[精选]国际市场营销1.pptx

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1、国际市场营销InternationalmarketingInternationalMarketingreflectstheemergenceofaglobalmarketplaceandsignificantnewchallengesfacingbusinessmanagementinacompetitiveandrapidlychanginginternationalenvironment.STUDENTEVALUATIONSParticipation10%Homework15%Quiz10%Termpaper(pre

2、sentation)15%FinalExam50%需要产品…效用…交换…市场……营销Chapter1ⅠIntroductiontointernationalmarketingConceptofinternationalmarketing1）Marketing（P2）指一个企业所进行的各种与市场相关的营利活动，包括市场调查与分析，市场细分与目标市场的选择；产品或服务的开发；产品或服务的定价；经过一定的分销渠道，向市场供应这些产品或服务；使用某种促销手段，向市场提供信息并说服人们购买。Processofplanningand

3、executingtheconceptionpricing,promotionanddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationgoals.（P1）twofundamentalgoalsinmind:tocreatecustomervaluetoachievecompetitiveadvantage2）InternationalmarketingItistheperformanceofbu

4、sinessactivitiesdesignedtoplan,price,promotion.Anddirecttheflowofacompany’goodsandservicestoconsumersorusersinmorethanonenationforaprofit.国际市场营销是指对商品和劳务流入一个以上的国家的消费者或用户手中的过程,进行计划,定价,促销和引导,以便获取利润的活动.Theinternationalmarketingtask（P4）ControllablefactorsUncontrollabl

5、efactors73）TheInternationalMarketingTaskPolitical/legalforcesEconomicforces12EnvironmentaluncontrollablescountrymarketAEnvironmentaluncontrollablescountrymarketBEnvironmentaluncontrollablescountrymarketCCompetitivestructureCompetitiveForcesLevelofTechnologyPriceP

6、roductPromotionChannelsofdistributionGeographyandInfrastructureForeignenvironment(uncontrollable)StructureofdistributionEconomicclimateCulturalforces34567Political/legalforcesDomesticenvironment(uncontrollable)(controllable)Source:InternationalMarketing,PhilipCat

7、eora可控因素价格、产品、促销、分销渠道国内不可控因素政治经济竞争力量技术水平国外不可控因素经济政治文化法律分销结构地理和基础设施DriversofinternationalexpansionDriversintheBusinessEnvironment---------Competition(CompetitivePressure)ex:McCannEricksonandCoca-cola---------RegionalEconomicandPoliticalIntegration---------Technolo

8、gy---------EconomicGrowthFirm-SpecificDrivers--------ProductLife-CycleConsiderations--------Standardization--------experienceTransfers4）internationalmarketinga