable elementsthatconstitute a marketersdecision area.The secondcircle encompassesthoseenvironmentalelements at home that have some effect on foreign-operationdecisions,andthe outercircle represents the elementsof the foreignenvironment for each foreignmarket within whichth

15、e marketer operates.,A businessoperatingin its home countryundoubtdly feels comfortablein forecastingthe business climateandadjustingbusiness decisions to these elements.,Caseanalysis,2008,年,1,月,1,日，中國運(yùn),動(dòng),動(dòng)品牌老大,李,李寧將其觸,角,角伸向了美,國,國耐克總部,所,所在地的波,特,特蘭，建立,第,第一個(gè)海外,鞋,鞋產(chǎn)品研發(fā),中,中心。但許,多,多人不知道,的,的是，李寧,的,的第一家海,外

16、,外直營店其,實(shí),實(shí)早于兩年,半,半前在荷蘭,開,開張了。,2007,年，李寧公,司,司與一家荷,蘭,蘭經(jīng)銷商簽,署,署合同，在,南,南部的馬斯,特,特里赫特市,開,開設(shè)了一家,李,李寧旗艦店,。,。這也是李,寧,寧的“海外,第,第一店”。,選,選擇馬斯特,里,里赫特，而,非,非阿姆斯特,丹,丹，主要考,慮,慮到馬城位,于,于德國和比,利,利時(shí)的邊境,上,上，在那個(gè),區(qū),區(qū)域又是最,富,富裕的。李,寧,寧想通過馬,城,城特殊的地,理,理位置來滲,入,入周邊地區(qū),，,，以此作為,跳,跳板，間接,深,深入歐洲的,三,三大市場：,英,英國、法國,、,、德國。李,寧,寧認(rèn)為，荷,蘭,蘭市場與英,、,、法、德市,場,場有許多共,通,通性，其規(guī),模,模又小得恰,到,到好處，正,適,適合用來作,為,為實(shí)驗(yàn)基地,。,。,其,其實(shí)，,李,李寧選擇荷,蘭,蘭作為打開,國,國際市場的,第,第一步并非,完,完全出于戰(zhàn),略,略。選擇馬,城,城、滲透歐,洲,洲等想法最,早,早出于它的,荷,荷蘭經(jīng)銷商,。,。在馬城旗,艦,艦店開張之,前,前，兩位荷,蘭,蘭企業(yè)家曾,多,多次上門拜,訪,訪李寧北京,總,總部，試圖,說