市场营销学英文版版教学课件第15章.pptx

1、Marketing:An Introduction Thirteenth Edition Chapter 15 The Global MarketplaceLearning 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.Describe three key approaches t

2、o entering international markets.Learning 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.First Stop:LOral“The United Nations of Beauty”LOral balances local b

3、rand responsiveness and global brand impact.Learning Objective 15-1Discuss how the international trade system and the economic,political-legal,and cultural environments affect a companys international marketing decisions.Global Firm Operates in more than one country Gains research and development,pr

4、oduction,marketing,and financial advantages that are not available to purely domestic competitors Faces increasing problems Highly unstable governments and currencies Restrictive government policies and regulations High trade barriers and corruptionMajor International Marketing DecisionsLooking at t

5、he Global Marketing Environment International trade system Economic environment Political-legal environment Cultural environmentInternational Trade System(1 of 2)Trade barriers Tariffs or duties Quotas and exchange controls Nontariff trade barriers Biases against the bids Restrictive product standar

6、ds Excessive host-country regulations or enforcementInternational Trade System(2 of 2)Because of nontariff obstacles,Walmart recently suspended its once ambitious plans to expand into India.World Trade Organization(WTO)Established by the General Agreement on Tariffs and Trade(GATT)in 1995 Promotes w

7、orld trade by reducing tariffs and other international trade barriers Negotiates to reassess trade barriers and establish new rules for international trade Imposes international trade sanctions and mediates global trade disputesRegional Free Trade Zones(1 of 2)Economic community:Group of nations org

8、anized to work toward common goals in the regulation of international trade European 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(2 of 2)The European Union represents one of the worl

9、ds single largest markets.Economic Environment Factors reflecting a countrys market attractiveness:Industrial structure Subsistence economies Raw material exporting economies Emerging economies Industrial economies Income distribution Low-,medium-,and high-income households depending on the industri

10、al structure of the nationPolitical-Legal Environment Considerations for a company to do business in a country:Countrys attitude toward international buying Government bureaucracy Political stability Monetary regulations International trade involves Cash transactions BarteringImpact of Culture on Ma

11、rketing Strategy(1 of 2)Companies that understand cultural nuances can Avoid expensive and embarrassing mistakes Take advantage of cross-cultural opportunitiesImpact of Marketing Strategy on CulturesKFC has become one of Japans leading Christmas dining traditions.Deciding Whether to Go Global Factor

12、s influencing the decision:Attacks on a companys home market by global competitors Expanding customer base in international markets Better opportunities for growthDeciding Which Markets to Enter A company should Define its international marketing objectives and policies Decide what volume of foreign

13、 sales it wants Choose in how many countries it wants to market Determine the types of countries to enter Evaluate each marketTable 15.1-Indicators of Market PotentialDemographic Characteristics Sociocultural FactorsEducationPopulation size and growthPopulation age compositionConsumer lifestyles,bel

14、iefs,and valuesBusiness norms and approachesCultural and social normsLanguagesGeographic Characteristics Political and Legal FactorsClimateCountry sizePopulation densityurban,ruralTransportation structure and market accessibilityNational prioritiesPolitical stabilityGovernment attitudes toward globa

15、l tradeGovernment bureaucracyMonetary and trade regulationsEconomic FactorsBlankGDP size and growthIncome distributionIndustrial infrastructureNatural resourcesFinancial and human resourcesBlankLearning Objective 15-1 Summary Understand the global marketing environment and the international trade sy

16、stem Assess foreign markets economic,political-legal,and cultural characteristics Decide whether it wants to go abroad and consider the potential risks and benefits Decide on the volume of international sales,countries and markets it wants to enterLearning Objective 15-2Describe three key approaches

17、 to entering international markets.Figure 15.2-Market Entry StrategiesLearning Objective 15-2 Summary Company must decide on an international market entry strategy Exporting Joint venturing Direct investmentLearning Objective 15-3Explain how companies adapt their marketing strategies and mixes for i

18、nternational markets.Deciding on the Global Marketing ProgramStandardized global marketing Using the same marketing strategy and mix in all of the companys international marketsAdapted global marketing Adjusting the marketing strategy and mix elements to each international target market Creates more

19、 costs Produces a larger market share and returnFigure 15.3-Five Global Product and Communications StrategiesGlobal Price Considerations Set a uniform price globally Set according to the customers Use a standard markup of the companys costs everywhereFigure 15.4-Whole-Channel Concept for Internation

20、al MarketingLearning Objective 15-3 Summary Companies must decide how much their marketing strategy and mix should be adapted for each foreign market Global companies use standardized or adapted global marketing Adapted global marketing cost more but companies hope for a larger market share and retu

21、rn Global standardization is not an all-or-nothing proposition its a matter of degreeLearning Objective 15-4Identify the three major forms of international marketing organization.Deciding on the Global Marketing Organization Methods of managing international marketing activities:Organizing an export

22、 department Creating international divisions Geographical organizations World product groups International subsidiaries Becoming a global organizationLearning Objective 15-4 Summary Companies must develop an effective organization for international marketing There are three major forms of internatio

23、nal marketing organization:Export department International division Global organizationsLearning Objectives(3 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.Describe three key approaches to entering international markets.Learning Objectives(4 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.