国际市场营销英文课件.pptx

1、INTERNATIONAL MARKETINGTextbook International Marketing(16th edition) Philip R. Cateora, Mary C. Gilly, John L. Graham(Vi)New and expanded topics in the 16th editionBibliography (ix)Reordering the Structure of the Text Part One overview (Chapter 1) Part Two The Environment of Global Markets The cult

2、ural environment(3,4,5,19) The political environment(6) The international legal environment (7) The economic environment(9,10,11) Part Three Research of the international marketing(Chapter 8) Part Four STP (Chapter12 ) Segmentation Targeting Positioning Part Five 4Ps Products(13,14) Place/Channels(1

3、5) Price (18) Promotion(16,17)CHAPTER ONEThe Scope and Challenge of International Marketing Key terms Needs, wants and demand Market International marketing Domestic environment Foreign environment Self-reference criterion Controllable elements Uncontrollables Global awareness Uncontrollable element

4、s1. Fundamental concepts(1)Understanding Customer Needs States of deprivation Physicalfood, clothing, warmth, safety Socialbelonging and affection Individualknowledge and self-expressionNeeds Form that needs take as they are shaped by culture and individual personalityWants Wants backed by buying po

5、werDemands Customer Needs, Wants, and Demands(2)Whats MarketsMarkets are the set of actual and potential buyers of a product .Consumers customers(3) What Is Marketing?l DISCUSSING:What is marketing(what you see)?What is good marketing (what you think )?Marketing Defined Marketing is a process by whi

6、ch companies create value for customers and build strong customer relationships to capture value from customers in return (4)The Marketing ProcessA. Design a customer-driven marketing strategyB. Build profitable relationships and create customer delightC. Construct an integrated marketing program th

7、at delivers superior valueD. Capture value from customers to create profits and customer equityE. Understand the marketplace and customer needs and wants2.(1 )International Marketing(P10) International marketing is the performance of business activities designed to plan, price, promote, and direct t

8、he flow of a companys goods and services to consumers or users in more than one nation for a profit.(2) The difference between international marketing and domestic marketing? Business goal?Country?Marketers task?Marketing activities?Marketing environment?Exhibit 1.2 Selected U.S. Companies and Their

9、 International SalesSource: Compied from annual reports of listed firms, 2012Business goal?OneTwoThreeFour1-18Marketing environment?3. Learning ObjectivesLO1 The benefits of international marketsLO2 The changing face of U.S. businessLO3 The scope of the international marketing taskLO4 The importance

10、 of the self-reference criterion (SRC) in international marketingLO5 The increasing importance of global awarenessLO6 The progression of becoming a global marketer1) Global Commerce Causes Peace P3 Global commerce thrives during peacetime Economic boom in North America in the late 1990s largely due

11、to the end of the cold war CASES Boeing Company Mobile phone industry Individuals 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

12、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 environme

13、nts, but each foreign country in which a company operates adds its own unique set of uncontrollable factors.4) Self-Reference Criterion & Ethnocentrism: Major Obstacles Self-Reference Criterion (SRC) is an unconscious reference to ones own cultural values, experiences, and knowledge as a basis for d

14、ecisions. 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.How to isolate the SRC? 1. Define the business problem or goal in home-country cultura

15、l traits, habits, or norms.2. 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 p

16、roblem.4. Redefine the problem without the SRC influence and solve for the optimum business goal situation.5) Developing a Global AwarenessTo be globally aware is to have: tolerance of cultural differences knowledge of cultures, history, world market potential, and global economic, social, and polit

17、ical trends6) Stages of International Marketing Involvement No Direct Foreign Marketing Infrequent Foreign Marketing Regular Foreign Marketing International Marketing Global 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