国际市场营销 Chap1.pptVIP

1.1a 全球化 对全球的发展和联系感知、理解并作出反应。 1.1全球化和企业的国际化 Foreign Acquisitions of U.S. Companies Top 10 U.S. Players in the Global Game Invented Here, Made Elsewhere 国际市场营销国际市场营销 1.1c 企业国际化 1.1c 企业国际化 1.1c 企业国际化 1.2c国际市场营销的任务 国际市场营销的总体环境 1.2d 国际市场营销中的主要障碍 自我参照标准（Self-reference criterion, SRC）,即无意识地参照个人的文化价值观、经验和知识，并以此作为决策的依据。 1.2e 树立全球意识 国际市场营销观念 国际市场营销学的范围和任务 Chapter 1 1.1b 全球化与国际贸易 U.S. Companies Foreign Owner Bestfoods (foods) U.K. Ben Jerry’s (ice cream) U.K. Alpo (pet food) Swiss Pillsbury (food) U.K. Burger King (fast food) U.K. Random House (publishing) Germany Chrysler (autos) Germany TV Guide (magazine) Australia New York Post (newspaper) Australia LA Dodgers (sports) Australia Arco (gasoline) U.K. CompUSA (retailing) Mexico Seagram (alcoholic beverages) France SOURCE: Adapted from Kuri Badenhausen. “Name Game”, Forbes. Jul 24, 2000 1.1c 企业国际化 Company Foreign Revenues ($ Mil) Foreign Revenues (% of Total) Foreign Profits (% of Total) SOURCE: Adapted from Brian Zajac, “Global Giants”. Forbes, July 24, 2000 Foreign Assets (% of Total) ExxonMobil IBM Ford Motor General Motors General Electric Texaco Citigroup Hewlett-Packard Wal-Mart Stores Compaq Computer 115,464 50,377 50,138 46,485 35,350 32,700 28,749 23,398 22,728 21,174 71.8 57.5 30.8 26.3 31.7 77.1 35.1 55.2 13.8 55.0 62.7 49.6 N/A 55.3 22.8 54.1 N/A 58.0 8.2 101.4 63.9 43.7 44.2 38.0 47.4 45.2 41.0 51.5 36.0 28.2 U.S. Invented Technology Phonographs Color TVs Audiotape Recorders Videotape Recorders Machine Tools Telephones Semiconductors Computers 7 4% 9 8% 6 4% 8 9% 2 5% 9 9% 3 5% 9 9% 1% 1 0% 0% 4 0% 1 0% 9 0% 1% 9 0% 0 20 40 60 80 100 1 9 7 0 N O W 1.2 国际市场营销 1.2a 市场营销 营销组合，也就是所谓的“4Ps”： 产品product 价格price 促销promotion 地点，也称为分销渠道place 销售渠道 直接销售：由制造者（企业）直接将商