国际营销复习概要1.docxVIP

1、International Marketing: A Definition International marketing is defined as theperformance of business activities designed to plan,price, promote, and direct the flow of a company’s goods and services to consumers or users in morethan one nation for a profit The International Marketing Task Marketing Controllables--------Under control of marketing manager Domestic Environmental Uncontrollables Home-country elements that can have a direct on the success of foreign venture and are out of the immediate control of the marketer. Foreign Environmental Uncontrollables The process of evaluating the uncontrollable elements in an international marketing program, often involves substantial doses of cultural, political, and economic shock. 3、Why is the task of international marketers more complicated than that of domestic marketers? “in more than one nation” Complexity Diversity Different environments 4、Environmental Adaptation Needed Differences are in the uncontrollable environment of international marketing Firms must adapt to uncontrollable environment of internationalmarketing by adjusting the marketing mix (product, price,promotion, and distribution) A frame of reference should be established in determining or modifying a marketer’s reaction to situations The focus of IM: IM Strategy Local Global 4P’s Strategy VS. International Market Participation Product VS. Product adaptation or standardization Price VS. Price adaptation or standardization Promotion VS. Promotion adaptation or standardization Place VS. Place adaptation or standardization - Plus - -------Coordination, Concentration and Integration of Marketing Activities 6、SRC (自我参照标准： is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions Esso in Japanese is “stalled car (抛锚的洗车)”Pet Milk in Franch is “flatulence (肠胃气胀)” 7、Ethnocentrism (民族中心主义) refers to the notion that one’s own cul