国际营销讲课ppt-概述.pptxVIP

国际市场营销概述---导入 Objectives 基本概念 管理导向 全球营销作用力01-Overview of Marketing4 Ps What is marketing?Process of planning and executing the conception pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals.ProductPricingPlacePromotion市场营销理论中的基本概念*需要（need）*欲望（want）*需求（demands）*产品（product）*价值（value）*满意（satisfaction）*质量（quality）*交换（exchange）*交易（transaction）*关系（relationship）*市场（market）*市场营销（marketing）MarketingCustomer needs and wantsRDEngineeringManufacturingCustomer value无 边 界 营 销Value EquationThe essence of marketing is to surpass the competition at the task of creating perceived value for customers.Value=Benefits/Price (money, time, effort, etc.)V = B / PV = ValueB = Perceived Benefits – Perceived CostsP = Price国际营销与营销概 念 区 别Marketing Process of planning and executing the conception pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goalsGlobal Marketing Focuses resources on global market opportunities and threats; the main difference is the scope of activities because global marketing occurs in markets outside the organization’s home countryP.凯特奥拉：国际市场营销（international marketing）是指一个企业对商品和劳务流入一个以上国家的消费者或用户手中过程进行计划、定价、促销和引导，以便获取利润的活动。简言之，在全球视角下开展企业的市场营销活动。汉莎告诉我们：国内营销与国际营销的不同 ---你不了解的隔夜的海外飞行海外旅行与国内的旅行是不一样的，长途旅行以及遥远的目的地需要不同的服务。 国际市场营销的发展阶段 寻找国外市场的第一步，依赖中间商，国内生产供货出口营销国际营销多国营销全球营销· 设立直接的业务机构组织营销活动，沿用本国市场营销策略 各国设立子公司，制订和实施适应东道国情况的营销策略 把世界市场看成整体，实行统一的营销策略，并根据各国差异性作适当调整国际、多国、全球可互换从实践角度看：国际营销与多国市场营销是一个概念。IBM---“Multinational Business Machines”美国快递---“全球快递？”英国石油---“世界石油？”02-EPRG Framework 母国中心Home country is Superior, sees Similarities in foreign CountriesDomestic company; International company东道国中心Each host country Is unique, sees differences In foreign countriesMultinational company区域中心Sees similarities and differences in a world region; is ethnocentric or polycentric in its view of the rest of the worldglobal company; Transnational co