国际市场营销全套课件.pptVIP

IM2 INTRODUCTIONInternational Marketing: NOTESHAU Fall2011 PROFESSOR ANDREI RIBALKINBased on CGB第一页，共二百零一页。 OutlineCourse Characteristics Fundamentals of MarketingFundamentals of International BusinessIM DefinitionMarketing Tasks for International EnvironmentMajor Obstacles Global AwarenessStrategic Orientation 第二页，共二百零一页。 Course CharacteristicsIntermediateBased on Marketing and International Business conceptsMore complex than domestic marketing第三页，共二百零一页。 Fundamentals of MarketingDefinitionProcess: Strategic and Tactical Marketing第四页，共二百零一页。 Fundamentals of International BusinessTrade theoriesCountry factorsRegional integrationForeign exchange market第五页，共二百零一页。 IM DefinitionInternational Marketing is the performance of business activities designed to plan, price, promote and distribute company’s products to customers in more than one country for profit. (adapted from CGB)第六页，共二百零一页。 Tasks Is more complicated for the international environment because there are more uncontrollable factors第七页，共二百零一页。 Major ObstaclesThe self-reference criterion (SRC)=unconscious reference to one’s own cultural values, experiences and knowledge as a basis for decisions.Ethnocentrism=the notion that one’s culture or company knows better how to do things.SRC and Ethnocentrism are closely connectedTo avoid errors conduct a cross-cultural analysis that isolates SRC and ethnocentrism第八页，共二百零一页。 Global AwarenessMeans Tolerance of cultural differences and Knowledge of cultures, history, world markets and global economic, social and political trends第九页，共二百零一页。 Three Approaches in Strategic OrientationDomestic market extension conceptMultidomestic market conceptGlobal marketing concept第十页，共二百零一页。 Today I Have Learned.....第十一页，共二百零一页。 IM3 International EnvironmentInternational Marketing: NOTESHAU Fall 2011 Professor Andrei RibalkinBased on CGB第十二页，共二百零一页。 OutlineGlobal perspectiveTheoretical basis:International trade theoriesBalance of paymentsProtectionism and trade barriersInternational insti