国际营销英文版第16版第1章PPT

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1、McGraw-Hill/IrwinCopyright©2013byTheMcGraw-HillCompanies,Inc.Allrightsreserved.TheScopeandChallengeofInternationalMarketingChapter11-*LearningObjectivesLO1ThebenefitsofinternationalmarketsLO2ThechangingfaceofU.S.businessLO3ThescopeoftheinternationalmarketingtaskLO4Theimportanceoftheself-referenc

2、ecriterion(SRC)ininternationalmarketingLO5TheincreasingimportanceofglobalawarenessLO6Theprogressionofbecomingaglobalmarketer1-*GlobalCommerceCausesPeaceGlobalcommercethrivesduringpeacetimeEconomicboominNorthAmericainthelate1990slargelyduetotheendofthecoldwarTheInternationalizationofU.S.Businesse

3、s1-441-55TheInternationalMarketingTaskOneTwoThreeFour1-6Exhibit1.2SelectedU.S.CompaniesandTheirInternationalSalesSource:Compiledfromannualreportsoflistedfirms,20121-771-881-*Self-ReferenceCriterion&EthnocentrismSelf-ReferenceCriterion(SRC)isanunconsciousreferencetoone’sownculturalvalues,experien

4、ces,andknowledgeasabasisfordecisions.Ethnocentrismisthenotionthatpeopleinone’sowncompany,culture,orcountryknowbesthowtodothings.BoththeSRCandethnocentrismimpedetheabilitytoassessaforeignmarketinitstruelight.1-*DevelopingGlobalAwarenessTobegloballyawareistohave:toleranceofculturaldifferencesandkn

5、owledgeofcultures,history,worldmarketpotential,andglobaleconomic,social,andpoliticaltrends101-*StagesofInternationalMarketingInvolvementNoDirectForeignMarketingInfrequentForeignMarketingRegularForeignMarketingInternationalMarketingGlobalMarketing111-*FactorsFavoringFasterInternationalizationComp

6、anieswitheitherhightechnologyand/ormarketing-basedresourcesarebetterequippedtointernationalizethanmoretraditionalmanufacturingcompanies(Tsenget.al.,2007)Smallerhomemarketsandlargerproductioncapacitiesfavorinternationalization(Fan&Phan,2007)andFirmswithkeymanagerswellnetworkedinternationallyareab

7、letoacceleratetheinternationalizationprocess(FreemanandCavusgil,2007)121-*TheOrientationofInternationalMarketingEnvironmental/culturalapproachRelatetheforeignenvironmenttothemarketingprocessIllustratehowcultureinfluencesthem