国际营销英文版最新版教学课件unit09
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国际营销英文课件chapter 9 consumer behavior
• Belief: a descriptive thought that a person has about something.
• Attitude: describes a person’s relatively consistent evaluation, feelings, and tendencies about something.
9.3.2 Social Factors
• Social factors include reference groups, family, social role and social status
• Reference groups参照群体: consist of all the groups that have direct or indirect influence on a person’s attitudes or behavior.
All the above mentioned enter the buyer’s black box, where they are turned into a set of observable buyer response as:
◦ Product choice ◦ Brand choice ◦ Dealer choice ◦ Purchase timing /amount
Discussion
Read the article in Box 9.1 Discuss the questions. Can you set other examples to illustrate
the concept? What are the similar passion points? How different are they reflected among
• Attitude: describes a person’s relatively consistent evaluation, feelings, and tendencies about something.
9.3.2 Social Factors
• Social factors include reference groups, family, social role and social status
• Reference groups参照群体: consist of all the groups that have direct or indirect influence on a person’s attitudes or behavior.
All the above mentioned enter the buyer’s black box, where they are turned into a set of observable buyer response as:
◦ Product choice ◦ Brand choice ◦ Dealer choice ◦ Purchase timing /amount
Discussion
Read the article in Box 9.1 Discuss the questions. Can you set other examples to illustrate
the concept? What are the similar passion points? How different are they reflected among
国际市场营销英文ppt课件
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)
1-24
5) Developing a Global Awareness
To be globally aware is to have: tolerance of cultural differences knowledge of cultures, history, world
market potential, and global economic, social, and political trends
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
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.
1-14
2.(1 )International Marketing(P10)
1-24
5) Developing a Global Awareness
To be globally aware is to have: tolerance of cultural differences knowledge of cultures, history, world
market potential, and global economic, social, and political trends
1-4
Part Three Research of the international marketing (Chapter 8)
Part Four STP (Chapter12 )
Segmentation Targeting Positioning
1-5
Part Five 4Ps
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.
国际市场营销(英文版全套课件)
• Definition • Process: Strategic and Tactical Marketing
Fundamentals of International Business
• • • • Trade theories Country factors Regional integration Foreign exchange market
Global Awareness
Means • Tolerance of cultural differences and • Knowledge of cultures, history, world markets and global economic, social and political trends
IM Definition
• International Marketing is the performance of business activities designed to plan, price, promote and distribute company’s products to customers in more than one country for profit. (adapted from CGB)
– International trade theories – Balance of payments
• Protectionism and trade barriers • International institutions
Global Perspective
• Globalization of markets and production is developing • International cooperation is increasing • Economic growth is slowing • Developing economies are catching up • Competition is intensifying
Fundamentals of International Business
• • • • Trade theories Country factors Regional integration Foreign exchange market
Global Awareness
Means • Tolerance of cultural differences and • Knowledge of cultures, history, world markets and global economic, social and political trends
IM Definition
• International Marketing is the performance of business activities designed to plan, price, promote and distribute company’s products to customers in more than one country for profit. (adapted from CGB)
– International trade theories – Balance of payments
• Protectionism and trade barriers • International institutions
Global Perspective
• Globalization of markets and production is developing • International cooperation is increasing • Economic growth is slowing • Developing economies are catching up • Competition is intensifying
国际市场营销双语-精品.ppt
国际市场营销学
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Marketing Promotion
国际市场营销学
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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
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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
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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
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.
国际营销英文版第16版第9章PPT
• More developed countries (MDCs); industrialized countries with high per capita incomes • Less developed countries (LDCs); industrially developing countries just entering world trade • Least developed countries (LLDCs); industrially underdeveloped, agrarian, subsistence societies with rural populations with extremely low per capita income levels, and little world trade involvement.
LO1 The importance of time zones for trade relationships and marketing operations LO2 The political and economic changes affecting global marketing LO3 The connection between the economic level of a country and the marketing task LO4 The variety of stages of economic development among American nations LO5 Growth factors and their role in economic development LO6 Marketing’s contribution to the growth and development of a country’s economy LO7 The foundational market metrics of American nations LO8 The growing importance of trading associations among American nations
LO1 The importance of time zones for trade relationships and marketing operations LO2 The political and economic changes affecting global marketing LO3 The connection between the economic level of a country and the marketing task LO4 The variety of stages of economic development among American nations LO5 Growth factors and their role in economic development LO6 Marketing’s contribution to the growth and development of a country’s economy LO7 The foundational market metrics of American nations LO8 The growing importance of trading associations among American nations
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
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
国际营销英语chapter 9
•
Today
Consumer behavior is extended to the study of individuals, groups, or organizations; the processes they use to select, secure, use, and dispose of products, services, experiences, ideas to satisfy needs; the impacts of the processes on consumers and society.
We can illustrate the model as:
What is a typical urban Chinese teen?
What are the passion points marketers use to attract urban Chinese teenagers?
Passion Points 激情点
International Marketing
Lectured by Chen Xiaodong
2015.9
Chapter objectives
Definition and nature of consumer behavior Model of consumer behavior Four major factors that influence consumer behavior Buyer decision making process
product 1. Personality 2. Buying decision dealer brand
Discussion
Read the article in Box 9.1 Discuss the questions. Can you set other examples to illustrate the concept? What are the similar passion points? How different are they reflected among nations of the world?
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Countries once hostile to foreign trade
• Now see it as necessary to economic growth
Trade through 21st century changing
• Transition from socialist to market-driven economies • Liberalization of trade, investment policies in developing
Americas, Europe, and Asia
• Industrialized, industrializing, underdeveloped countries in each bloc
Exhibit 9.1 Three Regional Trading Areas Roughly Defined by Time Zones
9-7 The foundational market metrics of American nations
9-8 The growing importance of trading associations among American nations
International Time Zones
Learning Objectives 2 of 2
9-5 Growth factors and their role in economic development
9-6 Marketing’s contribution to the growth and development of a country’s economy
• Incentives to force a high domestic rate of savings and direct capital to update infrastructure
• Large, accessible markets with low tariffs
• Outward orientation
• Usually good relationships among contiguous countries
• Associated pattern of economic growth and global trade • Three market regions or trading blocs based on time zone: the
industrialized and developing countries
Marketing and Economic Development 7 of 9
Infrastructure
• Assortment of capital goods
• Serve activities of many industries • Support production and marketing
Marketing and Economic Development 3 of 9
Newly Industrialized Countries (NICs)
• UN classification system has been criticized
• No longer seems relevant in rapidly industrializing world
Important in Business
• International marketers deal with three kinds of distance
• Miles, time zones, cultural tance • Time zones have greatest impact on success abroad
• Strong infrastructure necessary for exporting goods • Must support country’s expanding population and economy
Business Development
In Jamaica, Pepsi partners with a local fast-food company, co-branding and supporting local development efforts.
Region The Americas Europe and Africa Asia Pacific
Population 1.01 billion 2.00 billion 4.55 billion
GDP $25.2 trillion $21.2 trillion $28.7 trillion
Marketing and Economic Development 1 of 9
• United Nation’s stages of economic development
• More-developed countries (MDCs) • Less-developed countries (LDCs) • Least-developed countries (LLDCs)
• Effectively utilizing production resulting from economic growth
Marketing and Economic Development 9 of 9
Marketing’s Contributions continued
• Five weaknesses that indicate need for adjustment in emerging markets (Sheth)
• Investment in information technology (IT) important
• Key to economic growth • Innovation can lead to sustainable future for developed and
developing nations • Internet cuts transaction costs; increases global reach • Speeds up the diffusion of new technologies • Mobile phones and wireless technologies reduce expense of costly
telecom infrastructure
Marketing and Economic Development 6 of 9
Objectives of Developing Countries
• Industrialization fundamental objective for most
• Allows for achievement of both economic and social goals
• Foreign investors now seen as vital partners to process
• Sometimes feared as having goals that conflict with host country • But many countries welcome foreign investment • Trend toward privatization a major economic phenomenon in
countries • Transfer of public-sector enterprises to private sector • Rapid development of regional marketing alliances
Marketing and Economic Development 2 of 9
© John Graham
Marketing and Economic Development 8 of 9
Marketing’s Contributions
• Marketing vital for nation’s growth
• Efficiency of distribution a key component
Chapter 9
Economic Development and the Americas
Learning Objectives 1 of 2
9-1 The importance of time zones for trade relationships and marketing operations
9-2 The political and economic changes affecting global marketing
9-3 The connection between the economic level of a country and the marketing task
9-4 The variety of stages of economic development among American nations
• Impacts business efficiency of enterprises
• Crucial component of uncontrollable elements facing marketers
• Directly impacts country’s economic growth potential
Economic Level
• The stage of economic development in a country
• Affects consumer behavior
• Now see it as necessary to economic growth
Trade through 21st century changing
• Transition from socialist to market-driven economies • Liberalization of trade, investment policies in developing
Americas, Europe, and Asia
• Industrialized, industrializing, underdeveloped countries in each bloc
Exhibit 9.1 Three Regional Trading Areas Roughly Defined by Time Zones
9-7 The foundational market metrics of American nations
9-8 The growing importance of trading associations among American nations
International Time Zones
Learning Objectives 2 of 2
9-5 Growth factors and their role in economic development
9-6 Marketing’s contribution to the growth and development of a country’s economy
• Incentives to force a high domestic rate of savings and direct capital to update infrastructure
• Large, accessible markets with low tariffs
• Outward orientation
• Usually good relationships among contiguous countries
• Associated pattern of economic growth and global trade • Three market regions or trading blocs based on time zone: the
industrialized and developing countries
Marketing and Economic Development 7 of 9
Infrastructure
• Assortment of capital goods
• Serve activities of many industries • Support production and marketing
Marketing and Economic Development 3 of 9
Newly Industrialized Countries (NICs)
• UN classification system has been criticized
• No longer seems relevant in rapidly industrializing world
Important in Business
• International marketers deal with three kinds of distance
• Miles, time zones, cultural tance • Time zones have greatest impact on success abroad
• Strong infrastructure necessary for exporting goods • Must support country’s expanding population and economy
Business Development
In Jamaica, Pepsi partners with a local fast-food company, co-branding and supporting local development efforts.
Region The Americas Europe and Africa Asia Pacific
Population 1.01 billion 2.00 billion 4.55 billion
GDP $25.2 trillion $21.2 trillion $28.7 trillion
Marketing and Economic Development 1 of 9
• United Nation’s stages of economic development
• More-developed countries (MDCs) • Less-developed countries (LDCs) • Least-developed countries (LLDCs)
• Effectively utilizing production resulting from economic growth
Marketing and Economic Development 9 of 9
Marketing’s Contributions continued
• Five weaknesses that indicate need for adjustment in emerging markets (Sheth)
• Investment in information technology (IT) important
• Key to economic growth • Innovation can lead to sustainable future for developed and
developing nations • Internet cuts transaction costs; increases global reach • Speeds up the diffusion of new technologies • Mobile phones and wireless technologies reduce expense of costly
telecom infrastructure
Marketing and Economic Development 6 of 9
Objectives of Developing Countries
• Industrialization fundamental objective for most
• Allows for achievement of both economic and social goals
• Foreign investors now seen as vital partners to process
• Sometimes feared as having goals that conflict with host country • But many countries welcome foreign investment • Trend toward privatization a major economic phenomenon in
countries • Transfer of public-sector enterprises to private sector • Rapid development of regional marketing alliances
Marketing and Economic Development 2 of 9
© John Graham
Marketing and Economic Development 8 of 9
Marketing’s Contributions
• Marketing vital for nation’s growth
• Efficiency of distribution a key component
Chapter 9
Economic Development and the Americas
Learning Objectives 1 of 2
9-1 The importance of time zones for trade relationships and marketing operations
9-2 The political and economic changes affecting global marketing
9-3 The connection between the economic level of a country and the marketing task
9-4 The variety of stages of economic development among American nations
• Impacts business efficiency of enterprises
• Crucial component of uncontrollable elements facing marketers
• Directly impacts country’s economic growth potential
Economic Level
• The stage of economic development in a country
• Affects consumer behavior