1、2020/8/20,1,Associate professor Yang Lihua Phone:Email: ,International Marketing,Bilingual Program,2020/8/20,2,Course Requirements,Final Exam (50%) Case Write-ups (20%) 1 Major Case Write ups Working in Groups Class Participation (30%) Presentation Readings Class attendance Homework,202

2、0/8/20,3,Text Structure,Introduction to International Marketing The International Marketing Environment International Marketing Strategy (STP) International Marketing Entering Modes Competitive Strategy International Marketing Mix,2020/8/20,4,CHAPTER 1,Introduction to International Marketing,2020/8/

3、20,5,Content,1 How Do We Define Marketing 2 Core Concepts of Marketing 3 Company Orientations Toward the Marketplace 4 Marketing in the 21 Century 5 What Is International Marketing,2020/8/20,6,Terms and key words,Consumer value Consumer/customer satisfaction Marketing Pricing Promotion Distribution,

4、customer orientation to meet/satisfy customers needs marketing concepts Target Markets Segmentation Positioning,2020/8/20,7,Discussion,Marketing only a few are able and willing to buy one.,2020/8/20,18,Do marketers create needs?,However, marketers do not create needs: Needs preexist marketers. Marke

5、ters might promote the idea that a Mercedes would satisfy a persons need for social status. They do not, however, create the need for social status. Marketers, along with other societal influences, influence wants.,2020/8/20,19,Market-driven or market-driving?,Sony has introduced many successful new

6、 products that customer never asked for or even thought were possible: Walkmans, VCRs, and so on. Sony goes beyond customer-led marketing; it is a market-driving firm, not just a market-driven firm. It directs the needs for recreation to their products.,2020/8/20,20,product or offering,Refer to P4-

7、Products are anything that can be offered to an individual to satisfy a need or want P4-,2020/8/20,21,Consumer value,In terms of marketing, the product or offering will be successful if it delivers value and satisfaction to the target buyer. Customer value is the difference between the values the cu

8、stomer gains from owning and using a product and the costs of obtaining the product. Refer to P5- We define value as a ratio between what the customer gets and what he gives.,Definition 1,Definition 2,2020/8/20,22,“顧客讓渡價值”（Customer Delivered Value） 是指顧客總價值（Total Customer Value）與顧客總成本（Total Customer

9、Cost）之間的差額。,Review,2020/8/20,23,Question 1,Based on this equation, the marketer can increase the value of the customer offering by ? (1) raising benefits, (2) reducing costs, ,2020/8/20,24,Question 2,Can customers judge product value objectively? Often not. They act on perceived value. Customer sati

10、sfaction is the extent to which a products performance matches a buyers expectations.,Refer to P5,2020/8/20,25,Value from the Customers Perspective,Zeithaml (1988) states four expressions of value: 1. Value is what I get for what I give (P5-) - net value 2. Value is low price - discounts, special de

11、als, seasonal pricing and introductory pricing 3. Value is the quality I get for the price I pay - prestige pricing 4. Value is whatever I want in a product - offering more or less for different market segments Source: Zeithaml, V.A. (1988), Consumer perceptions of price, quality, and value: a means

12、-end model and synthesis of evidence, Journal of Marketing, Vol. 52 No.July, pp.2-22.,2020/8/20,26,Relationships and Networks,Relationship marketing aims to build long-term mutually satisfying relations with key partiescustomers, suppliers, distributorsin order to earn and retain their long-term pre

13、ference and business. Relationship marketing builds strong economic, technical, and social ties among the parties. It cuts down on transaction costs and time.,2020/8/20,27,Relationships and Networks,The ultimate outcome of relationship marketing is the building of a unique company asset called a mar

14、keting network. A marketing network consists of the company and its supporting stakeholders (customers, employees, suppliers, distributors, university scientists, and others) with whom it has built mutually profitable business relationships.,2020/8/20,28,Marketing Channels,To reach a target market,

15、the marketer uses two main kinds of marketing channels. Communication channels deliver messages to and receive messages from target buyers. They include . The marketer uses distribution channels to display or deliver the physical product or service(s) to the buyer or user, which include warehouses,

16、transportation vehicles, and various trade channels such as distributors, wholesalers, and retailers.,2020/8/20,29,Marketing mix,Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. McCarthy classified these tools into four broad gro

17、ups that he called the four Ps of marketing.,2020/8/20,30,2020/8/20,31,However, Robert Lauterborn(羅伯特勞特明) suggested that the sellers four Ps correspond to the customers four Cs. （New Marketing Litany: 4Ps Passe; C-Words Take Over，1990 ）,2020/8/20,32,Exercises for 2,P15- Multiple choices #1、6、8,2020/

18、8/20,33,3 COMPANY ORIENTATIONS TOWARD THE MARKETPLACE,In fact, there are five competing concepts under which organizations conduct marketing activities: - Production concept （cost） - Product concept (quality) - Selling concept (promotion) - Marketing concept (consumer) - Societal marketing concept,2

19、020/8/20,34,Exercises for 3,P15- Multiple choices #2、3、4、5、9,2020/8/20,35,3Cs,2020/8/20,36,The client has one major competitor in beverage, but no major competitor in their foods portfolio. The beverage portfolio consists of sodas, waters, juices, teas, health drinks, and new specialty bottled drink

20、sno alcoholic beverages. The food portfolio consists primarily of snack foodsfor throughout the day (ie, breakfast, lunch, and later). The clients main competitor is a major beverage companybut they dont have any sort of food portfolio. - The clients share is 17% across the food service market. But

21、within this market, the market share for the client varies in the different segments and subsegments. There are three primary segments in the food service market: cafeteria/ workplace food service, restaurants (which is comprised of fast food, slow fast food/ alternative fast food, and other), enter

22、tainment/ theme park venues, and 4) misc. Amongst these segments, restaurants is definitely the largest70% of the market. - Within restaurants, there are a few subsegments: 1) fast food (Wendys, BK, McDonalds), 2) slow fast food/ alternative fast food (Chipotle, Au Bon Pain, Cosi, California Pizza K

23、itchen Express, Wolfgang Pucks). The fast food segment is dominated by our major competitor, who has a 70% market share in the segment. Slow fast food/ alternative fast food is a smaller segment, but it is growing at 30% a year, as a part of a trend of eating healthier.,2020/8/20,37,Chapter 1,Introd

24、uction (Con.),2020/8/20,38,4 Marketing in the 21 Century,In 21st century, the three developments spell endless opportunities to the companies . Globalization technological advances deregulation,2020/8/20,39,Globalism Trends,Global economy - trading blocs Global communications and media Information,

25、services, cultures, brands Global industries Examples include: finance, media, computers, telecommunications, autos, processed foods Standardising products and marketing programs Rationalising R in Spanish- dosent go. It failed in Latin America. Coca cola : “口渴口蠟” (初入中國市場時) 為了防止忌諱和各種可能的隱喻，最好使產(chǎn)品名稱在世界

26、各地都能發(fā)音，而且沒有具體的含義。比如：柯達(dá)（Kodak）、?？松‥xxon）就是兩個成功的商標(biāo)。,2020/8/20,69,法語的國際地位,English is the language of international business; its precise and concise and it has a large number of business-related words. P65- French is even more precise and concise than English. 法語屬于分析型語言，優(yōu)雅、準(zhǔn)確、嚴(yán)謹(jǐn)，一向被推崇為外交和法律語言。 即使在英語占領(lǐng)

27、主導(dǎo)地位的今天，在國際性大機(jī)構(gòu)中，法語仍是官方和工作語言。 法國上下對捍衛(wèi)法語的國際地位依然不遺余力，包括法國前總統(tǒng)希拉克在內(nèi)，法國的官員在國際場合大多拒絕說英語，以此捍衛(wèi)法語的國際地位。,2020/8/20,70,Values and beliefs,Beliefs: what a culture thinks is true (holds to be true about the world) . Values: What is important. We hold these truths to be self-evident, that all men are created equa

28、l, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty, and the pursuit of happiness(source: the Declaration of Independence) The highest value in USA: individual freedom, self-reliance, independence,2020/8/20,71,Cross-cultural Values,Freedom In

29、dependence Self-reliance Equality Individualism Competition Efficiency Time Directness Openness,Belonging Group harmony Collectiveness Age/seniority 資歷 Group consciousness Cooperation Quality Patience Indirectness Go-between,Americans,Japanese,Elashmawi export / import control ),2020/8/20,91,Trade I

30、ntervention,Trade Protection in Agricultural Industry and Service Industries P48-49 Food security has top priority on the political agenda of most countries. Evasion of WTO regulation (non-tarrifs barriers in the practice of environmental protection, Anti-Dumping and Anti-Subsidy) Embargo 抵制和禁運(yùn)：美國對古

31、巴、伊朗、伊拉克的禁運(yùn)。公眾抵制+政府抵制,2020/8/20,92,Trade Barriers,Tarrifs Inspections Import licensing Environmental controls Technology transfers Customs delays Anti-dumping laws反傾銷懲罰 Quotas Voluntary export restraints自愿出口限制：常見于紡織品、服裝、鋼材、農(nóng)產(chǎn)品、汽車等行業(yè)。 貨幣壁壘：貨幣封鎖、差別匯率、外匯審批。 Standard 標(biāo)準(zhǔn),2020/8/20,93,Unofficial Intervent

32、ion P50-,Public relations Nationalism Religion Ethnic problems Society Education Environment Science,2020/8/20,94,Case: Excerpt from“Why Toyota is Afraid of Being No.1”?,With a deft combination of marketing, public relations, and lobbying, Toyota has done a remarkable job over the past 20 years of s

33、elling itself as an American company.完美的市場行銷、公關(guān)和對美國政府上層的游說，豐田在過去20年正在不懈地做著一項(xiàng)不平常的工作, 把自己推銷成為一家地道的美國公司。 Heres Chrysler communications chief Jason Vines: The thing I resent is Toyota wrapping themselves in the American flag, he says. We still employ more people and contribute more to the economy”.正如克萊斯

34、勒的發(fā)言人杰森-維勒斯（Jason Vines）說：“豐田總是用美國的國旗來包裝他們自已，這令我感到憤恨”。他表示：“是我們雇傭著更多的美國工人，是我們在為美國經(jīng)濟(jì)做著更多的貢獻(xiàn)?！?2020/8/20,95,We constantly need to think about the potential backlash against us, Toyota CEO Katsuaki Watanabe tells BusinessWeek in an exclusive interview. Its very important for our company and products to

35、earn citizenship in the U.S. We need to make sure we are accepted.“我們總會遇到一些潛在的阻力”，豐田的CEO，渡邊捷昭表示，“我們不僅僅是在美國賺取利潤，我們還要在美國贏得我們的公民身份，我們努力使美國接受豐田?！?So to prevent a backlash, the company is amping up the charmlaunching literacy programs in San Antonio, vowing to share technology with Ford, and pouring mone

36、y into lobbying, more than doubling since 2002 the amount it spends each year, to $5.1 million. Says Jim San Fillippo, an analyst with Automotive Marketing Consultants Inc.: Toyota is the best at going native.,2020/8/20,96,Political Risk,The risk of loss when investing in a given country caused by c

37、hanges in a countrys political structure or policies.由于東道國政權(quán)變更或政策的變化給投資企業(yè)帶來的可能損失。 Types of political risk Ownership risk (property and life)所有權(quán)風(fēng)險 Operating risk (ongoing operations interference)經(jīng)營風(fēng)險 Transfer Risk (in shifting funds between countries)資金轉(zhuǎn)移風(fēng)險,Go HomeForeigners,2020/8/20,97,To reduce po

38、litical risks through Marketing Activities,To build joint venture建立合資企業(yè) 使用當(dāng)?shù)刭Y源 Localization of Operation Alliance 擴(kuò)大投資基礎(chǔ) 與銀行一起參與在東道國的投資，如果政府以征用或其他形式的接管相威脅，參與投資融資的銀行便有足夠的力量與東道國政府抗衡。 Technology transfer 轉(zhuǎn)讓資本、技術(shù)或技能 Provide jobs創(chuàng)造就業(yè)機(jī)會 Pay taxes to host country向東道國納稅 Good public relations搞好公共關(guān)系 ，公益活動,202

39、0/8/20,98,Chapter 3,Global strategies,2020/8/20,99,Content,1 Marketing Information System 2 Macro Segmentation In Global Market 3 Micro Segmentation In Global Market 4 Market Targeting 5 Market Positioning,2020/8/20,100,Key terms,Marketing information system Assessing information need Primary data C

40、hambers of commerce Internal record Marketing intelligence Marketing research Distributing information,Statistical package Exploratory research Information collecting and analyzing Interpretation and reporting,2020/8/20,101,1 Marketing Information System,Marketing Information System consists of peop

41、le, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers. 營銷信息系統(tǒng)（ Marketing Information System-MIS ）是指由人、設(shè)備和程序組成的一個持續(xù)的，彼此關(guān)聯(lián)的結(jié)構(gòu)。其任務(wù)是準(zhǔn)確、及時地對有關(guān)的信息進(jìn)行收集、分析、評估和分發(fā)，供營銷決策者運(yùn)用，以便使?fàn)I銷計(jì)劃、執(zhí)行和控制具有高度的科學(xué)性和準(zhǔn)確性。,2020/8/20,102,

42、P85-,2020/8/20,103,MIS,Internal records system P88- 以內(nèi)部會計(jì)系統(tǒng)為基礎(chǔ)，它的主要作用是報告企業(yè)的訂貨、庫存、銷售、費(fèi)用、現(xiàn)金流量以及應(yīng)收應(yīng)付款等方面的數(shù)據(jù)資料。 訂單-收款處理子系統(tǒng) 銷售報告子系統(tǒng) Marketing intelligence sales forces營銷人員日常收集 middleman 鼓勵分銷商、零售商和其他營銷中介把重要的情報及時反饋給公司； Customer 建立顧客咨詢小組 日立數(shù)據(jù)系統(tǒng)公司(HitachiDataSystems)每9個月與20位顧客咨詢小組成員舉行3天的會議。 Marketing researc

43、h 對與某項(xiàng)具體的營銷決策有關(guān)信息進(jìn)行系統(tǒng)地收集、分析和報告的過程。 Research approaches in primary data collection P88-,2020/8/20,104,Key words for STP Strategies,Concentrated strategy Differentiated strategy Product specialization Market specialization Full market coverage Market Niche Market coverage strategy,Macro segmentation M

44、icro segmentation Selecting target market Segmentation variables Differentiated marketing Undifferentiated marketing,2020/8/20,105,Market Segmentation,Steps in STP (refer to P100- figure) Definition of market segmentation P101- - Dividing a market into distinct groups of buyers with different needs,

45、 characteristics , or behavior who might require separate product or marketing mixes - A market segment consists of a large identifiable group within a market with similar wants, purchasing power, geographical location, buying attitudes, or buying habits. Benefits of market segmentation P101- Trends

46、 in market segmentation P101-,2020/8/20,106,2 Macro Segmentation,在國際營銷中，市場細(xì)分分為兩個層次： macro segmentation - Divide the whole world market into several regions such as Asia, Europe , North American. micro segmentation - Also called in-country segmentation. eg:,2020/8/20,107,2 Macro Segmentation,Geograph

47、ic Segmentation (integration) - Region: West/ East Europe, North/South America, etc. - Country size；City size；Population Density；Climate Economic Segmentation Cultural Segmentation Language, religion, values, social , etc.,2020/8/20,108,Economic Segmentation,1.主要細(xì)分變量： 以人均GNP（GNP per Capital）作為衡量指標(biāo)。

48、2.世界銀行的劃分標(biāo)準(zhǔn)： Lower-Income Countries $9386 3. CASE： 聯(lián)合麗華（Unilever）用人均GNP高低把世界洗滌用品市場分為四類： 第一類最低，銷售肥皂。 第二類國家居中，銷售洗衣粉； 第三類國家居中，銷售洗衣機(jī)用洗衣粉； 第四類國家最高，生產(chǎn)纖維軟化劑（fabric conditioner）。,2020/8/20,109,用組合法細(xì)分國際市場,1980年Elins G. Rizkallah提出。具體方法：從三個方面分析世界各國，從而把各國分為18種類型。 （1）國家潛量（country potential） 指企業(yè)的產(chǎn)品在一國市場上的銷售潛量。衡量

49、標(biāo)準(zhǔn)包括：人口、經(jīng)濟(jì)增長率、實(shí)際GDP、人均國民收入、人口分布、工業(yè)生產(chǎn)和消費(fèi)模式。 （2）企業(yè)在目標(biāo)市場上的競爭力（competitive strength） 內(nèi)部因素包括：該企業(yè)在該國市場上所占份額（market share）、企業(yè)資源、便利條件，以及該企業(yè)適應(yīng)該國特點(diǎn)的能力和優(yōu)勢。 外部因素包括：該行業(yè)中競爭對手的競爭力、來自替代產(chǎn)品行業(yè)（industries of substitute products）的競爭，以及國內(nèi)外的行業(yè)結(jié)構(gòu)。 （3）風(fēng)險（risk） 指該企業(yè)在該國面臨的政治風(fēng)險、財(cái)務(wù)風(fēng)險和業(yè)務(wù)風(fēng)險（如消費(fèi)者偏好的轉(zhuǎn)移）、以及各種影響利潤、資金流動和其它經(jīng)營結(jié)果的因素。,202

50、0/8/20,110,。,2020/8/20,111,3 Micro Segmentation,Consumer Market Segmentation (refer to P102-) Business Market Segmentation,2020/8/20,112,4,Segmenting consumer markets,Social class,2020/8/20,113,消費(fèi)者市場細(xì)分標(biāo)準(zhǔn),地理因素 地區(qū) 城市規(guī)模 密度 氣候,人文因素 年齡 性別 家庭規(guī)模 家庭類型 家庭生命周期 家庭收入 職業(yè) 教育 宗教 種族 國籍,心理因素 社會階層 生活方式 個性,行為變量 時機(jī)holi

51、days 追求的利益 使用者的地位 使用率 忠誠度 準(zhǔn)備階段 對產(chǎn)品的態(tài)度,2020/8/20,114,Demographic segmentation bases,2020/8/20,115,Example: The Forum segmenting by life cycle stage,Health and wellness center .au,2020/8/20,116,Psychographic segmentation,Psychographic research is also referred to as lifestyle ana

52、lysis 生活方式市場細(xì)分法 Often considers consumers AIOs P103-： 消費(fèi)者積極參加的活動（Activities），如工作、嗜好、社交、度假、娛樂及購物； 與消費(fèi)者利益相關(guān)的事物（Interests）； 消費(fèi)者對自身以及周圍世界的觀點(diǎn)和看法（Opinions),Interests Home Fashion Food,Opinions Politics Social events The future,2020/8/20,117,2020/8/20,118,2020/8/20,119,SUMMARY：Bases for Segmenting Consumer

53、 Markets,2020/8/20,120,Bases for Segmenting Consumer Markets,2020/8/20,121,4 Market Targeting,Definition P106- The process of evaluating each market segments attractiveness and selecting one or more segments to enter. 分為兩層含義： （一）在眾多的國家中選擇某個或某些作為目標(biāo)市場。 沃爾瑪自1991年開始從美國向海外拓展；首先選擇了墨西哥（1991年）、巴西（1994年）、加拿大

54、（1994年）與阿根廷（1995年）作為海外發(fā)展的突破口。 （二）在一國眾多的子市場中選擇某個或某些作為目標(biāo)市場。,2020/8/20,122,Criteria for Targeting: 9 Ws,Who buys our product? Who does not buy it? What need or function does it serve? What are customers buying to satisfy the need for which our product is targeted? What price are they paying? When is th

55、e product purchased? Where is it purchased? Why is it purchased?,2020/8/20,123,Criteria for Assessing Global Opportunity,Current Size of the Segment,Anticipated Growth Potential,Competition,Compatibility with companys overall objectives,Feasibility of successfully reaching designated target,2020/8/2

56、0,124,Market Targeting Procedure,Procedure P106- - Analyzing consumer demand P106- - Evaluating Market Segments - Selecting Target Markets - Deciding Market-coverage Strategy,2020/8/20,125,Step 1 Evaluating Market Segments,Segment size and growth P107 Population, income Segment structural attractive

57、ness P107 波特認(rèn)為有5種力量決定整個市場或其中任何一個細(xì)分市場的長期的內(nèi)在吸引力。 PLC; Competition; Accessibility, customer 家樂福-中國V.S 日本 Company objectives and resources P107,2020/8/20,126,Five Forces Determining Segment Structural Attractiveness,2020/8/20,127,行業(yè)吸引力:,這項(xiàng)業(yè)務(wù)有多好 ?,是否有需求?,這項(xiàng)業(yè)務(wù)是否有利可圖?,該業(yè)務(wù)是否有風(fēng)險?,規(guī)模 增長 質(zhì)量 分層,競爭的強(qiáng)度 價格戰(zhàn) 利潤壓力,可

58、變性 不連續(xù)性,業(yè)務(wù)驅(qū)動力?,2020/8/20,128,Marketing Objective,Market Share Objective,Scope of Operations,2020/8/20,129,Step 2 Selecting target market,2020/8/20,130,Step 3 Deciding Market-coverage Strategy,Target one or more segments? With the same or different marketing mix?,2020/8/20,131,Strategies to target th

59、e market segments,Undifferentiated Marketing P107- (大量行銷 mass marketing) one-size-to-fit-all A market-coverage strategy in which a firm decide to ignore market segment differences and go after the whole market with one offer.,2020/8/20,132,Strategies to target the market segments P107-,Concentrated marketing (利基行銷 niche marketing) 1 segment only Good for small firms Good for firms new to the industry,2020/8/20,133,Rydges Hotels targeting the corporate (govt), holiday and frequent travell