国际市场营销双语课件
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国际市场营销双语教程课件 cha1
Chapter 1 International Marketing in General
• Learning Objectives • 本章学习目标：
• 1. International marketing and its definition. • 国际市场营销及其定义。 • 2. Different company orientations toward international marketing. • 企业进入国际市场的不同的价值取向。 • 3. Driving forces direct companies going international. • 企业进入国际市场的驱动力。 • 4. Obstacles preventing companies from successful marketing. • 企业进入国际市场会面临的障碍。
• The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations.
Control:
• Use annual planning (sales to forecast), profitability, and efficiency controls to monitor the plan’s successes and failures.
Stages of InternationalMarketing Involvement
International Marketing
Global Marketing
• Learning Objectives • 本章学习目标：
• 1. International marketing and its definition. • 国际市场营销及其定义。 • 2. Different company orientations toward international marketing. • 企业进入国际市场的不同的价值取向。 • 3. Driving forces direct companies going international. • 企业进入国际市场的驱动力。 • 4. Obstacles preventing companies from successful marketing. • 企业进入国际市场会面临的障碍。
• The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations.
Control:
• Use annual planning (sales to forecast), profitability, and efficiency controls to monitor the plan’s successes and failures.
Stages of InternationalMarketing Involvement
International Marketing
Global Marketing
国际市场营销双语教程课件-cha (一)
国际市场营销双语教程课件-cha (一)
国际市场营销是现代感兴趣的重点领域之一，这也是Cha课程的研究
方向。
Cha是一位热情洋溢的营销专家，他专门研究国际市场营销并编写了一套双语教程课件。
该教程课件的主要目的是向大家介绍国际市场营销的基础知识和专业
技能，使学习者更好地理解和掌握国际市场营销的核心概念和技巧。
Cha的教程课件涵盖了广泛的话题，从市场分析到品牌管理，从营销策略到销售管理，从企业文化到服务营销等多个方面，内容全面且深入。
在教程课件中，Cha使用了简单易懂的语言解释了重要的概念。
对于那些不熟悉市场营销的读者，教程课件给出了详细的定义和解释，让大
家理解基本概念和基本知识。
对于已经熟悉地市场营销的学习者，教
程课件会向他们介绍更深入和高级的主题，如市场定位策略、品牌建
设和营销管理等。
Cha的双语教程课件中还穿插了一些互动案例和练习，这些案例和练习能够帮助学习者巩固所学的知识，当然，对于那些有困难的学习者，
这些案例和练习也可以让他们更好地理解和运用所学内容。
总体而言，国际市场营销双语教程课件-cha是一份非常优秀的学习资源。
无论是那些想要对市场营销领域有深入了解的学生，还是那些想
要在这一领域里开展活动的专业人士，都可以从中获得大量的知识和
建议。
如果你也对国际市场营销感兴趣，那么考虑到Cha的教程课件
就是一个很好的选择。
国际市场营销双语-精品.ppt
国际市场营销学
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Marketing Promotion
国际市场营销学
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内容简介 Learning Objectives
1. The changing face of U.S. business 2. The scope of the international marketing task
3. The increasing importance of global awareness
风险大, 难度大 Higher Risk and More Difficulties
国际市场营销学
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1.2 国际市场营销与国际贸易
International Marketing & International Trade
国际贸易： 国家之间有形产品与无形服务的交换活动
Exchange of the visible products and invisible services among the nations 国与国之间分工的结果
Outcome of the International Labor Division
国际市场营销学
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国际贸易与国际营销的共同点
What are in common for the both?
经营活动的目的：获取利润
Business Purpose: Earning profit 交换对象：商品和劳务
Marketing and International Marketing
Marketing is a social and managerial process by which individuals and groups obtain what they need and wue with others.
国际市场营销英文版PPT课件
Sociocultural Environment
• Sociocultural environmrnt 1) high persistence core cultural
values 2) existence of subcultures 3) shift of secondary cultural values through time
4
Economic Environment
I The economic environment for marketing comprises the overall economy
II It includes: Business cycles Spending patterns Consumer income issues
• It provides important opportunities to improve customer value
Prosperity production employment demand
Recession production employment demand
Recovery production employment demand
• Consumer Income It influences whether or not consumers 6
5
• Business cycles and Spending patterns Spending patterns are linked to the
business cycle. The level of business activity that moves from prosperity to recession, to recovery.
国际市场营销双语教程课件 cha10
Stages in Promotional Campaign Planning
Determine the target audience Determine campaign objectives
Determine the budget Determine media strategy Determine the message Determine campaign approach Determine campaign effectiveness
represented by the same agency
Decision-Making Authority
• Centralized or decentralized decisions about advertising? – Centralization= scale, synergy, consistency – Decentralization= proximity, flexibility, sensibility
• Development of media schedule
– target audience characteristics – campaign objectives – budget
• Media vehicle chosen based on
– media availability in market – product or service offered
coverage. • The value of outside expertise
– Creative development skills – Media buying savvy – Specialty marketing knowledge • Conflict in the use of mega-agencies – Conflicts of interest when two competitors are
国际市场营销课件英文版
2. Countries entering into regional free-trade agreements do not need to extend the preferences negotiated in this context on an MFN basis.
3. A country can invoke temporary 'safeguard' protection of one of its industries suffering serious injury due to a surge of imports.
4. Temporary quantitative restrictions can be invoked by a country with serious balance-of-payment problems.
(The latter two cases are temporary exceptions and a public investigation has to be undertaken for limited relief from GATT obligations.)
Market Groups • V. Marketing in a Developing Country
I. GATT 1. GATT (General Agreement on Trade and Tariffs)
1947, Marrakech, Morocco Three basic elements: ▪Trade shall be conducted on a nondiscriminatory basis. ▪Protection shall be afforded to domestic industries through customs tariffs rather than quotas. ▪Consultation shall be the primary method used to solve global trade problems
3. A country can invoke temporary 'safeguard' protection of one of its industries suffering serious injury due to a surge of imports.
4. Temporary quantitative restrictions can be invoked by a country with serious balance-of-payment problems.
(The latter two cases are temporary exceptions and a public investigation has to be undertaken for limited relief from GATT obligations.)
Market Groups • V. Marketing in a Developing Country
I. GATT 1. GATT (General Agreement on Trade and Tariffs)
1947, Marrakech, Morocco Three basic elements: ▪Trade shall be conducted on a nondiscriminatory basis. ▪Protection shall be afforded to domestic industries through customs tariffs rather than quotas. ▪Consultation shall be the primary method used to solve global trade problems
国际市场营销双语教程课件 cha7
Options • 国际产品标准化和差异化选择。 • 4. Issues that Need To Be Addressed When Developing Product
Strategies. • 制定产品策略时需要注意的问题。 • 5. The Steps of International Product Development. • 国际市场产品开发的步骤。
and assesses their willingness to buy after exposure to media and purchase incentives. • Forced distribution tests rely on the continuous report of consumer reactions to new products already in the market.
•
在制订国际产品策略时，企业通常会有哪些主要因素需要考虑？
• （5）What steps shall be taken when companies doing the classical screening process for new products normal法有哪些步骤？
• 定义原产国效应。 公司如何克服这种影响？
Chapter 7 Product Policies for World Markets
• Learning Objectives • 本章学习目标
• 1.Stages of the International Product Life Cycle • 国际市场产品生命周期的各个阶段 • 2.Operational Objectives and Market Characteristics of Each Stage • 每个阶段运营目标和市场特点 • 3. International Product Standardization and Differentiation
Strategies. • 制定产品策略时需要注意的问题。 • 5. The Steps of International Product Development. • 国际市场产品开发的步骤。
and assesses their willingness to buy after exposure to media and purchase incentives. • Forced distribution tests rely on the continuous report of consumer reactions to new products already in the market.
•
在制订国际产品策略时，企业通常会有哪些主要因素需要考虑？
• （5）What steps shall be taken when companies doing the classical screening process for new products normal法有哪些步骤？
• 定义原产国效应。 公司如何克服这种影响？
Chapter 7 Product Policies for World Markets
• Learning Objectives • 本章学习目标
• 1.Stages of the International Product Life Cycle • 国际市场产品生命周期的各个阶段 • 2.Operational Objectives and Market Characteristics of Each Stage • 每个阶段运营目标和市场特点 • 3. International Product Standardization and Differentiation
国际市场营销双语教程课件 cha3
– different ways of thinking. – the necessity of saving face. – knowledge and understanding
of the host country. – the decision-making process
and personal relations. – the allocation of time
• 举例说明人际关系在不同文化中的作用，人际关系在不同文化背景下商业运作所起的作用
• （6）How to synergistically managing the cultural differences in international marketing ?
• 谈谈在国际市场营销实践中，如何将差异转化为合力？
Language
• Verbal
– How words are spoken. – Gestures made. – Body position assumed. – Degree of eye contact.
• Local language capability’s important role in international marketing
• （3）What are common frameworks in managing the cultural differences?
• 在管理文化差异方面，有那些可以应用的通用型方法？
• （4）Identify some general guidelines for understanding and managing cultural differences.
• 为什么英语是通用的第一语言，但作为跨国企业的领导人除了母语之外还应掌握第二语言？
of the host country. – the decision-making process
and personal relations. – the allocation of time
• 举例说明人际关系在不同文化中的作用，人际关系在不同文化背景下商业运作所起的作用
• （6）How to synergistically managing the cultural differences in international marketing ?
• 谈谈在国际市场营销实践中，如何将差异转化为合力？
Language
• Verbal
– How words are spoken. – Gestures made. – Body position assumed. – Degree of eye contact.
• Local language capability’s important role in international marketing
• （3）What are common frameworks in managing the cultural differences?
• 在管理文化差异方面，有那些可以应用的通用型方法？
• （4）Identify some general guidelines for understanding and managing cultural differences.
• 为什么英语是通用的第一语言，但作为跨国企业的领导人除了母语之外还应掌握第二语言？
国际市场营销英文版ppt课件
2.3 Macroenvironment
macroenviroment : P-political environment E-economic S-sociocultural T-technological N-natural environment
P-population environment
business,groups.
For example: the government of singapor encourage in.
• Various groups shared different values
emerging form their special life experience
Time : for example in Guangzhou , the attitude of Chinese youths change during these years.
Technological Environment
• It provides important opportunities to improve customer value
Economic Environment
I The economic environment for marketing comprises the overall economy
II It includes: Business cycles Spending patterns Consumer income issues
products
Sociocultural Environment
• Sociocultural environmrnt 1) high persistence core cultural values 2) existence of subcultures 3) shift of secondary cultural values through time
macroenviroment : P-political environment E-economic S-sociocultural T-technological N-natural environment
P-population environment
business,groups.
For example: the government of singapor encourage in.
• Various groups shared different values
emerging form their special life experience
Time : for example in Guangzhou , the attitude of Chinese youths change during these years.
Technological Environment
• It provides important opportunities to improve customer value
Economic Environment
I The economic environment for marketing comprises the overall economy
II It includes: Business cycles Spending patterns Consumer income issues
products
Sociocultural Environment
• Sociocultural environmrnt 1) high persistence core cultural values 2) existence of subcultures 3) shift of secondary cultural values through time
国际市场营销(双语版)9.Promotion
公关活动效果评估
01
媒体曝光度
统计公关活动在各类媒体上的曝光 次数和覆盖范围。
社会责任表现
分析企业在公关活动中体现的社会 责任意识和行为。
03
02
危机公关能力
评估企业在危机事件中的公关表现 和应对能力。
公众形象提升
通过调查了解公关活动对企业公众 形象的改善程度。
04
04 促销案例分析
成功案例
案例一
在视频ቤተ መጻሕፍቲ ባይዱ享网站、在线视频平台等新媒体 上发布广告，吸引观众的注意力。
通过发送电子邮件的方式，向目标客户推 广产品或服务。
促销赠品
折扣
为客户提供一定的折扣优惠，吸引客户购 买。
赠品
在购买特定产品或服务时，向客户 提供免费的赠品或礼品，以增加客
户购买的意愿。
A
B
C
D
会员卡
推出会员卡服务，为客户提供一定的优惠 和特权，增加客户忠诚度和购买意愿。
销售转化率
分析广告投放后带来的销售转化情况，评估广告对销售的促进效果。
销售促进效果评估
促销活动参与度
统计促销活动参与人数和参与率，了解活动 吸引力。
客户满意度
调查客户对促销活动的满意度，了解客户对 活动的评价。
销售量提升
评估促销活动期间销售量的提升情况，分析 活动对销售的拉动作用。
复购率
分析促销活动后客户的复购情况，评估活动 的长期效果。
积分奖励
为客户提供积分奖励计划，客户在购买产 品或服务时可以累积积分，累积到一定程 度可以兑换礼品或折扣。
03 促销效果评估
广告效果评估
广告覆盖率
评估广告在不同媒体平台上的覆盖范围，了解广告的受众规模。
市场营销学双语课件1PPT13WhatisMarketing课件
Marketing Management
Philosophies
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
不是从消费者需求出发而是从企业生产出发 改善 生产和渠道认为消费者会欢迎质量最优、性能最好 和功能最多的产品产生于20世纪20年代末至50年代前表现为 “我卖什么，顾 客就买什么”以满足顾客需求为出发点即“ 顾客 需要什么，就生产什么”社会的福利
Who Purchases Products
and Services?
Market –是指某种产品的现实购买者与潜在购买者需求的总和.
现实购买者
潜在购买者
Modern Marketing System
供应商
最终用户
营销中介
竞争者
公司（市场营销者）
环 境
环 境
How do Consumers Obtain
Products and Services?
Exchanges -通过提供某种东西作为回报，从别人那里取得所需物的行为 .Transactions -买卖双方价值的交换，它是以货币为媒介的，而交换不一定以货币为媒介，它可以是物物交换.Relationships -与其顾客、分销商、经销商、供应商等建立起长期的互信互利关系.
Marketing Management
营 销 管 理
为创造达到个人和机构目标的交换 ，而规划和实施理念、产品和服务的构思、定价、分销和促销的过程。
发现 和 创造需求, 或者改变 或 降低需求
需 求 管 理
国际市场营销双语教程课件 cha6
Competitive Scope
Industry-wide
Source of Competitive Advantage
Low Cost
Differentiation
Cost Leadership
Broad Differentiation
Single Segment
Focus
SOURCE: Michael Porter, Competitive Advantage: Creating and Sustaining Superior Performance (New York: Free Press, 1998), chapter 1.
• Cost Factors – avoiding cost inefficiencies and duplicated efforts
• Environmental Factors – reduced governmental barriers, rapid technological evolution
Localizing Global Marketing
• Achieving a balance between incountry managers and global product managers at corporate headquarters will require action to develop and implement a global strategy.
Bases for Global rket
Segmentation Bases for International Market Segmentation
Environmental Variables
国际市场营销学培训讲义(英文版)PPT课件( 22页)
Marketing Mix
4CS
Product customer wants and needs
Price
customer cost
Promotion customer communication
Place
customer convenience
6PS
----Political ----Public relation 10PS ----Probing ---Partition ---Prioritizing ---position
- To take advantages of the regulations and polices of domestic and foreign market - To acquire resources. - To avoid risk - To expand product life cycle
- The attractiveness of International market
- The saturation of domestic market needs and intensive market competition
- (be continue)
The scope and challenge of International Marketing
International corporations…. These companies’ business were located all around
the world….. More and more companies engage in International
marketing….. See next page Let’s try to think some Chinese International companies…. again, try to think about some foreign-owned Chinese companies….
国际市场营销英文精选课件
Products(13,14) Place/Channels(15) Price (18) Promotion(16,17)
1-6
CHAPTER ONE
The Scope and Challenge of International Marketing
1-7
Key terms
INTERNATIONAL MARKETING
1-1
Textbook
International Marketing(16th edition)
Philip R. Cateora, Mary C. Gilly, John L. Graham(Vi)
1-2
New and expanded topics in the 16th edition
1-13
(4)The Marketing Process
A. Design a customer-driven marketing strategy B. Build profitable relationships and create customer delight C. Construct an integrated marketing program that delivers superior value
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
hibit 1.2 Selected U.S. Companies and Their International Sales
1-6
CHAPTER ONE
The Scope and Challenge of International Marketing
1-7
Key terms
INTERNATIONAL MARKETING
1-1
Textbook
International Marketing(16th edition)
Philip R. Cateora, Mary C. Gilly, John L. Graham(Vi)
1-2
New and expanded topics in the 16th edition
1-13
(4)The Marketing Process
A. Design a customer-driven marketing strategy B. Build profitable relationships and create customer delight C. Construct an integrated marketing program that delivers superior value
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
hibit 1.2 Selected U.S. Companies and Their International Sales
国际市场营销双语教学教案1-PPT课件
2
2.What International Marketing Is?
(1) International Marketing. The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations. It much retains the basic marketing tenets of “satisfaction”and “exchange”;Also, it focuses on international transactions.
6
-- Independent of trade,currency flows set exchange rates, which are the values of currencies relative to each other. These exchange rates in turn have now begun to determine the level of trade. -- Policymakers have sought to restrict the impact of global trade and financial flows by erecting barriers, charging tariffs, designing quotas, and implementing other import regulations.
Business Institute, Jiang Han University
2.What International Marketing Is?
(1) International Marketing. The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations. It much retains the basic marketing tenets of “satisfaction”and “exchange”;Also, it focuses on international transactions.
6
-- Independent of trade,currency flows set exchange rates, which are the values of currencies relative to each other. These exchange rates in turn have now begun to determine the level of trade. -- Policymakers have sought to restrict the impact of global trade and financial flows by erecting barriers, charging tariffs, designing quotas, and implementing other import regulations.
Business Institute, Jiang Han University
国际市场营销双语教程课件 cha4
market segmentation and positioning method should be adopted
• 我国高铁打入国际市场，应该采取哪种细分模式和定位战略？
• （7）What is the STP strategy in international marketing theory?
• 什么是国际市场营销的STP理论?
• （8）What is the definition of the Global Market Segmentation?
• 谈谈全球市场细分的定义
Chapter 4 Global Market Segmentation
• Learning Objectives • 本章学习目标
• 1. Understand the Meaning of the International Market Segmentation.
• 了解国际市场细分的意义 • 2. Identify the Necessary Conditions for Effective International
be ed?
• 在考虑消费者行为结构时，需要分析那些变量因素？
• （5）List some examples for global market segmentation by using the geographic factors.
•
举例说明使用地理因素进行全球市场细分的例子。
• （6） For China’s High Speed Railway System entering overseas market, what types of
•
在实施市场细分时需要考虑哪些因素？
• （3） Describe how to apply market segmentation to the global market
04878_国际市场营销双语教学教案ppt课件
国际市场营销双语教学教案 ppt课件
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目录
• 课ቤተ መጻሕፍቲ ባይዱ介绍与教学目标
• 国际市场营销基本概念与理论
• 跨文化交流与沟通在国际市场营销中应用
• 产品策略在国际市场营销中实践
• 价格策略在国际市场营销中运用
• 渠道策略在国际市场营销中拓展
• 促销策略在国际市场营销中创新
• 总结回顾与展望未来发展趋势
16
04
产品策略在国际市场营销中 实践
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产品定位与差异化战略
产品定位
根据目标市场需求和竞争态势， 明确产品在市场中的定位，包括 产品特点、目标消费者群体、价
格策略等。
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差异化战略
通过独特的产品设计、功能、品质 、服务等方面与竞争对手区分开来 ，形成独特的竞争优势，提高市场 份额和盈利能力。
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国际市场营销环境分析
01
02
03
04
政治环境
分析目标国家的政治稳定性、 政策连续性、对外关系等因素
。
经济环境
研究目标国家的经济发展水平 、市场规模、消费者购买力等
。
社会文化环境
了解目标国家的文化传统、价 值观念、消费习惯等。
技术环境
关注目标国家的技术发展水平 、创新能力和知识产权保护等
。
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电子商务平台利用和整合
2024/1/26
电子商务平台选择
根据产品特性和目标市场，选择合适的电子商务平台，如亚马逊 、阿里巴巴等。
线上线下融合
将线上电子商务平台与线下实体店相结合，实现O2O模式，提高 消费者购物体验和品牌认知度。
2024/1/26
1
目录
• 课ቤተ መጻሕፍቲ ባይዱ介绍与教学目标
• 国际市场营销基本概念与理论
• 跨文化交流与沟通在国际市场营销中应用
• 产品策略在国际市场营销中实践
• 价格策略在国际市场营销中运用
• 渠道策略在国际市场营销中拓展
• 促销策略在国际市场营销中创新
• 总结回顾与展望未来发展趋势
16
04
产品策略在国际市场营销中 实践
2024/1/26
17
产品定位与差异化战略
产品定位
根据目标市场需求和竞争态势， 明确产品在市场中的定位，包括 产品特点、目标消费者群体、价
格策略等。
2024/1/26
差异化战略
通过独特的产品设计、功能、品质 、服务等方面与竞争对手区分开来 ，形成独特的竞争优势，提高市场 份额和盈利能力。
8
国际市场营销环境分析
01
02
03
04
政治环境
分析目标国家的政治稳定性、 政策连续性、对外关系等因素
。
经济环境
研究目标国家的经济发展水平 、市场规模、消费者购买力等
。
社会文化环境
了解目标国家的文化传统、价 值观念、消费习惯等。
技术环境
关注目标国家的技术发展水平 、创新能力和知识产权保护等
。
2024/1/26
2024/1/26
27
电子商务平台利用和整合
2024/1/26
电子商务平台选择
根据产品特性和目标市场，选择合适的电子商务平台，如亚马逊 、阿里巴巴等。
线上线下融合
将线上电子商务平台与线下实体店相结合，实现O2O模式，提高 消费者购物体验和品牌认知度。
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国际市场营销双语课件
Marketing
• “an organizational function and a set of processes
for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”.
Company
Micro-environment
T
New discoveries and innovations Speed of technology transfer Rates of obsolescence Internet Information technology
国际市场营销双语课件
Five Forces Model
Technological factors • 科技因素
国际市场营销双语课件
Monopolies
legislation
Environmental
protection laws
Taxation policy
Employment laws
Government policy
Legislation
P
S
Demographics
International Marketing Mix (Product, pricing, promotion and place)
国际市场营销双语课件
Part 1,2 Part 3
Part 4
Some useful tools:
• Macro-environment
PEST analysis
•
国际市场营销双语课件
1.1.2. Marketing philosophy
• a way of organizing and controlling marketing. The whole philosophy of marketing is changing. Previously, marketing involved creating a demand for a specific product or service. That approach is obsolete. Today marketers must interact with the market, determine what products and services are needed, and supply enough information to the market about those products so that the products find their own market.
International Marketing
国际市场营销学
国际市场营销双语课件
课程内容安排
Analysis of International Marketing Environment
Strategies for Entering International Markets
Marketing Strategy (Segmentation, Targeting and Positioning)
• The Five Forces Model classifies all microenvironment elements into five forces：
• Competitive rivalry • Bargaining power of suppliers • Bargaining power of buyers • Threat of new entrants • Threat of substitute products
国际市场营销双语课件
国际市场营销双语课件
SWOT
国际市场营销双语课件
Part Ⅰ
Introduction
国际市场营销双语课件
Chapter 1
International Marketing Fundamentals
国际市场营销双语课件
Case study
瑞士手表 为中国制造
国际市场营销双语课件
Market
• Mechanism: is the interaction of Demand and Supply to determine the price and quantity sold.
• Basically it includes goods market, factor market and financial market.
• 1.1 The Concepts of Marketing
市场营销基本范畴
• 1.2 The Concepts of International Marketing
国际市场营销基本范畴
• 1.3 Related International Economic Organizations
与国际市场营销相关的国 际经济组织
国际市场营销双语课件
1.1The Concepts of Marketing
• 1.1.1 Marketing
• 1.1.2 Marketing Philosophy
• 市场营销 • 市场营销理念
• 市场营销组合理念的发展
• 1.1.3 Marketing Mix Development
国际市场营销双语课件
• Micro-environment
Five Forces
SWOT
• STP
Segmentation Targeting Positioning
国际市场营销双语课件
Political factors PEST ana• ly政s治is因素
Economic factors
• 经济因素
Socio-cu
of
income
Social mobility
Lifestyle changes
Consumerism
Levels of education
PEST
Macro-environment
E
Inflation Employment Disposable income Business cycles Energy availability and cost Exchange rate
Marketing
• “an organizational function and a set of processes
for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”.
Company
Micro-environment
T
New discoveries and innovations Speed of technology transfer Rates of obsolescence Internet Information technology
国际市场营销双语课件
Five Forces Model
Technological factors • 科技因素
国际市场营销双语课件
Monopolies
legislation
Environmental
protection laws
Taxation policy
Employment laws
Government policy
Legislation
P
S
Demographics
International Marketing Mix (Product, pricing, promotion and place)
国际市场营销双语课件
Part 1,2 Part 3
Part 4
Some useful tools:
• Macro-environment
PEST analysis
•
国际市场营销双语课件
1.1.2. Marketing philosophy
• a way of organizing and controlling marketing. The whole philosophy of marketing is changing. Previously, marketing involved creating a demand for a specific product or service. That approach is obsolete. Today marketers must interact with the market, determine what products and services are needed, and supply enough information to the market about those products so that the products find their own market.
International Marketing
国际市场营销学
国际市场营销双语课件
课程内容安排
Analysis of International Marketing Environment
Strategies for Entering International Markets
Marketing Strategy (Segmentation, Targeting and Positioning)
• The Five Forces Model classifies all microenvironment elements into five forces：
• Competitive rivalry • Bargaining power of suppliers • Bargaining power of buyers • Threat of new entrants • Threat of substitute products
国际市场营销双语课件
国际市场营销双语课件
SWOT
国际市场营销双语课件
Part Ⅰ
Introduction
国际市场营销双语课件
Chapter 1
International Marketing Fundamentals
国际市场营销双语课件
Case study
瑞士手表 为中国制造
国际市场营销双语课件
Market
• Mechanism: is the interaction of Demand and Supply to determine the price and quantity sold.
• Basically it includes goods market, factor market and financial market.
• 1.1 The Concepts of Marketing
市场营销基本范畴
• 1.2 The Concepts of International Marketing
国际市场营销基本范畴
• 1.3 Related International Economic Organizations
与国际市场营销相关的国 际经济组织
国际市场营销双语课件
1.1The Concepts of Marketing
• 1.1.1 Marketing
• 1.1.2 Marketing Philosophy
• 市场营销 • 市场营销理念
• 市场营销组合理念的发展
• 1.1.3 Marketing Mix Development
国际市场营销双语课件
• Micro-environment
Five Forces
SWOT
• STP
Segmentation Targeting Positioning
国际市场营销双语课件
Political factors PEST ana• ly政s治is因素
Economic factors
• 经济因素
Socio-cu
of
income
Social mobility
Lifestyle changes
Consumerism
Levels of education
PEST
Macro-environment
E
Inflation Employment Disposable income Business cycles Energy availability and cost Exchange rate