国际环境下的市场营销

简介
 

如今，随着国际市场的加速开放，越来越多的公司正在接轨国际，因为他们想要在一个日益全球化的市场上有力得竞争。这样就会加强它们的盈利能力，而这种方式不适用于简单的国内企业。企业领域之外的操作都是来自多个国家的经营业务的挑战，这协调着公司在多个国家的市场营销活动。然而，许多公司在他们自己的国家销售产品和服务比在自己之外的国家销售更容易些。所以在我的文章中，我将讨论为什么国际营销对公司那么重要，我也将讨论组织可以使用什么手段来确定和选择机会。

如今的商业市场环境快速变化着。传统的营销手段已经难以适应新的市场环境。国际市场要求公司必须适应新的营销手段即国际营销手段。简而言之，国际市场营销是计划和进行跨国界交易交流的过程，以满足个人和组织的目标。国际营销的形式包括进出口贸易许可，合资企业，独资企业，承包经营和管理合同。

 

简介———Introduction
 

Today, with the quicker opening of international market, more and more companies are become international, because they want to be competing in an increasingly global marketplace. So that will increase their profitability in ways not available to simply domestic enterprises. With addition region of operations, comes the challenge of managing business operations in multiple countries and that coordinating company's marketing activities in more than one nation. However, for many companies selling products and services in their own country is easy when compared to the efforts needed to gain sales in other countries. So in my essay I will discuss why is important international marketing for Organization and also I will discuss what tools organizations can use to determine and select opportunities.
 

In today's environment business markets change fast. Traditional marketing means are difficult to adapt to the new market environment. The international market requires it should be adapted to by means of new marketing means namely international marketing. In brief, international marketing is the process of planning and conducting transactions across national borders to create exchange that satisfy the objectives of individuals and organizations. International marketing has forms ranging from export-import trade to licensing, joint ventures, wholly owned subsidiaries, turnkey operations and management contracts. At its simplest level, international marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the global
 

讨论———Discussion#p#分页标题#e#
 

The largest single market in the world in terms of national income, the United States represents roughly 25 percent of the total world market for all products and services. Thus, U.S companies that wish to achieve maximum growth potential must “go global” because 75 percent of world market potential is outside their home country. Management at Coca-Cola clearly understands this; about 75 percent of the company's operating income and two-thirds of operating revenue is generated outside North America. Indeed, global marketing made Coke a worldwide success. The Coca-Cola Company focuses on the non-alcoholic beverage market, producing a range of drinks around the world. It is the world's leading manufacturer, marketer and distributor of non-alcoholic beverages, primarily carbonated soft drinks. The company is active in more than 200 countries (Mintel, 2005), with the help of directly controlled subsidiaries, partnerships and franchising, thus making it a truly global company. The company sells over six million beverages every day in 2005. International marketing involves recognizing that people all over the world have different needs. Companies like Coca-Cola have brands that are recognized across the globe. While many of the products that these businesses sell are targeted at a global audience using a consistent marketing mix, it is also necessary to understand regional differences, hence the importance of international marketing
 

Non-U.S companies have an even greater motivation to seek market opportunities beyond their own borders; their opportunities include the 290 million people in the United States. Many companies have recognized the importance of conducting business activities outside the home country. For example, even though the dollar the dollar value of the home market for Japanese companies is the second largest in the world, the market outside Japan is 85 percent of the world potential for Japanese companies. For European countries, the picture is even more dramatic. Even though Germany is the largest single country market in Europe, 94 percent of the world market potential for German companies is outside Germany. Industries that were essentially national in scope only a few years ago are dominated today by a handful of global companies. In most industries, the companies that will survive and prosper in the twenty-first century will be global enterprise. The stakes of companies entering into a global market are much higher than those that choose to stay within their country's borders. Some companies that fail to formulate adequate responses to the challenges and opportunities of globalization will be absorbed by more dynamic, visionary enterprises. for example-will undergo wrenching transformed. There is a third, grimmer, scenario as well: some companies will simply disappear.
 

International marketing is important because the world become globalised. “Globalization” is one of the most popular issues in Business life and has already brought so many changes that influenced the development of international marketing. International marketing takes place all round us every day, has a major effect on our lives and offers new opportunities and challenges. International marketing is necessary because, from a national standpoint, economic isolationism has become impossible. Failure to participate in the global marketplace assures a nation of declining economic capability and its citizens of decrease in their standard of living. Successful international marketing, however, holds the promise of an improved quality of life, a better society, more efficient business transactions and, as some have stated.#p#分页标题#e#
 

In the most recent decade for which statistics are available, 1996 to 2005, the World Trade Organization estimates that global exports nearly doubled, in increasing from US$5.4 trillion in 1996 to US$10.4 trillion in 2005. Such growth is unique, particularly since. Trade growth on a global level has usually outperformed the growth of domestic economies in the past few decades. As a result, all countries and many firms have found it highly desirable to participate in international marketing. World GDP grew 3.3 per cent in 2005 but exports surged 13.4 per cent. Admittedly much of this was due to the high price of oil, but both agricultural products up (up 8.1 per cent) and manufactures (9.9 per cent) grew much faster than GDP. The difference is not so marked for mature economies, which tend to have slower export growth (though often higher import growth) than their change in GDP. Taking 1995 as100, Australia's exports had risen to 137 in 2005, while its real GDP was up to 142. the respective index numbers for New Zealand, the UK and the US were 136:141, 148:31 and 140:133. However, when we look at the emerging economies of China and India we see exports as driver of rapid economic growth. China's GDP was up to 238. but its exports were at 562. India's GDP rose to 184 and its exports to 313. We can see from Spoken of earlier .How important is international marketing for organization
 

In the past centuries, business was conducted internationally but never before did it have the broad and simultaneous impact on nations, firms and individuals that it has today. The growth of global business activities offers increased opportunities. International activities can be crucial to a firm's survival and growth. By transferring knowledge around the globe, an international firm can build and strengthen its competitive position. Firms that heavily depend on long production runs can expend their activities far beyond their domestic markets and benefit from reaching many more customers. Market saturation can be avoided by lengthening or rejuvenating product life cycles in other countries. Production sites once were inflexible, but now plants can be shifted from on country to another and suppliers can be found on every continent. Cooperative agreements can be formed that enable all parties to bring their major strengths to the table and emerge with better products, services and ideas than they could produce on their own. In addition, research has found that multinational corporations face a lower risk of insolvency and pay higher wages than do domestic companies. At the same time, international marketing enables consumers all over the world to find greater varieties of products at lower prices and to improve their lifestyles and comfort.
 

There are many benefits to international marketing a company's products or services globally, but the companies put their product into the international market must be carefully, because there are a lot of challenges that companies can face it to be internationally. However, the advantages of being internationally are:#p#分页标题#e#
 

• Increasing sales and profits with additional revenues.

• Developing the International trade

• Demonstrated international demand for your products

• Much higher international prices for originations manufactured goods

• Moderate domestic market growth with strong, unsaturated or growing markets
 

abroad Competitive pressures in the domestic market reducing prices and margins
 

• Relatively low labor or capital costs as compared with foreign manufacturers

• The companies can get what they strategic needs: technology, capital, government assistance, capacity

• Intangible needs conforming with internationally oriented corporate culture

• Aside from an endless sales potential, international marketing rakes in a whole new
 

set of advantages too. Among them is that your business will eventually enjoy

having an established worldwide presence. This is very rewarding because a

particular brand, for instance, can be advertised on Internet resources and

customers can readily relate to it wherever they may be in the world. Its

international scope makes your advertising and marketing task more cost effective.
 

As we knows, there is a not benefit just for the organization. When organization comes to international marketing, consumers are the greatest beneficiaries of all. They are offer offered an unprecedented degree of product availability and choice. Furthermore, due to international competition, the prices of these product usually low and offer the better quality and quantity of life to a broad spectrum of individuals. Rising incomes have assured leaps in purchasing power. For the first time in history, international goods and service availability have gone beyond the reach of the elite and have become, especially in emerging markets, a reasonable expectation for the majority of the population.
 

There is having some tools which organizations can use to determine and select opportunities.
 

PEST (Political, Economic, Social, and Technological factors) is a famous and widely applied tool when considering the external nature of the domestic market. However, it is equally as useful when applied to the nature of the international marketing environment. International PEST Analysis would consider: How easy will it be to move from purely domestic to international marketing? Would your business benefit from inward foreign investment? What is the nature of competition within each individual market, and how will companies from other nations compete when you meet with them head-to-head in unfamiliar countries?Many other factors that is specific to your organization or industry.#p#分页标题#e#

 

• Is there any historical relationship between countries that would benefit or hinder international marketing?
• What is the influence of communities or unions for trading? E.g. The European Union and its authority over European laws and regulation.

• What kind of international and domestic laws will your business encounter?

• What is the nature of politics in the country that you are targeting, and what is their view on encouraging foreign competition from overseas?

• What is the level of new industrial growth? E.g. China is experiencing terrific industrial growth.

• There are of course the usual economic indicators that one needs to be aware of  such as inflation, Gross Domestic Product (GDP), levels of employment, national income, the predisposition of consumers to spend savings or to use credit, as well as many others.

• Culture, religion and society are of huge importance.

• What are the cultural norms for doing business?

• Will cultural norms impact upon your ability to trade overseas? E.g. Putonghua is very difficult for many Western people to learn.

• Technology

• Do copyright, intellectual property laws or patents protect technology in other countries? E.g. China and Jordan do not always respect international patents.

• Does your technology conform to local laws? E.g. electrical items that run on non-domestic currents could be dangerous.

• Are technologies at different stages in the Product Life Cycle?

 

结论———Conclusion
 

In general, in today's environment firms have benefited substantially from global marketing expansion. With wider market reach and many more customers, firms in the international market produce more and do so more efficiently than do their domestic-only counterparts. As a result, international firms simultaneously achieve lower costs and higher profits both at home and abroad. Market divaricating and the stability arising from firms lacks of dependence on any particular market are other positive effects. Firms also learn from their competitors, and can recruit and develop the best talent from all cover the world .the cumulative effect of all these dimensions is significant. Research has shown that firms of all sizes and in all industries engaged in international marketing outperformed their strictly domestic counterparts. “Globalization” is the general situation. The general trend of international business and the will of the company had become irresistible. As successful international marketing, holds the promise of an improved quality of life, a better society, and more efficient business transactions and, as some have stated, even a more peaceful world. International marketing is important for organizations.#p#分页标题#e#