国际市场营销.ppt

,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,International Marketing,国际营销,1,参考用书,国际营销。卡瑞（,Curry,J.E.,）著；俞利军导读。,上海：上海外语教育出版社，,2009,。（,“,简明商务英语系列教程,”,由上海外语教育出版社从美国世界贸易图书出版社引进，共,12,本，涉及商科知识的各个领域，包括,国际经济学,、,国际营销,、,国际支付,、,国际贸易单证,、,国际商务合同,等。）,国际营销实践教程,。卡瑞（,Curry,J.E.,）著；张蔚主编。,上海：上海外语教育出版社，,2013,。,国际营销（第,16,版）。（美）凯特奥拉等著；崔新健改编。北京：中国人民大学出版社，,2013,。,2,3,Assessment,Final Grade,100,Assessment,Final Test,100,80%,Class Work,100,20%,4,Final Grade,10%,Listen attentively,Respond quickly,Participate actively,10%,，,Absent for three times,you will certainly fail the course,80%,Both from text book and from other sources,Attendance,Performance,Final test,5,Overview of the course,Part one:Marketing Basics,Part two:Global environment of international marketing,Part three:Marketing research&Marketing plan,Part four:Strategy development,6,Contents,Chapter 1:Marketing basics,Chapter 2:The role of governments,Chapter3:The role of cultural forces,Chapter4:Market research&marketing plan,Chapter 5:Developing products for foreign market,Chapter6:Pricing for international markets,Chapter7:International marketing channels,Chapter8:Advertising and Promotions,7,Chapter 1:Marketing Basics,8,What should you learn?,Definition of marketing and international marketing,The scope of the international marketing task,The increasing importance of global awareness,The motivation for international trade and the importance of balance-of-payment figures to a country,s economy,9,Marketing,How to define marketing?,Marketing is the activity,set of institutions,and processes for creating,communicating,delivering,and exchanging offerings that have value for customers,clients,partners,and society at large.(Approved July 2013),美国市场营销协会（,American Marketing Association,AMA,）,市场营销是在创造、沟通、传播和交换产品中，为顾客、客户、合作伙伴以及整个社会带来价值的一系列活动、过程和体系。,（该定义于,2013,年,7,月通过美国市场营销协会董事会一致审核）,10,Marketing Mix,Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market,.,It usually refers to E.Jerome McCarthys,4P,classification for developing an effective marketing strategy.,Product:,the selection and development of the,product,Price:,determination of,price,Place:,selection and design of distribution channels,Promotion:,all aspects of generating or enhancing demand for the product,including advertising,11,营销组合,营销组合是一种市场营销中用到的工具，营销组合对于确定产品和品牌的唯一销售点（把产品和竞争者区别开来的唯一质量）非常重要。一般还可以称为,4P,。,市场营销人员,E.Jerome McCarthy,在,1960,年提出了,4P,分类，然后全世界的市场营销者开始使用这个模型。,产品,-,产品是满足消费者需求的物品，可以是有形产品，或者是无形的服务。无形服务可以是旅游业、酒店业和金融业等等。有形物品是物理存在的形式。一般例子是大量生产的有形物品，如汽车或者一次性产物剃须刀片等。另一种大量生产的无形产品如电脑操作系统。,价格,是消费者愿意支付产品的费用。调整价格对于市场策略有深刻的影响，需要根据产品的价格弹性，一般来说，会影响需求和销售。,促销,-,代表各种市场营销者使用的沟通方式，可以让不同的群体可以了解产品。促销一般包括：广告,公共关系,个人销售和销售促销。,产品位置,-,把产品放在正确的位置，让消费者可以方便获得。,12,13,The Internationalization of U.S.Businesses,1-,13,2024/12/13 周五,14,Exhibit 1.2 Selected U.S.Companies and Their International Sales,Source:Compiled from annual reports of listed firms,2012,1-,14,2024/12/13 周五,15,1-,15,2024/12/13 周五,From domestic market to international market,Many reasons:,A domestic market may be saturated,A product may have reached the end of its useful cycle in the domestic market,A sudden demand from a foreign market,A company may just be looking for new territories,One condition:a certain degree of domestic success,16,Development of Wal-Mart stores,1962,年 在美国阿肯色州罗杰斯开设第一家沃尔玛商店,1969,年,10,月,31,日沃尔玛百货有限公司成立,1972,年 在美国纽约证券交易市场上市,1988,年 在美国密苏里州华盛顿开设了第一家超级市场,1990,年 成为美国最大的零售企业,1991,年 在墨西哥开设了第一家美国本土以外的商店,1993,年 沃尔玛国际部成立,1994,年 沃尔玛购买了加拿大的沃柯（,Woolco),连锁的,122,家商店,1996,年 沃尔玛通过成立合资公司，在中国深圳开设第一家商店,17,Development of Wal-Mart stores,1998,年 沃尔玛收购,21,家,Wertkauf,连锁商店，进入德国,1999,年 沃尔玛拥有,114,万名雇员，成为世界上最大的私人雇员公司。收购了,ASDA,集团公司（,229,家店），进入英国,2002,年 沃尔玛成为世界上最大的企业（营业额）,2005,年 对日本西友百货的持股增加至,56.56%,。出资收购了葡萄牙在巴西,Sonae SGPSSA,集团的,140,多家商店,2006,年 取得中美零售控股公司的控股权，由此拓展了其在哥斯达黎加、危地马拉、萨尔瓦多、洪都拉斯及尼加拉瓜等国的业务,2007,年,2,月 取得中国大陆好又多（,Trust-Mart)35%,的股权,18,International Marketing,Definition: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.,Marketing vs.international marketing,Marketing concepts,processes,and principles are the,same,but,Difference,19,Marketing Environment,20,Marketing Environment,21,The International Marketing Task,Environmental Adaptation,Ability to effectively interpret the influence and impact of the culture in which you hope to do business,Cultural adjustment is the most challenging and important task confronting international marketers,Avoid measuring and assessing markets against the fixed values and assumptions of your own culture,23,Developing a Global Awareness,To be globally aware is to have,Tolerance of cultural differences:,Understanding cultural differences and accepting and working with others whose behavior may be different from yours,Knowledge of cultures,history,world market potential,and global economic,social,and political trends,24,25,2-*,Exhibit 2.1 Top Ten 2011 U.S.Trading Partners($billions,merchandise trade),Source:,www.census.gov/,foreign-trade/top,2012.,2024/12/13 周五,Balance of Payments,国际收支平衡,When countries trade,there is a constant flow of,money,into and out of a country over a short period of time.,The system of accounts that records a nation,s international finance transactions is called its,balance of payments.,Transactions recorded annually,Balance of Payments,国际收支平衡,A balance of payments statement includes three accounts,Current account,经常项目,:a record of all merchandise exports,imports,and services plus unilateral transfers of funds,Capital account,资本项目,:a record of direct investment,portfolio investment,and short-term capital movements to and from countries,Reserves account,储备项目,:a record of exports and imports of gold,increases or decreases in foreign exchange,and increases or decreases in liabilities to foreign central banks.,Balance of trade,国际贸易差额,Balance of trade:The difference in value between the total exports and total imports of a nation during a specific period of time.,Trade deficit,:An economic measure of,a,negative,balance of trade,in which,a countrys imports exceeds its exports.A trade deficit represents an outflow of domestic currency to foreign markets.,Trade surplus,:An economic measure of,a,positive,balance of trade,where a countrys exports exceeds its imports.A trade surplus represents a net inflow of domestic currency from foreign markets,and is the opposite of a trade deficit,which would represent a net outflow.,28,Vocabulary,Marketing,Marketing mix,International marketing,Balance of payment,Balance of trade,Trade deficit,Trade surplus,29,Thank You!,30,