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1、Module One,Deciding Whether to Internationalize,In face of globalization, many firms attempt to: expand their sales into foreign markets to increase their competitiveness make greater profits, acquire larger global market share facilitate access to new products ideas and latest technology,Introducti
2、on,Companies must first decide after thorough consideration -whether to enter international markets -which market to enter -how to enter this market -how to develop marketing strategies to adapt to the market -how to implement and control the international marketing program.,Introduction,Task One,Pr
3、eparation for International Marketing,1. Definition of International Marketing International marketing refers to the process of searching and analyzing international environment and foreign customers, planning and executing product design, pricing, promotion and distribution of goods and services to
4、 satisfy individual and organizations in more than one country for a profit. Look at Mini-Case 1.1,I Basic Knowledge of International Marketing,2. Environment and Challenges of International Marketing,Difference in Foreign Society and Culture-Look at Mini-Case 1.2 Difference in Distribution, Infrast
5、ructure and Technology Difference in Politics, Economics and Legal System Trade and Non-Trade Barriers International Competition,2 Environment and Challenges of International Marketing,Discuss in groups the following questions: (1) What companies you think have met challenges when they enter Chinese
6、 market? Examples? (2) How can they overcome all the difficulties? (3) What can Chinese companies learn from the above mentioned examples?,Skill Training 1.1,Export Marketing Domestic Marketing Extension Concept Firms believe that their domestic marketing strategy can provide effective framework for
7、 overseas strategy formulation. Look at Mini-Case 1.3,3. Levels of International Marketing Involvement and Marketing Concepts in Each Level,Multinational Marketing Multi-domestic Marketing Concepts To cater for the differential customers, companies stress the separate marketing mixes in each country
8、 according to the business climate there. Look at Mini-Case 1.4,3. Levels of International Marketing Involvement and Marketing Concepts in Each Level,Multinational Marketing Multi-regional Marketing Concepts Companies view world regions as distinct markets which share similar economic, political and
9、 cultural traits.,3. Levels of International Marketing Involvement and Marketing Concepts in Each Level,Global Marketing Global Marketing Concept Companies believe that consumers from different countries have similar demands and preferences. They do not focus on the country difference, but on the de
10、mographic, psychological and other variables.,3. Levels of International Marketing Involvement and Marketing Concepts in Each Level,The decision of internationalization follows these steps: information search Analyzing international expansion drivers identification decision making,II The Decision Wh
11、ether to Internationalize,For large companies, the information search is usually done by the professional research agencies. For the SMEs, managers usually acquire information through internal reports, government agencies, personal contacts and the internet.,1. Information Search,Drivers of internat
12、ional expansion are usually in two categories: drivers in business environment company-based drivers,2. Identify Drivers of International Expansion,Competition Regional Economic Integration China-ASEAN (the Association of Southeast Asian Nations) Free Trade Area and European Union Technology,Drivers
13、 in Business Environment,Improvement in Transportation and Telecommunication Look at Mini-Case 1.5 High Demand in Developed Countries and Economic Development in Developing Countries Look at Mini-Case 1.6,Drivers in Business Environment,Product Life-Cycle Considerations High New-Product Development
14、Costs Economies of Scale and Cheap Labor Experience Transfers to Make Higher Profits and Occupy Larger Global Market Share Acquisition of Technology and Natural Resources,Company-based Drivers,Once companies find business opportunities in foreign markets and its resources fit with the opportunities,
15、 they will: decide to initiate export marketing or international marketing and some of them may eventually become multinational companies,Decision Making,(1) Analysis of the International Marketing Environment and Customers (2) Internal Analysis and Marketing Objectives Setting (3) Selection of Targ
16、et Markets and Entry Modes (4) Development and Implementation of International Marketing Program (5) Control of Marketing Process,III International Marketing Management Process,Skill Training 1.2 Before you look at the next part, please try to think about what qualities you think an international marketer should have. You may look back your part-time jobs and discuss in groups.,IV Prepare You for a Good International Marketer,Strong Sense of Dedication and Responsibility Abili
