国际市场营销双语课件
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国际市场营销双语课件
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:
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:
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 cha8
• Company characteristics – Extent of internationalization – Countries exported to
• Management attitudes – Importance of exports – Overall price position of firm
• (1) What is dumping? Why do international companies use dumping strategies in select target markets?
• 什么是倾销？在选择目标市场时跨国企业为什么会使用倾销策略？
• (2) What are the different motivations behind a company when setting prices higher or lower in the home country?
• Market-differentiated pricing
– based on the dynamics of the marketplace
• changes in competition, exchange rates,osts
• Export-related costs
Framework
• 1.Pricing Decisions and Procedures • 2.Environment Related Challenges and Pricing Decisions • 3、 International Pricing Decisions
The Setting of Export Prices
• 什么属于灰色市场？目标市场上平行进口会怎样影响跨国企业的经营活动？
• Management attitudes – Importance of exports – Overall price position of firm
• (1) What is dumping? Why do international companies use dumping strategies in select target markets?
• 什么是倾销？在选择目标市场时跨国企业为什么会使用倾销策略？
• (2) What are the different motivations behind a company when setting prices higher or lower in the home country?
• Market-differentiated pricing
– based on the dynamics of the marketplace
• changes in competition, exchange rates,osts
• Export-related costs
Framework
• 1.Pricing Decisions and Procedures • 2.Environment Related Challenges and Pricing Decisions • 3、 International Pricing Decisions
The Setting of Export Prices
• 什么属于灰色市场？目标市场上平行进口会怎样影响跨国企业的经营活动？
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。
国际市场营销英文ppt课件
D. Capture value from customers to create profits and customer equity E. Understand the marketplace and customer needs and wants
1-14
2.(1 )International Marketing(P10)
1-24
5) Developing a Global Awareness
To be globally aware is to have: tolerance of cultural differences knowledge of cultures, history, world
market potential, and global economic, social, and political trends
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.
1-14
2.(1 )International Marketing(P10)
1-24
5) Developing a Global Awareness
To be globally aware is to have: tolerance of cultural differences knowledge of cultures, history, world
market potential, and global economic, social, and political trends
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.
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
国际市场营销双语课件
国际市场营销双语
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、素质、行为、制度、形象 。
• 狭义的文化是指社会的意识形态以及与之相适应的礼仪制 度、组织结构、行为方式等物化的精神。
国际市场营销双语
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4.1.3 文化的基本特征
• 1. 文化的中心 • 2. 文化管理的方式 • 3. 文化的首要任务
国际市场营销双语
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4.1.4 文化的要素
• 从组织的角度来看，美国学者彼得斯和沃特曼认为有7种 基本要素：战略(Strategy)、结构(Structure)、体制 (System)、人员(Staff)、技能(Skill)、行为方式 (Style)、共同价值观(Shared Value)。其中，前3个要素
• 文化的要素 • 文化的变迁 • 各国的商务习惯
国际市场营销双语
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4.1.1 文化的基础
• 作为一名营销者，若要了解一个社会的行为及其基 本态度，就必须掌握关于该社会的一些地理及历史 知识。
• 不同的地理环境和不同的历史背景就会形成特定的 亚文化，特定的亚文化必然会影响消费群体和商业 模式的形成。
国际市场营销双语
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4.1.6 各国的商务习惯
• 美国 ，“赚钱是这个国家的主要目标。美国人看重金钱 与其说是为了生存，不如说是作为一生成就的证明” 。
• 日本，商界是最注重谦恭的。 • 韩国，商人尊重其长辈可以获得其好感。
国际市场营销双语
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4.2 Social Environment of International Marketing
国际市场营销双语
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4.1.2 文化的涵义
• 广义的文化是指人类在社会历史实践过程中创造的物质财 富和精神财富的总和。
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(双语版)9.Promotion
公关活动效果评估
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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。
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
国际市场营销双语教学教案1-PPT课件
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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.
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-- 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
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4.1.6 各国的商务习惯
• 美国 ，“赚钱是这个国家的主要目标。美国人看重金钱 与其说是为了生存，不如说是作为一生成就的证明” 。
• 日本，商界是最注重谦恭的。 • 韩国，商人尊重其长辈可以获得其好感。
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4.2 Social Environment of International Marketing
在学术界形成了企业社会责任思想。斯蒂芬·P·罗宾斯的 《管理学》把社会责任定义为：“一种工商企业追求有利 于社会的长远目标的义务，而不是法律和经济所要求的义 务”
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【营销透视】4-11
• 新时期的“包身工” 2006年6月15日，第一财经日报记者王佑以“血汗工厂黑幕
：机器罚你站12小时”为标题报道了富士康深圳基地工人 超时加班和工场环境恶劣的现象…一位不愿透露姓名的富 士康员工如此形容他们的生活：“干得比驴累，吃得比猪 差，起得比鸡早，看上去比谁都好，五年后比谁都老。”
、素质、行为、制度、形象 。
• 狭义的文化是指社会的意识形态以及与之相适应的礼仪制 度、组织结构、行为方式等物化的精神。
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4.1.3 文化的基本特征
• 1. 文化的中心 • 2. 文化管理的方式 • 3. 文化的首要任务
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4.1.4 文化的要素
• 从组织的角度来看，美国学者彼得斯和沃特曼认为有7种 基本要素：战略(Strategy)、结构(Structure)、体制 (System)、人员(Staff)、技能(Skill)、行为方式 (Style)、共同价值观(Shared Value)。其中，前3个要素
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4.1.2 文化的涵义
• 广义的文化是指人类在社会历史实践过程中创造的物质财 富和精神财富的总和。
• 从结构层次可以把文化分为表层文化、中层文化及深层文 化。而从表现形态可以把文化分为物化文化、管理文化、 制度文化、生活文化、观念文化。这些多种多样的文化， 有以下8个要素构成：精神、观念、价值观、道德或伦理
• 4.2.1 Social Organization
• 社会组织
• 亲属关系 • 相关群体 • 社会阶层
• 4.2.2 Social Obligation and Ethic
• 社会责任与伦理
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Corporate Social Responsibility，CSR
• 社会责任与伦理 • 企业社会责任观念起源于美国，并于二十世纪二三十年代
是文化的硬件要素，而后4个是软件要素。
• 从知识层面上文化分为两类：一类是事实知识，另一类是 解释性知识。
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• 物质文化 • 语言 • 美学 • 教育 • 宗教 • 价值观和生活方式
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图4-2 价值观环境变量分析
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4.1.5 文化的变迁
1. 文化鉴赏 2. 文化的演绎
• 国际市场营销的文化环境
• 4.2 Social Environment of International Marketing
• 国际市场营销的社会环境
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4.1 国际市场营销的文化环境
• 4.1.1 The Base of Culture • 4.1.2 The Meaning of Culture • 4.1.3The Fundamental
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Characteristics of Culture • 4.1.4The Elements of Culture • 4.1.5The Change of Culture • 4.1.6 Commercial Customs of
Different Countries
• 文化的基础 • 文化的涵义 • 文化的基本特征
• 文化的要素 • 文化的变迁 • 各国的商务习惯
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4.1.1 文化的基础
• 作为一名营销者，若要了解一个社会的行为及其基 本态度，就必须掌握关于该社会的一些地理及历史 知识。
• 不同的地理环境和不同的历史背景就会形成特定的 亚文化，特定的亚文化必然会影响消费群体和商业 模式的形成。
Chapter 4
International Social and Cultural Environments
国际市场营销双语
1导入Leabharlann 例:不同的文化，不同的商业惯例
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This chapter includes:
• 4.1 Cultural Environment of International Marketing