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国际市场营销全套课件
IM2 INTRODUCTIONInternationalMarketing:NOTESHAUFall2011PROFESSORANDREIRIBALKINBasedonCGB
OutlineCourseCharacteristicsFundamentalsofMarketingFundamentalsofInternationalBusinessIMDefinitionMarketingTasksforInternationalEnvironmentMajorObstaclesGlobalAwarenessStrategicOrientation
CourseCharacteristicsIntermediateBasedonMarketingandInternationalBusinessconceptsMorecomplexthandomesticmarketing
FundamentalsofMarketingDefinitionProcess:StrategicandTacticalMarketing
FundamentalsofInternationalBusinessTradetheoriesCountryfactorsRegionalintegrationForeignexchangemarket
IMDefinitionInternationalMarketingistheperformanceofbusinessactivitiesdesignedtoplan,price,promoteanddistributecompany’sproductstocustomersinmorethanonecountryforprofit.(adaptedfromCGB)
Tasks Ismorecomplicatedfortheinternationalenvironmentbecausetherearemoreuncontrollablefactors
MajorObstaclesTheself-referencecriterion(SRC)=unconsciousreferencetoone’sownculturalvalues,experiencesandknowledgeasabasisfordecisions.Ethnocentrism=thenotionthatone’scultureorcompanyknowsbetterhowtodothings.SRCandEthnocentrismarecloselyconnectedToavoiderrorsconductacross-culturalanalysisthatisolatesSRCandethnocentrism
GlobalAwarenessMeansToleranceofculturaldifferencesandKnowledgeofcultures,history,worldmarketsandglobaleconomic,socialandpoliticaltrends
ThreeApproachesinStrategicOrientationDomesticmarketextensionconceptMultidomesticmarketconceptGlobalmarketingconcept
TodayIHaveLearned.....
IM3 InternationalEnvironmentInternationalMarketing:NOTESHAUFall2011ProfessorAndreiRibalkinBasedonCGB
OutlineGlobalperspectiveTheoreticalbasis:InternationaltradetheoriesBalanceofpaymentsProtectionismandtradebarriersInternationalinstitutions
GlobalPerspectiveGlobalizationofmarketsandproductionisdevelopingInternationalcooperationisincreasingEcono
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