L2 经济环境.ppt

International Marketing International marketing involves the firm in making one or more marketing mix decisions across national boundaries. It involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across markets. Stages of IM Domestic marketing is targeted exclusively on the home country market. Export marketing is the first stage of addressing market opportunities outside the home country. International marketing (global marketing) refers to the stage when a marketer becomes more involved in the marketing environment in the countries where he is doing marketing. Why International Marketing Occurs Difference between DM IM 1. Environment differences. 2. Different applications of marketing principles, concepts and techniques 3. The different relations between enterprises and governments Process of IM China IM From 1979 to 1985, investing overseas could be undertaken only by state-owned import and export corporations under the umbrella of the Ministry of Foreign Economic Relations and Trade China IM 1985-1990, With the new directive, all enterprises, both public and private, can apply for permission to establish subsidiaries in other countries if they possess sufficient capital and technical and operation know-how, and if a suitable foreign partner can be found. China IM In the 1990s, the Chinese government encouraged, instead of just allowing, outward directed foreign investments. Lecture 2 World economy The objectives of this lecture Theories of world trade overview of world economy exchange system in the world measures of a country’s economy Marketing Environment 1. Legislation and regulation 2. Economic environment 3. Technology 4. Societal and cultural environment The Environment Facing International Marketers Trade theories Comparative advantage theory Product/trade life cycle theory Business orientation theory Theory of Absolute Advantage Adam Smith: Wealth of Nations (1776). Capabi