國(guó)際市場(chǎng)營(yíng)銷(xiāo)PPT

InternationalMarketing

國(guó)際營(yíng)銷(xiāo)參考用書(shū)國(guó)際營(yíng)銷(xiāo)?？ㄈ穑–urry,J.E.）著；俞利軍導(dǎo)讀?！虾＃荷虾Ｍ庹Z(yǔ)教育出版社，2009。（“簡(jiǎn)明商務(wù)英語(yǔ)系列教程”由上海外語(yǔ)教育出版社從美國(guó)世界貿(mào)易圖書(shū)出版社引進(jìn)，共12本，涉及商科知識(shí)的各個(gè)領(lǐng)域，包括《國(guó)際經(jīng)濟(jì)學(xué)》、《國(guó)際營(yíng)銷(xiāo)》、《國(guó)際支付》、《國(guó)際貿(mào)易單證》、《國(guó)際商務(wù)合同》等。）國(guó)際營(yíng)銷(xiāo)實(shí)踐教程

?？ㄈ穑–urry,J.E.）著；張蔚主編?！虾＃荷虾Ｍ庹Z(yǔ)教育出版社，2013。國(guó)際營(yíng)銷(xiāo)（第16版）。（美）凱特奧拉等著；崔新健改編。北京：中國(guó)人民大學(xué)出版社，2013。AssessmentFinalGrade100AssessmentFinalTest10080%ClassWork10020%FinalGrade10%ListenattentivelyRespondquicklyParticipateactively10%，Absentforthreetimes,youwillcertainlyfailthecourse80%BothfromtextbookandfromothersourcesAttendancePerformanceFinaltestOverviewofthecoursePartone:MarketingBasicsParttwo:GlobalenvironmentofinternationalmarketingPartthree:Marketingresearch&MarketingplanPartfour:StrategydevelopmentContentsChapter1:MarketingbasicsChapter2:TheroleofgovernmentsChapter3:TheroleofculturalforcesChapter4:Marketresearch&marketingplanChapter5:DevelopingproductsforforeignmarketChapter6:PricingforinternationalmarketsChapter7:InternationalmarketingchannelsChapter8:AdvertisingandPromotionsChapter1:MarketingBasicsWhatshouldyoulearn?DefinitionofmarketingandinternationalmarketingThescopeoftheinternationalmarketingtaskTheincreasingimportanceofglobalawarenessThemotivationforinternationaltradeandtheimportanceofbalance-of-paymentfigurestoacountry’seconomyMarketingHowtodefinemarketing?Marketingistheactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyatlarge.(ApprovedJuly2013)美國(guó)市場(chǎng)營(yíng)銷(xiāo)協(xié)會(huì)（AmericanMarketingAssociation,AMA）市場(chǎng)營(yíng)銷(xiāo)是在創(chuàng)造、溝通、傳播和交換產(chǎn)品中，為顧客、客戶(hù)、合作伙伴以及整個(gè)社會(huì)帶來(lái)價(jià)值的一系列活動(dòng)、過(guò)程和體系。（該定義于2013年7月通過(guò)美國(guó)市場(chǎng)營(yíng)銷(xiāo)協(xié)會(huì)董事會(huì)一致審核）MarketingMixMarketingmixisthesetofmarketingtoolsthatthefirmusestopursueitsmarketingobjectivesinthetargetmarket.ItusuallyreferstoE.JeromeMcCarthy's

4Pclassificationfordevelopinganeffectivemarketingstrategy.Product:theselectionanddevelopmentoftheproductPrice:determinationofpricePlace:selectionanddesignofdistributionchannelsPromotion:allaspectsofgeneratingorenhancingdemandfortheproduct,includingadvertising營(yíng)銷(xiāo)組合營(yíng)銷(xiāo)組合是一種市場(chǎng)營(yíng)銷(xiāo)中用到的工具，營(yíng)銷(xiāo)組合對(duì)于確定產(chǎn)品和品牌的唯一銷(xiāo)售點(diǎn)（把產(chǎn)品和競(jìng)爭(zhēng)者區(qū)別開(kāi)來(lái)的唯一質(zhì)量）非常重要。一般還可以稱(chēng)為4P。市場(chǎng)營(yíng)銷(xiāo)人員E.JeromeMcCarthy在1960年提出了4P分類(lèi)，然后全世界的市場(chǎng)營(yíng)銷(xiāo)者開(kāi)始使用這個(gè)模型。產(chǎn)品-產(chǎn)品是滿(mǎn)足消費(fèi)者需求的物品，可以是有形產(chǎn)品，或者是無(wú)形的服務(wù)。無(wú)形服務(wù)可以是旅游業(yè)、酒店業(yè)和金融業(yè)等等。有形物品是物理存在的形式。一般例子是大量生產(chǎn)的有形物品，如汽車(chē)或者一次性產(chǎn)物剃須刀片等。另一種大量生產(chǎn)的無(wú)形產(chǎn)品如電腦操作系統(tǒng)。價(jià)格–是消費(fèi)者愿意支付產(chǎn)品的費(fèi)用。調(diào)整價(jià)格對(duì)于市場(chǎng)策略有深刻的影響，需要根據(jù)產(chǎn)品的價(jià)格彈性，一般來(lái)說(shuō)，會(huì)影響需求和銷(xiāo)售。促銷(xiāo)-代表各種市場(chǎng)營(yíng)銷(xiāo)者使用的溝通方式，可以讓不同的群體可以了解產(chǎn)品。促銷(xiāo)一般包括：廣告,公共關(guān)系,個(gè)人銷(xiāo)售和銷(xiāo)售促銷(xiāo)。產(chǎn)品位置-把產(chǎn)品放在正確的位置，讓消費(fèi)者可以方便獲得。13TheInternationalizationofU.S.Businesses1-1314Exhibit1.2SelectedU.S.CompaniesandTheirInternationalSalesSource:Compiledfromannualreportsoflistedfirms,20121-14151-15FromdomesticmarkettointernationalmarketManyreasons:AdomesticmarketmaybesaturatedAproductmayhavereachedtheendofitsusefulcycleinthedomesticmarketAsuddendemandfromaforeignmarketAcompanymayjustbelookingfornewterritoriesOnecondition:acertaindegreeofdomesticsuccessDevelopmentofWal-Martstores1962年在美國(guó)阿肯色州羅杰斯開(kāi)設(shè)第一家沃爾瑪商店1969年10月31日沃爾瑪百貨有限公司成立1972年在美國(guó)紐約證券交易市場(chǎng)上市1988年在美國(guó)密蘇里州華盛頓開(kāi)設(shè)了第一家超級(jí)市場(chǎng)1990年成為美國(guó)最大的零售企業(yè)1991年在墨西哥開(kāi)設(shè)了第一家美國(guó)本土以外的商店1993年沃爾瑪國(guó)際部成立1994年沃爾瑪購(gòu)買(mǎi)了加拿大的沃柯（Woolco)連鎖的122家商店1996年沃爾瑪通過(guò)成立合資公司，在中國(guó)深圳開(kāi)設(shè)第一家商店DevelopmentofWal-Martstores1998年沃爾瑪收購(gòu)21家Wertkauf連鎖商店，進(jìn)入德國(guó)1999年沃爾瑪擁有114萬(wàn)名雇員，成為世界上最大的私人雇員公司。收購(gòu)了ASDA集團(tuán)公司（229家店），進(jìn)入英國(guó)2002年沃爾瑪成為世界上最大的企業(yè)（營(yíng)業(yè)額）2005年對(duì)日本西友百貨的持股增加至56.56%。出資收購(gòu)了葡萄牙在巴西SonaeSGPSSA集團(tuán)的140多家商店2006年取得中美零售控股公司的控股權(quán)，由此拓展了其在哥斯達(dá)黎加、危地馬拉、薩爾瓦多、洪都拉斯及尼加拉瓜等國(guó)的業(yè)務(wù)2007年2月取得中國(guó)大陸好又多（Trust-Mart)35%的股權(quán)InternationalMarketingDefinition:PerformanceofbusinessactivitiesdesignedtoPlanPrice

Promote,andDirecttheflowofacompany’sgoodsandservicestoconsumersorusersinmorethanonenationforaprofit.MernationalmarketingMarketingconcepts,processes,andprinciplesarethesame,butDifference

MarketingEnvironmentMarketingEnvironmentTheInternationalMarketingTaskEnvironmentalAdaptationAbilitytoeffectivelyinterprettheinfluenceandimpactofthecultureinwhichyouhopetodobusinessCulturaladjustmentisthemostchallengingandimportanttaskconfrontinginternationalmarketersAvoidmeasuringandassessingmarketsagainstthefixedvaluesandassumptionsofyourowncultureDevelopingaGlobalAwarenessTobegloballyawareistohaveToleranceofculturaldifferences:UnderstandingculturaldifferencesandacceptingandworkingwithotherswhosebehaviormaybedifferentfromyoursKnowledgeofcultures,history,worldmarketpotential,andglobaleconomic,social,andpoliticaltrends252-*Exhibit2.1TopTen2011U.S.TradingPartners($billions,merchandisetrade)Source:/foreign-trade/top,2012.BalanceofPayments國(guó)際收支平衡Whencountriestrade,thereisaconstantflowofmoneyintoandoutofacountryoverashortperiodoftime.Thesystemofaccountsthatrecordsanation’sinternationalfinancetransactionsiscalleditsbalanceofpayments.TransactionsrecordedannuallyBalanceofPayments國(guó)際收支平衡AbalanceofpaymentsstatementincludesthreeaccountsCurrentaccount經(jīng)常項(xiàng)目:arecordofallmerchandiseexports,imports,andservicesplusunilateraltransfersoffundsCapitalaccount資本項(xiàng)目:arecordofdirectinvestment,portfolioinvestment,andshort-termcapitalmovementstoandfromcountriesReservesaccount儲(chǔ)備項(xiàng)目:arecordofexportsandimportsofgold,increasesordecreasesinforeignexchange,andincreasesordecreasesinliabilitiestoforeigncentralbanks.Balanceoftrade國(guó)際貿(mào)易差額Balanceoftrade:Thedifferenceinvaluebetweenthetotalexportsandtot