国际市场营销英文精选课件.ppt

1、1-1INTERNATIONAL MARKETING1-2Textbook International 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 Text Part One overview (Chapter 1)Part Two The Environment of Global Markets The

2、cultural environment(3,4,5,19)The political environment(6)The international legal environment(7)The economic environment(9,10,11)1-5 Part Three Research of the international marketing(Chapter 8)Part Four STP(Chapter12 )Segmentation Targeting Positioning1-6 Part Five 4Ps Products(13,14)Place/Channels

3、(15)Price(18)Promotion(16,17)1-7CHAPTER ONEThe Scope and Challenge of International Marketing 1-8Key terms Needs,wants and demand Market International marketing Domestic environment Foreign environment Self-reference criterion Controllable elements Uncontrollables Global awareness Uncontrollable ele

4、ments1-91.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

5、 powerDemands Customer 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 Defined Marketing is a p

6、rocess 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 market

7、ing 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,a

8、nd 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.Com

9、panies 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 ta

10、skLO4 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 P3 Global commerce thrives during peacetime Economic boom in North America in the l

11、ate 1990s largely due 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,2012.1-21精213)

12、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 b

13、usiness environments,but each foreign country in which a company operates adds its own unique set of uncontrollable factors.精221-234)Self-Reference Criterion&Ethnocentrism:Major Obstacles Self-Reference Criterion(SRC)is an unconscious reference to ones own cultural values,experiences,and knowledge a

14、s 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-co

15、untry cultural 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

16、 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 differences knowledge of cultures,history,world market potential,and global economic,social,and pol

17、itical trends1-266)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