UNIT 15 INTERNATIONAL MARKETING Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

AFTER LEARNING THIS UNIT YOU SHOULD BE ABLE TO: 1.Explain what international marketing is. 2.Understand what factors needed to be considered to go international. 3.Recognize the ways of entering international market. 4.Rationally analyse how to adapt to the environment of international marketing. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Warm-up In your city, have you found any store that sells clothes originally made for the foreign market? If the clothes are made for export, why are they sold in the domestic market? Would you buy clothes from these stores? Why or why not? Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

International Marketing is the process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

International marketing of a firm may go through four stages: Root and develop domestically Entering overseas market Expansion of overseas market Globalization Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

What benefits will the international marketing bring to a firm? Wider market reach Many more customers Efficient production Higher returns Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

International marketing brings benefits to customers: More product availability Lower prices Better quality Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

II. Why do we need to go international? Global competition The lure of profitable overseas market Domestic market shrinking Risk transfer Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Why do some companies refuse to enter international market? Operating domestically is easier and safer Foreign language and laws Foreign currencies Political and legal uncertainties Different consumer needs and expectations Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

What should companies do before going abroad? Define its marketing objectives and policies Choose how many countries it wants to market Decide the types of countries to enter. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Application Click here to know the history The biggest computer manufacturer in China Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Going into the Chinese Market? Advantages Disadvantages

Methods of Entering International Market Agents （ 通过代理商将产品买到国外） Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (15)–13

Methods of Entering International Market Distributors （ 通过给当地的分销商独家销售权，将产品买到国外） Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (15)–14

Methods of Entering International Market Franchising （ 给国外的公司使用自己的品牌名称、按照自己的规范及流程生产产品，从而进入当地市场） Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (15)–15

Methods of Entering International Market Wholly-owned subsidiaries （建立自己的全资海外子公司） Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (15)–16

Methods of Entering International Market Company acquisition （购买当地的公司，对其进行改造 ） Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (15)–17

Methods of Entering International Market Joint venture（跟当地的公司建立合资、合作公司） Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (15)–18

Question Of the above 6 methods of entry into the international market, which one is the most risky? Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun (15)–19