国际市场营销英文教案教本chapteriguidingtheoryofth.ppt

Self-introduction 任蕾 Leia Study Task 1. Review (Chapter one) 2. International Marketing Environments (Part 1:Social and Cultural Environments) Review (Chapter one) International Marketing Theory + case analysis Introduction to International marketing The essence of marketing (P5) is to surpass the competition at the task of creating perceived value for customers. Value Equation: V=B/P B, benefits P, price---money, time, effort, etc. How to improve “V”? Example: Standardization Global Customer： 年龄、收入、职业、教育背景 价值观念和生活方式 具有高度一致性的顾客群 Scale Economy ?Uniform Brand ? 例子：IT 等新兴产业，钢铁、大宗化学品和半导体芯片 Global localization: （全球本土化） Global marketing requires marketers to behave in a way that is global and local at the same time by responding to similarities and differences in world markets. How to do it? 1国际市场宏观细分，各子市场内实行标准化。 联合利华： 人均国民生产总值 四类 第一类 肥皂 第二类 普通洗衣粉 第三类 洗衣机用洗衣粉 第四类 含有纤维软化剂洗衣粉 How to do it?2.产品标准化，广告差异化 HP Coca-Cola How to do it?3.品牌形象标准化，产品差异化 McDonalds 法国-葡萄酒 德国-啤酒 泰国-水果奶昔 澳大利亚-羊肉馅饼 巴西-浆果饮料 How to do it?4.产品核心标准化，产品外观（或附属特征）差异化 GM （General Motors ） FHILIPS How to do it?5.产品标准化，销售方式差异化 Enter a foreign market Direct export （1）设立国内出口部 （2）国外经销商和代理商 （3）设立驻外办事处 （4）建立国外营销子公司 Licensing Foreign joint venture Enter a foreign market Distribution Promotion，Advertisement e.g． Gillette What is your choice？ Design manufacture packaging AD Distribution customer service Merchandise Popular，Low-cost Luxury National，local characteristics ? International Traveler The elderly ? D