Chapter1 An overview of international marketing
what is international marketing The difference between international marketing
and domestic marketing The motivation of enterprises developing international marketetween international marketing and domestic marketing
1. 市场营销环境和背景不同 Marketing environment and background are different 2. 市场营销组合策略有区别 Marketing combined strategy (4Ps) is different. 3．国际营销战略及营销管理过程更复杂 International marketing strategy and marketing management process are more complicated. 4．利用资源，获得比较优势的程度不同 Different level of use of resources and access to different degree of the comparative advantage 5. 市场营销过程的风险性程度不同 The international marketing process is more risky
Global marketing
The profit motivation
Stages of international marketing involvement 企业国际市场营销的发展阶段
Domestic marketing
Export marketing International marketing
Multinational marketing
The motivation of enterprises developing international marketing activities 企业国际化经营的动机
The market motivation
The competitive motivation The resource motivation
Case study: Walmart’s failure in Germany
What is international marketing?
International marketing is the extension of domestic
marketing, and it refers to a marketing activity that enterprises deal with business and sales in more than one country. 国际市场营销是国内市场营销的延伸与扩展，是指企 业在一国以上从事经营与销售活动。