Going Global 全球营销

　　PART ONE---INTERVIEW

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

　　你认为公司进行国际贸易的原因是什么?

　　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?

　　你认为公司选择产品进行全球营销的准则是什么?

　　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?)

　　你认为许可合同贸易是进入国外市场最常用的方法吗?(为什么?)

　　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?)

　　你认为合资企业是进行国际贸易有效的方法吗?(为什么?)

　　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务时应该注意什么要点?

　　l Cultural differences 文化差异

　　l Professional advice 专业人士的建议

　　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务的时候，考虑文化差异非常重要。不同国家文化各不相同。不同国家的人们对商品或服务具有不同的品味和需求。为了迎合外国人的品味和需求，公司在首次出口商品或服务的时候应该考虑文化差异。否则，商品或服务销量将不尽如人意。

　　专业人士的建议也很重要。因为公司之前从未开展过国际贸易，必将缺乏出口商品或服务方面的经验。如果公司寻求专业人士的建议，将会避免导致巨大损失的营销失败。

　　此外，找一个良好出口公司也很重要，它将为向国外销售商品和服务提供巨大的帮助。

　　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

　　进入国外市场

　　你们的公司决定进入外国市场。经理们请你们负责筹划此事。讨论并决定：

　　l 该公司进入国外市场的最佳方法是什么

　　l 是否需要改变该公司的产品

　　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:我认为进入国外市场最好的方式是获取通行证。通过通行证我们可以将金融风险降到最低。

　　B：确实是这样。但是这样做对公司的回报也不是有大的回报，持牌人在协议到期后无需支付我们费用，仍可以继续向市场销售我们的产品。更糟糕的是，我们可能会放弃贸易的秘密许可。

　　A: 合资怎么样?让国外的公司跟我们共同分享利益和风险。

　　B: 但是通常合作双方会有冲突，最后，合作将被终止。

　　A: 那么，你认为对于我们公司进入国外市场，最好的方式是什么呢?

　　B：我认为最好的方式是建立子公司。通过建立子公司，我们可以节省运输成本以及保持完整的业务控制。

　　A: 但是这需要大笔的投资。

　　B: 可是市场调查显示国外对我们产品的需求很高，我们可以通过规模经济获得巨大的回报。

　　A: 听起来很合理。好的，我们可以建立一个子公司进入国外市场。现在让我们考虑产品是否需要改进。如果我们改变产品，将会投入大量资金。

　　B：如果我们不做产品改善，也是可以的。但是市场调查显示，国外用户的需求与本国用户的需求是不同的。因此为了满足国外市场的需要，我们必须调整我们的产品即使过程需要很高的花费。但是最终，我们可以赢得的巨额利益将远超过改良产品的费用。

　　A:是这样的。如果我们没有改良我们的产品，我们虽然节省了费用，但是销量不会很好。

　　B:因此，现在我们可以做决定产品需要改良以迎合国外市场的需求。

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

　　你对在国外市场销售的产品如何定价?

　　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?)

　　进行国际贸易时，产品促销方式是否要进行调整?(为什么?)

　　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?)

　　在国外销售产品时，你是否会使用与国内相同的媒体广告或公共宣传吗?(为什么?)

　　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?

　　如果你的公司无法对现在的产品进行调整以适应国外市场的需要，你认为你公司应该怎么做?

　　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?)

　　你认为兑换率会影响国际贸易吗?(为什么?)

　　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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