国际市场营销 全套课件课件.pptx

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1、IM2INTRODUCTIONInternational Marketing:NOTESHAU Fall2011 PROFESSOR ANDREI RIBALKINBased on CGBOutlineCourse Characteristics Fundamentals of MarketingFundamentals of International BusinessIM DefinitionMarketing Tasks for International EnvironmentMajor Obstacles Global AwarenessStrategic Orientation C

2、ourse CharacteristicsIntermediateBased on Marketing and International Business conceptsMore complex than domestic marketingFundamentals of MarketingDefinitionProcess:Strategic and Tactical MarketingFundamentals of International BusinessTrade theoriesCountry factorsRegional integrationForeign exchang

3、e marketIM DefinitionInternational Marketing is the performance of business activities designed to plan,price,promote and distribute companys products to customers in more than one country for profit.(adapted from CGB)TasksIs more complicated for the international environment because there are more

4、uncontrollable factorsMajor ObstaclesThe self-reference criterion(SRC)=unconscious reference to ones own cultural values,experiences and knowledge as a basis for decisions.Ethnocentrism=the notion that ones culture or company knows better how to do things.SRC and Ethnocentrism are closely connectedT

5、o avoid errors conduct a cross-cultural analysis that isolates SRC and ethnocentrismGlobal AwarenessMeans Tolerance of cultural differences and Knowledge of cultures,history,world markets and global economic,social and political trendsThree Approaches in Strategic OrientationDomestic market extensio

6、n conceptMultidomestic market conceptGlobal marketing conceptToday I Have Learned1.2.3.4.5.IM3International EnvironmentInternational Marketing:NOTESHAU Fall 2011 Professor Andrei RibalkinBased on CGBOutlineGlobal perspectiveTheoretical basis:International trade theoriesBalance of paymentsProtectioni

7、sm and trade barriersInternational institutionsGlobal PerspectiveGlobalization of markets and production is developingInternational cooperation is increasingEconomic growth is slowingDeveloping economies are catching upCompetition is intensifyingGlobalizationThe shift towards a more integrated and i

8、nterdependent world economy Two components:The globalization of markets=The merging of distinctly separate national markets into a global marketplaceThe globalization of production refers to sourcing of goods and services from locations around the world to take advantage of differences in cost or qu

9、ality of the factors of productionInternational Trade TheoriesProvide answers to a question why countries trade and companies focus on specific sectors and productsAre important for marketers to develop marketing strategiesLook at different levels:country level or company level or strategic business

10、 unit(SBU)level4-17Trade Theories.OverviewEconomic assumption:free trade produces gains for all participating countriesThe Pattern of International Trade displays patterns that are easy to understand(Saudi Arabia/oil or China/crawfish)and Others are not so easy to understand(Japan and cars)Major The

11、oriesMercantilismAbsolute advantageComparative advantageHecksher-OlinLife-CycleNew tradeNational competitive advantage(Porters diamond)Mercantilism:mid-16th centuryA nations wealth depends on accumulated treasureGold and silver are the currency of tradeTheory says you should have a trade surplus.Max

12、imize export through subsidies.Minimize imports through tariffs and quotasFlaw:“zero-sum game”4-194-20 Mercantilism-zero-sum gameDavid Hume in 1752 pointed out that:Increased exports leads to inflation and higher pricesIncreased imports lead to lower pricesResult:Country A sells less because of high

13、 prices and Country B sells more because of lower pricesIn the long run,no one can keep a trade surplusTheory of absolute advantageAdam Smith:Wealth of Nations(1776)argued:Capability of one country to produce more of a product with the same amount of input than another country can varyA country shou

14、ld produce only goods where it is most efficient,and trade for those goods where it is not efficientTrade between countries is,therefore,beneficial Assumes there is an absolute balance among nations4-214-22Theory of comparative advantageDavid Ricardo:Principles of Political Economy(1817).Extends fre

15、e trade argumentEfficiency of resource utilization leads to more productivity.Should import even if country is more efficient in the products production than country from which it is buying.Look to see how much more efficient.If only comparatively efficient,than import.Makes better use of resourcesT

16、rade is a positive-sum game4-23Heckscher(1919)-Olin(1933)TheoryExport goods that intensively use factor endowments which are locally abundantCorollary:import goods made from locally scarce factors Note:Factor endowments can be impacted by government policy-minimum wagePatterns of trade are determine

17、d by differences in factor endowments-not productivityRemember,focus on relative advantage,not absolute advantage4-24 Product life-cycle Theory-R.Vernon,(1966)As products mature,both location of sales and optimal production changesAffects the direction and flow of imports and exportsGlobalization an

18、d integration of the economy makes this theory less valid4-25New trade theoryIn industries with high fixed costs:Specialization increases output,and the ability to enhance economies of scale increases learning effects are high.These are cost savings that come from“learning by doing”4-26Theory of nat

19、ional competitive advantage The theory attempts to analyze the reasons for a nations success in a particular industryPorter studied 100 industries in 10 nations postulated determinants of competitive advantage of a nation were based on four major attributesFactor endowmentsDemand conditionsRelated a

20、nd supporting industriesFirm strategy,structure and rivalry4-27Porters diamondSuccess occurs where these attributes exist.More/greater the attribute,the higher chance of successThe diamond is mutually reinforcingFig 4.6Balance of PaymentsThe system of accounts that records a nations international fi

21、nancial transactionsRepresents a flow of money in and out of the country(surplus or deficit)Represents a countrys international economic positionComplex factor that may or may not be of concern for marketersProtectionismA policy of protecting a domestic market by means of economic and political inst

22、rumentsMain reasons:protection of infant industry and the home market,keep money at home and accumulate capital,control of strategic resources and industries,industrialization Protectionism InstrumentsAre Trade barriers including monetary:Tariffs(taxes/duties on imported products)Antidumping penalti

23、esExchange control restrictionsNonmonetary(Nontariff)Quotas&Voluntary export restraints(VER)(limits on imports)Local content requirements(LCR)Boycotts and embargoes(restrictions on products and country trades)Standards and different bureaucratic proceduresInternational InstitutionsWorld Trade Organi

24、zation(WTO)International Monetary Fund(IMF)World Bank WTOAn international institution that sets the rules for international trade,settles trade disputes and issues binding decisions.Is a successor to and encompasses General Agreement on Tariffs and Trade(GATT)All member countries have equal represen

25、tationIMFInternational financial institution that lends money to members to meet their financial obligationsFacilitates international trade also by the stabilization of foreign exchange rates and the establishments of fully convertible currencies World BankFinancial institution that provides loans,t

26、echnical assistance,and policy guidance to developing-country membersSeeks to reduce poverty and to improve living standards by sustainable growth and investment in peopleToday I have learned1.2.3.4.5.IM4 Country Factors Overview.Political FactorsInternational Marketing:NOTESHAU Fall 2011 Professor

27、Andrei RibalkinBased on CGBOutlineCountry factors:OverviewPolitical factorsPolitical risksAssessing,evaluating and addressing political risks Country Factors:OverviewDifferences among countries can be understood by scanning the environmentThe marketing environment is subdivided into five or six key

28、areas=factors:political,economic,socio-cultural,demographic,technological and competitive(Kerin et all)IB usually looks at three or four larger areas/factors:political,legal,economic and culturalCountry Factors:Why?Help to assess and evaluate business risks associated with a country and make decisio

29、ns to enter the countrys market and the mode of entryCountry Factors:How?Are assessed through marketing researchPolitical FactorsInfluencersPolitical risksPolitical risks assessment and evaluationAddressing political risksPolicy Makers and InfluencersGovernmentsPolitical parties Political and social

30、 organizations and activistsBusinessesIndividualsSovereigntyIndependence and freedom from external controlSovereign rights:equality with other stateschoice of political,economic and social systemspower to manage relationships with other states and inside the country and other rightsLimit their sover

31、eign rights to benefit from relationshipsGovernments and PoliciesStabilityEnforcementAttitude to foreign business Governments and Policies:Stability and EnforcementContinuums fromStable(long-term ruling party/same policies)to Unstable(change parties/policies)AndFrom full application of laws and regu

32、lations ToSelective application of laws and regulations Governments and Policies:AttitudeContinuum fromSupporting and encouraging foreign companies(open door policy)to Providing the same conditions to all businessesAnd to Restricting and banning foreign investments and companies(nationalism)Politica

33、l Parties and ActivistsParties and Labour organizations usually organized actions according to philosophiesOther Organizations,Activists and Businesses organized and spontaneous actionsPolitical RisksNationalization policiesGovernment instrumentsPolitical and social activismViolence and terrorismNat

34、ionalization PoliciesThrough:Confiscation=seizing a companys assets without paymentExpropriation=seizing with some reimbursement Domestication=gradual transfer the assets to national control and ownership Government InstrumentsTariffs,taxes and dutiesNon-Tariff barriers:quotas,voluntary export requi

35、rements(VER),local content requirements(LCR),price controls,political sanctions(boycotts and embargoes)Some instruments in both home and host countriesPolitical and Social ActivismLarge spectrum of peaceful or violent actions against a foreign company:public relations and advertising campaigns,boyco

36、tts,pickets,demonstrations,disruptions,damage,etc.Both in home country and in host countryViolence and TerrorismPlanned and unplanned organizations and individualsPolitical Risks:Assessment and EvaluationNo absolute guidelines existPractical approach is to find previously stated political risks and

37、how they can affect a companyAlso can assess whether the company may affect politically sensitive products and issues,related to environment,health,national security,highly sensitive and visibleSources of Assessment and EvaluationPrevious international experienceOther home companys and foreign compa

38、nys experiencesHome government and host government informationInternational rating agencies and organizations:World Bank,Political Risk Services Group(International Country Risk Guide ICRG )and othersAddressing Political RisksThrough International Risk ManagementMay include:Economic contributionsPhi

39、lanthropyJoint venturesInvolving outside and local investorsLicensingPlanned domesticationPolitical payoffsToday I have learned1.2.3.4.5.IM5Legal FactorsInternational Marketing:NOTESHAU Fall2011 Professor Andrei RibalkinBased on CGB and IBOutlineLegal SystemsLaw makers and enforcersIssues in Interna

40、tional BusinessInternational dispute resolution 2-59Legal FactorsInclude laws and rules that regulate behavior and processes through which laws are enforced&grievances are redressedBusinesses must observehome country lawshost country lawsinternational Laws and TreatiesLegal systemsThree main types o

41、f legal systems in use around the world:common lawcivil lawtheocratic law 2-60Common LawBased on tradition and precedent(previous decisions)Used in most of the English-speaking countries and former parts of the British Empire:England,USA,Australia,Kenya and othersCivil LawBased on code laws(written

42、rules)Used in France,Germany,Russia,Italy,Poland and many other countries Theocratic LawBased on religious beliefs and interpretations of religious booksIslamic Law(Shariah)based on KoranUsed in Islamic countries such as IranLegal System in CanadaIncludes both common law practiced in most of the pro

43、vinces and territories,and civil law practiced in the province of Quebec.Law Makers and EnforcersLaws Made by different levels of government in different countriesEnforced mostly by governments and sometime by businesses and individualsImportant Considerations for International MarketersConsistency(

44、same principles applied in dealing with same issues)Predictability(what is appropriate)2-67Issues in International BusinessInternational business disputesContract lawProperty rights Marketing lawsProtection of intellectual propertyProduct safety and liabilityEnvironment protectionInternational Busin

45、ess DisputesNo official judicial body exists to deal with legal commercial problems between citizens of different countriesInternational Dispute ResolutionthroughConciliation/MediationArbitrationLitigationConciliation/MediationA Non-binding agreement between parties to resolve disputes by asking a t

46、hird party to mediate differencesConciliation sessions are private and confidentialParties can use the help of official organization,or find a mediator themselves The first formal step in settling the disputeArbitrationFormal process with a binding decisionThird party establishes procedures and rule

47、s to followIn most countries enforceable under the lawLitigationThe last resort,suggested only if all other methods failMany disadvantages:Long time High costPublic disclosure of confidential informationPossibility of poor imageLost relationshipDifficulties in applying court orders and others2-73Con

48、tract lawContract law is the body of law that enforces a contractspecifies conditions under which an exchange is to occur details rights and obligations of partiesDifferences based on legal traditioncommon law systemcivil law system theocratic lawbureaucratic law 2-74Property rightsA bundle of legal

49、 rights over the use to which a resource is put and over the use made of any income from that resourceProperty rights can be violated throughprivate actionpublic action and corruptionMarketing LawsExist in all countriesRegulate products,prices,promotion and distributionDifferent in different countri

50、esLegal TrendIncreased attention to Marketing Laws and Regulations especially to:Product labelling,advertising and sales promotion and distributionProtection of intellectual property(IP)Product safety and liabilityEnvironment protection2-77 Protection of Intellectual Property(IP)Intellectual propert