Going Global 全球營銷

　　PART ONE---INTERVIEW

　　(1) Why do you think companies do international business?

　　你認(rèn)為公司進(jìn)行國際貿(mào)易的原因是什么?

　　I think companies do international business in order to develop new markets, or to reduce costs through economies of scale or lower wages.

　　(2) What do you think are the dimensions for companies to choose products for globalization?

　　你認(rèn)為公司選擇產(chǎn)品進(jìn)行全球營銷的準(zhǔn)則是什么?

　　I think it depends on the degree of local adaptation and expected returns.

　　(3) Do you think licensing will be the most popular way of entering foreign markets? (Why?/Why not?)

　　你認(rèn)為許可合同貿(mào)易是進(jìn)入國外市場(chǎng)最常用的方法嗎?(為什么?)

　　I think so, because licensing requires no investment, the financial risk is the lowest compared to other ways of entering foreign markets. Companies can still gain royalty for allowing licensee to sell its products or using its brand names.

　　(4) Do you think joint-venture is an effective way of doing international business? (Why?/Why not?)

　　你認(rèn)為合資企業(yè)是進(jìn)行國際貿(mào)易有效的方法嗎?(為什么?)

　　Yes, because in a typical joint venture, two companies can share some of the costs and risk, moreover, they can pool their know-how and learn from each other.

　　PART TWO: MINI-PRESENTATION

　　What is important when…?

　　Exporting goods or services for the first time 第一次出口商品或服務(wù)時(shí)應(yīng)該注意什么要點(diǎn)?

　　l Cultural differences 文化差異

　　l Professional advice 專業(yè)人士的建議

　　l

　　When exporting goods or services for the first time, it is very important to consider cultural differences. Culture differs from country to country. People in different countries have different tastes and needs for goods or services. In order to cater to the tastes and needs of people in foreign countries, a company should take cultural differences into consideration when exporting goods or services for the first time. Otherwise, the goods or services won’t sell well.

　　Professional advice is also important. Since the company has never done international business before, it may lack experience of exporting goods or services. If the company seeks professional advice. It may avoid marketing disasters which may lead to big losses.

　　In addition, it’s also important for the company to locate a good exporting firm which can provide great assistance in selling goods or services to foreign countries.

　　第一次出口商品或服務(wù)的時(shí)候，考慮文化差異非常重要。不同國家文化各不相同。不同國家的人們對(duì)商品或服務(wù)具有不同的品味和需求。為了迎合外國人的品味和需求，公司在首次出口商品或服務(wù)的時(shí)候應(yīng)該考慮文化差異。否則，商品或服務(wù)銷量將不盡如人意。

　　專業(yè)人士的建議也很重要。因?yàn)楣�司之前從未開展過國際貿(mào)易，必將缺乏出口商品或服務(wù)方面的經(jīng)驗(yàn)。如果公司尋求專業(yè)人士的建議，將會(huì)避免導(dǎo)致巨大損失的營銷失敗。

　　此外，找一個(gè)良好出口公司也很重要，它將為向國外銷售商品和服務(wù)提供巨大的幫助。

　　PART THREE: DISCUSSION

　　Entering Foreign Markets

　　Your company decides to enter foreign markets. You have been asked by your manager to plan for it. Discuss the situation together, and decide:

　　l what is the best way of entering foreign markets

　　l whether there exists the need of product adaptation

　　進(jìn)入國外市場(chǎng)

　　你們的公司決定進(jìn)入外國市場(chǎng)。經(jīng)理們請(qǐng)你們負(fù)責(zé)籌劃此事。討論并決定：

　　l 該公司進(jìn)入國外市場(chǎng)的最佳方法是什么

　　l 是否需要改變?cè)摴�司的產(chǎn)品

　　A: I think the best way for our company to enter foreign markets is licensing. By licensing we can keep the financial risk to a minimum.

　　B: That’s true, but it doesn’t result in a large payoff for our company, and the licensee may still continue to market the product without paying us after the agreement expires. To make matters worse, we may give away our trade secret by licensing.

　　A: What about a joint venture? The foreign company will share the costs and risks with our company.

　　B: But usually there are conflicts between the partners, in the end, the joint venture will be terminated.

　　A: So, what do you think is the best way for our company to enter foreign markets?

　　B: I think the best way is to set up a subsidiary. By setting up a subsidiary, we can save the shipping costs and keep complete control of the business.

　　A: But it requires a large investment.

　　B: But the marketing research shows that the demand for our product in foreign countries is high, we can gain large payoff by economies of scale.

　　A: It sounds reasonable. All right, we can set up a subsidiaries to enter foreign markets. Now let’s consider whether our product needs adaptation. If we alter our product, we’ll have to invest a lot of money.

　　B:If we don’t have to adapt our product, it will be great. But as shown in the marketing research, the needs of people in foreign countries are different from those of people at home. So in order to meet the needs in foreign markets, we have to adapt our product even though the process is costly. But in the end, we can gain large profit which will far exceed the costs of adaptation.

　　A: That’s true, if we don’t adapt our product, we can save a lot of cost, but our product won’t sell well.

　　B: So, now we can decide that our product needs adaptation in order to cater to the needs in foreign markets.

　　A:我認(rèn)為進(jìn)入國外市場(chǎng)最好的方式是獲取通行證。通過通行證我們可以將金融風(fēng)險(xiǎn)降到最低。

　　B：確實(shí)是這樣。但是這樣做對(duì)公司的回報(bào)也不是有大的回報(bào)，持牌人在協(xié)議到期后無需支付我們費(fèi)用，仍可以繼續(xù)向市場(chǎng)銷售我們的產(chǎn)品。更糟糕的是，我們可能會(huì)放棄貿(mào)易的秘密許可。

　　A: 合資怎么樣?讓國外的公司跟我們共同分享利益和風(fēng)險(xiǎn)。

　　B: 但是通常合作雙方會(huì)有沖突，最后，合作將被終止。

　　A: 那么，你認(rèn)為對(duì)于我們公司進(jìn)入國外市場(chǎng)，最好的方式是什么呢?

　　B：我認(rèn)為最好的方式是建立子公司。通過建立子公司，我們可以節(jié)省運(yùn)輸成本以及保持完整的業(yè)務(wù)控制。

　　A: 但是這需要大筆的投資。

　　B: 可是市場(chǎng)調(diào)查顯示國外對(duì)我們產(chǎn)品的需求很高，我們可以通過規(guī)模經(jīng)濟(jì)獲得巨大的回報(bào)。

　　A: 聽起來很合理。好的，我們可以建立一個(gè)子公司進(jìn)入國外市場(chǎng)�，F(xiàn)在讓我們考慮產(chǎn)品是否需要改進(jìn)。如果我們改變產(chǎn)品，將會(huì)投入大量資金。

　　B：如果我們不做產(chǎn)品改善，也是可以的。但是市場(chǎng)調(diào)查顯示，國外用戶的需求與本國用戶的需求是不同的。因此為了滿足國外市場(chǎng)的需要，我們必須調(diào)整我們的產(chǎn)品即使過程需要很高的花費(fèi)。但是最終，我們可以贏得的巨額利益將遠(yuǎn)超過改良產(chǎn)品的費(fèi)用。

　　A:是這樣的。如果我們沒有改良我們的產(chǎn)品，我們雖然節(jié)省了費(fèi)用，但是銷量不會(huì)很好。

　　B:因此，現(xiàn)在我們可以做決定產(chǎn)品需要改良以迎合國外市場(chǎng)的需求。

　　(1) How will you set prices for products sold in foreign markets?

　　你對(duì)在國外市場(chǎng)銷售的產(chǎn)品如何定價(jià)?

　　The prices for products sold in foreign markets should include production costs and costs of foreign trade, such as taxes,tariff, and transporation, often they are higher than prices in domestic markets.

　　(2) Should promotion be modified when doing international business? (Why?/Why not?)

　　進(jìn)行國際貿(mào)易時(shí)，產(chǎn)品促銷方式是否要進(jìn)行調(diào)整?(為什么?)

　　Yes, because language, laws, and culture differ from country to country.

　　(3) Will you use the same media for advertising or publicity when selling products in foreign markets?(Why?/Why not?)

　　在國外銷售產(chǎn)品時(shí)，你是否會(huì)使用與國內(nèi)相同的媒體廣告或公共宣傳嗎?(為什么?)

　　No, I will use different media in different countries. Some nations do not have commercial television. Others do not have advertising space in newspapers. The circulation of magazines and newspapers also varies greatly from one country to another.

　　(4) What do you think your company should do if your company cannot modify existing products to meet the needs of a foreign market?

　　如果你的公司無法對(duì)現(xiàn)在的產(chǎn)品進(jìn)行調(diào)整以適應(yīng)國外市場(chǎng)的需要，你認(rèn)為你公司應(yīng)該怎么做?

　　The types and nearness of competing stored, traffic, convenience of the entrance and exit, nearness to public transportation, visibility of the the shop, convenient secure parking nearby, etc.

　　(5) Do you think exchange rate can affect international marketing?(Why?/Why not?)

　　你認(rèn)為兌換率會(huì)影響國際貿(mào)易嗎?(為什么?)

　　No, they are not, because the cost of a poor location decision is an opportunity lost and therefore the effects are hidden.

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