国际市场营销课件-第一章

1.1 What is marketing? 1.1.1 Definition The process of building lasting relationships through planning, execution and controlling the conception, pricing, promotion and distribution of ideas, goods and services to create mutual exchange that satisfy individual and organizational needs and objectives. (Definition by S. Carter)



1.2.4 International marketing process
Appraising the international marketing environment
Deciding whether to go abroad
Deciding which market to enter
Deciding how to enter the market
Deciding on the market mix
Deciding on the marketing control and management
Six steps for a company to be international
1.3 International marketing of Chinese company


1.2.1 Definition At its simplest level, international marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across markets.
Panda
Hisense
SOUTEC
Foreign Brand Mobiles
MOTO
Nokia
Ericsson
Simens
Philip Sam Sung
Sony
Iphone
Fashion: TCL Mobile
Kim Hee-sun - Advertising spokesperson Of TCL Mobile
1.2.2 Different levels of international marketing Domestic marketing Export marketing International marketing(Global marketing)

1.2.3 Differences between domestic marketing and international marketing Environment differences Different applications of marketing principles, concepts an techniques Different relations between enterprises and governments


1.1.2 Marketing and sales Marketing is more than just buying and trading. Marketing is the process of seeking to uncover consumer’s requirements and adopting the information to products’ distribution and promotion. Marketing mainly focuses on prices of products or services, promotion and distribution, etc. In other words, marketing refers to 4Ps, i.e. products, price, promotion, place & distribution.(6Ps:Politics, PR-It is part of marketing. British PR expert believes that perception should be put into market system. Therefore, PR has gradually been brought into the marketing system. )

Needs Wants Demands Consumer value Consumer satisfaction Market（Ref：Figure1-2 P5 A Simple marketing system） Marketing management （Ref：P6 Figure1-3 Actors and forces in a modern marketing system）


1.3.1 Chinese companies in international market 1.3.2 China successfully participating in the WTO brings new challenges and opportunities
Haier Group
International Marketing 国际市场营销
Lecturer：Guo Suqing

Marketing Concept Model
Chapter One International Marketing Briefing
Objectives When students finish this chapter, they should be able to accomplish the following: Definition of marketing Marketing concepts and functions of marketing Definition of international marketing Reasons to do business in international markets International marketing practice of Chinese companies
Case study 1 (Group) INC
Qingdao Haier
Be forever. Betrue True Forever
.
Case study 2 TCL Group Co., Ltd.
China Brand Mobiles
Haier
Lenovo
Bird
Kejian Amoi Konka

Marketing Process
Customer needs and wants 顾客需求
R&D(Research & Development)
研发
Engineering
设计
Manufacturing
制造
Customer Value 顾客价值
1.1.3 Basic elements of the market concept
Exercises: I. Multiple choices. II. True or false. III. Discussion What will WTO bring to Chinese firm in international market? The differences between domestic marketing and international marketing. What are the functions of marketing? Search Internet for information about Nestle and give a brief idea about the history of the company.
1.1.4 Marketing functions
Contact 接触客户 Merchandise商品销售 Pricing价格定位 Promotion促销 Distribution分销 Human resources人力资源
1.2 What is international marketing