国际市场营销英文ppt课件.pptx

1-1INTERNATIONAL MARKETING1-2TextbookInternational Marketing(16th edition)Philip R.Cateora,Mary C.Gilly,John L.Graham(Vi)1-3New and expanded topics in the 16th editionBibliography(ix)1-4Reordering the Structure of the TextPart One overview (Chapter 1)Part Two The Environment of Global Markets The cultural environment(3,4,5,19)The political environment(6)The international legal environment(7)The economic environment(9,10,11)1-5Part Three Research of the international marketing(Chapter 8)Part Four STP(Chapter12 )SegmentationTargetingPositioning1-6Part Five 4Ps Products(13,14)Place/Channels(15)Price(18)Promotion(16,17)1-7CHAPTER ONEThe Scope and Challenge of International Marketing 1-8Key termsNeeds,wants and demandMarketInternational marketingDomestic environmentForeign environmentSelf-reference criterionControllable elementsUncontrollablesGlobal awarenessUncontrollable elements1-91.Fundamental concepts(1)Understanding Customer NeedsStates of deprivationPhysicalfood,clothing,warmth,safetySocialbelonging and affectionIndividualknowledge and self-expressionForm that needs take as they are shaped by culture and individual personalityNeedsWants backed by buying powerWantsDemandsCustomer Needs,Wants,and Demands1-101-11(2)Whats MarketsMarkets are the set of actual and potential buyers of a product.Consumers customers1-12(3)What Is Marketing?l DISCUSSING:What is marketing(what you see)?What is good marketing(what you think)?1-13Marketing DefinedMarketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return 1-14(4)The Marketing ProcessA.Design a customer-driven marketing strategyB.Build profitable relationships and create customer delightC.Construct an integrated marketing program that delivers superior valueD.Capture value from customers to create profits and customer equityE.Understand the marketplace and customer needs and wants1-152.(1)International Marketing(P10)International marketing is the performance of business activities designed to plan,price,promote,and direct the flow of a companys goods and services to consumers or users in more than one nation for a profit.1-16(2)The difference between international marketing and domestic marketing?Business goal?Country?Marketers task?Marketing activities?Marketing environment?1-17Exhibit 1.2 Selected U.S.Companies and Their International SalesSource:Compied from annual reports of listed firms,2012Business goal?1-18OneTwoThreeFour1-18Marketing environment?1-193.Learning ObjectivesLO1 The benefits of international marketsLO2 The changing face of U.S.businessLO3 The scope of the international marketing taskLO4 The importance of the self-reference criterion (SRC)in international marketingLO5 The increasing importance of global awarenessLO6 The progression of becoming a global marketer1-201)Global Commerce Causes Peace P3Global commerce thrives during peacetimeEconomic boom in North America in the late 1990s largely due to the end of the cold warCASESBoeing CompanyMobile phone industryIndividuals and small companies(Peace Works)2)The Internationalization of U.S.Businesses P7Exhibit 1.1 Foreign Acquisitions of U.S.Companies,Sources:Compiled from annual reports of listed forms,2012.1-213)The International Marketing Task P11The international marketers task is more complicated than that ofthe domestic marketer because the international marketer must deal with at least two levels of uncontrollable uncertainty instead of one.Uncertainty is created by the uncontrollable elements of all business environments,but each foreign country in which a company operates adds its own unique set of uncontrollable factors.1-234)Self-Reference Criterion&Ethnocentrism:Major ObstaclesSelf-Reference Criterion(SRC)is an unconscious reference to ones own cultural values,experiences,and knowledge as a basis for decisions.Ethnocentrism is the notion that people in ones own company,culture,or country know best how to do things.Both the SRC and ethnocentrism impede the ability to assess a foreign market in its true light.1-24How to isolate the SRC?1.Define the business problem or goal in home-country cultural traits,habits,or norms2.Define the business problem or goal in foreign-country cultural traits,habits,or norms through consultation with natives of the target country.Make no value judgments.3.Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem.4.Redefine the problem without the SRC influence and solve for the optimum business goal situation.1-255)Developing a Global AwarenessTo be globally aware is to have:tolerance of cultural differencesknowledge of cultures,history,world market potential,and global economic,social,and political trends1-266)Stages of International Marketing InvolvementNo Direct Foreign MarketingInfrequent Foreign MarketingRegular Foreign MarketingInternational MarketingGlobal Marketing1.Temporary surpluses2.Seek markets all over the world3.Employ the foreign intermediaries4.Market segmentations are defined by income levels,using patterns5.Does not actively cultivate foreign customers 此课件下载可自行编辑修改，供参考！感谢您的支持，我们努力做得更好！