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

2. 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

3. 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In your city, have you found any store that sells clothes originally made for the foreign market?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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. Going into the Chinese Market?
Advantages
Disadvantages

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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