市场营销学英文课件Ch03教案课件讲义下载后可编辑.ppt

Slide Title,Body Text,Second Level,Third Level,Fourth Level,Fifth Level,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,市场营销学英文课件Ch03精品教案课件讲义下载后可编辑,市场营销学英文课件Ch03精品教案课件讲义下载后可编辑市场营销学英文课件Ch03精品教案课件讲义下载后可编辑,External Environment Facing Global Marketers,External Environment:Social,Culture:Set of values shared by group that determine what is socially acceptable,including,social structure,assumptions and attitudes,personal beliefs and assumptions,interpersonal relationships,Economic Environment,Stages of Development,Traditional Society,Pre-Industrial Society,Takeoff Economy,Industrializing/Developing,Fully Industrialized Society,Buying Power,Gross National Product-total value of goods and services produced in a particular country,Per capita income-income per person in a particular country,Currency,Exchange rate-price of currency in terms of another country,Other Environments,Political and Legal Environment:,How much control exerted over private organizations?,Attitude toward foreign business?,Political Stability?,Technological Environment,Levels of Technological Development,Available Infrastructure,Other Environments,Competitive Environment,Government involvement in competition,Ownership of competitors:local,foreign,government,Natural Environment,Resources Available,Deciding Which Markets to Enter,Need to first define international marketing objectives and policies,Generally,company should enter,fewer,countries with a deeper commitment and penetration in each when,market entry&control costs high,product&communication adaptation costs high,population,income size&growth high in initial countries chosen,Dominant foreign firms establish high barriers to entry,.,More about deciding which markets to enter,Some groups of countries to consider,Triad Markets,:United States,Western Europe and Far East,Regional Free Trade Zones,European Union,-offers trade opportunities for US and other non-European nations,NAFTA,-includes US,Canada and Mexico,but will likely expand to include South American countries,More about deciding which markets to enter:Consider,Markets that have psychic proximity,Markets that are,high on market attractiveness,low in market risk,in which company possesses competitive advantage,Methods of Entry and Risk Levels for global Marketing,Direct Ownership,Joint,Ventures,Licensing,Exporting,High Control/High Risk/High Return,Little Control/Low Risk/Low Return,Methods of Entering the Global Marketplace-Export,+,simple,+minimal financial risk,-may be less profitable than other mechanisms,Licensing:Licensor agrees to let another firm use its manufacturing,+,minimal capital outlay,+useful for serving countries with export restrictions,-difficult to control licensee,-when licensing agreement ends,licensee may become competitor so licensor usually supplies some proprietary ingredients or components,-may give up profits,Methods of Entering the Global Marketplace:Licensing,Methods of Entering the Global Marketplace:Joint Venture,Joint Venturing:Domestic firm buys or joins with a foreign company to create a new entity,+,risk limited to organizations share in venture,+foreign partner contributes expertise the organization lacks,+useful when host country limits foreign ownership,-,share control with venture partner;may disagree,-partner may learn technology or secrets,can prevent a multinational company from carrying out specific manufacturing and marketing policies on a world wide basis,Methods of Entering the Global Marketplace:Direct Ownership,+,maximum control over foreign operations,+assures company of access to market in case host country insists purchased goods have domestic content,+are close to customers,-expensive to set up,-requires extensive knowledge of foreign markets and contacts overseas,The Global Marketing Mix,To succeed,must begin with market research about foreign markets,Product&Promotion,One Product,One message,(global marketing standardization),Product Invention,:developing new or drastically changing old product,Message Adaption,:maintain basic product,but change promotion,Product Adaption,-slightly alter product,Pricing,Level,:uniform,market based,cost based,Dumping,-the sale of an exported product at a price lower than that charged for the same or a like product in the“home”market of the exporter,Countertrade,:form of trade in which all or parts of the payment for goods or services is in the form of other goods or services,Distribution,Cross country differences in where people go to buy products,differences in retail outlets,Physical infrastructure may be inadequate,人有了知识，就会具备各种分析能力，,明辨是非的能力。,所以我们要勤恳读书，广泛阅读，,古人说“书中自有黄金屋。,”通过阅读科技书籍，我们能丰富知识，,培养逻辑思维能力；,通过阅读文学作品，我们能提高文学鉴赏水平，,培养文学情趣；,通过阅读报刊，我们能增长见识，扩大自己的知识面。,有许多书籍还能培养我们的道德情操，,给我们巨大的精神力量，,鼓舞我们前进,。,