國際市場營銷InternationalmarketingInternationalMarketingreflectstheemergenceofaglobalmarketplaceandsignificantnewchallengesfacingbusinessmanagementinacompetitiveandrapidlychanginginternationalenvironment.STUDENTEVALUATIONSParticipation10%Homework15%Quiz10%Termpaper(presentation)15%FinalExam50%需要產品…效用…交換…市場……營銷Chapter1

ⅠIntroductiontointernationalmarketingConceptofinternationalmarketing1）Marketing（P2）指一個企業所進行的各種與市場相關的營利活動，包括市場調查與分析，市場細分與目標市場的選擇；產品或服務的開發；產品或服務的定價；經過一定的分銷渠道，向市場供應這些產品或服務；使用某種促銷手段，向市場提供信息并說服人們購買。

Processofplanningandexecutingtheconceptionpricing,promotionanddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationgoals.（P1）twofundamentalgoalsinmind:tocreatecustomervaluetoachievecompetitiveadvantage2）InternationalmarketingItistheperformanceofbusinessactivitiesdesignedtoplan,price,promotion.Anddirecttheflowofacompany’goodsandservicestoconsumersorusersinmorethanonenationforaprofit.國際市場營銷是指對商品和勞務流入一個以上的國家的消費者或用戶手中的過程,進行計劃,定價,促銷和引導,以便獲取利潤的活動.Theinternationalmarketingtask（P4）ControllablefactorsUncontrollablefactors73）TheInternationalMarketingTaskPolitical/legalforcesEconomicforces12EnvironmentaluncontrollablescountrymarketAEnvironmentaluncontrollablescountrymarketBEnvironmentaluncontrollablescountrymarketCCompetitivestructureCompetitiveForces

LevelofTechnologyPriceProductPromotionChannelsofdistributionGeographyandInfrastructureForeignenvironment(uncontrollable)StructureofdistributionEconomicclimateCulturalforces34567Political/legalforcesDomesticenvironment(uncontrollable)(controllable)Source:InternationalMarketing,PhilipCateora可控因素價格、產品、促銷、分銷渠道國內不可控因素政治經濟競爭力量技術水平國外不可控因素經濟政治文化法律分銷結構地理和基礎設施DriversofinternationalexpansionDriversintheBusinessEnvironment

---------Competition(CompetitivePressure)

ex:McCannEricksonandCoca-cola

---------RegionalEconomicandPoliticalIntegration

---------Technology---------EconomicGrowthFirm-SpecificDrivers--------ProductLife-CycleConsiderations

--------Standardization

--------experienceTransfers4）internationalmarketingandinternationaltradeInternational

tradeisexchangeofcapital,goods,andservicesacrossinternationalbordersorterritories.是指不同國家或地區之間的商品和勞務的交換活動。國際貿易是商品和勞務的國際轉移。由進口貿易（ImportTrade）和出口貿易(ExportTrade)兩部分組成，故有時也稱為進出口貿易。（P4-6）ⅡThelevelsofinternationalmarketinginvolvement1）Domestic

marketing（國內營銷）（P11）focusessolelyondomesticconsumersandonthehome-countryenvironment.key:國內市場2）Exportmarketing（出口營銷）afirmcouldbeinvolvedinexportingindirectly-thecompanytakesordersfrominternationalclients-ordirectly-thecompanyactivelyseeksinternationalclientskey:沒有營銷跡象3）Internationalmarketing（國際市場營銷）astheprocessesinvolvedinthecreation,production,distribution,promotion,andpricingofproducts,services,ideas,andexperiencesforinternationalmarketskey:目標市場在國外有完整的營銷策略4)Multinationalmarketing(多國營銷)whenmorecountriesareinvolved,internationalmarketingisoftenreferredtoasmultinationalmarketing.

key:環節分散充分考慮成本

A(rawmaterial)→B（research）→C(pay)→D(fabricate)→E(price)5）globalmarketing(全球營銷)

involvedmarketingactivitiesacrossdifferentcountrieswithoutfocusingprimarilyonnationalorregionalsegmentation.key:統一偏好標準化Ex:McDonald’sMicrosoftⅢInternationalOrientationandPhilosophy

1)EthnocentricOrientation:apersonwhoassumesthathisorherhomecountryissuperiortotherestoftheworldissaidtohaveanethnocentricorientation.民族中心主義導向:是受本土市場擴張理念指導的.總體來說,具有民族中心主義導向的公司高級管理者們人認為本國的戰略,技能和人員優先于國外市場,因此能夠味公司參與海外市場提供最有效地國家結構.結果,國際運營和國際顧客被認為沒有本國運營和本國顧客重要.Ex1:U.Sfirm----Americanbrand----U.Slifestylesandtraditions(cigarettes,bluejeans,HollyWoodmovies)Ex2:DisneyAbroad----themouse,princesandprincesses,Cinderellaandhercastle,rides----themainstreetUSA,-----past,present,futureTokyoDisneyResort----workwellDisneyResortParis-----failHongkong----tickeproblem2)Polycentricorientation:istheoppositeofethnocentrism,thetermpolycentricdescribesmanagement’sbelieforassumptionthateachcountryinwhichacompanydoesbusinessisunique.持有當地國導向的公司是受多國市場理念指導的.這種導向的公司管理者十分關注個別國際市場對業務成功的重要作用,并且很可能在他們所運營的國家中設立實體,典型的就是成立全資子公司或下屬營銷機構.Ford----FordEscort

----------UnitedKingdom----------UnitedStates----------SoutheastAsia3)Regiocentricorientation:nowpossibleduetothesuccessofregionaleconomicandpoliticalintegrationthatallowsforimplementingauniformmarketingstrategyintheentireregion.

區域中心主義導向的公司將整個世界看成是受經濟，政治和文化因素影響的截然不同的市場，這些經濟，政治，文化等因素正式區域營銷方法中關注的變量。4)Geocentricorientation:perceivetheentireworld-withoutnationalandregionaldistinctions-asapotentialmarketwithidentifiable,homogeneoussegmentsthatneedtobeaddressedwithtailored