国际营销英文版第16版第1章.ppt

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国际营销英文版第16版第1章.ppt

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McGraw-Hill/IrwinCopyright?2021byTheMcGraw-HillCompanies,Inc.Allrightsreserved.TheScopeandChallengeofInternationalMarketingChapter1

1-*LearningObjectivesLO1ThebenefitsofinternationalmarketsLO2ThechangingfaceofU.S.businessLO3ThescopeoftheinternationalmarketingtaskLO4Theimportanceoftheself-referencecriterion (SRC)ininternationalmarketingLO5TheincreasingimportanceofglobalawarenessLO6Theprogressionofbecomingaglobalmarketer

1-*GlobalCommerceCausesPeaceGlobalcommercethrivesduringpeacetimeEconomicboominNorthAmericainthelate1990slargelyduetotheendofthecoldwar

TheInternationalizationofU.S.Businesses1-44

1-55

TheInternationalMarketingTaskOneTwoThreeFour1-6

Exhibit1.2SelectedU.S.CompaniesandTheirInternationalSalesSource:Compiledfromannualreportsoflistedfirms,20211-77

1-88

1-*Self-ReferenceCriterionEthnocentrismSelf-ReferenceCriterion(SRC)isanunconsciousreferencetoone’sownculturalvalues,experiences,andknowledgeasabasisfordecisions.Ethnocentrismisthenotionthatpeopleinone’sowncompany,culture,orcountryknowbesthowtodothings.BoththeSRCandethnocentrismimpedetheabilitytoassessaforeignmarketinitstruelight.

1-*DevelopingGlobalAwarenessTobegloballyawareistohave:toleranceofculturaldifferencesandknowledgeofcultures,history,worldmarketpotential,andglobaleconomic,social,andpoliticaltrends10

1-*StagesofInternationalMarketingInvolvementNoDirectForeignMarketingInfrequentForeignMarketingRegularForeignMarketingInternationalMarketingGlobalMarketing11

1-*FactorsFavoringFasterInternationalizationCompanieswitheitherhightechnologyand/ormarketing-basedresourcesarebetterequippedtointernationalizethanmoretraditionalmanufacturingcompanies(Tsenget.al.,2007)Smallerhomemarketsandlargerproductioncapacitiesfavorinternationalization(FanPhan,2007)andFirmswithkey