市场营销英文课件12

3. Strategies of International Green Marketing
3.1 Researching the Green Requirements in Different
Markets (1) Requirements of Green Products in EU Countries
3. Reasons Why Companies Deviate from Accepted Marketing Ethical Rules
Firstly, many firms and entrepreneurs are always trying to seek maximal profits in the face of sharp competition by using some marketing tricks, and thus neglect the
public’s interest.
Secondly, the derivation from marketing ethical rules is sometimes caused by companies’ monopoly.
3. Reasons Why Companies Deviate from Accepted Marketing Ethical Rules
because the products are environmentally safe, which can ensure consumers’ health, and the manufacture, package, and consumption of the product are not at the cost of environment pollution.
2. Motivation for International Green Marketing of Chinese Companies
2.1 Great Demand for Green Consumption 2.2 Coping with Green Trade Barriers
Look at Mini-Case 12.2
Compliance with marketing ethical rules in international
markets shows the commitment of a company to the social responsibility.
Look at Mini-Case 12.5
1.2 Implementation of International Marketing
When you want to implement these specific tasks, you need to break the decision-making process down into a detailed program, which includes tactics, clear implementation facts and time schedules.
Look at Mini-Case 12.1
1. Importance of Green Marketing
Green marketing does not only offer consumers’ satisfactory products, but also delivers more product value,
1. International Marketing Implementation
International marketing plans begin from the research as
whether to enter the international market, the research and analysis of internal and external factors:
Skill Training 12.2
Pause here and think about the following questions: 1. Look back over the past six months or so and think of an instance in which a company deviated from the marketing ethics. 2. Discuss the reasons why this company had deviated from the ethical marketing conducts. 3. Write a list of corporate marketing ethic policy for the company to prevent similar instance happening again.
Thirdly, the lack of enough marketing-related laws causes the non-compliance with marketing ethics.
Finally, consumers’ the insufficient information on products and services makes it possible for some companies to use marketing techniques to influence a target audience.
You should also bear in mind the resources and marketing funds available for each task.

It is also important for marketers to cooperate closely with other departments and external suppliers and distributors.
international marketing environment foreign customers and company’s internal factors marketing goals setting selection of appropriate target market and entry mode, the
2.1 Product-related Ethical Issues 2.2 Pricing-related Ethical Issues Look at Mini-Case 12.6 2.3 Promotion-related Ethical Issues Look at Mini-Case 12.7 2.4 Distribution-related Ethical Issues
Extension of marketing to benefit the whole society is
an emerging task of Chinese companies.
international green marketing is essential because it
is a trend in international marketing, and greatly helps companies meet the requirement of local markets and fulfill their social responsibility.
Managing and Extending International Marketing
International Marketing Implementation, Control and Extension
I International Marketing Implementation and Control
2. Control of International Marketing Activities
2.1 Setting up Performance Standards 2.2 Measuring Performance 2.3 Correcting Discrepancies
Skill Training 12.1
1. Definition of Marketing Ethics
Marketing ethics refer to principles and standards
that define acceptable conducts in the marketing place.
They usually govern the actions and decisions of an
(3) Why were there discrepancies? (4) If you were a KFC sales staff or cashier, what would you learn from this event?
II International Marketing Extension— International Green Marketing
(2) USA’s Regulations of Green Products UL Certification Lacey Act (3) Japanese Regulations of Green Products
3.2 Making Green Marketing Strategies
III International Marketing Extension— Managing Marketing Ethics
Marketing ethics is important because the violation of