国际市场营销学讲义第一课(xxxx年版)student版本.ppt

INTERNATIONAL MARKETING Ke Fu International Marketing Something about the course About the book About the study method About the examination The scope and challenge of international marketing International corporations…. These companies’ business were located all around the world….. More and more companies engage in International marketing….. See next page Let’s try to think some Chinese International companies…. again, try to think about some foreign-owned Chinese companies…. Fortune 500 companies (2009) 世界500强公司名单.doc Chinese companies among Fortune 500 (2009) 2010年世界500强排行榜中国公司名单.doc 外资企业在中国 伪国货.ppt 柯达与乐凯联姻（占乐凯20%股份） 比利时英博集团与福建雪津啤酒 嘉士伯收购云南大理啤酒;(云南本省知名品牌，在云南占有1/3的市场份额) 摩根，英联，达能与蒙牛 美华平与哈药 欧莱雅与小护士，羽西 洗涤行业四家年产八万吨以上的洗衣粉已有三家被收购 百威啤酒的制造商AB集团收购中国第四大啤酒商哈尔滨啤酒 无锡威孚是国内柴油燃油喷射系统的最大厂商，被德国博世并购 国际私募股权基金PAG接手了好孩子集团67.4%的股权　 北美最大的消费电子零售商百思买以1.8亿美元的价格，收购国内第四大家电连锁商江苏五星电器51%的股权，从而正式进入中国市场; The scope and challenge of International Marketing Why do companies engage in International Marketing? - To increase their profit by increasing total revenue or decreasing the cost of goods. - The attractiveness of International market - The saturation of domestic market needs and intensive market competition - (be continue) The scope and challenge of International Marketing - To take advantages of the regulations and polices of domestic and foreign market - To acquire resources. - To avoid risk - To expand product life cycle 从“海尔中国造”到“海尔世界造” 海尔相信本土化制造是海尔国际化道路上关键的一步。1996年，海尔在印尼设立了第一家海外工厂，到2002年海尔已在全球设立了十余家工厂，这些工厂每年生产上百种产品，这些产品大部分都在当时销售。 世界跨国公司大多选择劳力成本低的地区开设工厂。当1999年海尔在美国设厂时，有一家业界权威杂志驻美国记者立即对海尔的做法提出质疑：传诵国内劳动力成本低的优势，到人力成本昂贵，市场饱和的欧美投资建厂，海尔是否明智？ 试和你的小组成员就以下问题展开讨论： 1.你们认为海尔海外投资建厂是否明智?为什么? 2. 海尔海外投资建厂的原因是什么? The scope and challenge of International Marketing Basis info. About Marketing What is difference between marketing and selling Marketing mix (See page 9) Mark