国际营销复习.docx
- 文档编号:6145473
- 上传时间:2023-01-04
- 格式:DOCX
- 页数:26
- 大小:106.91KB
国际营销复习.docx
《国际营销复习.docx》由会员分享,可在线阅读,更多相关《国际营销复习.docx(26页珍藏版)》请在冰豆网上搜索。
国际营销复习
1、InternationalMarketing:
ADefinition
Internationalmarketingisdefinedastheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompany’sgoodsandservicestoconsumersorusersinmorethanonenationforaprofit
2、TheInternationalMarketingTask
•MarketingControllables--------Undercontrolofmarketingmanager
•DomesticEnvironmentalUncontrollables
–Home-countryelementsthatcanhaveadirectonthesuccessofforeignventureandareoutoftheimmediatecontrolofthemarketer.
•ForeignEnvironmentalUncontrollables
–Theprocessofevaluatingtheuncontrollableelementsinaninternationalmarketingprogram,ofteninvolvessubstantialdosesofcultural,political,andeconomicshock.
3、Whyisthetaskofinternationalmarketersmorecomplicatedthanthatofdomesticmarketers?
“inmorethanonenation”ComplexityDiversityDifferentenvironments
4、EnvironmentalAdaptationNeeded
Differencesareintheuncontrollableenvironmentofinternationalmarketing
Firmsmustadapttouncontrollableenvironmentofinternationalmarketingbyadjustingthemarketingmix(product,price,promotion,anddistribution)
Aframeofreferenceshouldbeestablishedindeterminingormodifyingamarketer’sreactiontosituations
5、ThefocusofIM:
IMStrategy
LocalGlobal
4P’sStrategyVS.InternationalMarketParticipation
ProductVS.Productadaptationorstandardization
PriceVS.Priceadaptationorstandardization
PromotionVS.Promotionadaptationorstandardization
PlaceVS.Placeadaptationorstandardization
-Plus--------Coordination,ConcentrationandIntegrationofMarketingActivities
6、SRC(自我参照标准:
isanunconsciousreferencetoone’sownculturalvalues,experiences,andknowledgeasabasisfordecisions
EssoinJapaneseis“stalledcar(抛锚的洗车)”PetMilkinFranchis“flatulence(肠胃气胀)”
7、Ethnocentrism(民族中心主义)referstothenotionthatone’sowncultureorcompanyknowsbesthowtodothings
–Americanisunnecessarytolearnforeignlanguage.
BoththeSRCandethnocentrismimpedetheabilitytoassessaforeignmarketinitstruelight.
Reactionstomeanings,values,symbols,andbehaviorrelevanttoourownculturearedifferentfromthoseofforeign.
Relyingonone’sSRCcouldproduceanunsuccessfulmarketingprogram(Why?
)
–Preventyoufrombeing
•awarethatthereareculturaldifferences
•Orfromrecognizingtheimportanceofthosedifferences.
Anevaluationoftheappropriateness(合理性)ofadomesticallydesignedmarketingmixforaforeignmarket.
8、ToavoidtheSRC,thefollowingstepsaresuggested:
1:
Definethebusinessproblemorgoalinhome-countryculturaltraits,habits,ornorms
2:
Definethebusinessproblemorgoalinforeign-countryculturaltraits,habits,ornorms.Makenovaluejudgments
3:
IsolatetheSRCInfluenceintheproblemandexamineitcarefullytoseehowitcomplicatestheproblem
4:
RedefinetheproblemwithouttheSRCinfluenceandsolvefortheoptimumbusinessgoalsituation*
CasefromZhangRuiming-中国的智慧应对文化冲突
9、Tobegloballyawareistohave:
1.1.TolerantofCulturalDifferences,and2。
Knowledgeableof:
(a)Culture,(b)History,(c)WorldMarketPotential,
(d)GlobalEconomic,SocialandPoliticalTrends
10、StagesofInternationalMarketing
Ingeneral,firmsgothroughfivedifferentphasesingoinginternational:
NoDirectForeignMarketing、InfrequentForeignMarketing、RegularForeignMarketing、InternationalMarketing、GlobalMarketing
11、StrategicOrientation:
EPRGSchema
Generally,fourdistinctiveapproachesdominatestrategicthinkingin
internationalmarketing:
1.EthnocentricorDomesticMarketingExtensionConcept:
Homecountrymarketingpracticeswillsucceedelsewhere
withoutadaptation;however,internationalmarketingis
viewedassecondarytodomesticoperations
2.PolycentricorMulti-DomesticMarketingConcept:
Oppositeofethnocentrism
Managementofthesemultinationalfirmsplaceimportance
oninternationaloperationsasasourceforprofits
Managementbelievesthateachcountryisuniqueand
allowseachtodevelopownmarketingstrategieslocally
3.Regiocentric:
Seestheworldasonemarketanddevelopsastandardized
marketingstrategyfortheentireworld
4.Geocentric:
RegiocentricandGeocentricaresynonymouswithaGlobal
MarketingOrientationwhereauniform,standardized
marketingstrategyisusedforseveralcountries,countriesin
aregion,ortheentireworld
12、StrategicImplicationsforMarketing
1.Opportunities
Economicintegrationcreatesmassmarketsforthemarketer.Manynationalmarkets,toosmalltobotherwithindividually,takeonnewdimensionsandsignificancewhencombinedwithmarketsfromcooperatingcountries.
2.MarketBarriers
Theinitialaimofthemultinationalmarketistoprotectbusinessesthatoperatewithintheborders.l
3.MarketingMixImplications
CompaniesareadjustingtheirmarketingmixstrategiestoreflectanticipatedmarketdifferencesinasingleEuropeanmarket.
13、What’stherelationshipbetweentheMarketingandEconomicDevelopment?
Theeconomiclevelofacountryisthesinglemostimportantenvironmentalelementtowhichtheforeignmarketermustadjustthemarketingtask
Thestageofeconomicgrowthwithinacountryaffectstheattitudestowardforeignbusinessactivity,thedemandforgoods,thedistributionsystemsfoundwithinacountry,andtheentiremarketingprocess.
Marketingisconstantlyfacedwiththechallengeofdetectingandprovidingfornewlevelsofconsumption,andmarketingeffortsmustbematchedwithever-changingmarketneedsandwants.
Economicdevelopmentisgenerallyresultsinanincreaseintheaveragepercapitagrossdomesticproduct(GDP)
★★★14、StrategicImplicationsforMarketinginEmergingmarket
•Asacountrydevelops,incomeschange,populationconcentrationsshift,expectationsforabetterlifeadjusttohigherstandards,newinfrastructuresevolve,andsocialcapitalinvestmentsaremade
•Marketbehaviorchangesandeventuallygroupsofconsumerswithcommontastesandneeds(i.e.,marketsegments)arise
•Whenincomesrise,newdemandisgeneratedatallincomelevelsforeverythingfromsoaptoautomobiles
•Thismeansthatknowledgeofstageofmarketdevelopmentisimportantinhelpingtodevelopmarketingstrategiesthataretailoredtothelevelofeconomicdevelopment
15、Culture’sPervasive(广泛)Impact(影响)
•Culturerefersto“thehuman-madepartofhumanenvironment—thesumtotalofknowledge,beliefs,art,morals,laws,customs,andanyothercapabilitiesandhabitsacquiredbyhumansasmembersofsociety”
•Cultureinfluenceseverypartofourlives,everyday,frombirthtodeath,andeverythingbetween(文化影响到生活的每一个方面)
•Culturedealswithagroup’sdesignforlivingandispervasiveinallmarketingactivities—inpricing,promotion,channelsofdistribution,product,packaging,andstyling.
•Themarketer’seffortsactuallybecomeapartofthefabricofculture—howsucheffortsinteractwithaculturedeterminesthedegreeofsuccessorfailureofthemarketingeffort.Case:
HowTaobaobestedEbayinChina
•Marketsandmarketbehaviorarepartofacountry’sculture.
•Marketersaretheresultofthethree-wayinteractionofamarketer’sefforts,economicconditions,andallotherelementsoftheculture.
•Marketersfirstlyshouldbeasuccessfulculturallearner.
★★★15、describetherelationshipamongorigins,element,andconsequencesofculture?
Acompleteandthoroughappreciationoftheorigins(geography,history,politicaleconomy,technology,socialinstitutions)and,element(culturalvalues,rituals,symbols,beliefs,wayofthinking)ofculturemaywellbethesingelmostimportantgainforaforeignmarketersinthepreparationofmarketingplansandstrategies.Thisfiguremeansthatcultureisaprocess.Cultureisgradually(逐渐地)developedandtransmittedbysocalization(社会化)andacculturation(文化适应)。
Culturehasgreatinfluenceonindividualbehaviorsandtheirstyle.Consequently,Cultureisaprogressofadaptationandinnovation.Itisveryimportantforthemarketershowtoadaptandinnovate.
16、DefinitionsandOriginsofCulture(文化的定义和起源)
Cultureisthesumofthe“values(价值观),rituals(礼仪),symbols(符号),beliefs(信仰),andthoughtprocesses(思维过程)thatarelearnedandshared(共享)byagroupofpeople,andtransmitted(传承)fromgenerationtogeneration”)—Cultureiskindofgroupbehaviorsandbehaviorsstyle.
Culturehasbeenconceptualizedas(morethan160definition):
1.“Softwareofthemind”(思想的软件)cultureisaguideforhumansonhowtothinkandbehave;itisaproblem-solvingtool(解决问题的工具)(Hofstede)—Cultureisinvisible.
2.Aninvisiblebarrier(隐形的墙)…acompletely(完全)differentwayoforganizinglife,ofthinking,andofconceiving(表达)theunderlying(根本的)assumptions(看法)aboutthefamilyandthestate,theeconomicsystem,andevenManhimself”(Hall)—CulturedifferencesareinvisibleandimportantforIM.
3.A“thicket”(丛林)(U.S.AmbassadorHodgson))—Itispossiletogothroughtheculturaldifficultiesbutitisahardwork.
17、OriginsofCulture
1.Geography(地理),whichincludesclimate,topography(气候),flora(植物),fauna(动物),andmicrobiology(微生物),influencesoursocialinstitutions
2、History:
Theimpactofspecificevents(特定事件)inhistorycanbeseenreflectedintechnology(技术),socialinstitutions(社会机构),culturalvalues(价值观),andevenconsumerbehavior
3.ThePoliticalEconomyFormostofthe20thCenturythreeapproachestogovernance(治理)competedforworlddominance(争夺世界主导地位):
fascism(法西斯),communism(社会主义),anddemocracy/freeenterprise
4.Technology:
Technologicalinnovationsalsoimpactinstitutionsandcultural
5.SocialInstitutions:
includingfamily,religion,school,themedia,government,andcorporatio
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 国际 营销 复习