國(guó)際市場(chǎng)營(yíng)銷英文

1、1-1INTERNATIONAL MARKETING1-2Textbook International Marketing(16th edition) Philip R. Cateora, Mary C. Gilly, John L. Graham(Vi)1-3New and expanded topics in the 16th editionBibliography (ix)1-4Reordering the Structure of the Text Part One overview (Chapter 1) Part Two The Environment of Global Mark

2、ets The cultural environment(3,4,5,19) The political environment(6) The international legal environment (7) The economic environment(9,10,11)1-5 Part Three Research of the international marketing(Chapter 8) Part Four STP (Chapter12 ) Segmentation Targeting Positioning1-6 Part Five 4Ps Products(13,14

3、) Place/Channels(15) Price (18) Promotion(16,17)1-7CHAPTER ONEThe Scope and Challenge of International Marketing 1-8Key terms Needs, wants and demand Market International marketing Domestic environment Foreign environment Self-reference criterion Controllable elements Uncontrollables Global awarenes

4、s Uncontrollable elements1-91. Fundamental concepts(1)Understanding Customer Needs States of deprivation Physicalfood, clothing, warmth, safety Socialbelonging and affection Individualknowledge and self-expressionNeeds Form that needs take as they are shaped by culture and individual personalityWant

5、s Wants backed by buying powerDemands Customer Needs, Wants, and Demands1-101-11(2)Whats MarketsMarkets are the set of actual and potential buyers of a product .Consumers customers1-12(3) What Is Marketing?l DISCUSSING:What is marketing(what you see)?What is good marketing (what you think )?1-13Mark

6、eting Defined Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return 1-14(4)The Marketing ProcessA. Design a customer-driven marketing strategyB. Build profitable relationships and create customer delight

7、C. Construct an integrated marketing program that delivers superior valueD. Capture value from customers to create profits and customer equityE. Understand the marketplace and customer needs and wants1-152.(1 )International Marketing(P10) International marketing is the performance of business activi

8、ties designed to plan, price, promote, and direct the flow of a companys goods and services to consumers or users in more than one nation for a profit.1-16(2) The difference between international marketing and domestic marketing? Business goal?Country?Marketers task?Marketing activities?Marketing en

9、vironment?1-17Exhibit 1.2 Selected U.S. Companies and Their International SalesSource: Compied from annual reports of listed firms, 2012Business goal?1-18OneTwoThreeFour1-18Marketing environment?1-193. Learning ObjectivesLO1 The benefits of international marketsLO2 The changing face of U.S. business

10、LO3 The scope of the international marketing taskLO4 The importance of the self-reference criterion (SRC) in international marketingLO5 The increasing importance of global awarenessLO6 The progression of becoming a global marketer1-201) Global Commerce Causes Peace P3 Global commerce thrives during

11、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)2) The Internationalization of U.S. Businesses P7Exhibit 1.1 Foreign Acquisitions of U.S. Companies, Sources: Compi

12、led from annual reports of listed forms, 2012.1-21編輯ppt3) The International Marketing Task P11The international marketers task is more complicated than that ofthe domestic marketer because the international marketer must deal with at least two levels of uncontrollable uncertainty instead of one. Unc

13、ertainty 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.編輯ppt1-234) Self-Reference Criterion & Ethnocentrism: Major Obstacles Self-Reference Criterion (SRC) is an uncon

14、scious reference to ones own cultural values, experiences, and knowledge as a basis for decisions. Ethnocentrism is the notion that people in ones 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 lig

15、ht.1-24How to isolate the SRC? 1. Define the business problem or goal in home-country cultural traits, habits, or norms.2. Define the business problem or goal in foreign-country cultural traits, habits, or norms through consultation with natives of the target country. Make no value judgments.3. Isol

16、ate 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.1-255) Developing a Global AwarenessTo be globally aware is to have: tolerance of cultural differences knowledge of cultures, history, world market potential, and global economic, social, and political trends1-266) Stages of International Marketing Involvement No Direct Foreign Marketing Infrequent Foreign Marketing Regular Foreign Marketing International Ma