国际营销管理ppt课件.ppt

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1、GlobalMarketingManagement,5eChapter15Copyright(c)2009JohnWiley&Sons,Inc.1Chapter15SalesandCross-culturalManagementChapterOverview1.MarketEntryOptionsandSalesforceStrategy2.CulturalConsiderations3.CulturalGeneralization4.ImpactofCultureonSalesManagementandPersonalSellingProcess5.Cross-CulturalN

2、egotiations6.Expatriates(外派人员)Chapter15Copyright(c)2009JohnWiley&Sons,Inc.2IntroductionThesalespersonisthefrontlineformanycompanies.Thesuccessorfailureofthecompanyrestslargelyontheabilityofitssalesforce.Internationalsalesmanagementcanbedividedintotwocategories:(a)internationalstrategyconsidera

3、tions,and(b)interculturalconsiderations.(Exhibit15-1)Chapter15Copyright(c)2009JohnWiley&Sons,Inc.3Chapter15Copyright(c)2007JohnWiley&Sons,Inc.4Exhibit15-1:InternationalSalesStrategyandInterculturalConsiderationsThesalesmanagement“process”startswithsettingobjectivesandstrategy.Theseinitialsteps

4、determinetherequirementsforthesubsequentstepsintheprocess:recruiting,training,supervising,andevaluating.Chapter15Copyright(c)2009JohnWiley&Sons,Inc.51.MarketEntryOptionsandSalesForceStrategy1.MarketEntryOptionsandSalesForceStrategyThequestionofhowtoenterthemarketiscentraltomarketing.Theformo

5、fentrydetermineshowlargethesalesforceneedstobeandinfluenceshowmuchtrainingitwillrequire.Italsoinfluenceswhetherthesalesforcecomprisespredominantlylocalforeigncitizensorprimarilyexpatriates.Thiscompositiontheninfluencesthecompensationscalerequired.Chapter15Copyright(c)2007JohnWiley&Sons,Inc.61.

6、MarketEntryOptionsandSalesForceStrategyTheentrymethodisalsotermedlevelofintegrationinthemarket.Forwardintegrationsuggestsgreaterownershipandcontrolofthedistributionchannel.(Exhibit15-2).Chapter15Copyright(c)2007JohnWiley&Sons,Inc.7Chapter15Copyright(c)2007JohnWiley&Sons,Inc.8Exhibit15-2:Degre

7、eofInvolvementandSalesManagementIssues1.MarketEntryOptionsandSalesForceStrategyLow-InvolvementOptionsExportManagementCompanies(EMCs)asanagentdistributorwhoperformsmarketingservicesfortheexporterclientandearnsacommissionasamerchantdistr