市场营销学英文版版教学课件第15章

1、Marketing: An IntroductionThirteenth EditionChapter 15The Global MarketplaceMarketing: An IntroductionThirLearning Objectives (1 of 4)15-1. Discuss how the international trade system and the economic, political-legal, and cultural environments affect a companys international marketing decisions.15-2

2、. Describe three key approaches to entering international markets.Learning Objectives (1 of 4)15Learning Objectives (2 of 4)15-3. Explain how companies adapt their marketing strategies and mixes for international markets.15-4. Identify the three major forms of international marketing organization.Le

3、arning Objectives (2 of 4)15First Stop: LOral “The United Nations of Beauty”LOral balances local brand responsiveness and global brand impact.First Stop: LOral “The UniteLearning Objective 15-1Discuss how the international trade system and the economic, political-legal, and cultural environments aff

4、ect a companys international marketing decisions.Learning Objective 15-1DiscussGlobal FirmOperates in more than one countryGains research and development, production, marketing, and financial advantages that are not available to purely domestic competitorsFaces increasing problemsHighly unstable gov

5、ernments and currenciesRestrictive government policies and regulationsHigh trade barriers and corruptionGlobal FirmOperates in more thMajor International Marketing DecisionsMajor International Marketing Looking at the Global Marketing EnvironmentInternational trade systemEconomic environmentPolitica

6、l-legal environmentCultural environmentLooking at the Global MarketinInternational Trade System (1 of 2)Trade barriersTariffs or dutiesQuotas and exchange controlsNontariff trade barriersBiases against the bidsRestrictive product standardsExcessive host-country regulations or enforcementInternationa

7、l Trade System (1 International Trade System (2 of 2)Because of nontariff obstacles, Walmart recently suspended its once ambitious plans to expand into India.International Trade System (2 World Trade Organization (WTO)Established by the General Agreement on Tariffs and Trade (GATT) in 1995Promotes w

8、orld trade by reducing tariffs and other international trade barriersNegotiates to reassess trade barriers and establish new rules for international tradeImposes international trade sanctions and mediates global trade disputesWorld Trade Organization (WTO)Regional Free Trade Zones (1 of 2)Economic c

9、ommunity: Group of nations organized to work toward common goals in the regulation of international tradeEuropean Union (EU)North American Free Trade Agreement (NAFTA)Central American Free Trade Agreement (CAFTA-DR)Union of South American Nations (UNASUR)Regional Free Trade Zones (1 oRegional Free T

10、rade Zones (2 of 2)The European Union represents one of the worlds single largest markets.Regional Free Trade Zones (2 oEconomic EnvironmentFactors reflecting a countrys market attractiveness:Industrial structureSubsistence economiesRaw material exporting economiesEmerging economiesIndustrial econom

11、iesIncome distributionLow-, medium-, and high-income households depending on the industrial structure of the nationEconomic EnvironmentFactors rePolitical-Legal EnvironmentConsiderations for a company to do business in a country:Countrys attitude toward international buyingGovernment bureaucracyPoli

12、tical stabilityMonetary regulationsInternational trade involvesCash transactionsBarteringPolitical-Legal EnvironmentConImpact of Culture on Marketing Strategy (1 of 2)Companies that understand cultural nuances canAvoid expensive and embarrassing mistakesTake advantage of cross-cultural opportunities

13、Impact of Culture on MarketingImpact of Marketing Strategy on CulturesKFC has become one of Japans leading Christmas dining traditions.Impact of Marketing Strategy oDeciding Whether to Go GlobalFactors influencing the decision:Attacks on a companys home market by global competitorsExpanding customer

14、 base in international marketsBetter opportunities for growthDeciding Whether to Go GlobalFDeciding Which Markets to EnterA company shouldDefine its international marketing objectives and policiesDecide what volume of foreign sales it wantsChoose in how many countries it wants to marketDetermine the

15、 types of countries to enterEvaluate each marketDeciding Which Markets to EnteTable 15.1 - Indicators of Market PotentialDemographic Characteristics Sociocultural FactorsEducationPopulation size and growthPopulation age compositionConsumer lifestyles, beliefs, and valuesBusiness norms and approaches

16、Cultural and social normsLanguagesGeographic Characteristics Political and Legal FactorsClimateCountry sizePopulation densityurban, ruralTransportation structure and market accessibilityNational prioritiesPolitical stabilityGovernment attitudes toward global tradeGovernment bureaucracyMonetary and t

17、rade regulationsEconomic FactorsBlankGDP size and growthIncome distributionIndustrial infrastructureNatural resourcesFinancial and human resourcesBlankTable 15.1 - Indicators of MarLearning Objective 15-1 SummaryUnderstand the global marketing environment and the international trade systemAssess for

18、eign markets economic, political-legal, and cultural characteristicsDecide whether it wants to go abroad and consider the potential risks and benefitsDecide on the volume of international sales, countries and markets it wants to enterLearning Objective 15-1 SummarLearning Objective 15-2Describe thre

19、e key approaches to entering international markets.Learning Objective 15-2DescribFigure 15.2 - Market Entry StrategiesFigure 15.2 - Market Entry StrLearning Objective 15-2 SummaryCompany must decide on an international market entry strategyExportingJoint venturingDirect investmentLearning Objective

20、15-2 SummarLearning Objective 15-3Explain how companies adapt their marketing strategies and mixes for international markets.Learning Objective 15-3ExplainDeciding on the Global Marketing ProgramStandardized global marketingUsing the same marketing strategy and mix in all of the companys internation

21、al marketsAdapted global marketingAdjusting the marketing strategy and mix elements to each international target market Creates more costsProduces a larger market share and returnDeciding on the Global MarketiFigure 15.3 - Five Global Product and Communications StrategiesFigure 15.3 - Five Global Pr

22、odGlobal Price ConsiderationsSet a uniform price globallySet according to the customersUse a standard markup of the companys costs everywhereGlobal Price ConsiderationsSetFigure 15.4 - Whole-Channel Concept for International MarketingFigure 15.4 - Whole-Channel CoLearning Objective 15-3 SummaryCompa

23、nies must decide how much their marketing strategy and mix should be adapted for each foreign marketGlobal companies use standardized or adapted global marketingAdapted global marketing cost more but companies hope for a larger market share and returnGlobal standardization is not an all-or-nothing p

24、roposition its a matter of degreeLearning Objective 15-3 SummarLearning Objective 15-4Identify the three major forms of international marketing organization.Learning Objective 15-4IdentifDeciding on the Global Marketing OrganizationMethods of managing international marketing activities:Organizing an export departmentCreating international divisionsGeographical organizationsWorld product groupsInternational subsidiariesBecoming a global organization