国际市场营销InernaionalmarkeingCH

Internationalmarketing要注意区别的几个问题角度问题营销人员与销售人员宏观营销与微观营销要注意的问题营销人员与销售人员的区别营销人员销售人员依赖于市场调研依赖经验试图从目标市场进行正确的市场细分了解不同个性的买主时间用于计划上时间用于面对面的促销上从长期考虑从短期考虑目的在于获得市场份额并赚取利润目的在于促进销售宏观与微观营销宏观市场营销学（macro-marketing）从社会总体交换层面研究营销问题。它以社会整体利益为目标，研究营销系统的社会功能与效用，并通过这些系统引导产品和服务从生产进入消费，以满足社会需要。——社会福利导向微观市场营销学(micro-marketing)从个体（个人和组织）交换层面研究营销问题。——企业福利导向当代营销研究的主流仍然是微观市场营销学。CourseoutlineInternationalmarketingbasics1IntroductiontoInternationalMarketing2ThreebasictheoriesofInternationaltradeTheinternationalmarketingenvironmentTargetingmarketinginformationmarketsInternationalmarketingmixManagingtheinternationalmarketingE-commerceandonlinemarketingCourserequirementAttendanceandparticipation20%In-classQuiz20%Groupassignmentandpresentation60%IntroductionWhatismarketing? “Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andexchangingproductsofvaluewithothers.”(Kotler)Process,exchange,valueNeeds,wantsanddemandsNeeds:needsisastateofdeprivationofsomebasicsatisfactionsuchas:food,clothes,digitalsWants:anindividualmayneedtowatchTV,butwantstoconsumeaparticularbrandofTelevision.Demands:itisdefinedinanarrativewaynotinabroadwayinthetextbooks.itcouldbedefinedastheabilityandwillingnesstobuyanynumberofproductsbasedoncustomer’spurchasingpower.

ThepyramidofMaslow'shierarchyofneedsAccordingtoMaslow'shierarchyofneeds,hedivideshuman'sneedsintofivelevels:basicneeds,safetyneeds,socialneeds,esteemneedsandself-fulfillmentneeds.Heusuallyusesatriangleorpyramidshapetodescribehistheory.Question:dothemarketerscreatehumanneeds?Basicneedsarerelativelyfew,butpeople'swantsareunlimited,theyareshapedbysocialinfluences,theirpasthistoryandconsumptionexperiences.Differentpeople,then,mayhaveverydifferentwantstosatisfythesameneed.Everyoneneedstokeepwarmoncoldwinternights,forinstance.Butsomepeoplewantelectricblankets,whileotherspreferold-fashiondowncomforters.Justbecauseofthis,itgiveroomorscopetothemarketer.Consumervaluetwofactorscontributetoconsumervalue,theyaredesiredvalueandperceivedvalueDesiredvaluereferstowhatcustomersdesireinaproductorservicePerceivedvalueisthebenefitthatacustomerbelievesheorshereceivedfromaproductafteritwaspurchasedConsumervalue:thedeferencebetweenthevaluestheconsumergainsfromowningandusingaproductandthecostsofobtainingtheproduct.consumersatisfactionConsumerpurchasingdecisionisbasedontheirperceptionofthevaluethatproductsandservicesdeliver.Consumersatisfaction:Towhatextentthatproduct’sperceivedperformancecouldmatchabuyer’sexpectation.(quality)exchange,transactionandrelationshipsExchange:theactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.Exchangeisthecoreofmarketing.ButterfliesHighprofitpotentialTruefriendsHighestprofitpotentialStrangersLowestprofitpotentialBarnaclesLowprofitpotentialShort-termcustomerslong-termcustomersProjectedloyaltyCustomerrelationshipgroupsHighprofitabilityPotentialProfitabilityLowprofitabilityTheseconditionsmustbemetbeforeanexchangeoccurs:-----fiveconditionsTheremustbeatleasttwoparties.至少有双双方Bothpartiesmustoffersomethingofvalue(e.g.money,goods.Services,anidea)每方方都有可可能提供供对另一一方来说说有价值值的东西西Bothpartiesmustbeawareoftheexistenceoftheother;bothmustbecapableofcommunicationanddelivery每每方都都有沟通通与送货货的能力力Bothpartiesmustbefreetoacceptorrejecttheother'soffer.每一方方都可以以自由地地接受或或拒绝bothpartiesmustbewillingandabletonegotiatetermsofexchangethattheyfindacceptable.Inotherwords,bothpartiesmustbelievethattheexchangecreatesbenefitsorvalue.每一一方都认认为与另另一方打打交道是是适宜或或称心的的。MarketsThedefinitionofmarketistheplacewherebuyersandsellersgatheredtoexchangetheirgoods.Thefactorsthatdecidethesizeofmarket:(1)Thenumberofthepeople;(2)Purchasingpower;(3)purchasingdesireAsimplemarketingsystem市场（买者总总和）行业（卖者总总和）商品或服服务货币信息沟通MarketingfunctionsContact:tocommunicatewithprospective(potential)customerMerchandising:theprocessofbringingtherightproducttotherightplaceattherighttimeintherightquantityPricing:todecidethepriceofproductisthemostsignificantdeterminantsforprofitPromotion:supportmarketingefforts,suchasadvertising,publicrelations,personalsellingDistribution(渠道):theprocessofputtingtheconsumerandtheproducttogetherHumanresources:internalmarketinginsideacompanybetweenemployersandemployees.Itisimportantforemployeestounderstand.MarketingprocessUnderstandthemarketplaceandcustomerneedsandwantsDesignacustomer-drivenmarketingstrategyConstructamarketingprogramthatdeliverssuperiorvalueBuildprofitablerelationshipsandcreatecustomersatisfactionCapturevaluefromcustomerstocreateprofitsandcustomerqualityCreatevalueforcustomersandbuildcustomerrelationshipsCapturevaluefromcustomersinreturnMarketingtechnologyGlobalmarketsEthicsandsocialresponsibilityIntroductionWhatisinternationalmarketing?-“Internationalmarketingistheprocessofplanningandconductingtransactionsacrossnationalborderstocreateexchangesthatsatisfytheobjectivesofindividualsandorganizations”(CzinkotaandRonkainen)-“Internationalmarketingfocusesitsresourcesonglobalmarketopportunitiesandthreats”(KeeganandGreen)-“Internationalmarketingisthemotoroftheinternationalizationprocessofthefirm”(Usunier)-Itisatoolusedtoobtainimprovementofthefirm’spositionintheglobalmarket-Strategyandaction,globalandlocalDifferentlevelsofinternationalmarketingDomesticmarketing:entirelyfocusonhomecountrymarket,withouttargetingoverseasmarket.Exportmarketing:theinitialstageofaddressingmarketopportunitiesoutsidethedomesticmarketInternationalmarketing:moreinvolvedinoverseasmarket.enteringcertaincountriesbyevaluatingacompany’sresourcesandthenatureofopportunityandthreat.InternationalMarketingDecisionsappraisingtheinternationalmarketingenvironmentDecidingwhethertogoabroadDecidingwhichmarketstoenterDecidinghowtoenterthemarketDecidingonthemarketingprogramDecidingonthemarketingorganizationIntroductionWhatarethesimilaritiesanddifferencesbetweeninternationalmarketinganddomesticmarketing?Similarities:basicconcepts,practicesandtoolsarealmostidentical,keysuccessfactorsarethesame……Differences:morestrategic,morevariables,morecomplex,culturaldifferences,legalconstraints,informationsources,managingdistances,entrymodechoice…InternationalmarketingofChinesecompaniesReadyourselfmarketingmanagementorientations(市场经经营观念念)Marketingmanagementwantstodesignstrategiesthatwillbuildprofitablerelationshipswithtargetconsumers.Butwhatphilosophyshouldguidethesemarketingstrategies?Therearefivealternativeconceptsunderwhichorganizationsdesignandcarryouttheirmarketingstrategies:theproductionproductsellingmarketingsocietalmarketingconcepts.ProductionconceptThisconceptistheoldestorientationsthatguidessellers.①ThecontentTheideathatconsumerswillfavorproductsthatareavailableandhighlyaffordable.Therefore,managementshouldfocusonimprovingproductionanddistributionefficiency.②situationsadopted:-----twoFirst:DemandforaproductexceedsthesupplySecond:thecostistoohighandimprovedproductivityisneededtobringitdown.③disadvantageleadingtomarketingmyopia(短视).Productconcept①ThecontentTheideathatconsumerswillfavorproductsthatofferthemostquality,performance,andfeaturesandthattheorganizationshouldthereforedevoteitsenergytomakingcontinuousproductimprovement.②situationsadopted:Demandforaproductexceedsthesupply.Buttheextentchanged.③disadvantage:alsoleadtomarketingmyopia(短视).Sellingconcept①ThecontentTheideathatconsumerswillnotbuyenoughofthefirm'sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.②situationsadopted:———卖方市场向向买方市场场过渡阶段段★theconceptistypicallypracticedwithunsoughtgoods---thosethatbuyersdonotnormallythinkofbuying,suchasinsuranceorblooddonations.Theseindustriesmustbegoodattrackingdownprospectsandsellingthemonproductbenefits.Sellingconcept(con.)★mostfirmspracticethesellingconceptwhentheyfaceovercapacity.Theiraimistosellwhattheymakeratherthanmakethemarketwants.Demandforaproductexceedsthesupply.Buttheextentchangedfurther,especiallyinasmallpart.③disadvantage:Suchamarketingstrategycarrieshighrisks.Marketingconcept①Thecontent:Themarketingmanagementphilosophythatholdsthatachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdo.Underthemarketingconcept,customerfocusandvaluearethepathstosalesandprofits.②thedifferencesbetweensellingandmarketingconceptsThedifferencesTheconceptStartingpointFocusMeansEndsThesellingconceptfactoryExistingproductsSellingandpromotingProfitsthroughsalesvolumeThemarketingconceptmarketCustomerneedsIntegratedmarketingProfitsthroughcustomersatisfactionSocietalmarketingconcept①thebackgroundthatputforwardPeoplequestionwhetherthepuremarketingconceptoverlookspossibleconflictsbetweenconsumershort-runwantsandconsumerlong-runwelfare.Isafirmthatsenses,serves,andsatisfiesimmediateneeds,wants,andinterestsoftargetmarketsalwaysdoingwhat`sbestforconsumersandsocietyinthelongrun?②thecontentAprincipleofenlightenedmarketingthatholdsthatacompanyshouldmakegoodmarketingdecisionsbyconsideringconsumer'srequirements,consumer'slong-runinterests,andsociety'slong-runinterests.课堂研讨11、您如何何看待软包包装饮料行行业的营销销？2、从社会会营销观念念角度分析析，您如何何看待正在在我国蓬勃勃兴起的家家用汽车工工业？您怎怎样思考汽汽车业未来来的发展？？9、静静夜夜四四无无邻邻，，荒荒居居旧旧业业贫贫。。。。1月月-231月月-23Thursday,January5,202310、雨中黄黄叶树，，灯下白白头人。。。20:16:0620:16:0620:161/5/20238:16:06PM11、以以我我独独沈沈久久，，愧愧君君相相见见频频。。。。1月月-2320:16:0620:16Jan-2305-Jan-2312、故人人江海海别，，几度度隔山山川。。。20:16:0620:16:0620:16Thursday,January5,202313、乍乍见见翻翻疑疑梦梦，，相相悲悲各各问问年年。。。。1月月-231月月-2320:16:0620:16:06January5,202314、他他乡乡生生白白发发，，旧旧国国见见青青山山。。。。05一一月月20238:16:06下下午午20:16:061月月-2315、比不了了得就不不比，得得不到的的就不要要。。。一月238:16下午午1月-2320:16January5,202316、行动出成果果，工作出财财富。。2023/1/520:16:0620:16:0605January202317、做做前前，，能能够够环环视视四四周周；；做做时时，，你你只只能能或或者者最最好好沿沿着着以以脚脚为为起起点点的的射射线线向向前前。。。。8:16:06下下午午8:16下下午午20:16:061月月-239、没有失败败，只有暂暂时停止成成功！。1月-231月-23Thursday,January5,202310、很多事情情努力了未未必有结果果，但是不不努力却什什么改变也也没有。。。20:16:0620:16:0620:161/5/20238:16:06PM11、成功就就是日复复一日那那一点点点小小努努力的积积累。。。1月-2320:16:0620:16Jan-2305-Jan-2312、世间成事事，不求其其绝对圆满满，留一份份不足，可可得无限完完美。。20:16:0720:16:0720:16Thursday,January5,202313、不知香积寺寺，数里入云云峰。。1月-231月-2320:16:0720:16:07January5,202314、意意志志坚坚强强的的人人能能把把世世界界放放在在手手中中像像