国际市场营销双语课件

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国际市场营销双语教程课件 cha1

国际市场营销双语教程课件 cha1
Chapter 1 International Marketing in General
• Learning Objectives • 本章学习目标:
• 1. International marketing and its definition. • 国际市场营销及其定义。 • 2. Different company orientations toward international marketing. • 企业进入国际市场的不同的价值取向。 • 3. Driving forces direct companies going international. • 企业进入国际市场的驱动力。 • 4. Obstacles preventing companies from successful marketing. • 企业进入国际市场会面临的障碍。
• The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations.
Control:
• Use annual planning (sales to forecast), profitability, and efficiency controls to monitor the plan’s successes and failures.
Stages of InternationalMarketing Involvement
International Marketing
Global Marketing

国际市场营销双语教程课件-cha (一)

国际市场营销双语教程课件-cha (一)

国际市场营销双语教程课件-cha (一)
国际市场营销是现代感兴趣的重点领域之一,这也是Cha课程的研究
方向。

Cha是一位热情洋溢的营销专家,他专门研究国际市场营销并编写了一套双语教程课件。

该教程课件的主要目的是向大家介绍国际市场营销的基础知识和专业
技能,使学习者更好地理解和掌握国际市场营销的核心概念和技巧。

Cha的教程课件涵盖了广泛的话题,从市场分析到品牌管理,从营销策略到销售管理,从企业文化到服务营销等多个方面,内容全面且深入。

在教程课件中,Cha使用了简单易懂的语言解释了重要的概念。

对于那些不熟悉市场营销的读者,教程课件给出了详细的定义和解释,让大
家理解基本概念和基本知识。

对于已经熟悉地市场营销的学习者,教
程课件会向他们介绍更深入和高级的主题,如市场定位策略、品牌建
设和营销管理等。

Cha的双语教程课件中还穿插了一些互动案例和练习,这些案例和练习能够帮助学习者巩固所学的知识,当然,对于那些有困难的学习者,
这些案例和练习也可以让他们更好地理解和运用所学内容。

总体而言,国际市场营销双语教程课件-cha是一份非常优秀的学习资源。

无论是那些想要对市场营销领域有深入了解的学生,还是那些想
要在这一领域里开展活动的专业人士,都可以从中获得大量的知识和
建议。

如果你也对国际市场营销感兴趣,那么考虑到Cha的教程课件
就是一个很好的选择。

国际市场营销双语-精品.ppt

国际市场营销双语-精品.ppt

国际市场营销学
2
Marketing Promotion
国际市场营销学
3
内容简介 Learning Objectives
1. The changing face of U.S. business 2. The scope of the international marketing task
3. The increasing importance of global awareness
风险大, 难度大 Higher Risk and More Difficulties
国际市场营销学
9
1.2 国际市场营销与国际贸易
International Marketing & International Trade
国际贸易: 国家之间有形产品与无形服务的交换活动
Exchange of the visible products and invisible services among the nations 国与国之间分工的结果
Outcome of the International Labor Division
国际市场营销学
10
国际贸易与国际营销的共同点
What are in common for the both?
经营活动的目的:获取利润
Business Purpose: Earning profit 交换对象:商品和劳务
Marketing and International Marketing
Marketing is a social and managerial process by which individuals and groups obtain what they need and wue with others.

国际市场营销英文版PPT课件

国际市场营销英文版PPT课件

Sociocultural Environment
• Sociocultural environmrnt 1) high persistence core cultural
values 2) existence of subcultures 3) shift of secondary cultural values through time
4
Economic Environment
I The economic environment for marketing comprises the overall economy
II It includes: Business cycles Spending patterns Consumer income issues
• It provides important opportunities to improve customer value
Prosperity production employment demand
Recession production employment demand
Recovery production employment demand
• Consumer Income It influences whether or not consumers 6
5
• Business cycles and Spending patterns Spending patterns are linked to the
business cycle. The level of business activity that moves from prosperity to recession, to recovery.

国际市场营销双语教程课件 cha10

国际市场营销双语教程课件 cha10

Stages in Promotional Campaign Planning
Determine the target audience Determine campaign objectives
Determine the budget Determine media strategy Determine the message Determine campaign approach Determine campaign effectiveness
represented by the same agency
Decision-Making Authority
• Centralized or decentralized decisions about advertising? – Centralization= scale, synergy, consistency – Decentralization= proximity, flexibility, sensibility
• Development of media schedule
– target audience characteristics – campaign objectives – budget
• Media vehicle chosen based on
– media availability in market – product or service offered
coverage. • The value of outside expertise
– Creative development skills – Media buying savvy – Specialty marketing knowledge • Conflict in the use of mega-agencies – Conflicts of interest when two competitors are

国际市场营销课件英文版

国际市场营销课件英文版
2. Countries entering into regional free-trade agreements do not need to extend the preferences negotiated in this context on an MFN basis.
3. A country can invoke temporary 'safeguard' protection of one of its industries suffering serious injury due to a surge of imports.
4. Temporary quantitative restrictions can be invoked by a country with serious balance-of-payment problems.
(The latter two cases are temporary exceptions and a public investigation has to be undertaken for limited relief from GATT obligations.)
Market Groups • V. Marketing in a Developing Country
I. GATT 1. GATT (General Agreement on Trade and Tariffs)
1947, Marrakech, Morocco Three basic elements: ▪Trade shall be conducted on a nondiscriminatory basis. ▪Protection shall be afforded to domestic industries through customs tariffs rather than quotas. ▪Consultation shall be the primary method used to solve global trade problems

国际市场营销双语教程课件 cha7

国际市场营销双语教程课件 cha7
Options • 国际产品标准化和差异化选择。 • 4. Issues that Need To Be Addressed When Developing Product
Strategies. • 制定产品策略时需要注意的问题。 • 5. The Steps of International Product Development. • 国际市场产品开发的步骤。
and assesses their willingness to buy after exposure to media and purchase incentives. • Forced distribution tests rely on the continuous report of consumer reactions to new products already in the market.

在制订国际产品策略时,企业通常会有哪些主要因素需要考虑?
• (5)What steps shall be taken when companies doing the classical screening process for new products normal法有哪些步骤?
• 定义原产国效应。 公司如何克服这种影响?
Chapter 7 Product Policies for World Markets
• Learning Objectives • 本章学习目标
• 1.Stages of the International Product Life Cycle • 国际市场产品生命周期的各个阶段 • 2.Operational Objectives and Market Characteristics of Each Stage • 每个阶段运营目标和市场特点 • 3. International Product Standardization and Differentiation

国际市场营销双语教程课件 cha3

国际市场营销双语教程课件 cha3
– different ways of thinking. – the necessity of saving face. – knowledge and understanding
of the host country. – the decision-making process
and personal relations. – the allocation of time
• 举例说明人际关系在不同文化中的作用,人际关系在不同文化背景下商业运作所起的作用
• (6)How to synergistically managing the cultural differences in international marketing ?
• 谈谈在国际市场营销实践中,如何将差异转化为合力?
Language
• Verbal
– How words are spoken. – Gestures made. – Body position assumed. – Degree of eye contact.
• Local language capability’s important role in international marketing
• (3)What are common frameworks in managing the cultural differences?
• 在管理文化差异方面,有那些可以应用的通用型方法?
• (4)Identify some general guidelines for understanding and managing cultural differences.
• 为什么英语是通用的第一语言,但作为跨国企业的领导人除了母语之外还应掌握第二语言?
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国际市场营销双语课件
Marketing
• “an organizational function and a set of processes
for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”.
Company
Micro-environment
T
New discoveries and innovations Speed of technology transfer Rates of obsolescence Internet Information technology
国际市场营销双语课件
Five Forces Model
Technological factors • 科技因素
国际市场营销双语课件
Monopolies
legislation
Environmental
protection laws
Taxation policy
Employment laws
Government policy
Legislation
P
S
Demographics
International Marketing Mix (Product, pricing, promotion and place)
国际市场营销双语课件
Part 1,2 Part 3
Part 4
Some useful tools:
• Macro-environment
PEST analysis

国际市场营销双语课件
1.1.2. Marketing philosophy
• a way of organizing and controlling marketing. The whole philosophy of marketing is changing. Previously, marketing involved creating a demand for a specific product or service. That approach is obsolete. Today marketers must interact with the market, determine what products and services are needed, and supply enough information to the market about those products so that the products find their own market.
International Marketing
国际市场营销学
国际市场营销双语课件
课程内容安排
Analysis of International Marketing Environment
Strategies for Entering International Markets
Marketing Strategy (Segmentation, Targeting and Positioning)
• The Five Forces Model classifies all microenvironment elements into five forces:
• Competitive rivalry • Bargaining power of suppliers • Bargaining power of buyers • Threat of new entrants • Threat of substitute products
国际市场营销双语课件
国际市场营销双语课件
SWOT
国际市场营销双语课件
Part Ⅰ
Introduction
国际市场营销双语课件
Chapter 1
International Marketing Fundamentals
国际市场营销双语课件
Case study
瑞士手表 为中国制造
国际市场营销双语课件
Market
• Mechanism: is the interaction of Demand and Supply to determine the price and quantity sold.
• Basically it includes goods market, factor market and financial market.
• 1.1 The Concepts of Marketing
市场营销基本范畴
• 1.2 The Concepts of International Marketing
国际市场营销基本范畴
• 1.3 Related International Economic Organizations
与国际市场营销相关的国 际经济组织
国际市场营销双语课件
1.1The Concepts of Marketing
• 1.1.1 Marketing
• 1.1.2 Marketing Philosophy
• 市场营销 • 市场营销理念
• 市场营销组合理念的发展
• 1.1.3 Marketing Mix Development
国际市场营销双语课件
• Micro-environment
Five Forces
SWOT
• STP
Segmentation Targeting Positioning
国际市场营销双语课件
Political factors PEST ana• ly政s治is因素
Economic factors
• 经济因素
Socio-cu
of
income
Social mobility
Lifestyle changes
Consumerism
Levels of education
PEST
Macro-environment
E
Inflation Employment Disposable income Business cycles Energy availability and cost Exchange rate
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