国际市场营销学培训讲义(英文版)PPT课件( 22页)

Marketing Mix
4CS
Product customer wants and needs
Price
customer cost
Promotion customer communication
Place
customer convenience
6PS
----Political ----Public relation 10PS ----Probing ---Partition ---Prioritizing ---position
- To take advantages of the regulations and polices of domestic and foreign market - To acquire resources. - To avoid risk - To expand product life cycle
- The attractiveness of International market
- The saturation of domestic market needs and intensive market competition
- (be continue)
The scope and challenge of International Marketing
International corporations…. These companies’ business were located all around
the world….. More and more companies engage in International
marketing….. See next page Let’s try to think some Chinese International companies…. again, try to think about some foreign-owned Chinese companies….
Marketing target market
customer integrated
needs
marketing
and wants
profit through customer satisfaction
The scope and challenge of International Marketing
The scope and challenge of International Marketing
starting point focus means
ends
Selling factory
products selling and
promotion
profit through sales volume
家电连锁商江苏五星电器51%的股权，从而正式进入中国市场;
The scope and challenge of International Marketing
Why do companies engage in International Marketing?
- To increase their profit by increasing total revenue or decreasing the cost of goods.
从“海尔中国造”到“海尔世 界造”
海尔相信本土化制造是海尔国际化道路上关键的一步。1996年， 海尔在印尼设立了第一家海外工厂，到2002年海尔已在全球设立 了十余家工厂，这些工厂每年生产上百种产品，这些产品大部分 都在当时销售。 世界跨国公司大多选择劳力成本低的地区开设工厂。当1999年海 尔在美国设厂时，有一家业界权威杂志驻美国记者立即对海尔的 做法提出质疑：传诵国内劳动力成本低的优势，到人力成本昂贵， 市场饱和的欧美投资建厂，海尔是否明智？ 试和你的小组成员就以下问题展开讨论：
1.你们认为海尔海外投资建厂是否明智?为什么? 2. 海尔海外投资建厂的原因是什么?
The scope and challenge of International Marketing
Basis info. About Marketing What is difference between marketing and
额) 摩根，英联，达能与蒙牛 美华平与哈药 欧莱雅与小护士，羽西 洗涤行业四家年产八万吨以上的洗衣粉已有三家被收购 百威啤酒的制造商AB集团收购中国第四大啤酒商哈尔滨啤酒 无锡威孚是国内柴油燃油喷射系统的最大厂商，被德国博世并购 国际私募股权基金PAG接手了好孩子集团67.4%的股权 北美最大的消费电子零售商百思买以1.8亿美元的价格，收购国内第四大
selling Marketing mix (See page 9) Marketing– Marketing is getting the right
goods and service to the right people at the right place at the right time and right place with the right communication and promotion.
Fortune 500 companies (2009)
世界500强公司名单.doc
Chinese companies among Fortune 500 (2009)
2010年世界500强排行榜中国公司名 单.doc
外资企业在中国
伪国货.ppt 柯达与乐凯联姻（占乐凯20%股份） 比利时英博集团与福建雪津啤酒 嘉士伯收购云南大理啤酒;(云南本省知名品牌，在云南占有1/3的市场份
INTERNATIONAL MARKETING
Ke Fu
International Marketing
Something about the course About the book About the study hod About the examination
The scope and challenge of international marketing