Task One Deciding Whether to Internationalize（课件）- 《国际市场营销实务》同步教学（对外经贸大学·2011）

Task 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 Introduction 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 Preparation 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 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, Infrastructure 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 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 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 M