代寫International Marketing

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  • 代寫International Marketing
    Introduction to
    International Marketing

    Prepared by Nicole Feetham
    University of South Australia
    Learning objectives
    After studying this chapter you should be able to:
    •Describe the growth of Asian markets and
    the implications for global trade and international marketing
    •Explain the aspects of the international
    trade and business environment that have made understanding international marketing imperative


    Learning objectives
    •Discuss the evolution of global marketing
    •Outline key processes involved in planning, implementing and monitoring an international marketing strategy
    •Understand the comparative advantage, international product cycle and internalisation theories in relation to international trade and investment

    Overview
    Increasingly global environment for today’s marketing manager
    However, not a new phenomenon
    –the Silk Road
    –trade routes from ancient Rome
    The focus should be not the nature but the rate and type of change
    –US$14.8 trillion in world trade in 2010 vs.           US$6.2 trillion in 2000

    The Asian century
    •For much of the 20th century the triad regions dominated world trade
    –North America, Western Europe and Japan
    •Increasingly, it is the Big Emerging Markets (BEMs) which are now having an impact
    –China, Hong Kong, Taiwan, India, South Korea, Mexico, Brazil, Argentina, South Africa, Poland, Turkey & ASEAN

    The Asian century
    •An increasing number of competitors are expected to originate from these emerging economies
    –Asia had fastest real export growth of any region in 2010
    •Asia represents the world’s fastest growing consumer market
    –projected to overtake the US by 2020
    •Infrastructure and energy needs will be enormous

    Why understanding international marketing is imperative
    1.Saturation of domestic markets forces companies to look elsewhere
    2.The nature of competition has changed
    –in terms of market share, country source and global reach

    Why understanding international marketing is imperative
    3.  International competition also brings about global cooperation
    partnerships between Toshiba and Sony, from Japan with US computer manufacturer IBM

    4.The impact that the internet and e-business has made on the global business landscape
    growing area of mobile e-commerce
    social networking and marketing

    Why understanding international marketing is imperative
    5.  Changing nature of the world economy
    shift in the world’s largest companies
    less US and Japanese centric
    consider the make up of the largest 100 companies in the world

    6.  Domestic companies cannot avoid competitive pressure from globally oriented firms

    Top 100 largest organisations
    International trade versus international business
    International trade
    the process of exporting and importing goods between a nation and other countries in the world

    International business
    a combination of international trade and foreign production of goods for sale

    Evolution of international and global marketing
    Shift in management paradigms
    traditional paradigm rooted in US management theory
    more of a ‘global approach’ now
    Marketing strategies are based on an organisation’s degree of experience and nature of operations in international markets
    organisations do, however, evolve over time

    Evolution of international and global marketing
    Five stages
    1.Domestic marketing
    2.Export marketing
    3.International (country-by-country) marketing
    4.Multinational (region-by-region) marketing
    5.Global marketing

    Evolution of global marketing
    Evolution of international and global marketing
    Domestic marketing

    An approach where organisations focus on the domestic market and domestic competition only
    ethnocentric
    product development for home country customers
    marketing mix decisions made at head office level

    Evolution of international and global marketing
    Evolution of international and global marketing
    Export marketing

    Organisations sell their product or service directly or indirectly to overseas buyers
    ethnocentric
    product development mainly determined by home market needs
    marketing mix decisions made at head office level

    Evolution of international and global marketing
    Export marketing examples:

    A clothing company that exports to the country adjacent to it
    A food company that exports its produce to another country without changing anything about the product

    Evolution of international and global marketing
    International marketing (country-by-country)

    Marketing functions are adapted to foreign market demands
    polycentric
    local product development based on local needs
    marketing mix decisions made in each country

    Evolution of international and global marketing
    International marketing examples:
    A food marketer who changes the taste of the product to suit local tastes
    A retailer who adapts their stores to allow for aesthetics and tastes of locals
    can also include ‘multi-domestic’
    foreign subsidiaries operating independently of one another without control from the organisation’s head office

    Evolution of international and global marketing
    Multinational marketing (region-by-region)

    The organisation realises economies of scale by standardising operations on a regional basis
    regiocentric
    product planning is standardised within region but not across
    marketing mix decisions made regionally

    Evolution of international and global marketing
    Multinational marketing examples:

    A bookstore chain that makes adjustments to its store layout and product range within (rather than across) regions

    A jewellery store that uses a different celebrity endorsement in Asian markets compared to North American markets

    Evolution of international and global marketing
    Global marketing

    An organisation strives for efficiencies of scale by developing a standardised marketing mix across national, regional and global markets
    geocentric
    global products with local variations
    marketing mix decisions made jointly with mutual consultation
    Evolution of international and global marketing
    Global marketing examples:

    A global hair care brand adjusts the product formula to allow for different conditions in different countries

    A global advertising agency maintains its global branding but adjusts its mix to allow for local conditions such as access to media
    Evolution of international and global marketing
    Key challenges of global marketing
    impact of environmental factors on global marketing, e.g.
    location: Dubai is now a major airline stopover hub
    natural and human resources: Chinese have major environmental pollution problems and are becoming increasingly concerned about future quality of the environment
    impact of the internet on global marketing

    International marketing planning and strategy development
    Changing the controllable variables
    the ‘marketing mix’
    Understanding the need to fit the strategy to the environment
    The necessity for effective planning
    same concerns as domestic marketing planning, except the major interest is with international marketing variables
    Theories of international trade and the multinational organisation
    Comparative advantage theory
    English economist, David Ricardo
    a country can gain from engaging in trade even if it has an absolute advantage or disadvantage

    Absolute advantage
    the situation in which one region can produce goods with lower unit labour requirements than any other region and so is only able to export these goods
    Theories of international trade and the multinational organisation
    Principles of international trade
    1.Countries benefit from international trade
    2.International trade increases worldwide production through specialisation
    3.Exchange rates are determined primarily by traded goods
    Factor endowment theory
    based on notion that nations possess different amounts of land, labour, capital that determine a nation's comparative advantage
    Theories of international trade and the multinational organisation
    International product cycle theory
    explains a realistic, dynamic change in international competition over time and place through:
    economies of scale and scope
    technological gap
    preference similarity

    Theories of international trade and the multinational organisation
    Internalisation / transaction cost theory
    focuses on the internal costs of economic exchanges within a multinational company
    appropriability regime
    dominant design
    manufacturing and marketing ability

    Summary
    You should now have an understanding of:
    •The growth of Asian markets and
    the implication for global trade and international marketing
    •The aspects of the international
    trade and business environment that have
    made understanding international marketing imperative
    •The evolution of global marketing

    Summary
    •The key processes involved in planning, implementing and monitoring an international marketing strategy
    •The role of comparative advantage, international product cycle and internalisation theories in relation to international trade and investment
    代寫International Marketing