Chapter 8 進口、出口與外包 Global Marketing Warren J. Keegan Mark C. Green

簡介 出口銷售與出口行銷 出口銷售包括在不同的地點，以相同的價格與促銷文宣，銷售相同的商品 出口行銷是針對國際市場的顧客所設計的商品與服務的整合行銷 As organizations seek to move operations into other countries they need to make the basic decision regarding their level of involvement in the foreign markets. Two broad areas include export selling and export marketing. Export selling does not involve tailoring the product, the price, or the promotional material to suit the requirements of global markets. The only marketing mix element that differs is the “place”; that is, the country where the product is sold. This selling approach may work for some products or services; for unique products with little or no international competition, such an approach is possible. Similarly, companies new to exporting may initially experience success with selling. Export marketing targets the customer in the context of the total market environment. The export marketer does not simply take the domestic product “as is” and sell it to international customers. To the export marketer, the product offered in the home market represents a starting point. It is modified as needed to meet the preferences of international target markets; this is the approach the Chinese have adopted in the U.S. furniture market. Similarly, the export marketer sets prices to fit the marketing strategy and does not merely extend home country pricing to the target market. Charges incurred in export preparation, transportation, and financing must be taken into account in determining prices. Finally, the export marketer also adjusts strategies and plans for communications and distribution to fit the market. In other words, effective communication about product features or uses to buyers in export markets may require creating brochures with different copy, photographs, or artwork. As the vice president of sales and marketing of one manufacturer noted, “We have to approach the international market with marketing literature as opposed to sales literature.”

簡介（續） 出口行銷必須做到以下幾點： 全盤了解目標市場的環境 運用行銷研究並取確認市場潛力 發展與產品設計、定價、配銷通路、廣告及溝通相關的行銷組合

組織的出口活動 公司對出口無意願，可能因為忙碌、冷淡或無知而不願接受外銷訂單 公司被動性的接受外銷訂單，但不主動爭取訂單。該公司已經是出口外銷業者 公司主動探索研究出口的可行性（此階段可能跳過第二階段） 公司主動對國外一或多個市場進行試銷 Exporting is becoming increasingly important as companies in all parts of the world step up their efforts to supply and service markets outside their national boundaries.1 Research has shown that exporting is essentially a developmental process that can be divided into the following distinct stages.

組織的出口活動（續） 公司對一個或多個市場已具有出口外銷經驗 成功後，公司根據特定的準則對特定國家或特定區域進行行銷 公司評估全球市場潛力，選定最佳目標市場，並擬定行銷策略與計畫

政府支援出口的方案 稅捐獎勵 補貼 出口協助 Governments commonly use three activities to support export activities of national firms. First, tax incentives treat earnings from export activities preferentially either by applying a lower rate to earnings from these activities or by refunding taxes already paid on income associated with exporting. The tax benefits offered by export-conscious governments include varying degrees of tax exemption or tax deferral on export income, accelerated depreciation of export-related assets, and generous tax treatment of overseas market development activities. Governments also support export performance by providing outright subsidies, which are direct or indirect financial contributions that benefit producers. Subsidies can severely distort trade patterns when less competitive but subsidized producers displace competitive producers in world markets. The third support area is governmental assistance to exporters. Companies can avail themselves of a great deal of government information concerning the location of markets and credit risks. Assistance may also be oriented toward export promotion.

政府抑制進口的作法 關稅 控制進口 非關稅的障礙 配額 歧視性採購政策 Measures such as tariffs, import controls, and a host of nontariff barriers are designed to limit the inward flow of goods. Tariffs can be thought of as the “three R’s” of global business: rules, rate schedules (duties), and regulations of individual countries. A nontariff trade barrier (NTB) is any measure other than a tariff that is a deterrent or obstacle to the sale of products in a foreign market. Also known as hidden trade barriers, NTBs include quotas, discriminatory procurement policies, restrictive customs procedures, arbitrary monetary policies, and restrictive regulations. A quota is a government-imposed limit or restriction on the number of units or the total value of a particular product or product category that can be imported.

主要出口參與者 國外採購代理商 外銷經紀人 出口貿易商 出口管理公司 出口配銷商 出口委託代表 合作出口商 貨運承攬業者 製造廠商的出口代表 Anyone with responsibilities for exporting should be familiar with some of the people and organizations who can assist with various tasks. Some of these, including purchasing agents, export brokers, and export merchants, have no assignment of responsibility from the client. Others, including export management companies, manufacturers’ export representatives, export distributors, and freight forwarders, are assigned responsibilities by the exporter.

製造廠商在母國的出口事務 出口業務有以下幾種安排方式： 國內員工兼任處理出口業務 透過出口商 透過獨立的出口部門 透過企業內的出口部門 多元事業發展的公司，每個事業部門自行處理其出口業務 Home-country issues involve deciding whether to assign export responsibility inside the company or to work with an external organization specializing in a product or geographic area. Most companies handle export operations within their own in-house export organization. Depending on the company’s size, responsibilities may be incorporated into an employee’s domestic job description. Alternatively, these responsibilities may be handled as part of a separate division or organizational structure.

安排目標市場國家的出口事務 直接市場代表 獨立中間商 優點：控制和溝通 優點：適用於產品銷售量較小時 In addition to deciding whether to rely on in-house or external export specialists in the home country, a company must also make arrangements to distribute the product in the target market country. Every exporting organization faces one basic decision: To what extent do we rely on direct market representation as opposed to representation by independent intermediaries?

外包策略考量因素 管理高層的願景 成本要素與條件 顧客需求 物流 國家基礎設施 政治因素 外匯匯率 Listed above are a list of factors from the text book that affect the organization’s sourcing decision. Use this slide to discuss alternatives.