1.国际营销导论
国际营销经典导论
International Maketing
课程简介
国际市场营销学（International Marketing）是教育部确定的“财经类专 业核心课程”之一，也是我校本科层次 市场营销的专业基础课和必修课，必修 课课内学时54。国际市场营销学是市场 营销学的延伸和应用，并构成市场营销 学的分支。
——美国市场营销协会 简单一点：就是企业跨越国境的市场营销活动。
本课程对国际市场营销的定义：
国际市场营销是指企业在一国以上从事经
营与销售活动。
国际市场营销学是研究以国外顾客需求为
中心，从事国际市场营销活动的国际企业 经营销售管理的科学。
具体说，研究企业如何从国际市场顾客需
求出发，依据国内外不可控制的环境因素 ，运用企业可控制因素，制定、执行及控 制国际营销计划，实现企业营销目标。
——SONY出井伸之
（一）全球网络营销 ——无边界营销
通过相互连接的全球信息网络把各个子公司在各
市场创造性的营销经验和技能通过组织内的传递机制
进行有效传递,从而成为整个公司共享的资源。
利用现代信息网络资源开展营销活动,能将产品说
明、顾客意见、广告、公共关系、顾客服务等各种营
销活动整合在一起,进行一对一的双向互动沟通, 达到
全球化强调的是标准化、统一性和规模经济,当地化强 调的是差异化、适应性
全球化营销以当地化营销为依据、为基础、为手段,当 地化营销以全球化营销为目标。
三、国际营销观念导向
战略导向： 本国（民族）中心主义 多国中心主义 地区中心主义 全球中心主义
1.2国际市场营销学与国内市场营销学
一、联系
国际市场营销是国内市场营销在应用领域和范围上的 一种扩展和延伸。
国际市场营销学导论教案
国际市场营销学导论-教案第一章：国际市场营销学的基本概念1.1 国际市场营销学的定义1.2 国际市场营销与国内市场营销的区别1.3 国际市场营销的重要性1.4 国际市场营销学的发展历程第二章：国际市场营销环境分析2.1 国际市场环境的特点2.2 政治法律环境分析2.3 经济环境分析2.4 社会文化环境分析2.5 技术环境分析第三章：国际市场营销战略3.1 国际市场营销战略的重要性3.2 国际市场进入模式选择3.3 国际市场产品策略3.4 国际市场价格策略3.5 国际市场促销策略第四章：国际市场营销组合策略4.1 国际市场营销组合的概念与重要性4.2 产品策略的国际化4.3 价格策略的国际化4.4 渠道策略的国际化4.5 促销策略的国际化第五章：国际市场营销渠道与物流5.1 国际市场营销渠道的类型与选择5.2 国际市场营销渠道的管理与协调5.3 国际物流与国际市场营销的关系5.4 国际物流的主要环节5.5 国际物流的优化策略第六章：国际市场调研与分析6.1 国际市场调研的重要性6.2 国际市场调研的方法与技巧6.3 竞争情报与竞争分析6.4 国际市场趋势分析6.5 国际市场风险评估第七章：国际市场定位与竞争策略7.1 国际市场定位的原则与方法7.2 竞争策略的选择与实施7.3 市场细分与目标市场选择7.4 差异化与集中化策略7.5 竞争优势的培育与维护第八章：国际文化差异与市场营销8.1 文化差异对国际市场营销的影响8.2 跨文化沟通的挑战与应对8.3 文化适应性与本土化策略8.4 跨文化产品设计与推广8.5 跨文化顾客行为的理解第九章：国际市场营销与全球营销9.1 全球营销的概念与实践9.2 国际市场营销与全球营销的区别9.3 全球营销的组织与实施9.4 全球营销策略的选择与应用9.5 全球营销的挑战与对策第十章：国际市场营销案例分析10.1 案例分析的重要性10.2 案例研究的方法与步骤10.3 国际市场营销成功案例解析10.4 国际市场营销失败案例解析第十一章：国际营销伦理与社会责任11.1 国际营销伦理的重要性11.2 国际营销中的伦理问题11.3 社会责任与可持续发展11.4 国际营销中的社会责任实践11.5 企业形象与全球声誉管理第十二章：国际服务营销12.1 国际服务营销的特点12.2 国际服务营销的战略框架12.3 国际服务产品的设计与创新12.4 国际服务delivery 的挑战12.5 国际服务营销的案例分析第十三章：国际网络营销13.1 国际互联网与网络营销13.2 国际网络营销的战略与策略13.3 国际电子商务的运营与管理13.4 社交媒体与国际网络营销13.5 国际网络营销的案例分析第十四章：国际营销风险与管理14.1 国际营销风险的类型与识别14.2 国际营销风险的评估与控制14.3 国际市场营销的法律与合规14.4 国际营销中的危机管理与沟通14.5 国际营销风险的应对策略第十五章：国际市场营销的未来趋势15.1 全球化与本土化的融合15.2 数字营销与国际市场营销15.3 与大数据在国际市场营销中的应用15.4 可持续发展与国际市场营销15.5 国际市场营销的创新趋势与未来挑战重点和难点解析本文档涵盖了国际市场营销学导论的全面内容，重点包括国际市场营销的基本概念、环境分析、战略制定、市场营销组合策略、渠道与物流、市场调研与分析、市场定位与竞争策略、文化差异与市场营销、全球营销、营销伦理与社会责任、服务营销、网络营销、营销风险与管理以及营销的未来趋势。
国际营销学课件第一章国际营销学导论
五、国际营销与国际贸易
❖ 国际营销VS国际贸易
– 产品转移的差异性
• 在国际营销活动中产品不一定进行跨越国界的转移 • 在国际营销活动中，即使是跨越国界的商品交换活动也可在一个企
业内部进行
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第一章 国际营销学导论
1 第一节 国际市场学及其研究对象 2 第二节 国际市场营销的内涵和特点 3 第三节 国际市场营销的动因
• 所谓内部化，就是把市场建立在公司内部的过程，以内部 市场替代原来的外部市场。
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二、国际营销的竞争动因
❖ 1.避开竞争锋芒 ❖ 2.追逐竞争对手 ❖ 3.锻炼竞争能力 ❖ 4.发挥竞争优势
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寡占反应
• 寡占反应论一一防御性投资动因
• 寡占反应是指在由少数几家大企业构成的行业中，由于每 一企业的任何行动都会影响到其他几家企业，因此任何一 个大企业都对其他几家企业的行动高度敏感，并针对某一 企业率先采取的行动而随后纷纷采取类似的行动。
• 国家市场营销（international marketing）是指企业向 一国以上的市场提供产品或劳务，在满足市场需求的基础 上实现更大的经济利益的跨越国界的经济活动。
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一、国际市场营销的概念
• 理解国际营销的含义
– （1）商品和服务 – （2）销往（流入）——形式 – （3）一个以上国家—范围 – （4）消费者或用户—对象 – （5）进行计划、定价、促销和引导—内容 – （6）获取利润——目的
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思考与讨论
• 中国企业开展国际市场营销的动机是什么？ • 在全球化的浪潮中，中国企业该如何生存和发展?
第1章国际市场营销导论
11、人员（People）
注：区隔即市场细分，优先即选择目标市场
战术6Ps
战略4Ps 核心1Ps
15
企
业 政府权力
人员 定位 优先 区隔 调研
促销 价格 产品 渠道
公共关系 消 费 者
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市场营销学
是研究企业营销活动及其规律，即研究企业如 何从满足消费者的需求与欲望出发，有计划地 组织企业的整体活动，通过交换，将产品或服 务及价值从生产者传递到消费者，以实现企业 的营销目标。
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二、国际市场营销与国际市场营销学
国际市场营销是国内市场营销的延伸与扩展，是 指企业在一国以上从事经营与销售活动。
包括依据成本、需求、竞争定价。
Price
渠道 渠道是连接消费者和产生厂商的关键
Place
促销包括:人员推销、广告、公共关系 促销 Promotion
BACK 14
11Ps的要点和理解
1、渠道（Place） 2、产品（Product） 3、价格（Price） 4、促销（Promotion） 5、政府权力（Power） 6、公共关系（Public-Relations）
市场细分 S：market segmentation 选择目标市场 T：market targeting 市场定位 P：market positioning
13
4Ps
产品
产品整体的概念，产品分为：核心产品 、形式产品、期望产品、延伸产品、潜
Product 在产品。
影响定价的因素很多，定价的基本原则 价格
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一、国际贸易与国际贸易体系
国际营销导论1
国际营销导论11.0 IntroductionThe following report will discuss something of PK electrics, which includes knowledge and skills involved in the international market. For the purpose of providing a report, it will explain why PK Electrics is considering entering international markets. T o know which sources of information would help PK, the PK Electrics should select appropriate international market to enter. Then the report describes key opportunities and threats of entry into international market. It also explains the process PK Electrics would use to select which market to enter. Furthermore, the modes of market entry available to PK Electrics are identified. Last, it evaluates which method of market entry would be most appropriate for PK Electrics.2.0 Findings2.1 Entering international marketThere are some factors for PK electrics to consider entering international markets. For the product life cycle, there are many marketing mistakes because firm fails to acknowledge the fact that there are different counties and a product may be on different stages in its PLC.For the production-related factors, be close to raw materials, availability of resources, advanced technology, be able to forceful attract and encourage firm to invest abroad. For the personnel-related factors, high unemployment rates and weak trade unions in the target areas could be a good reason for foreign direct investment.For the Market-related factors, many firms make decisions to get into international market because the company is planningto go there already and they do not want to be at a disadvantage like the rush entry of many companies from the capitalist world to the ex-communist countries in Eastern Europe.For the external, market saturation should be considered. Fierce competition from domestic and foreign companies, high cost of production and shortage of the required managerial and technical skills are some reasons why firms might find further investments in home markets less attractive then foreign markets. Overall, domestic market is faci ng the market’s intense competition and not enough raw materials2.2 Sources of informationEconomist Intelligence Unit: Although some sections of the Economist Intelligence Unit web site are restricted to subscribers, this site provides a large number of useful articles on the latest country analysis. All regions are covered and topics include global finance, economic outlook, venture capital, political stability, industry sectors, business culture, tourism, and e-commerce. This site is a must for country research.Foreign Investment Advisory Service: FIAS works only at the request of governments, on topics identified by that government and agreed to by both parties. This ensures the relevance of the assistance and lays the basis for active partnership. The service offersmuch more than one-way advice and written reports: through interactive workshops and roundtable meetings that often include business executives and other stakeholders it helps governments chart technically and politically practical paths to change.The European Union: The EU currently has 27 members. It began life as an organization with six members and since itsinception in 1957 has grown not only membership but also in terms of economic wealth, being the largest trading bloc in the world, in co-operation moving from a free trade area to customs union with an increasing convergence of legal, social and economic factors. There is also a common currency in use, the euro, which has currently been adopted by 12 of the EU members. There is revised interest in a common constitution for all member countries.PK Electrics needs to find out some information on this way, which is good for the company to enter the international markets. Before the company wants to enter some countries, the company must know about all the information of the market in the country.2.3 Key opportunities and threatsPK Electrics’ key opportunities and threats are associated with four reasons. That’s PEST.Political factors: At some time, most companies engaged in international marketing suffer because of the political or legal structure of a country. A country’s politicalsystem particularly important when the firm’s business requires big investments, such as in the oil industry, which could be severely compromised by political unrest or when business is done direct with government departments.Economic factor: the economic wealth of a country is based on its human, natural and technical resource. These resources affect a country’s ability to produce globally competitive goods and services and to offer a viable market for such products.Technological factor: nowhere is there greater change than in the environment of information and communication technologies (ICTs). ICTs include the various types of computers (mainframes, desktops, laptops and workstations), local and widearea networks, intranets and the internet, mobile telephones and the various software applications.Socio-Cultural factor: culture may be defined as the standards or beliefs, perception, evaluation and behavior shared by the members of a social group. Some authors even define culture as the collective progra mming of the minds’ that distinguishes the members of on group of people from another.PK Electrics would face the key opportunities and threats associated with entry into international markets.For the key opportunities: the company will have new customer for the new market. They should be able to understand what the new customer needs to, and which is good for the company to rapidly expand the market.For the threats associated: the company enters to the new country that will have the new environment. The company must be able to adapt to the new environment. That is one of threats associated with in the company. Secondly the new customer will have new request which is the company’s challenge. Thirdly, the customers are demanding high-quality products.PK Electrics should make good use of the key opportunities and dare to face the threats associated with.2.4 Process to select the international marketStep 1: PK Electrics needs collect some information and source to know all the market situation that may be selected, their culture, country economic development level and people’s consume level and so on.Step 2: The PK Company has to sieve out the inappropriate markets.Step 3:PK Company has selected some countries that may enter, then, we need to analyze all the countries which will bringwhat opportunity, threats and the company’s strength and weakness. Base on analysis, discussion or on the s pot investigation’sresults, we chose a most appropriate market that we will enter.Step 4: Sift out the inappropriate markets second time.Step 5: Make sure which country to choose. That is very important. The company should re-affirm which country fits the company to enter and whether it is conducive to the development. Finally, the company should determine the choice.Step 6: Decide which entry mode is useful, and make decision on the marketing mix: the company must choose the best consort of the entry mode which determines the company to make profit in the market.2.5 Market entry modesThe PK Electrics has many available entry methods for international market, including direct exporting, indirect exporting, joint venture and franchising.Direct exporting occurs where the producing organization itself performs the export tasks rather using an intermediary. It means the company can directly sell something to the overseas customer. The customer may be retailers, users and wholesalers. The PK can set some foreign distribution. It can more control over the export process, potentially higher profits and closer relationship to the overseas market. But the PK will spend many costs on the initially entering new market.Indirect exporting results in the compa ny’s products being sold overseas but the exporting companies are not participating in the export process. It means the PK Company is not involved in the actual export process. It is made by the third part such asExport Management Company, export trading company, export house and so on. It will save some costs on the part, but the PK may not know some information of the foreign market, and can not make close relationship with the oversea market.Joint venture entry takes place when an international company shares in the ownership of an enterprise in a target country with local private or public interests. It means two or more parent companies agree to share capital, technology, human resources, risks and rewards in a new entity lake a company, sometimes there will be many conflicts occurred.Franchising is a form of market approach in which a company, the franchisor, grants another independent organization the right to do business in a particular way. This right can involve the selling of the franchisor’s product or service using its name, production an marketing techniques or general business approach, or a combination of these.2.6 The most appropriate method for PK ElectricsThe suitability of the entry mode is determined base on the following conditions: Investment, Sales, Costs, Profit Contribution, Market Share, Reversibility, Controland RiskThe indirect exporting has many factors same as the direct export, the difference is that, due to the third part joining in the export process, the net profit will be lower than direct export, and the PK Company cannot gain adequate information from the foreign market, so it will influence the PK to plan their production..Joint venture entry can share capital, technology, human resources, and risks of the host company. The company will not invest in all sources. I t will decrease the company’s pressure a nd decrease the company’s risk. The company wouldn’t beinfluenced by the monetary exchange rates. However, initially the company will spend so much time on researching prospective partners, and may have some conflicts with each partner, that would indirectly influence the work. It would limit the flexibility of the company and the company reversibility is low. They can not quickly change its strategy.In point 2.5, it was talked about all the modes of market entry available to PK Electrics. The most appropriate method of market entry for the PK Electrics is direct exporting. The main reason for choosing this model is taking into account the company’s investment, sa les, costs, profit contribution, market share, reversibility, control, etc. If the PK electric use the direct export, it will use the originally available equipment, land and some other resource. So the product cost is low, and then the PK Company would not spend so much time that they just need some time to achieve the target country’s standard. Hence its risk is low. If the entry mode has mistakes, they can correct it quickly. Since the company is their own, so they can flexibly implement some projects. Due to the direct export they can control over the export process, make closer relationship with the overseas market, so its net profit will be high. However, it will increase some costs on the products and the product exporting will be influenced by contrary exchange rates.3.0 ConclusionIn conclusion, entering to the international market is a good choice for PK Electrics. It is a good opportunity for the company to expand its business to make more profit, have further development, upgrade product quality and build reputation. Entering to global business might also bring threats to PK Electrics; they have to be ready to face them and always strivingfor excellence.4.0 ReferencesSQA, International Marketing: An Introduction, 2nd edition, Chinese Modern Publishing House, 2006.Philip R.Cateora and John L. Graham, International Marketing, Twelfth Edition, Renming University Press。
1 国际市场营销导论总结
白兰地酒的赠送仪式在白宫的花园里隆重举行。四名英 俊的法国膏年、身着传统的宫廷侍卫服装，抬着两桶白兰地 正步前行，步入白宫。艾森豪威尔亲自驾到，带领一班政府 官员，满面笑容地接受了这份厚礼。周围的人群沸腾起来， 歌声、笑声和欢呼声响彻云霄。 此后，美国总统又多次在国宴上用白兰地酒招待各国客 人，义务充当了这种酒的“推销员”。 这样，法国白兰地成了法美友谊的象征，许多美国人以 能够品尝到正宗白兰地而感到自豪。很快，白兰地酒地各种 宴会上，在宾馆和商场里，直至在家庭的餐桌上，频频出现， 在美国的酒类市场上占了一席之地。
2018/12/18 Ch01 国际市场营销导论 6
这项创意的实施过程，也十分细致严谨，天衣无缝；因 为这毕竟是关系到法美两国关系的重大事件，稍有不慎， 便会引起意想不到的后果。像标语的拟定、酒桶的形状色 彩、专机的抵达时刻、抬酒青年的着装等等这类细节问题， 都费了一番脑筋，并取得了同样的成功。 市场的全球化对商业活动的影响深远而广泛。许多产 业竞争正在全球范围内进行，而不是在一国或一个地区范 围内进行。为了进行有效地竞争，公司必须将市场营销策 略国际化，把国内市场营销与国际市场营销结合起来，才 能在全球化的竞争中立于不败之地。
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Ch01 国际市场营销导论
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市场营销的理论体系：营销战略+4Ps战术 战略管理的分析方法：SWOT 国际贸易的研究视角：全球、国际。 跨国公司面临的问题：要不要国际营销？ 要的话去哪里？怎么去？去了后怎么办？
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Ch01 国际市场营销导论
9课后练习
理论知识＋案例分析
课堂讨论＋互动学习
国际市场营销复习资料整理
第1章 国际市场营销导论市场营销：组织的一项向顾客进行创造价值、沟通价值和传递价值并通过顾客关系来实现组织相关利益者利益的职能。
国际市场营销：在一国以上把企业生产的产品和劳务引导到消费者或用户中去得经营活动。
国际贸易：国家之间进行的有形商品、无形商品及服务的交换活动。
全球营销：企业跨国经营的最高阶段，以全球为目标市场，将公司的资产、经验及产品集中于全球市场。
企业走向国际市场的主要动因：国内市场需求饱和及市场竞争激烈国内市场需求饱和及市场竞争激烈国际市场具有新引力国际市场具有新引力政府鼓励与支持企业出口政策政府鼓励与支持企业出口政策科技技术发展为企业跨国经营提供物质前提国际市场营销学与市场营销学的关系：国际市场营销学是市场营销学的延伸和分支，国际市场营销学的基本原理和方法同基础市场营销学无多大差异。
二者主要的区别：营销环境的不同，最主要差异。
市场营销组合策略不同：产品策略、定价策略、分销策略、促销策略国际营销战略及营销管理过程更复杂国际营销战略及营销管理过程更复杂国际营销与国际贸易有何区别与联系 联系：以获取利润为目的而进行的跨国界的经营活动；以商品和劳务做为交换对象；面临相同的国际环境（人口、经济、法律政治、社会文化及竞争）；理论基础都是早期的“比较利益说”及“国际产品生命周期论”。
区别：商品交换主体不同（营销主体是企业，贸易主体是国家）；商品流通形态不同（贸易必须是跨国界，营销可以不跨国界）；国际贸易的作业流程比国际营销狭窄；国际贸易的作业流程比国际营销狭窄；国际营销活动比国际贸易更富于主动及创造精神；评估二者的效益的信息来源不同。
评估二者的效益的信息来源不同。
国际企业经营哲学的演变经历了哪几个阶段，目前我国企业的经营哲学主要处于哪一阶段，为什么？阶段：阶段：以生产为导向的传统营销观念；以国外顾客为导向的营销观念；以生产为导向的传统营销观念；以国外顾客为导向的营销观念；以生产为导向的传统营销观念；以国外顾客为导向的营销观念；以外部环境为导向的营销观念；以外部环境为导向的营销观念；以外部环境为导向的营销观念；以全球市场为导向的以全球市场为导向的营销观念。
国际市场营销学导论教案
国际市场营销学导论-教案第一章：国际市场营销学的基本概念1.1 国际市场营销学的定义与重要性1.2 国际市场营销与国内市场营销的差异1.3 国际市场营销的环境与挑战1.4 国际市场营销的策略与目标第二章：国际市场营销的宏观环境分析2.1 国际市场营销的政治与法律环境2.2 国际市场营销的经济环境2.3 国际市场营销的社会与文化环境2.4 国际市场营销的技术环境第三章：国际市场营销的微观环境分析3.1 国际市场营销的供应商与分销商分析3.2 国际市场营销的竞争对手分析3.3 国际市场营销的顾客与消费者分析3.4 国际市场营销的公众与媒体分析第四章：国际市场营销的策略与组合4.1 国际市场营销的产品策略4.2 国际市场营销的价格策略4.3 国际市场营销的渠道策略4.4 国际市场营销的推广与宣传策略第五章：国际市场营销的市场细分与目标市场选择5.1 国际市场营销的市场细分概念与方法5.2 国际市场营销的目标市场选择与评估5.3 国际市场营销的市场定位与差异化策略5.4 国际市场营销的市场拓展与进入策略第六章：国际市场营销调研与信息系统6.1 国际市场营销调研的重要性与流程6.2 国际市场营销的信息收集与分析6.3 国际市场营销的调研方法与技巧6.4 国际市场营销的信息系统与管理第七章：国际市场营销的产品策略与国际产品生命周期7.1 国际市场营销的产品策略与产品组合7.2 国际产品生命周期的概念与阶段7.3 国际市场营销的产品创新与更新7.4 国际市场营销的产品质量与品牌策略第八章：国际市场营销的价格策略与定价方法8.1 国际市场营销的价格策略与目标8.2 国际市场营销的定价方法与技巧8.3 国际市场营销的折扣与价格策略8.4 国际市场营销的价格竞争力与价格战第九章：国际市场营销的渠道策略与物流管理9.1 国际市场营销的渠道类型与选择9.2 国际市场营销的渠道管理与冲突9.3 国际市场营销的物流管理与发展9.4 国际市场营销的供应链管理与协同第十章：国际市场营销的推广与宣传策略10.1 国际市场营销的推广策略与工具10.2 国际市场营销的宣传方法与媒体选择10.3 国际市场营销的公共关系与口碑营销10.4 国际市场营销的新媒体营销与社交媒体策略重点和难点解析一、国际市场营销学的基本概念重点：国际市场营销与国内市场营销的差异、国际市场营销的策略与目标难点：理解国际市场营销的定义与重要性，以及不同环境因素对国际市场营销的影响。