国际市场营销学国际市场营销学 International Marketing 学学 时：时：36授课教师：阳林授课教师：阳林联系方式：联系方式：Email：yanglinwustsohu.com课程内容框架课程内容框架:An OverviewAn OverviewContent of CourseThe Cultural The Cultural Environment of Environment of Global MarketsGlobal MarketsDeveloping Developing Global Marketing Global Marketing Strategies:4PStrategies:4PMajor Reference：1、Global Marketing Management/ By Warren J. Keengan Prentice-Hall International, Inc. 2、国际营销学、国际营销学/(英英)安德鲁安德鲁.麦考利著麦考利著.刘宝成刘宝成,江春译江春译-北京：中国人民大学北京：中国人民大学出版社，出版社，2004，11中文期刊：市场营销、市场营销导刊、中文期刊：市场营销、市场营销导刊、国际广告国际广告、哈佛商业评论等哈佛商业评论等外文期刊：外文期刊：Global Marketing、Marketing、International Marketing、Harvard Business Review. etcSUGGESTED BUSINESS JOURNALSAdvertising Age InternationalFinancial TimesBusiness AmericaForbesBusiness Asia FortuneBusiness ChinaHarvard Business ReviewBusiness Eastern EuropeInternational ManagementBusiness EuropeJournal of International BusinessBusiness HorizonsJournal of International MarketingBusiness InternationalWall Street JournalBusiness Latin AmericaTrade & CultureBusiness WeekInternational Business Europeand others.Courseorganization&Grades.Courseorganizationplans.1-14Chapter.Cases.Twotermproject.Classroomexercises.Exams&Grades.Classparticipation10%.Termproject30%.Finalexam60%.Termproject30pts.;classparticipation10pts.;finalexam60pts.;Total100pts.PLUSANDMINUSGRADESWILLBEGIVEN.TermProjectGradeAllocation(30pts.Total)CulturePaper10pts.MarketingPlan20pts.(Team)The Scope and Challenge of International MarketingChapter 1Chapter Learning Objectives1. The changing face of U.S. business2. The scope of the international marketing task3. The increasing importance of global awareness4. The progression of becoming a global marketer5. The importance of the self-reference criterion (SRC) in international marketingPreface“Never before in American history have U.S. businesses, largeand small, been so deeply involved in and affected byinternational business. A global economic boom, unprecedentedin modern economic history, has been under way as the drive forefficiency, productivity, and open, unregulated markets sweepsthe world. Powerful economic, technological, industrial, political,and demographic forces are converging to build the foundation ofa new global economic order on which the structure of a one-world economic and market system will be built” (Cateora and Graham)Global Perspective: Recent EventsInformation technology boom of the late 1990sWars in Afghanistan and Iraq September 11th attacks on the World Trade Center and PentagonEnron and WorldCom scandals The high-tech bust of 2001Global Perspective: Recent Events2003 SARS outbreak in Asia Global terrorism, e.g., Indonesia, Israel,India, and MoroccoTranscending these events, international commerce continuedInternational conflict among China, Taiwan, and the United States Global Business Trends1.The rapid growth of the2.World Trade Organization3.and regional free trade4.areas, e.g., NAFTA and the5.European Union2. General acceptance of thefree market system amongdeveloping countries in LatinAmerica, Asia, and EasternEurope3. Impact of the Internet andother global media on thedissolution of nationalborders, and 4. Managing globalenvironmental resourcesInternationalization of U.S. BusinessIncreasing globalization ofmarketsFirms face competition onall frontsMany U.S. companies arenow foreign controlled:Carnation (Swiss), Daimler-Chrysler (German)U.S. firms seeking foreignmarkets to increase profitsInternational Marketing: A DefinitionInternational marketing is defined as theperformance of business activities designed to plan,price, promote, and direct the flow of a companysgoods and services to consumers or users in morethan one nation for a profitMarketing concepts, processes, and principles are universally applicable all over the worldWhat is difference between domestic and international marketing? in more than one nation Difference environment Complexity DiversityThe International Marketing Task73. EconomyEnvironmentaluncontrollablescountry market AEnvironmentaluncontrollablescountrymarket BEnvironmentaluncontrollablescountrymarket C1. Competition1. Competition2. TechnologyPriceProductPromotionPlace orDistribution6. Geography andInfrastructure Foreign Environment(Uncontrollables)7. Structure ofDistribution3. Economy5. Political-LegalDomestic environment(Uncontrollables)(Controllables)2 .Technology4. Culture5. Political-Legal4. CultureTarget MarketEnvironmental Adaptation NeededDifferences are in the uncontrollable environment of internationalmarketingFirms must adapt to uncontrollable environment of internationalmarketing by adjusting the marketing mix (product, price,promotion, and distribution)Adaptation(ofMarketingMix)Standardization(ofMarketingMix)ContinuumINFLUENCEDBY7ENVIRONMENTALFACTORSSelf-Reference Criterion (SRC) and Ethnocentrism:Major ObstaclesSRCisanunconsciousreferencetoonesownculturalvalues,experiences,andknowledgeasabasisfordecisionsEthnocentrismreferstothenotionthatonesowncultureorcompanyknowsbesthowtodothingsBoththeSRCandethnocentrismimpedetheabilitytoassessaforeignmarketinitstruelightReactionstomeanings,values,symbols,andbehaviorrelevanttoourownculturearedifferentfromthoseofforeignRelyingononesSRCcouldproduceanunsuccessfulmarketingprogramThe impact of SRC prevent you from being aware that there are cultural differences； Or from recognizing the importance of those differences； An evaluation of the appropriateness of the domestically designed marketing mix for a foreign marketHow to control the influence of the SRC？To recognize its existence in our behavior；An awareness of the need to be sensitive to differences；Be aware , also, that there probably are more similarities than differences。Avoiding the Self Reference CriterionTo avoid the SRC, the following steps are suggested:1:Definethebusinessproblemorgoalinhome-countryculturaltraits,habits,ornorms2:Definethebusinessproblemorgoalinforeign-countryculturaltraits,habits,ornorms.Makenovaluejudgments3:IsolatetheSRCInfluenceintheproblemandexamineitcarefullytoseehowitcomplicatestheproblem4:RedefinetheproblemwithouttheSRCinfluenceandsolvefortheoptimumbusinessgoalsituation*Developing a Global AwarenessTo be globally aware is to have:1. TolerantofCulturalDifferences,and2.Knowledgeableof:3.(a)Culture,(b)History,(c)WorldMarketPotential,4.(d)GlobalEconomic,SocialandPoliticalTrendsStages of International Marketing InvolvementIn general, firms go through five different phases in going international:Infrequent Foreign MarketingNo Direct Foreign MarketingInternational MarketingRegular Foreign MarketingGlobal MarketingStrategic Orientation: EPRG SchemaOrientationEPRG SchemaDomesticMarketingExtensionMulti-DomesticMarketingGlobalMarketing(Ethnocentric)(Polycentric)(Regio/Geocentric)Generally,fourdistinctiveapproachesdominatestrategicthinkingininternationalmarketing:Strategic Orientation: EPRG Schema1. Ethnocentric or Domestic Marketing Extension Concept: 2. Polycentric or Multi-Domestic Marketing Concept: OppositeofethnocentrismManagementofthesemultinationalfirmsplaceimportanceoninternationaloperationsasasourceforprofitsManagementbelievesthateachcountryisuniqueandallowseachtodevelopownmarketingstrategieslocallyHomecountrymarketingpracticeswillsucceedelsewherewithoutadaptation;however,internationalmarketingisviewedassecondarytodomesticoperationsGenerally,fourdistinctiveapproachesdominatestrategicthinkingininternationalmarketing:Strategic Orientation: EPRG Schema3. Regiocentric:4. Geocentric:RegiocentricandGeocentricaresynonymouswithaGlobalMarketingOrientationwhereauniform,standardizedmarketingstrategyisusedforseveralcountries,countriesinaregion,ortheentireworldSeestheworldasonemarketanddevelopsastandardizedmarketingstrategyfortheentireworld