国际市场营销双语课件
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国际市场营销双语课件
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:
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:
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
• 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 cha8
• Company characteristics – Extent of internationalization – Countries exported to
• Management attitudes – Importance of exports – Overall price position of firm
• (1) What is dumping? Why do international companies use dumping strategies in select target markets?
• 什么是倾销？在选择目标市场时跨国企业为什么会使用倾销策略？
• (2) What are the different motivations behind a company when setting prices higher or lower in the home country?
• Market-differentiated pricing
– based on the dynamics of the marketplace
• changes in competition, exchange rates,osts
• Export-related costs
Framework
• 1.Pricing Decisions and Procedures • 2.Environment Related Challenges and Pricing Decisions • 3、 International Pricing Decisions
The Setting of Export Prices
• 什么属于灰色市场？目标市场上平行进口会怎样影响跨国企业的经营活动？
• Management attitudes – Importance of exports – Overall price position of firm
• (1) What is dumping? Why do international companies use dumping strategies in select target markets?
• 什么是倾销？在选择目标市场时跨国企业为什么会使用倾销策略？
• (2) What are the different motivations behind a company when setting prices higher or lower in the home country?
• Market-differentiated pricing
– based on the dynamics of the marketplace
• changes in competition, exchange rates,osts
• Export-related costs
Framework
• 1.Pricing Decisions and Procedures • 2.Environment Related Challenges and Pricing Decisions • 3、 International Pricing Decisions
The Setting of Export Prices
• 什么属于灰色市场？目标市场上平行进口会怎样影响跨国企业的经营活动？
国际市场营销双语教学教案ppt课件
国际市场营销双语教学教案ppt课件•课程介绍与教学目标•国际市场营销基本概念与理论•跨文化交流与沟通在国际市场营销中应用•产品策略在国际市场营销中实践•价格策略在国际市场营销中运用•渠道策略在国际市场营销中拓展•促销策略在国际市场营销中创新•总结回顾与展望未来发展趋势01课程介绍与教学目标介绍国际市场营销双语课程的开设背景，包括全球化趋势、国际交流需求等。
课程背景课程定位课程内容明确课程在国际市场营销专业中的地位和作用，以及与其他课程的联系和区别。
概述课程的主要内容和结构，包括国际市场分析、营销策略、跨文化沟通等。
030201国际市场营销双语课程概述掌握国际市场营销的基本概念和理论，了解国际市场的发展趋势和竞争状况。
知识目标能够运用所学知识分析国际市场的机会与挑战，制定有效的营销策略，并具备跨文化沟通的能力。
能力目标培养学生对国际市场营销的兴趣和热情，增强跨文化意识和国际视野。
情感目标教学目标与要求课程安排与考核方式课程安排介绍课程的学时分配、授课方式（线上/线下）、实践环节等。
考核方式明确课程的考核方式和标准，包括平时成绩、期末考试、实践报告等。
学习建议提供学习方法和建议，如课前预习、课后复习、小组讨论等。
02国际市场营销基本概念与理论定义国际市场营销是指企业在跨国经营活动中，通过市场调研、产品开发、定价、促销和分销等策略，满足不同国家和地区消费者需求，实现企业盈利目标的过程。
复杂性面临政治、经济、社会、技术等多方面的复杂因素。
风险性存在汇率波动、政治风险、文化差异等带来的风险。
跨国性涉及不同国家和地区的市场环境、消费者需求和文化背景。
国际市场营销定义及特点政治环境经济环境社会文化环境技术环境01020304分析目标国家的政治稳定性、政策连续性、对外关系等因素。
研究目标国家的经济发展水平、市场规模、消费者购买力等。
了解目标国家的文化传统、价值观念、消费习惯等。
关注目标国家的技术发展水平、创新能力和知识产权保护等。
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
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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
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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
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
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4.1.6 各国的商务习惯
• 美国 ，“赚钱是这个国家的主要目标。美国人看重金钱 与其说是为了生存，不如说是作为一生成就的证明” 。
• 日本，商界是最注重谦恭的。 • 韩国，商人尊重其长辈可以获得其好感。
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4.2 Social Environment of International Marketing
在学术界形成了企业社会责任思想。斯蒂芬·P·罗宾斯的 《管理学》把社会责任定义为：“一种工商企业追求有利 于社会的长远目标的义务，而不是法律和经济所要求的义 务”
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【营销透视】4-11
• 新时期的“包身工” 2006年6月15日，第一财经日报记者王佑以“血汗工厂黑幕
：机器罚你站12小时”为标题报道了富士康深圳基地工人 超时加班和工场环境恶劣的现象…一位不愿透露姓名的富 士康员工如此形容他们的生活：“干得比驴累，吃得比猪 差，起得比鸡早，看上去比谁都好，五年后比谁都老。”
、素质、行为、制度、形象 。
• 狭义的文化是指社会的意识形态以及与之相适应的礼仪制 度、组织结构、行为方式等物化的精神。
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4.1.3 文化的基本特征
• 1. 文化的中心 • 2. 文化管理的方式 • 3. 文化的首要任务
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4.1.4 文化的要素
• 从组织的角度来看，美国学者彼得斯和沃特曼认为有7种 基本要素：战略(Strategy)、结构(Structure)、体制 (System)、人员(Staff)、技能(Skill)、行为方式 (Style)、共同价值观(Shared Value)。其中，前3个要素
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4.1.2 文化的涵义
• 广义的文化是指人类在社会历史实践过程中创造的物质财 富和精神财富的总和。
• 从结构层次可以把文化分为表层文化、中层文化及深层文 化。而从表现形态可以把文化分为物化文化、管理文化、 制度文化、生活文化、观念文化。这些多种多样的文化， 有以下8个要素构成：精神、观念、价值观、道德或伦理
• 4.2.1 Social Organization
• 社会组织
• 亲属关系 • 相关群体 • 社会阶层
• 4.2.2 Social Obligation and Ethic
• 社会责任与伦理
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Corporate Social Responsibility，CSR
• 社会责任与伦理 • 企业社会责任观念起源于美国，并于二十世纪二三十年代
是文化的硬件要素，而后4个是软件要素。
• 从知识层面上文化分为两类：一类是事实知识，另一类是 解释性知识。
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• 物质文化 • 语言 • 美学 • 教育 • 宗教 • 价值观和生活方式
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图4-2 价值观环境变量分析
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4.1.5 文化的变迁
1. 文化鉴赏 2. 文化的演绎
• 国际市场营销的文化环境
• 4.2 Social Environment of International Marketing
• 国际市场营销的社会环境
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4.1 国际市场营销的文化环境
• 4.1.1 The Base of Culture • 4.1.2 The Meaning of Culture • 4.1.3The Fundamental
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Characteristics of Culture • 4.1.4The Elements of Culture • 4.1.5The Change of Culture • 4.1.6 Commercial Customs of
Different Countries
• 文化的基础 • 文化的涵义 • 文化的基本特征
• 文化的要素 • 文化的变迁 • 各国的商务习惯
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4.1.1 文化的基础
• 作为一名营销者，若要了解一个社会的行为及其基 本态度，就必须掌握关于该社会的一些地理及历史 知识。
• 不同的地理环境和不同的历史背景就会形成特定的 亚文化，特定的亚文化必然会影响消费群体和商业 模式的形成。
Chapter 4
International Social and Cultural Environments
国际市场营销双语
1导入Leabharlann 例:不同的文化，不同的商业惯例
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This chapter includes:
• 4.1 Cultural Environment of International Marketing