国际市场营销学讲义导论二讲义.ppt

The scope and Challenge of International Marketing Self- reference criterion (SRC) and ethnocentrism: Major obstacles Developing a global awareness See Chap 1 PPT 16 SRC is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions Ethnocentrism refers to the notion that one’s own culture or company knows best how to do things Both the SRC and ethnocentrism impede the ability to assess a foreign market in its true light Reactions to meanings, values, symbols, and behavior relevant to our own culture are different from those of foreign Relying on one’s SRC could produce an unsuccessful marketing program 1: Define the business problem or goal in home-country cultural traits, habits, or norms 2: Define the business problem or goal in foreign-country cultural traits, habits, or norms. Make no value judgments 3: Isolate the SRC Influence in the problem and examine it carefully to see how it complicates the problem 4: Redefine the problem without the SRC influence and solve for the optimum business goal situation* 1. Tolerant of Cultural Differences, and The scope and Challenge of International Marketing Stages of International Marketing Involvement The way of entering International market See next page Strategic orientation—EPRG schema Domestic Marketing Extension The scope and Challenge of International Marketing Production at home Production aboard Exporting Indirect expo. Direct expo. Contractual forms FDI Export through reactive mode licensing Agent proactive mode Franchising JV Wholly owned aff. Contract Manufacturing green-field inv. Management contract acquisition Turnkey project