Module One Deciding Whether to Internationalize
Task One Preparation for International Marketing 3
I Basic Knowledge of International Marketing 4
1.Definition of International Marketing 4
2.Enviroment and Challenges of International Marketing 5
Skill Training 1.1 7
3.Levels of International Marketing Involvement and Marketing Concepts in Each Level 8
II The Decision Whether to Internationalize 10
1.Information Search 10
2.Identify Drivers of International Expansion 11
3.Decision Making 15
III International Marketing Management Process 15
IV Prepare You for a Good International Marketer 16
Skill Training 1.2 17
营销实训练习 19
Module Two Deciding Which Markets to Enter and How to Enter
Task Two International Marketing Research 25
I Basic Knowledge of International Marketing Research 25
1.Definition of International Marketing Research 26
2.International Marketing Research Process in General 26
II International Marketing Research Process in Details 27
1.Scope of International Marketing Research 28
2.Collecting Data 32
3.Analysing Data and Predicting Business Trend 38
III How to Design a Questionnaire 38
Skill Training 2.1 41
营销实训练习 44
Task Three Analysis of the International Marketing Environment 47
I Importance of International Business Environment Analysis 47
II Analysis of International Business Environment 48
1.Analysis of International Economic Environment 49
2.Political/Legal Environment 53
3.Analysis of International Competition Environment 57
Skill Training 3.1 58
4.Analysis of Technological Environment 58
5.Natural Environment 59
6.Demographic Environment 60
7.Cultural Environment 61
营销实训练习 68
Task Four Analysis of International Buyers’ Purchasing Behaviour 71
I Analysis of International Consumer Buying Behaviour 71
1.The Scope of International Consumer Analysis 72
2.Analysis of International Consumer Buying Behaviour 73
Skill Training 4.1 74
Skill Training 4.2 81
II Analysis of International Organizational Buyer Behaviour 82
1.Definition and Types of International Organizational Markets 82
2.Characteristics of Organizational Markets 83
3.International Organization Purchasing Process 84
4.Influence of Buying Centre on the Organizational Purchasing 85
Skill Training 4.3 86
5.Other Factors That Influence Organizational Buyers’ Behaviour 87
营销实训练习 88
Task Five International Market Segmentation and Selection 91
Internal Analysis 91
Marketing Objectives Setting 92
I International Market Segmentation 93
1.Importance of International Market Segmentation 93
2.Requirements for International Segmentation 94
3.Criteria for Segmenting Markets 95
4.International Segmentation Process 98
II International Market Selection 100
1.Assigning a Score to Each Screening Criteria and Score the Criteria 100
2.Calculating the Total Score of Each Segment 100
3.Selecting the Prime Market 100
4.Developing Sub-segments in Each Prime Segment 100
5.Selecting the Target Market 101
IV Market Expansion Strategy 101
1.Timing of Market Expansion 101
2.Concentration versus Diversification 102
Skill Training 5.1 106
营销实训练习 107
Task Six International Markets Entry Mode Selection 111
I Alternatives of Entry Modes 111
1.Export Entry Mode 112
Skill Training 6.1 114
2.Contractual Entry Mode 115
3.Investment Entry Mode 118
4.Strategic Alliances 121
II Factors Affecting Entry Mode Selection 122
1.Internal Factors 122
2.External Factors 123
III Decision on International Entry Mode 125
1.Summary of Different Entry Modes 126
2.Decision on the Entry Mode 127
3.Redesigning of Organizational Structure after Entry Modes are Chosen 127
营销实训练习 130
Module Three Designing the International Marketing Program
Task Seven International Product and Brand Strategy 137
I Introduction to International Products 137
1.Definition of International Products 138
2.Category of International Products 138
3.Levels of International Products 139
II International Product Positioning 141
1.Factors Affecting International Product Positioning 142
2.Approaches to Position International Products 143
3.Re-positioning 144
III International Product Strategies 144
1.International Product Mix Strategy 144
2.New Product Development 149
3.International Product Life Cycle Strategy 153
IV International Branding Strategy 156
1.Introduction to a Brand 156
2.Branding Decision in the International Market 157
3.Managing a Brand 165
营销实训练习 167
Task Eight International Pricing Strategies 171
I Pricing Considerations for International Marketing 171
1.Importance of Pricing in International Marketing 172
2.Factors Affecting International Pricing 172
II The International Market Pricing Approaches 179
1.Cost-Based Pricing 179
2.Market-Orientated Pricing 181
3.Competition-Orientated Pricing 182
Skill Training 8.1 183
III Developing Pricing Strategies in International Marketing 183
1.Developing the Pricing Strategies for Existing Products 183
2.Pricing Strategies for New Products 187
3.Other Pricing Strategies 189
营销实训练习 193
Task Nine International Distribution Strategy 197
I Introduction to International Distribution System 198
1.Definition and Importance of Distribution Channels 198
2.Overview of International Distribution Channel Structure 198
3.Distribution System of Some China’s Major Trade Partners 200
II Establishment of the International Distribution Channel 202
1.Considering Determinants of Channel Decisions 203
2.Setting Channel Objectives 207
3.Identifying the Intermediaries 207
4.Designing the Structure of International Distribution Channe 209
Skill Training 9.1 211
5.Selecting Intermediaries 211
III Management of International Distribution Channel 214
1.Specialized Management 215
2.Intermediary Motivation 215
3.Evaluation and Adjustment of Intermediaries 216
营销实训练习 217
Task Ten International Promotion Strategies 221
I Factors Affecting International Product Promotion 221
1.Languages 222
2.Culture 222
3.Legal and Regulatory Conditions 222
4.Competition 223
II Strategies of International Promotional Mix 223
1.International Communication Process 223
2.Advertising Strategy 224
3.Personal Selling Strategy 226
Skill Training 10.1 229
4.International Public Relations 231
5.International Sales Promotion 234
6.International Direct Marketing 236
Skill Training 10.2 240
7.Integrated Marketing Communications 240
营销实训练习 242
Task Eleven International Service Marketing 245
I Introduction to International Service Marketing 245
1.Scope of Service Sector 246
2.Characteristics of Service 246
3.Differences between Products Marketing and Service Marketing 247
4.Approaches of Service Internationalization 248
II Strategies of International Service Marketing 250
1.Setting the Objective of International Service Marketing 251
2.Factors Determining International Service Customers’ Satisfaction 251
3.Marketing Strategies to International Service 255
Skill Training 11.1 258
营销实训练习 264
Module Four Managing and Extending International Marketing
Task Twelve International Marketing Implementation，Control and Extension 269
I International Marketing Implementation and Control 269
1.International Marketing Implementation 269
2.Control of International Marketing Activities 271
Skill Training 12.1 272
II International Marketing Extension—International Green Marketing 273
1.Importance of Green Marketing 274
2.Motivation for International Green Marketing of Chinese Companies 274
3.Strategies of International Green Marketing 276
III International Marketing Extension—Managing Marketing Ethics 281
1.Definition of Marketing Ethics 283
2.Issues Caused by Deviation from Marketing Ethical Principles 283
3.Reasons Why Companies Deviate from Accepted Marketing Ethical Rules 285
Skill Training 12.2 285
4.How to Manage Marketing Ethics in Internationalization 286
营销实训练习 290
Appendix 1 293
Appendix 2 297
参考文献 301