МАРКЕТИНГ

Международный маркетинг

Эффективный маркетинг не только обогащает жизнь и повышает благосостоя­ние людей в национальной экономике, но и способствует развитию мировых рынков; в конечном итоге лучшим клиентом развитой страны является другая развитая страна.

(Cateora, 1993)

Как мы видели (Rindfleish and Heide, 1997), теория трансакционных издержек оказала серьезное влияние на развитие маркетинговой мысли. Поэтому нет ничего удивительного в том, что А. Рагман и А. Вербеке (Rugman and Verbeke, 1992) счита­ют трансакционный подход эффективным средством анализа стратегии междуна­родного маркетинга. Они считают, что теория трансакционных издержек междуна­родного предприятия учитывает три основных элемента: преимущества фирмы, преимущества страны и преимущества интернационализации. Помимо прочего, они используют анализ названных элементов для оценки стратегии. Например, фирма, оценивающая «преимущества принявшей страны» и свои «локальные преимущества», может признать более приемлемым «мультинациональный», а не «глобальный» тип деятельности.

Влияние экономических теорий на международный маркетинг не ограни­чивается сказанным. Положение Теодора Левитта (Levitt, 1983) о глобализа­ции может служить наглядным подтверждением этого. Согласно Т. Левитту, развитие технологий привело мир к точке конвергенции потребностей и по­этому глобальная фирма должна стандартизировать свои товары и маркетин­говые усилия. В результате, благодаря эффекту масштаба, она может предло­жить продукты того же качества, но по ценам ниже конкурентных. Как он пишет (Levitt, 1983), «два вектора определяют образ мира: развитие техноло­гий и глобализация. Первый способствует определению потребительских предпочтений, второй определяет экономические реалии». Работа Т. Левитта является примером того, как экономические теории влияют на маркетинговое мышление. Ряд специалистов отрицают выводы Т. Левитта о гомогенизации мира и позитивном значении стандартизации. Изложение этой критической позиции читатель может найти в работе С. Дугласа и Й. Уинда (Douglas and Wind, 1987). Для конца 1990-х гг. была характерна тенденция к решению тех­нологических и ресурсных проблем проникновения на внешний рынок (Kotabe etal., 1996).

Вне всяких сомнений, многие проблемы внутреннего рынка свойственны и рынку международному. Основными аспектами маркетинга остаются фундамен­тальные принципы целевого маркетинга и маркетинга-микс. Ф. Катеора (Cateora,

1993) пишет об этом так: «Маркетинговые концепции, процессы и принципы име­ют универсальную природу... (однако) основными проблемами, стоящими перед специалистом по международному маркетингу, являются проблемы, порождае­мые различием условий».

1. Резюме

Взаимодействие идей и действий экономистов и специалистов по маркетингу

способствует, вне всяких сомнений, укреплению научной основы маркетинга.

(Horsky and Sen, 1980)

По многим указанным нами вопросам можно написать целые тома. Чтобы не утомлять читателя и не перегружать жесткие диски наших компьютеров, мы ре­шили ограничиться поверхностным рассмотрением взаимодействия маркетинга и экономической теории. Тем не менее предлагаемая вашему вниманию библио­графия достаточно обширна и серьезна, что может позволить пытливому читате­лю детально рассмотреть все обсуждаемые выше вопросы. Если наш очерк хотя бы в малой степени позволил читателю «вернуться к первоосновам», напомнив ему о тех важных уроках и идеях, которые маркетинг может почерпнуть из эконо­мической теории, значит, наш труд не пропал даром.

Roger М. Heeler Schulich Scholl of Business York University

Edward K. Chung Norbert College

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