国际营销英文版最新版教学课件unit01
合集下载
全球营销英文版最新版教学课件第1章
~Jagdish Bhagwati~
1-6
Global Industries
• An industry is global to the extent that a company’s industry position in one country is interdependent with its industry position in another country
we leave it alone. This is focus.”
~Helmut Maucher, former chairman of Nestlé SA~
1-8
GLOBAL MARKETING: What It Is & What It Isn’t
Single Country Marketing Strategy
– Often referred to as multinational
– Leads to a localized or adaptation approach that assumes products must be adapted to local market conditions
1-18
Coca Cola spent $5 billion worldwide on promotions and marketing in 2010
1-7
Competitive Advantage, Globalization
• Focus
& Global Industries
– Concentration and attention on core business and competence
The British Invasion of the music world was led by the Beatles who first toured the U.S. in 1964.
1-6
Global Industries
• An industry is global to the extent that a company’s industry position in one country is interdependent with its industry position in another country
we leave it alone. This is focus.”
~Helmut Maucher, former chairman of Nestlé SA~
1-8
GLOBAL MARKETING: What It Is & What It Isn’t
Single Country Marketing Strategy
– Often referred to as multinational
– Leads to a localized or adaptation approach that assumes products must be adapted to local market conditions
1-18
Coca Cola spent $5 billion worldwide on promotions and marketing in 2010
1-7
Competitive Advantage, Globalization
• Focus
& Global Industries
– Concentration and attention on core business and competence
The British Invasion of the music world was led by the Beatles who first toured the U.S. in 1964.
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(第一章讲稿PPT)
2021/4/9
2
2021/4/9
3
2021/4/9
4
2021/4/9
5
2021/4/9
6
2021/4/9
7
What is Marketing?
Marketing Defined:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others”
A great amount of information about practically anything.
A greater case in interacting and placing and receiving orders.
An ability to compare notes on products and services.
2021/4/9
15
5. Marketing Concepts and Tools
We can distinguish between a social and a managerial definition of marketing.：
Here is a social definition that serves our purpose: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and, freely exchanging products and services of value with others.
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。
第一章国际市场营销双语ppt课件
• 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
精品课件
1.1The Concepts of Marketing
Technological factors
• 社会文化因素 • 科技因素
精品课件
Monopolies
legislation
Environmental
protection laws
Taxation policyΒιβλιοθήκη Employment laws
Government policy
Legislation
P
S
精品课件
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.
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
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.
国际营销英文版第16版第1章PPT
2021/7/22
111 *
Factors Favoring Faster Internationalizat ion
▪ Companies with either high technology and/or marketi ng-based resources are better equipped to internationali ze than more traditional manufacturing companies (Tse ng et. al., 2007)
▪ Global commerce thrives during peacetime ▪ Economic boom in North America in the late 1990s lar
gely due to the end of the cold war
2021/7/22
13*
The Internationalization of U.S. Businesses
2021/7/22
112 *
The Orientation of International Market ing
▪ Environmental/cultural approach ▪ Relate the foreign environment to the marketing proces
s ▪ Illustrate how culture influences the marketing task ▪ The cultural environment within which the marketer m
ust implement marketing plans can change dramatically from country to country
国际营销专业英语Unit 1 Introduction to Marketing_
Marketing– Multi-Step Process
Marketing – rarely one step Marketing – Multi-Step Process:
generating leads nurturing existing prospects, building relationships that will lead to new business
Unit One
Introduction to Marketing
Learning Outline
Definition of Marketing Marketing Clarified Marketing as a Multi-Step Process Does Marketing Work?
Definitions of Marketing
Marketing has different definitions.
Marketing is 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. -- American Marketing Association’s website
Definitions of Marketing (cont’d)
Modern marketing is defined by a focus on custom value… -- Barbara Kahn
国际市场营销1unit-1-aPPT
promotion
交流学习PPT
5
Definition of Marketing
➢ Place the customer at the very center. ➢ Creating customer value and satisfaction is at the
very heart of modern marketing thinking and practice. ➢ Marketing must be understood not in the old sense of
交流学习PPT
9
Demands
➢ Demands are wants for specific products that are backed by buying power.
➢ Companies must measure not only how many people want their products but,more importantly,how many would actually be willing and able to buy it.
What marketing decisions should be made?
交流学习PPT
4
Preview Case2
➢ What consultancy service to be provided for the
customers?
product
➢ Who is his customer?
五大功能区域有明显的划分
交流学习PPT
12
汤臣一品3
交流学习PPT
13
汤臣一品4
最受成功人士欢迎的欧式设计 风格，金光中透出的奢华,
国际市场营销第一章(ppt文档)
Copyright © 2007 by South-Western, a division of Thomson Learning. All rights reserved.
1.1.3 The Development of Marketing Mix
1 Marketing Mix: 4P- 7P-11P • 4P McCarthy Product ; Price; Place; Promotion • 7P Boom &Bitner Product ; Price; Place Promotion; People Physical • 11P Philip Kotlter Product ; Price; Place Promotion; Power; Public
Copyright © 2007 by South-Western, a division of Thomson Learning. All rights reserved.
1.1.2 Marketing Philosophy
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. (Page 3，重点词汇7)
1.1.3 The Development of Marketing Mix
1 Marketing Mix: 4P- 7P-11P • 4P McCarthy Product ; Price; Place; Promotion • 7P Boom &Bitner Product ; Price; Place Promotion; People Physical • 11P Philip Kotlter Product ; Price; Place Promotion; Power; Public
Copyright © 2007 by South-Western, a division of Thomson Learning. All rights reserved.
1.1.2 Marketing Philosophy
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. (Page 3，重点词汇7)
国际市场营销双语版第1章
（二）国际市场营销与市场营销的区别 1. 市场营销环境和背景不同 Marketing environment and background are different, which is the main difference between international marketing and domestic marketing 2. 市场营销组合策略有区别 Marketing approach combined strategy is difference. 3．国际营销战略及营销管理过程更复杂 International marketing strategy and marketing management process are more complicated. 4．利用资源，获得比较优势的程度不同 Different level of use of resources and access to different degree of the comparative advantage 5. 市场营销过程的风险性程度不同 The marketing process’ degree of risk is different
1.2国际市场营销
1.1.1国际市场营销的概念 1.国际市场营销的概念 国际市场营销是国内市场营销的延伸与扩展，是指 企业在一国以上从事经营与销售活动。 International marketing is the extension of domestic marketing, and it refers to a marketing activity that enterprises deal with business and sales in more than one country.
英文版营销PPT课件
2. Develop an awareness of the four most reliablestrategic approaches for setting a company apart from rivals and winning a sustainable competitive advantage.
How to manage each functional piece of the business (R&D, production, marketing, HR, finance, and so on)
will we get there?” is its strategy
1-6
What Do We Mean By “Strategy?”
Consists of competitive moves and business approaches used by managers to run the company
❖ Business(es) to be in and market positions to
stake out
❖ Buyer needs and groups to serve ❖ Direction to head
3. How should it get there?
❖ A company’s answer to “how
3. Learn that business strategies evolve over time because of changing circumstances and ongoing management efforts to improve the company’s strategy.
How to manage each functional piece of the business (R&D, production, marketing, HR, finance, and so on)
will we get there?” is its strategy
1-6
What Do We Mean By “Strategy?”
Consists of competitive moves and business approaches used by managers to run the company
❖ Business(es) to be in and market positions to
stake out
❖ Buyer needs and groups to serve ❖ Direction to head
3. How should it get there?
❖ A company’s answer to “how
3. Learn that business strategies evolve over time because of changing circumstances and ongoing management efforts to improve the company’s strategy.
最新版国际市场营销精品课件Chapter 1
•
Companies with products in late stages of the product life cycle find that emerging markets offer them new life
Privatization in countries where government monopolies had dominated for decades has made it possible for multinationals to compete for local energy, airline, railway, and telecommunications industries.
Copyright Atomic Dog Publishing, 2008
Levels of International Marketing Involvement
Global marketing:
The firm coordinates its marketing activities across different countries without focusing primarily on national or regional segmentation. The strategy is possible due to the emergence of uniform global consumer segments. The strategy entails an efficient global allocation of company resources.
• • • International marketing helps companies reach their full potential and the maximum return for their stockholders. Many companies find that, to keep up with competition, they must reach for new international consumers. For many companies, an international presence is essential to their success.
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
The International Marketing Task
Uncontrollable uncertainty
• Comprised of uncontrollable elements in business environments
• Each international market has own set of factors
Many foreign-controlled companies in U.S.
• Foreign direct investment in U.S. is above $3 trillion • Foreign-owned companies in almost all industries:
• Automobiles (Honda, BMW, Mercedes) • Appliances (LG Electronics, Frigidaire) • Convenience stores and restaurants (7-Eleven, Ben & Jerry’s) • News and entertainment (The Wall Street Journal, Pearle Vision, Universal
Global Commerce Causes Peace 3 of 3
Four Trends Affecting Global Business
1. Growth of the WTO and open trade agreements 2. Developing countries moving toward free trade 3. The Internet, cellular, and networked communication 4. A mandate to manage the global environment for the
Global commerce thrives during peacetime
• Economic boom in North America in late 1990s
• The end of the Cold War • Opening more and more countries to world trading system
(SRC) in international marketing 1-5 The increasing importance of global awareness 1-6 The progression of becoming a global marketer
Global Commerce Causes Peace 1 of 3
Marketing Decision Factors 2 of 2
Uncontrollable elements in domestic environment
• Actively evaluate elements to make adjustments • Determine the outcome of the marketing enterprise
Controllable elements in domestic environment
• Blend all elements to capitalize on anticipated demand • Can alter elements if needed
• Changing market conditions, consumer tastes, and corporate objectives
• Apple had revenue of $215 billion in 2016; 60 percent of total revenue from international sales
Exhibit 1.2 Selected U.S. Companies and Their International Sales
Foreign Owner Japan U.K. Belgium Italy Abu Dhabi Bahrain Venezuela Japan U.K. Japan Sweden Switzerland
Source: Compiled from annual reports of listed firms, 2018.
Foreign Owner Switzerland U.K. China Mexico Switzerland Germany France/China U.K. China Brazil Australia Germany China
Source: Compiled from annual reports of listed firms, 2018.
American brands have a global reach
• Important for U.S. businesses to thrive • In many cases, foreign sales exceed domestic sales • Foreign investments generate a lot of revenue
Exhibit 1.3 The International Marketing Task
Jump to long image description.
Marketing Decision Factors 1 of 2
A marketing program is designed for optimal adjustment to uncertainty
Exhibit 1.1 Foreign Acquisitions of U.S. Companies 2 of 2
U.S. Companies/Brands Gerber Holiday Inn Huffy Corp. (bicycles) Oroweat (breads) Purina (pet food) Random House (publishing) RCA (television) Smith & Wesson (guns) Smithfield Foods (pork) Swift & Company (meatpacking) The Wall Street Journal T-Mobile Waldorf Astoria Hotel (NYC)
• Company scandals and layoffs • Wars and political unrest • Natural disasters • Financial and economic disruptions • Populist developments
• U.K. break with the European Union via Brexit vote
Aspects of the Domestic Environment
Unique from domestic marketing
• Many unfamiliar problems require unique strategies to cope with problems
• Level of uncertainty and uncontrollables in foreign markets
multinational, has recently purchased American brand-named firms such as Oroweat, Webers, Sara Lee, and Mrs. Baird’s Bread.
© John Graham
Revenues from International Sales
future
The Internationalization of U.S. Business
Globalization of markets increasing
• More foreign customers, competitors, suppliers • Competition comes from domestic and foreign firms
Studios, RCA) • Hotels (Holiday Inn, Waldorf Astoria)
Exhibit 1.1 Foreign Acquisitions of U.S. Companies 1 of 2
U.S. Companies/Brands 7-Eleven Ben & Jerry’s (ice cream) Budweiser Chrysler Chrysler Building (NYC) Church’s Chicken CITGO Columbia Pictures (movies) French’s Mustard Firestone (tires) Frigidaire Genentech
Global Commerce Causes Peace 2 of 3
International trade is important
• Lack of consistent and predictable trade policies can lead to tension
• Many world events affect trade
Mexican Brands in the U.S.
Along with NAFTA have come two of Mexico’s most prominent brand names. Gigante, one of Mexico’s largest supermarket chains, now has several stores in Southern California, including this one in Anaheim. Grupo Bimbo, a growing Mexican