国际市场营销英文精选课件
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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
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
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
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
hibit 1.2 Selected U.S. Companies and Their International Sales
Bibliography (ix)
1-3
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)
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
• Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
1-8
1. Fundamental concepts (1)Understanding Customer Needs
• Customer Needs, Wants, and Demands
Needs
• States of deprivation • Physical—food, clothing, warmth, safety • Social—belonging and affection • Individual—knowledge and self-expression
Wants
• 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 .
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.
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)
Needs, wants and demand Market International marketing Domestic environment Foreign environment Self-reference criterion Controllable elements Uncontrollables Global awareness
1-15
(2) The difference between international marketing and domestic marketing?
Country? Marketer’s task? Business goal?
Marketing activities?
Marketing environment?
1-6
CHAPTER ONE
The Scope and Challenge of International Marketing
1-7
Key terms
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
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
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
hibit 1.2 Selected U.S. Companies and Their International Sales
Bibliography (ix)
1-3
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)
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
• Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
1-8
1. Fundamental concepts (1)Understanding Customer Needs
• Customer Needs, Wants, and Demands
Needs
• States of deprivation • Physical—food, clothing, warmth, safety • Social—belonging and affection • Individual—knowledge and self-expression
Wants
• 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 .
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.
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)
Needs, wants and demand Market International marketing Domestic environment Foreign environment Self-reference criterion Controllable elements Uncontrollables Global awareness
1-15
(2) The difference between international marketing and domestic marketing?
Country? Marketer’s task? Business goal?
Marketing activities?
Marketing environment?