国际市场营销第一章课件.pptx
![资源得分’ title=](/images/score_1.gif)
![资源得分’ title=](/images/score_1.gif)
![资源得分’ title=](/images/score_1.gif)
![资源得分’ title=](/images/score_1.gif)
![资源得分’ title=](/images/score_05.gif)
《国际市场营销第一章课件.pptx》由会员分享,可在线阅读,更多相关《国际市场营销第一章课件.pptx(55页珍藏版)》请在淘文阁 - 分享文档赚钱的网站上搜索。
1、Copyright 2007 by South-Western,a division of Thomson Learning.All rights reserved.Chapter oneInternational Marketing FundamentalsPart one IntroductionCopyright 2007 by South-Western,a division of Thomson Learning.All rights reserved.1.1TheConceptsofMarketingThe Concepts of Marketing市场营销学?建立在经济学科建立在
2、经济学科,行为学科行为学科,现代管理理论基础之上的应用现代管理理论基础之上的应用学科学科,是经济学是经济学,行为科学行为科学,心理学心理学,社会学社会学,现代管理学现代管理学,广广告学告学,公共关系学等学科密切结合的一门综合性公共关系学等学科密切结合的一门综合性,边缘性边缘性的经济管理学科的经济管理学科.(Page4)Marketing:1指经济活动时称为市场营销或市场营销活指经济活动时称为市场营销或市场营销活动动,2指学科时称为市场营销学指学科时称为市场营销学.Copyright 2007 by South-Western,a division of Thomson Learning.All
3、 rights reserved.1.1TheConceptsofMarketingMarket?The sum of demand and supply,which can be classified into goods market,factor market and financial market(P3重点词汇5)Copyright 2007 by South-Western,a division of Thomson Learning.All rights reserved.1.1.1Marketing1.1.1 MarketingAnorganizationalfunctiona
4、ndasetofprocessesforcreating,communicating,anddeliveringvaluestocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholder.(Page5)指企业如何依据消费者需求产生适销对路的产品指企业如何依据消费者需求产生适销对路的产品,扩大市扩大市场销售所进行的一整套经济活动场销售所进行的一整套经济活动.即对一种能满足现有即对一种能满足现有的和潜在需要的产品,劳务,计谋,定价,促销,调的和潜在需要的产品,劳务,计谋,
5、定价,促销,调运到销售互为影响的一系列活动的计划和实施过程运到销售互为影响的一系列活动的计划和实施过程。Copyright 2007 by South-Western,a division of Thomson Learning.All rights reserved.1.1.1MarketingMarketing=Promotion(推销)推销)?Marketing=Salespromotion(促销)(促销)?MarketingPromotionMarketingSalespromotionCopyright 2007 by South-Western,a division of Thom
6、son Learning.All rights reserved.1.1.1MarketingMarketingfunction1.Buying and Selling2.Distribution and Storage3.Quality and Quantity4.Promotion and Communication5.Finance and Risk TakingCopyright 2007 by South-Western,a division of Thomson Learning.All rights reserved.1.1.2 Marketing PhilosophyMarke
7、tingPhilosophy:A way of organizing and controlling marketing.The whole philosophy of marketing is changing.Previously,marketing involved creating a demand for a specific product or service.That approach is obsolete.Today marketers must interact with the market,determine what products and services ar
8、e needed,and supply enough information to the market about those products so that the products find their own market.(Page 3,重点词汇7)Copyright 2007 by South-Western,a division of Thomson Learning.All rights reserved.1.1.2 Marketing Philosophy1.Production Orientation2.Product Orientation3.Selling Orien
9、tation4.Marketing Orientation5.Societal Marketing OrientationCopyright 2007 by South-Western,a division of Thomson Learning.All rights reserved.1.1.3TheDevelopmentofMarketingMix1 Marketing Mix:4P-7P-11P4P McCarthyProduct;Price;Place;Promotion7P Boom&BitnerProduct;Price;Place Promotion;People Physica
10、l11P Philip KotlterProduct;Price;Place Promotion;Power;Public Relations;Probe;Partition;Priorition;Position;PeopleCopyright 2007 by South-Western,a division of Thomson Learning.All rights reserved.1.1.3TheDevelopmentofMarketingMix2.Marketing Mix:4P-4C-4V4C Robert F.LauterbornConsumer;Cost;Convenienc
11、e;Communication4R Don E.SchuhzRelativity;Reaction;Relation;Retribution4V 国内的学者(吴金明)等 Variation(异化);Versatility(功能化);Value;Vibration(共鸣);Copyright 2007 by South-Western,a division of Thomson Learning.All rights reserved.Introduction1.教学方式教学方式讲授讲授案例案例Copyright 2007 by South-Western,a division of Thoms
12、on Learning.All rights reserved.IntroductionTextbook;Referencebook/WebsiteTextbook使用教材使用教材:国际市场营销学,李威 王大超 主编,机械工业出版社,2008年7月版Referencebook参考书目参考书目:(1)国际市场营销学,(美)菲利普R凯特奥拉(Philip R Cateora)、约翰L格雷厄姆(John L.Graham)著,周祖城 赵银得 张璘 译,机械工业出版社。(2)国际市场营销,苏比哈什C贾殷(Subhash C.Jain)著,吕一林 雷丽华 主译,中国人民大学出版社。(3)国际营销,(英)
13、罗杰贝内特、吉姆布莱斯著,刘勃译,华夏出版社。(4)全球营销管理,(美)Warren J Keegan著,清华大学出版社。Copyright 2007 by South-Western,a division of Thomson Learning.All rights reserved.IntroductionTextbook;Referencebook/Website(5)国际市场营销学国际市场营销学,甘碧群主编,高等教育出版社,甘碧群主编,高等教育出版社(6)国际营销培训教程国际营销培训教程,陈红进主编,上海交通大学出版社,陈红进主编,上海交通大学出版社,2007(7)国际市场营销学国际市
14、场营销学,寇小宣寇小宣王永萍编著,首都经济贸易大学出版社王永萍编著,首都经济贸易大学出版社2005Mark Saunders,Philip Lewis and Adrian Thornhill(2004)Research methods for business students(third edition),Pearson educationPhilippe Lasserre(2004),Global strategic management,chapter 1chapter11,Palgrave macmillanMicheal R.czinkota,Ilkka A.Ronkainen,(
15、2007)International Marketing,(eighth edition),Peking university pressCopyright 2007 by South-Western,a division of Thomson Learning.All rights reserved.IntroductionTextbook;Referencebook/WebsiteWebsite(1)http:/案例库网案例库网(2)http:/国际营销传播网国际营销传播网(3)http:/中国营销传播网中国营销传播网(4)http:/中国市场营销管理网中国市场营销管理网(5)http:/
16、经济观察报网经济观察报网(6)http:/中国经营报网中国经营报网Copyright 2007 by South-Western,a division of Thomson Learning.All rights reserved.课程介绍课程介绍2.学时安排:32学时 选修3考核及评分考核及评分3.1期末总成绩平时成绩(占40%)考试成绩(占60%)3.2平时成绩(40分)考勤(30分)课堂练习及回答(10分)3.3期末考试:闭卷考试或者论文3.4成绩格式:卷面为100分,考试题型为4种。Copyright 2007 by South-Western,a division of Thomso
17、n Learning.All rights reserved.1.2TheConceptofInternationalMarketingTheprocessofplanningandconductingtransactionsacrossnationalborderstocreateexchangesthatsatisfytheobjectivesofindividualsandorganizations.迈克尔迈克尔.R.津科特津科特(MichealR.Czinkota):国际营销是有关策国际营销是有关策划及执行并通过国界的交易划及执行并通过国界的交易,目的是满足个人或机构的需要目的是满足个
18、人或机构的需要菲利普菲利普.凯特奥拉凯特奥拉(PhilipR.Cateora):国际营销是对商品和国际营销是对商品和劳务流入一个以上国家的消费者或顾客手中的过程进行计划劳务流入一个以上国家的消费者或顾客手中的过程进行计划,定价定价,促销和分销以便获取利润的活动促销和分销以便获取利润的活动.Copyright 2007 by South-Western,a division of Thomson Learning.All rights reserved.1.2TheConceptofInternationalMarketingThe firms marketing activities in m
19、ore than one nation.At it is simplest level,it involves the firm in making one or more marketing mix decisions across national boundaries.At its most complex level,it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe(重点词汇3)Copy
20、right 2007 by South-Western,a division of Thomson Learning.All rights reserved.1.2TheConceptofInternationalMarketingThe Concept of International Marketing(p11)International marketing researchInternational competition researchCopyright 2007 by South-Western,a division of Thomson Learning.All rights r
21、eserved.1.2.1Multi-nationalCorporationsP3,P12Multinational Corporation(MNC)A corporation that has branches in at least one country besides its home country,there is a head office,and in other countries,it owns offices,plants etc It needs to establish global management system to do business internati
22、onally.They usually have a centralized head office where they coordinate global management.(P12或P3重点词汇8)Copyright 2007 by South-Western,a division of Thomson Learning.All rights reserved.1.2.1Multi-nationalCorporations联合国如何定义跨国公司?联合国如何定义跨国公司?1.跨国公司应是在两个以上的国家里控制有工厂,矿山,销售机构和其它资产的公司2.跨国公司应是在国外的分公司,子公司的
23、投资,生产,销售和所雇佣的人数等业务比重占整个公司业务的25%以上的公司3.跨国公司应是至少在两个以上的国家有子公司,并有时序经济活动,国外的经济活动提供的营业额占总营业额的10%以上的公司Copyright 2007 by South-Western,a division of Thomson Learning.All rights reserved.1.2.1Multi-nationalCorporationsAdvantageDisadvantageCopyright 2007 by South-Western,a division of Thomson Learning.All rig
24、hts reserved.1.2.2GlobalizationWhy we need study international marketing?直接内部推力直接内部推力1.开拓更广阔的市场开拓更广阔的市场1可以开拓国外更广阔的市场2可以绕过关税和非关税壁垒3可以通过母公司与子公司之间,子公司与子公司之间的内部交易,实现市场内部化.2.发挥竞争优势发挥竞争优势1避开国内市场的竞争锋芒,在国外寻找新的生存空间2可以延长产品的生命周期,发挥竞争优势.3可以锻炼和提高企业的竞争力Copyright 2007 by South-Western,a division of Thomson Learnin
25、g.All rights reserved.1.2.2GlobalizationWhy we need study international marketing?3.获得更广阔的资源获得更广阔的资源企业参与国际竞争,可以获得自然资源,技术,信息4.取得更大的利润取得更大的利润1企业可以通过扩大产品销量,实现规模经济效益.2通过享受本国及东道国的优惠政策,取得更大的收益3通过投资海外,利用国外丰富的资源条件,生产出成本更低的产品,增加收益4通过企业内部运用转移价格策略,使企业整体利益最大化Copyright 2007 by South-Western,a division of Thomson
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 国际市场 营销 第一章 课件
![提示](https://www.taowenge.com/images/bang_tan.gif)
限制150内