学号 14090702277
商务英语（期末论文
题目：浅议环境对国际市场营销的影响
作 者
届 别 2009届 学 院
外国语言文专 业 英语
学
完 成 时 间 2011年6月
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）
A Study of Environment Effects upon
International Marketing
A Thesis Submitted
to
College of Foreign Languages & Literature in Partial Fulfillment of the Requirements for the Introduction to Business English
Supervised by Ms. Yu
Hunan Institute of Science and Technology
Yueyang, Hunan June, 2011
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Abstract
In view of the fact that economic globalization is developing mature and steady gradually, so participating in international competition has been involved in various indispensable issues . In addition, when in progress in international marketing, the effects upon environmental factors become a major key. Therefore, knowing the actual macro-marketing environment and understanding personal micro-marketing environment of international marketing thoroughly to making appropriate marketing strategy have became a growing concern of each enterprise. In terms of production, systems of distribution, channel of distribution and green marketing, this thesis mainly analyzes natural environment effects upon international marketing, so that it can embody the importance of environment in marketing area and a significant development direction of future international marketing.
Key words: international marketing environment; channel of distribution; green marketing
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摘要
随着经济全球化的逐渐成熟稳定，参与国际竞争已经成为了各个企业不能回避的问题。并且，企业在进行国际市场营销时，环境因素的影响也开始占据了很大的比例。因此，了解影响国际市场营销的宏观环境因素以及洞悉自身的微观环境因素，从而因地制宜，制定合适的营销策略已经成为被各个企业普遍关注的问题。本文是从产品，分销体系以及分销渠道和绿色营销等方面，着重于分析环境对国际市场营销的影响，从而体现外部环境在营销这一领域的重要性，以及未来国际市场营销的一个重要发展方向。
关键词：国际市场营销环境；分销渠道；绿色营销
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Contents
Introduction……………………………………………………………..6 1. Actual analysis of International marketing environment...............7 1.1 Basic concept ………………………………………………………7 1.2 Main classification …………………………………………………..8 1.3 purposes of international marketing environment research…………...8 2. Channel of distribution……………………………………………...9 2.1 Main elements …………………………………………………….....9 2.2 Environmental elements……………………………………………...9 3. Studies on Green marketing………………………………………..10 3.1 Management contents……………………………………………….11 3.2 Green requirements…………………………………………………11 3.3 characteristics……………………………………………………….12 4. Conclusion…………………………………………………………..13 5. Works cited…………………………………………………………14 6. Acknowledgements…………………………………………………15
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Introduction
International marketing is a key point to international trade. Nowadays, a variety of elements broadly influence the development of international marketing. It is essential to make full use of those external conditions. So many shortcomings still exist because of lacking of reasonable comprehension. In order to solve those problems, enterprises and managers should take effective and practicable strategies to dispose possible bad results which caused by the adverse elements. Marketers also are trying to find some sufficient solutions to balance the economy development and environment.
This thesis intends to analyze the importance of environment in international marketing. Part one is a general introduction of international marketing environment, including concept, classification and purposes. Part two mainly analyze the influence of environment, especially nature environment. Part three put forward a new idea---green marketing, and introduce it in detail.
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1. Actual analysis of International marketing environment
International marketing environment is very complex at present. Politics, economy and culture are all make difference in internal environment marketing, so it is hard to make sense of such an intricate circumstance. (甘碧群,86 )
1.1 Basic concept
The market environment is a marketing term and refers to all of the forces outside of marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.
(迈克尔·R·津科特)
1.2 Main classification
a. Direct environment (micro-marketing environment) and indirect environment (macro-marketing environment)
Direct environment includes industrial requirements, Customer elements and sources of resources.
Indirect environment includes nature environment, economy
environment, politics and law environment，technology environment and social culture environment.
b. Adverse environment and enabling environment
In terms of those elements which have influence on international marketing
c. Long-term environment and short-term environment In terms of fashion and tendency and length of time
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1.3. Purposes of international marketing environment research
By means of observing the changes of environment, we can grasp the trend of international marketing and find new opportunities of enterprise development. The obligation of marketers is distinguish the possible chances and threat which may be brought by marketing environment and adjust marketing strategy to adapt the changeable environment.
2. Channel of distribution
Distribution is a very important component of Logistics & Supply chain management. Distribution in supply chain management refers to the distribution of a good from one business to another. It can be factory to supplier, supplier to retailer, or retailer to end customer. It is defined as a chain of intermediaries; each passing the product down the chain to the next organization, before it finally reaches the consumer or end-user. This process is known as the 'distribution chain' or the 'channel.' Each of the elements in these chains will have their own specific needs, which the producer must take into account, along with those of the all-important end-user. (菲利普·科特勒)
2.1 Main elements
The main elements which have great influence on distribution channel design include market, production, enterprise, middleman and environment. Every aspect plays a crucial role on each link.
2.2 Environmental elements
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Environmental elements include economic situation, laws and
regulations, geographic location and so on. When install a channel of distribution in a certain belt, we should think about consumption level, buying habit and marketing environment, then according to useful information to set up a suitable channel of distribution. There are three general environmental factors. a. Social cultural environment
Social cultural environment includes so many aspects, such as ideology of a country or region, code of ethics, social morality, social custom, life-style.
b. Economic environment
Economic environment refers to economic system and economic activity level. It includes efficiency of economic system and productivity, so, population distribution, resources distribution; economic cycle will have a great influence on distribution channel. c. Competition environment
Competition environment refers to other enterprise create pressure to certain distribution channel, in other words, to make members of the distribution channel lose market. This situation may urge competitors to going in for the same business and do much better of turn to another area. d. Geography environment
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Geography environment refers to terrain, landform and weather conditions. Different countries have huge diversity in geography environment so that consumers have different demands on properties of products. So, in allusion to this situation, distribution channel should be make reasonable adjustment.
3. Studies on Green marketing
Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.(American Marketing Association)
On one hand, human activities transform the environment more suitable for living, but on the other hand a series of environmental problems has been brought, such as global warming, acid rain and species extinction. Such dramatic changes is affecting global environment fundamentally. But economic growth depends on forest, land, ocean and other natural resources. Because of human＇s reckless economic growth activities, many resources descend under the warning limit. While marketing activities can not be isolated with environments, international marketers must consider the possible influence of consuming behavior. Therefore, sustainable marketing emerges as the times require. Green marketing is a specific example.
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3.1 Management contents
a. Set up green marketing concept b. Design green production
c. Ensure the price of green production d. The channel strategies of green marketing e. Promotion activities of green marketing
3.2 Green requirements
Green requirements mean that in human society, people should pay more attention to quality of consumption, environmental protection, safety and health and sustainable development. (毕提)
3.3 characteristics
a. comprehensiveness
Green marketing synthesizes marketing management, ecological marketing, social marketing and big marketing management together. b. Unitarity
Green marketing emphasizes the combination of social benefits and enterprise economic benefit. While enterprises are making production tactics, the economic benefit of production and long-term profit of the public all should be taken into consideration. Only when nation, enterprise and consumer form the green sense at the same time, can green marketing flourish. 3. Non-distinctiveness
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The standard and sign of green in the whole world emerge indistinctively. Although in some details, the standards are unlike, the primary direction is the same. They all have strict requirements on product quality, environment and human health. 4. Bidirectionality
Green marketing not only requires enterprise hold green concept, produce green goods, develop green industry, but also has the same exception towards consumers. Consumers are expected to buy green production, resist disproduct conscientiously. (明图·威蒙萨待)
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Conclusion
Nowadays, with the sustained and rapid development of economy, international marketing has became a dominate part in business commerce field. As we all know, trade boost creation, inter-understanding and inter-dependence, and then bring peace and prosperousness. It is urgent and necessary to strengthen people＇s cognition about the importance of international marketing strategy in the long run.
As green became a main stream of human society, green marketing also became popular. Marketers should supply ecological production to satisfy consumers’ desire, and at the same time, can not sacrifice the benefits of descendants.
In order to make full use of international marketing strategy and adapt the rat race, we should distinctly make sense of those contributing elements of international marketing. Environment effect goes firstly. Environment effects play a crucial part in division of labor in society, economic growth and some other aspects. Only when we understand the close relationship between environment and international marketing and based on the effect, can international marketing developing at the right direction. Summing up the above, it is really meaningful and necessary to deliberate the environment effect.
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Works cited
[1].迈克尔·R·津科特 ：《国际市场营销学》.
[2].甘碧群：《国际市场营销学》. 高等教育出版社 2006 年版
[3].《经济地理》1998年第02期.
[4]. 科特勒：《营销管理（第10版）》，梅汝和等译，北京：中国人民大学出版社2001年版。
[5]. 凯特奥拉，格雷厄姆：《国际市场营销学》（第10版），周祖城等译，北京：机械工业出版社，2000年版。
[6].明图·威蒙萨待：《环境营销》，王嗣俊等译，北京：机械工业出版社。
[7]. Anne T. Coughlan: 《Marketing Channels》, Pearson Education 2001年版 [8].毕提:《绿色营销——化危机为商机的经营趋势》
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Acknowledgements
My special and heartfelt gratitude first goes to my respectable supervisor. Miss Yu, who not only aroused my interest in the study of Business English, but also opened a broad window of knowledge in front of me. Without her instructions and guidance, I must have gone into dilemma.
I also give my sincere gratitude to my teachers. Because of their indoctrination, I can read more original English and find more useful information to finish my paper.
Finally, I acknowledge my gratefulness to my friends. They helped me a lot with the preparation of my thesis.
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