国际营销Chapter 1概要1.ppt

Chapter 1 Scope, Concepts and Drivers of International Marketing Chapter Objectives Define international marketing and identify the different levels of international involvement. Describe the different company orientations and philosophies toward international marketing. Identify environmental and firm-specific drivers that direct firms toward international markets. Identify obstacles preventing firms from engaging in successful international marketing. 1.1 The Importance of International marketing U.S.A market: 2005-2006 foreign investment in US jumped 76.7% to 161.5 billion. However US consumers less than 25% of the total world market. For US companies, how to develop? Expand into international markets to take advantage of global market opportunities. Netherlands? Netherlands：small country in Europe However: The Importance of International Marketing Currently Companies monitor the international environment, to achieve their potential. Future More privatization will be in government monopolies. New competitive territory will be constituted. 1.2 Levels of international marketing involvement Domestic Marketing: Has least connection to international marketing Focus on domestic consumers and home-country environment. These companies are still affected by international environment. ( Home-country environment is affected indirectly by global environment.) Export Marketing: A firm could be involved in exporting indirectly or directly. International market constitutes an extension of the domestic market and is not given special consideration. Follow the “Ethnocentric Orientation” International Marketing: Focus on international consumers in a particular country or countries. (Multinational marketing) The processes involved in the creation, production, distribution, promotion and pricing of products, services, ideas and experiences for international markets. (Definition for International marketing) Present