学习任务3-2分析企业营销环境（英）

1.Readthefollowingcasesanddiscusstheminsmallgroups.Whatdoyouthink?AEuropeanfrozenchickenexporteronceexportedfrozenchickenstoArabcountries.Heslaughteredalargenumberofhigh-qualitychickenswithmachines,cleanedthemneatly,andpackedthemwithalittlebloodoncertainpartsbeforeshippingthemout.Ashewascontemplatinghisnextdeal,theshipmentwasturnedback.Puzzled,hewenttotheimportingcountrytofindoutthereason.Onlythendidherealizethatthereasonforthereturnwasnotqualityproblem,buthisprocessingmethodviolatedthetabooofArabcountriesanddidnotconformtothecustomsofimportingcountries.ThepeopleofArabcountriesbelieveinIslam,theprovisionsofkillingchickencanonlyuseartificial,notmachine,andonlyallowedmentokillchicken,womenarenotallowedtohandkillchickentoallthebloodwashclean,donotleavealittleblood,otherwiseitisconsideredunlucky.Inthisway,thefrozenchickenofEuropeanbusinessmenisgood,butitisstillhardtoavoidthebadluckofreturn.2.LoginBaiduandothersearchenginewebsites,withthekeywords "culture, environment, religion, language,naturalenvironment"and"impactoninternationalmarketing"orsimilarkeywordsforquery,browseandreadsomerelevantcases.3.Takeagroupasaunittodiscuss,talkabouttheirownexperience?PPTdownloadhttp://www.1ppt.com/xiazai/(1)Thedefinitionofmarketingcontentofthesub-items.Clicktoenterthespecifictextofthisfieldtoexplaintheitemcontentconciselyandtothepoint.Therearemanymacrofactorsaffectingtheinternationalmarketingenvironmentofenterprises,butmostofthemarerelativelyconcentratedinsevendimensions,namely:politics,Celicckontoomenyt,erptohpeuslpaeticoifnic,tceuxtltuinreth,ilsawfie,ldc,uclotunrceis,etedcehscnroipltoiogny,onfathtuereandothersevenfields.diAnalysismensionAnalyzethecontentPoliticseffiSocialsystem,politicalsituation,relevantpolicies,tpoliticalsystem,administrativethciency,politicalorganizations,socialsecurity,rulingparysituation,politicalrelationswithecountry,etcEconomyincEconomicdevelopmentstage,industrialstructure,iregionaldevelopmentstatus,nationalcoome,marketinterestrate,urban-ruralstructure,onflationrate,rgrossnationalproduct,fonsumerincome,percapitadisposableincome,c nsumptionstucture,dependenceonreignimports,etcLawagLegislation,lawenforcement,judicialsystem,internationallawindustryspecialsystemorreement,etcCulturetabCustoms,thinkingpatterns,divisionofsocialclasses,internationalconventions,culturalrelioos,values,,writtenand,writtenlanguages,consumptionconcepts,nationalculture,giousculturefoodcultureetcPopulationle Populationsize,sexstructure,agestructure,igeographicaldivision,familysize,educationvel,agestructure,occupationdistribution,famlyincome,etcTechnologyaltNewmaterials,newtechnology,newtprocess,newfequipment,newlmarketingimodel,paernativeproducttechnology,logistics echnology,inormationtechnoogy,newfnancialymenttechnology,etcNatureClimate,terrain,resources,ecologicalenvironment,energy,transportation,location,etcAnalysisofmacro-factorsofinternationalmarketingenvironmentofenterprisestips(1)Politicalenvironment2.Economicenvironment(3)Legalenvironment(4)Socialandculturalenvironment(5)Scientificandtechnologicalenvironment(2)Analysisofmacrofactorsofinternationalmarketingenvironment(4)Socialandculturalenvironment.(5)Scientificandtechnologicalenvironment(1)Politicalenvironment1.Whatdoesthepoliticalenvironmentinclude?Generally,thepoliticalenvironmentofacountrymainlyincludesthegovernmentandpartysystem,governmentpolicies,nationalism,politicalrisks,etc.2.Whatispoliticalrisk?(1)Theconflictbetweentheobjectivesoftheenterpriseandthehostcountry;(2)theconflictbetweentheoperationoftheenterpriseandtheregulationsofthehostgovernment3.ForecastingandanalyzingmethodsofinternationalpoliticalrisksPre-alarmsystemevaluationmethodclassificationevaluationmethod(1)politicalenvironment.Clicktoenterthespecifictextofthiscolumn,conciseandtothepointtoexplainthecontentoftheitems.(3)Legalenvironment.(4)Socialandculturalenvironment.(5)Scientificandtechnologicalenvironment(2)Analysisofmacrofactorsofinternationalmarketingenvironment(2)Economicenvironment(3)Legal

environment2.Internationallegalenvironment1.Domesticlegalenvironment3.Legalenvironmentoftargetmarketcountries4.Internationalregulations(4)Socialandculturalenvironment1.Influenceoncustomerdemand.2. Influence on productstrategy.(5)Scientificandtechnologicalenvironment3. Influence on tradingmode.4. The influence ofmarketingmode.5. The impact oncompetitivestrategy.ThefirststageStage2Stage3Stage4StageFive(1)Analysisoftheenterprise'sownenvironmentAgoodinternalenvironmentisanimportantconditionforthesmoothdevelopmentofenterprisemarketing.(4)TargetmarketcustomerenvironmentanalysisCommoncustomermarketsaredividedintofivetypes:ThefirstisconsumermarketThesecondisthemarketofproducers(2)SupplierenvironmentanalysisTimelinessandstabilityofsupplyChangesinthepriceofgoodssuppliedQualityassuranceofsupply(3)marketingintermediaryenvironmentanalysisMiddlemenMarketingserviceagenciesMaterialtransportationagenciesFinancialinstitutionsAnalysisofthepublicenvironmentFinancialpublic4.AssociationpublicMediapublic5.CommunitypublicGovernmentpublic6.Internalpublic"TheStarbucksIncident"InacornerofanantiquehallinBeijing'sForbiddenCity,Starbucksopenedin2001.Asoneoftheworld'smostfamouscoffeeshops,Starbucks'locationinBeijing'sForbiddenCityseemslikeaperfectfit.TheimperialPalaceoftheMingandQingdynasties,knownastheForbiddenCity,isoneofthelargestandbestpreservedancientwoodenstructuresintheworld.Itishonoredasthefirstofthefivegreatpalacesintheworld.Onthefaceofit,theopeningofaStarbucksstoreinBeijing'sForbiddenCitymakesiteasierforChineseandforeigntouriststoeatanddrink,andenhancesthemodestyandweightoftheStarbucksbrand.However,sixyearslater,allthishastakenabigturn.InJanuary2007,aCCTVanchorsurnamedRuipublishedanarticletitled"AskStarbuckstoGetoutoftheForbiddenCity"onhisblog,arguingthatthe"StarbucksintheForbiddenCity"wasawasteoftraditionalChineseculture,andhepersonallysentaprotestlettertothepresidentofStarbucks,demandingtomoveoutoftheForbiddenCity.Thistriggeredaheateddebateamongthepublic.Therearethosewhosupportmovingoutandthosewhosupportkeepingit.Starbucks,however,hastakenatoughstance,sayingitisnotconsideringmovingoutoftheForbiddenCityinBeijing.Theincidenthasarousedwideattentionfromallwalksoflife.Thestormofpublicopinionisgettingstrongerandstronger.DoesStarbuckshavebranchesattheTajMahalinIndia,thePalaceofVersaillesinFranceandBuckinghamPalaceinthe