国际营销专业英语课件江春 ISBN9787810787369 PPTUnit Twenty two.ppt

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1、UnitTwenty-twoMarketingintheInternationalContextDefinitionofInternationalMarketingInternationalmarketing:multinationalprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorgan

2、izationalobjectives--AMA(AmericanMarketingAssociation)CharacteristicsofInternationalMarketingcharacteristicsofinternationalmarketing:1.tangibleproducts,concepts,servicesaretobeexchanged2.applytomarket,businesstransactions,internationalnonprofitmarketing,themarketin

3、gofgovernmentsandofreligions3.determineconsumer’sneedsbeforecreatingaproduct4.“place”isjustapartofthemarketingmix5.fourPsmustbeintegratedandcoordinatedacrosscountriesInternationalDimensionsofMarketingDomesticMarketing:marketingpracticeswithinacountryForeignMarketin

4、g:encompassthedomesticoperationswithinaforeigncountryComparativeMarketing:analyticalcomparisonofmarketingmethodsusedintwoormorecountriesInternationalDimensionsofMarketing(cont’d)Internationaltrade:theflowofgoodsandcapitalacrossnationalbordersInternationalMarketing:

5、microlevelofthemarketandusesthecompanyasaunitofanalysisMultinationalMarketing:onestepfurtherofinternationalmarketingManagementOrientationsEthonocentricityastrongorientationtowardthehomecountryusethehomebasefortheproductioncentralizationofdecision-makingPolycentrici

6、tyastrongorientationtothehostcountrysignificantdegreeofdecentralizationGeocentricity--themostimportantacompromisebetweentheegocentricityandpolycentricityconsiderthewholeworldnotanyparticularcountryStandardizationvs.AdaptationStandardizationstandardization:aproducto

7、riginallydesignedforalocalmarketisexportedtoothercountrieswithvirtuallynochangeStandardization’sstrengths:1.simplicity2.costStandardizationvs.AdaptationAdaptation:modifytheproductstosuittheircustomers’needsthemandatoryfactorsaffectproductmodification:governments’ma

8、ndatorystandardselectricalcurrentstandardsmeasurementstandardsproductstandardsandsystemsWhyProductsmustbemodified:tocompensatefordifferencesinele