国际营销英文版最新版教学课件unit07
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中职教育-国际营销英语课件：Unit 7 Place (Distribution).ppt
Physical distribution
Physical distribution as a key component of the marketing mix because of its central role in creating time, place, and possession utility and in achieving distribution efficiencies.
Physical distribution
Physical distribution encompasses all activities involved in moving goods from where they are produced to where they are purchased or consumed. The combination of order processing, merchandise-handling, inventory, storage, and transportation functions represents the physical distribution system.
Geography
BDI (Brand Development Index) : sales-to-population ratio relative to other markets in the company’s system.
CDI (Category Development Index) data: provides a good benchmark for the success rate potential for different expansion markets.
国际营销ppt7
• Even though a country’s laws may be based on the doctrine of one of the four legal systems its individual interpretation may vary significantly
7-5
Lawyers per 100,000 People
• The unique problems of protecting intellectual property rights internationally
7-2
What Should You Learn?
• How to protect against piracy and counterfeiting
– Places emphasis on the ethical, moral, social, and religious dimensions to enhance equality and fairness for the good of society
7-9
Marxist-Socialist Tenets
• The foundation of a legal system
– Profoundly affects how the law is written, interpreted, and adjudicated
7-4
Bases for Legal Systems
• Four heritages form the basis for the majority of the legal systems of the world
• The Court of Justice of the European Union settles disputes that arise under the EU treaties
市场营销学英文版最新版教学课件第7章
Learning Objective 7-2 Summary
• Product attribute decisions – quality, features, and style and design
• Branding, packaging, and labeling decisions • Product support services – enhance customer service
7-2. Describe the decisions companies make regarding their individual products and services, product lines, and product mixes.
Learning Objectives (2 of 4)
First Stop Go Pro: Be a Hero
GoPro’s runaway success comes from understanding that it’s selling much more than wearable sportsaction video cameras.
Learning Objective 7-1
• Market offerings include both tangible goods and services
• Companies create and manage customer experiences with their brands or companies.
– To differentiate their offers from that of the competitors
Samsung’s bulging Galaxy mobile devices line now offers a size for any need or preference.
国际营销 英语chapter 7
• Government markets include various government agencies . • Marketers selling goods to these markets must be careful in
pricing because of limited purchasing power of the customers. Government purchase calls for bid.
‹# ›
Psychographic
• Groping on personality, values, lifestyles
7.2.1 Geographic Segmentation
• Dividing an overall market into homogeneous groups on the basis of their locations. • Attentions are paid to geographical differences in needs and wants . (localization) • To avoid fierce competition, firms often seek untapped potential markets in small or remote areas. • Limitation in distinguishing the differences among people in same areas.
Modern concept
Consumer products
• Bought by ultimate consumers for personal use.
• Consumer markets refer to consumer goods buyers.
pricing because of limited purchasing power of the customers. Government purchase calls for bid.
‹# ›
Psychographic
• Groping on personality, values, lifestyles
7.2.1 Geographic Segmentation
• Dividing an overall market into homogeneous groups on the basis of their locations. • Attentions are paid to geographical differences in needs and wants . (localization) • To avoid fierce competition, firms often seek untapped potential markets in small or remote areas. • Limitation in distinguishing the differences among people in same areas.
Modern concept
Consumer products
• Bought by ultimate consumers for personal use.
• Consumer markets refer to consumer goods buyers.
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•课程介绍与教学目标•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01课程介绍与教学目标介绍国际市场营销双语课程的开设背景，包括全球化趋势、国际交流需求等。
课程背景课程定位课程内容明确课程在国际市场营销专业中的地位和作用，以及与其他课程的联系和区别。
概述课程的主要内容和结构，包括国际市场分析、营销策略、跨文化沟通等。
030201国际市场营销双语课程概述掌握国际市场营销的基本概念和理论，了解国际市场的发展趋势和竞争状况。
知识目标能够运用所学知识分析国际市场的机会与挑战，制定有效的营销策略，并具备跨文化沟通的能力。
能力目标培养学生对国际市场营销的兴趣和热情，增强跨文化意识和国际视野。
情感目标教学目标与要求课程安排与考核方式课程安排介绍课程的学时分配、授课方式（线上/线下）、实践环节等。
考核方式明确课程的考核方式和标准，包括平时成绩、期末考试、实践报告等。
学习建议提供学习方法和建议，如课前预习、课后复习、小组讨论等。
02国际市场营销基本概念与理论定义国际市场营销是指企业在跨国经营活动中，通过市场调研、产品开发、定价、促销和分销等策略，满足不同国家和地区消费者需求，实现企业盈利目标的过程。
复杂性面临政治、经济、社会、技术等多方面的复杂因素。
风险性存在汇率波动、政治风险、文化差异等带来的风险。
跨国性涉及不同国家和地区的市场环境、消费者需求和文化背景。
国际市场营销定义及特点政治环境经济环境社会文化环境技术环境01020304分析目标国家的政治稳定性、政策连续性、对外关系等因素。
研究目标国家的经济发展水平、市场规模、消费者购买力等。
了解目标国家的文化传统、价值观念、消费习惯等。
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。
国际营销学英文课件 (7)
• E.g. Retaliation of Cartier
Legal environment & marketing mix
• Product liability : Legal responsibility of the manufacturer, the retailer, the wholesaler to the buyers or the users of the damages or injuries caused by the use of defective products.
Exploring the environment - demography
Exploring the environment - demography
Exploring the environment - economy
• Average income/country • Income spread • Consumer spendings • Infrastructure and communication possibilities
– This can include contamination of food; defective parts in automobile industry… – ! .U.S. common law BMW
Legal environment & marketing mix-packaging
Exploring the environment – legislations and politics
• Counterfeiting= intentional production or sale of a product under a brand name or trademark without authorisation of the holder of that name or trademark
Legal environment & marketing mix
• Product liability : Legal responsibility of the manufacturer, the retailer, the wholesaler to the buyers or the users of the damages or injuries caused by the use of defective products.
Exploring the environment - demography
Exploring the environment - demography
Exploring the environment - economy
• Average income/country • Income spread • Consumer spendings • Infrastructure and communication possibilities
– This can include contamination of food; defective parts in automobile industry… – ! .U.S. common law BMW
Legal environment & marketing mix-packaging
Exploring the environment – legislations and politics
• Counterfeiting= intentional production or sale of a product under a brand name or trademark without authorisation of the holder of that name or trademark
全球营销英文版最新版教学课件第7章
Americans spent almost $55 billion on 83.3 million dogs in 2013. Who owns whom?
7-of evaluating segments and focusing marketing efforts on a country, region, or group of people that has significant potential to respond
• Asia is home to 500 million consumers aged 16 and under
• Half of Japan’s population will be age 50 or older by 2025
7-11
Segmenting by Income and Population
– Recognizes existence of within-country differences
– Emphasizes micro-level differences
– Segments micro markets within and between countries
7-7
Global Market Segmentation
– Some services are free in developing nations so there is more purchasing power
• For products with low enough price, population is a more important variable
7-16
Psychographic Segmentation
7-of evaluating segments and focusing marketing efforts on a country, region, or group of people that has significant potential to respond
• Asia is home to 500 million consumers aged 16 and under
• Half of Japan’s population will be age 50 or older by 2025
7-11
Segmenting by Income and Population
– Recognizes existence of within-country differences
– Emphasizes micro-level differences
– Segments micro markets within and between countries
7-7
Global Market Segmentation
– Some services are free in developing nations so there is more purchasing power
• For products with low enough price, population is a more important variable
7-16
Psychographic Segmentation
国际市场营销双语-精品.ppt
国际市场营销学
2
Marketing Promotion
国际市场营销学
3
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
9
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
10
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(双语版)7.InternationalProductPricing
Pure Monopoly
Single Seller
Monopolistic
Oligopolistic
Competition
Competition
Many Buyers and Sellers
Few Sellers Who Are
Who Trade Over a
Sensitive to Each Other’s
Range of Prices
Pricing/ Marketing
Strategies
Vanessa Chen
Applied Foreign Languages Department, PYP
影响定价的外在因素 BACK
（一）不同市场结构条件下的定价 1、完全竞争
没办法，我们只能按 统一的价格出售。
•Competition •Nature of the market
and demand •Other environmental
factors (economy, government)
Vanessa Chen Applied Foreign Languages Department, PYP
Cost
Vanessa Chen Applied Foreign Languages Department, PYP
Factors Affecting Price Decisions
Internal Factors
Costs Marketing Objectives
Pricing Decisions
External Factors
Know the pricing objectives 熟悉企业定价的目标
Familiar with the pricing strategies 了解价格策略
最新版国际市场营销精品课件Chapter 7
Copyright Atomic Dog Publishing, 200 2008
Mandatory Adaptation
• Involves adapting products to local requirements so that they can legally and physically operate in the respective countries.
Disadvantage:
Cannot perfectly meet the needs of all target consumers in the region.
Copyright Atomic Dog Publishing, 200 2008
Global Localization
Global branding with localized marketing adaptation to differences in local culture, production capabilities, governmental restrictions, etc.
Products and Services: Branding Decisions in International Markets
Dana-Nicoleta Lascu Chapter 7
Copyright Atomic Dog Publishing, 2008
Chapter Objectives
Effective in meeting the needs of global consumers Effective in meeting consumer needs of higher quality and lower price Facilitated by international travel Disadvantage: Cannot perfectly meet the needs of all target consumers
国际市场营销课件英文版cha
Cultural Factors
Learn how cultural values, beliefs, and norms shape consumer behavior and marketing strategies in different countries.
Political Factors
Discover the importance of international marketing and how it differs from domestic marketing. Understand the challenges and opportunities of operating in a global marketplace.
3 Social Factors
Understand the impact of social groups, family, reference groups, and social media on consumer behavior in global markets.
Developing Global Branding Strategies
Team Diversity
Explore how diversity within international marketing teams can bring unique perspectives and enhance creativity.
Symbolic Meanings
Discover how cultural symbols and meanings can influence product design, packaging, and advertising strategies.
Learn how cultural values, beliefs, and norms shape consumer behavior and marketing strategies in different countries.
Political Factors
Discover the importance of international marketing and how it differs from domestic marketing. Understand the challenges and opportunities of operating in a global marketplace.
3 Social Factors
Understand the impact of social groups, family, reference groups, and social media on consumer behavior in global markets.
Developing Global Branding Strategies
Team Diversity
Explore how diversity within international marketing teams can bring unique perspectives and enhance creativity.
Symbolic Meanings
Discover how cultural symbols and meanings can influence product design, packaging, and advertising strategies.
国际营销Chapter7
Chapter 7: International payment
of goods
Key points:
1.Means of payment in international trade; 1)Bill of Exchange; 2)Promissory note; 3)Cheque(Check).
2.Modes of international payment;
1)Remittance; 2)Collection; 3)Letter of Credit.
Part C: Words and Phrases
Part A:Text
I.Means of payment in international trade
promise in writing made by one person to another signed by the maker,engaging to pay,on demand or at a fixed determinable future time,a sum certain in money,to,or to the order of,a specified person or to bearer.There are only two parties,the drawer and payee.The payer of promissory note is the drawer himself.
3.Cheque(Check) A cheque is an unconditional order in
writing drawn on a banker signed by the drawer,requiring the banker to pay on demand a sum certain in money to or to the order of a specified person or to bearer.
of goods
Key points:
1.Means of payment in international trade; 1)Bill of Exchange; 2)Promissory note; 3)Cheque(Check).
2.Modes of international payment;
1)Remittance; 2)Collection; 3)Letter of Credit.
Part C: Words and Phrases
Part A:Text
I.Means of payment in international trade
promise in writing made by one person to another signed by the maker,engaging to pay,on demand or at a fixed determinable future time,a sum certain in money,to,or to the order of,a specified person or to bearer.There are only two parties,the drawer and payee.The payer of promissory note is the drawer himself.
3.Cheque(Check) A cheque is an unconditional order in
writing drawn on a banker signed by the drawer,requiring the banker to pay on demand a sum certain in money to or to the order of a specified person or to bearer.
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• Ownership of intellectual property based on registration
• Agreements not enforceable unless properly notarized or registered
• Acts of God interpreted as unforeseeable occurrences of nature and human acts
Counterfeiting and Piracy
• Occurs in a range of industries • Costs companies billions of dollars in lost revenue
• Counterfeit pharmaceuticals most dire; can cause death
• Among most valuable assets to a company • Companies spend millions of dollars on establishing property
rights
Protection of Intellectual Property Rights: A Special Problem 2 of 6
Bases for Legal Systems 5 of 5
Islamic Law
• Based on interpretation of the Koran • Prescribes specific patterns of social and economic
behavior for all people
• Important to comply with the laws in each country in which the multinational corporation operates
Bases for Legal Systems 1 of 5
Four heritages of today’s legal systems
Chapter 7
The International Legal Environment: Playing By the Rules
Learning Objectives 1 of 2
7-1 The four heritages of today’s legal systems 7-2 The important factors in the jurisdiction of legal
Bases for Legal Systems 4 of 5
Common Law
• Based on tradition
• Not all-inclusive
• Ownership of intellectual property based on use
• Agreements binding as long as proof of agreement is established
7-8 The different ways U.S. laws can be applied to U.S. companies operating outside the United States
7-9 The steps necessary to move goods across country borders
disputes 7-3 The various methods of dispute resolution 7-4 The unique problems of protecting intellectual
property rights internationally 7-5 How to protect against piracy and counterfeiting
Introduction
Foreign Business Transaction Law
• No uniform international commercial law exists
• Legal systems in different countries are both disparate and complex
mutually agreed settlement through arbitration • Expensive and requires a lot of time • Loss of confidentiality
Protection of Intellectual Property Rights: A Special Problem 1 of 6
• Based on all-inclusive system of written rules of law
• 3 main codes: commercial, civil, and criminal • All laws are codified, but broad interpretations are possible
• Many arbitral centers each with standardized procedures • Arbitration clauses require agreement on two counts
• Parties agree to rules and procedures of some arbitration tribunal • Parties agree to abide by the awards resulting from the arbitration • Legally binding in most countries
• Not legally binding
International Dispute Resolution 2 of 3
Arbitration
• Disinterested a referee
• Determine the merits of the case • Make judgment both parties in conflict can honor
• Collusion between manufacturer and illegitimate sellers
• Prohibits investment in activities that violate Islamic Law
Jurisdiction in International Disputes 1 of 2
Legal disputes can arise in three situations
Bases for Legal Systems 2 of 5
Common Law
• Derived from English law
• Found in England, U.S., Canada, and other countries once under English control
• Based on tradition, practices, precedents
1. Common law 2. Civil or code law 3. Islamic law 4. Commercial legal system
Interpretation of system varies by country Importance of law also varies
• Number of attorneys per capita
Intellectual Property
• Global brand names and trademarks
• Used to symbolize quality of product or company • Entices consumers to buy good or service
• Important to protect
Learning Objectives 2 of 2
7-6 The many issues of evolving cyberlaw
7-7 The legal differences between countries and how those differences can affect international marketing plans
1. Between governments 2. Between a company and government 3. Between two companies
Situation 1: Resolved by The World Court at the Hague Situations 2 and 3: Handled by a court in one of the countries involved or through arbitration
• Set by past courts’ interpretations of statutes, legal legislation, and rulings
Bases for Legal Systems 3 of 5
Code Law
• Derived from Roman law
• Found in Germany, Japan, France
• Acts of God interpreted as unforeseeable occurrences of nature
Code Law
• Based on system of written rules
• Catchall provisions with broad interpretations possible
• Agreements not enforceable unless properly notarized or registered
• Acts of God interpreted as unforeseeable occurrences of nature and human acts
Counterfeiting and Piracy
• Occurs in a range of industries • Costs companies billions of dollars in lost revenue
• Counterfeit pharmaceuticals most dire; can cause death
• Among most valuable assets to a company • Companies spend millions of dollars on establishing property
rights
Protection of Intellectual Property Rights: A Special Problem 2 of 6
Bases for Legal Systems 5 of 5
Islamic Law
• Based on interpretation of the Koran • Prescribes specific patterns of social and economic
behavior for all people
• Important to comply with the laws in each country in which the multinational corporation operates
Bases for Legal Systems 1 of 5
Four heritages of today’s legal systems
Chapter 7
The International Legal Environment: Playing By the Rules
Learning Objectives 1 of 2
7-1 The four heritages of today’s legal systems 7-2 The important factors in the jurisdiction of legal
Bases for Legal Systems 4 of 5
Common Law
• Based on tradition
• Not all-inclusive
• Ownership of intellectual property based on use
• Agreements binding as long as proof of agreement is established
7-8 The different ways U.S. laws can be applied to U.S. companies operating outside the United States
7-9 The steps necessary to move goods across country borders
disputes 7-3 The various methods of dispute resolution 7-4 The unique problems of protecting intellectual
property rights internationally 7-5 How to protect against piracy and counterfeiting
Introduction
Foreign Business Transaction Law
• No uniform international commercial law exists
• Legal systems in different countries are both disparate and complex
mutually agreed settlement through arbitration • Expensive and requires a lot of time • Loss of confidentiality
Protection of Intellectual Property Rights: A Special Problem 1 of 6
• Based on all-inclusive system of written rules of law
• 3 main codes: commercial, civil, and criminal • All laws are codified, but broad interpretations are possible
• Many arbitral centers each with standardized procedures • Arbitration clauses require agreement on two counts
• Parties agree to rules and procedures of some arbitration tribunal • Parties agree to abide by the awards resulting from the arbitration • Legally binding in most countries
• Not legally binding
International Dispute Resolution 2 of 3
Arbitration
• Disinterested a referee
• Determine the merits of the case • Make judgment both parties in conflict can honor
• Collusion between manufacturer and illegitimate sellers
• Prohibits investment in activities that violate Islamic Law
Jurisdiction in International Disputes 1 of 2
Legal disputes can arise in three situations
Bases for Legal Systems 2 of 5
Common Law
• Derived from English law
• Found in England, U.S., Canada, and other countries once under English control
• Based on tradition, practices, precedents
1. Common law 2. Civil or code law 3. Islamic law 4. Commercial legal system
Interpretation of system varies by country Importance of law also varies
• Number of attorneys per capita
Intellectual Property
• Global brand names and trademarks
• Used to symbolize quality of product or company • Entices consumers to buy good or service
• Important to protect
Learning Objectives 2 of 2
7-6 The many issues of evolving cyberlaw
7-7 The legal differences between countries and how those differences can affect international marketing plans
1. Between governments 2. Between a company and government 3. Between two companies
Situation 1: Resolved by The World Court at the Hague Situations 2 and 3: Handled by a court in one of the countries involved or through arbitration
• Set by past courts’ interpretations of statutes, legal legislation, and rulings
Bases for Legal Systems 3 of 5
Code Law
• Derived from Roman law
• Found in Germany, Japan, France
• Acts of God interpreted as unforeseeable occurrences of nature
Code Law
• Based on system of written rules
• Catchall provisions with broad interpretations possible