國際市場營銷英文

1、INTERNATIONAL MARKETINGTextbookInternational Marketing(16th edition)Philip R. Cateora, Mary C. Gilly, John L. Graham(Vi)New and expanded topics in the 16th editionBibliography (ix)Reordering the Structure of the TextPart One overview (Chapter 1) Part Two The Environment of Global Markets The cultura

2、l environment(3,4,5,19)The political environment(6)The international legal environment (7)The economic environment(9,10,11)Part Three Research of the international marketing(Chapter 8)Part Four STP (Chapter12 )SegmentationTargetingPositioningPart Five 4Ps Products(13,14)Place/Channels(15)Price (18)P

3、romotion(16,17)CHAPTER ONEThe Scope and Challenge of International Marketing Key termsNeeds, wants and demandMarketInternational marketingDomestic environmentForeign environmentSelf-reference criterionControllable elementsUncontrollablesGlobal awarenessUncontrollable elements1. Fundamental concepts(

4、1)Understanding Customer NeedsNeedsStates of deprivationPhysicalfood, clothing, warmth, safetySocialbelonging and affectionIndividualknowledge and self-expressionWantsForm that needs take as they are shaped by culture and individual personalityDemandsWants backed by buying powerCustomer Needs, Wants

5、, and Demands(2)Whats MarketsMarkets are the set of actual and potential buyers of a product .Consumers customers(3) What Is Marketing? DISCUSSING:What is marketing(what you see)?What is good marketing (what you think )?Marketing DefinedMarketing is a process by which companies create value for cust

6、omers and build strong customer relationships to capture value from customers in return (4)The Marketing ProcessA. Design a customer-driven marketing strategyB. Build profitable relationships and create customer delightC. Construct an integrated marketing program that delivers superior valueD. Captu

7、re value from customers to create profits and customer equityE. Understand the marketplace and customer needs and wants2.(1 )International Marketing(P10)International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a companys goods and ser

8、vices to consumers or users in more than one nation for a profit.(2) The difference between international marketing and domestic marketing? Business goal?Country?Marketers task?Marketing activities?Marketing environment?Exhibit 1.2 Selected U.S. Companies and Their International SalesSource: Compied

9、 from annual reports of listed firms, 2012Business goal?OneTwoThreeFour1-18Marketing environment?3. Learning ObjectivesLO1 The benefits of international marketsLO2 The changing face of U.S. businessLO3 The scope of the international marketing taskLO4 The importance of the self-reference criterion (S

10、RC) in international marketingLO5 The increasing importance of global awarenessLO6 The progression of becoming a global marketer1) Global Commerce Causes Peace P3Global commerce thrives during peacetimeEconomic boom in North America in the late 1990s largely due to the end of the cold warCASESBoeing

11、 CompanyMobile phone industryIndividuals and small companies(Peace Works)2) The Internationalization of U.S. Businesses P7Exhibit 1.1 Foreign Acquisitions of U.S. Companies, Sources: Compiled from annual reports of listed forms, 2012.1-213) The International Marketing Task P11The international marke

12、ters task is more complicated than that ofthe domestic marketer because the international marketer must deal with at least two levels of uncontrollable uncertainty instead of one. Uncertainty is created by the uncontrollable elements of all business environments, but each foreign country in which a

13、company operates adds its own unique set of uncontrollable factors.4) Self-Reference Criterion & Ethnocentrism: Major ObstaclesSelf-Reference Criterion (SRC) is an unconscious reference to ones own cultural values, experiences, and knowledge as a basis for decisions.Ethnocentrism is the notion that

14、people in ones own company, culture, or country know best how to do things.Both the SRC and ethnocentrism impede the ability to assess a foreign market in its true light.How to isolate the SRC? 1. Define the business problem or goal in home-country cultural traits, habits, or norms.2. Define the bus

15、iness problem or goal in foreign-country cultural traits, habits, or norms through consultation with natives of the target country. Make no value judgments.3. Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem.4. Redefine the problem without the S

16、RC influence and solve for the optimum business goal situation.5) Developing a Global AwarenessTo be globally aware is to have:tolerance of cultural differencesknowledge of cultures, history, world market potential, and global economic, social, and political trends6) Stages of International Marketing InvolvementNo Direct Foreign MarketingInfrequent Foreign MarketingRegular Forei