国际市场营销英文
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Bibliography (ix)
1-3
Baidu Nhomakorabea
Reordering the Structure of the Text
Part One overview (Chapter 1) Part Two The Environment of Global Markets
The cultural environment(3,4,5,19) The political environment(6) The international legal environment (7) The economic environment(9,10,11)
Products(13,14) Place/Channels(15) Price (18) Promotion(16,17)
1-6
CHAPTER ONE
The Scope and Challenge of International Marketing
1-7
Key terms
Consumers customers
1-11
(3) What Is Marketing?
DISCUSSING:
What is marketing(what you see)? What is good marketing (what you think )?
1-12
Marketing Defined
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)
4) Self-Reference Criterion & Ethnocentrism: Major Obstacles
Self-Reference Criterion (SRC) is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions.
1-19
1) Global Commerce Causes Peace P3
Global commerce thrives during peacetime Economic boom in North America in the late 1990s largely due to the end of the cold war CASES Boeing Company Mobile phone industry Individuals and small companies(Peace Works)
1-20
2) The Internationalization of U.S. Businesses P7
Exhibit 1.1 Foreign Acquisitions of U.S. Companies, Sources: Compiled from annual reports of listed forms, 2012.
• Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
Needs, wants and demand Market International marketing Domestic environment Foreign environment Self-reference criterion Controllable elements Uncontrollables Global awareness
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
1-8
1. Fundamental concepts (1)Understanding Customer Needs • Customer Needs, Wants, and Demands
Needs Wants
• States of deprivation • Physical—food, clothing, warmth, safety • Social—belonging and affection • Individual—knowledge and self-expression
INTERNATIONAL MARKETING
1-1
Textbook
International Marketing(16th edition)
Philip R. Cateora, Mary C. Gilly, John L. Graham(Vi)
1-2
New and expanded topics in the 16th edition
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.
• Form that needs take as they are shaped by culture and individual personality
Demands
• Wants backed by buying power
1-9
1-10
(2)What’s Markets
Markets are the set of actual and potential buyers of a product .
1-25
6) Stages of International Marketing Involvement
1-21
3) The International Marketing Task P11
The international marketer’s task is more complicated than that of the domestic marketer because the international marketer must deal with at least two levels of uncontrollable uncertainty instead of one. Uncertainty is created by the uncontrollable elements of all business environments, but each foreign country in which a company operates adds its own unique set of uncontrollable factors.
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
1-23
How to isolate the SRC?
1. Define the business problem or goal in homecountry cultural traits, habits, or norms. 2. Define the business problem or goal in foreigncountry cultural traits, habits, or norms through consultation with natives of the target country. Make no value judgments. 3. Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem. 4. Redefine the problem without the SRC influence and solve for the optimum business goal situation.
1-15
(2) The difference between international marketing and domestic marketing? Country?
Marketer’s task?
Business goal? Marketing activities? Marketing environment?
Ethnocentrism is the notion that people in one’s own company, culture, or country know best how to do things. Both the SRC and ethnocentrism impede the ability to assess a foreign market in its true light.
Four
One
Three
Two
1-18
3. Learning Objectives
LO1 The benefits of international markets LO2 The changing face of U.S. business LO3 The scope of the international marketing task LO4 The importance of the self-reference criterion (SRC) in international marketing LO5 The increasing importance of global awareness LO6 The progression of becoming a global marketer
1-13
(4)The Marketing Process
A. Design a customer-driven marketing strategy B. Build profitable relationships and create customer delight C. Construct an integrated marketing program that delivers superior value
1-16
Business goal?
Exhibit 1.2 Selected U.S. Companies and Their International Sales
Source: Compied from annual reports of listed firms, 2012
1-17
Marketing environment?
1-3
Baidu Nhomakorabea
Reordering the Structure of the Text
Part One overview (Chapter 1) Part Two The Environment of Global Markets
The cultural environment(3,4,5,19) The political environment(6) The international legal environment (7) The economic environment(9,10,11)
Products(13,14) Place/Channels(15) Price (18) Promotion(16,17)
1-6
CHAPTER ONE
The Scope and Challenge of International Marketing
1-7
Key terms
Consumers customers
1-11
(3) What Is Marketing?
DISCUSSING:
What is marketing(what you see)? What is good marketing (what you think )?
1-12
Marketing Defined
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)
4) Self-Reference Criterion & Ethnocentrism: Major Obstacles
Self-Reference Criterion (SRC) is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions.
1-19
1) Global Commerce Causes Peace P3
Global commerce thrives during peacetime Economic boom in North America in the late 1990s largely due to the end of the cold war CASES Boeing Company Mobile phone industry Individuals and small companies(Peace Works)
1-20
2) The Internationalization of U.S. Businesses P7
Exhibit 1.1 Foreign Acquisitions of U.S. Companies, Sources: Compiled from annual reports of listed forms, 2012.
• Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
Needs, wants and demand Market International marketing Domestic environment Foreign environment Self-reference criterion Controllable elements Uncontrollables Global awareness
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
1-8
1. Fundamental concepts (1)Understanding Customer Needs • Customer Needs, Wants, and Demands
Needs Wants
• States of deprivation • Physical—food, clothing, warmth, safety • Social—belonging and affection • Individual—knowledge and self-expression
INTERNATIONAL MARKETING
1-1
Textbook
International Marketing(16th edition)
Philip R. Cateora, Mary C. Gilly, John L. Graham(Vi)
1-2
New and expanded topics in the 16th edition
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.
• Form that needs take as they are shaped by culture and individual personality
Demands
• Wants backed by buying power
1-9
1-10
(2)What’s Markets
Markets are the set of actual and potential buyers of a product .
1-25
6) Stages of International Marketing Involvement
1-21
3) The International Marketing Task P11
The international marketer’s task is more complicated than that of the domestic marketer because the international marketer must deal with at least two levels of uncontrollable uncertainty instead of one. Uncertainty is created by the uncontrollable elements of all business environments, but each foreign country in which a company operates adds its own unique set of uncontrollable factors.
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
1-23
How to isolate the SRC?
1. Define the business problem or goal in homecountry cultural traits, habits, or norms. 2. Define the business problem or goal in foreigncountry cultural traits, habits, or norms through consultation with natives of the target country. Make no value judgments. 3. Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem. 4. Redefine the problem without the SRC influence and solve for the optimum business goal situation.
1-15
(2) The difference between international marketing and domestic marketing? Country?
Marketer’s task?
Business goal? Marketing activities? Marketing environment?
Ethnocentrism is the notion that people in one’s own company, culture, or country know best how to do things. Both the SRC and ethnocentrism impede the ability to assess a foreign market in its true light.
Four
One
Three
Two
1-18
3. Learning Objectives
LO1 The benefits of international markets LO2 The changing face of U.S. business LO3 The scope of the international marketing task LO4 The importance of the self-reference criterion (SRC) in international marketing LO5 The increasing importance of global awareness LO6 The progression of becoming a global marketer
1-13
(4)The Marketing Process
A. Design a customer-driven marketing strategy B. Build profitable relationships and create customer delight C. Construct an integrated marketing program that delivers superior value
1-16
Business goal?
Exhibit 1.2 Selected U.S. Companies and Their International Sales
Source: Compied from annual reports of listed firms, 2012
1-17
Marketing environment?