资源描述：
《国际市场营销英文.pptx》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、INTERNATIONALMARKETINGTextbookInternationalMarketing(16thedition)PhilipR.Cateora,MaryC.Gilly,JohnL.Graham(Vi)Newandexpandedtopicsinthe16theditionBibliography(ix)ReorderingtheStructureoftheTextPartOneoverview(Chapter1)PartTwoTheEnvironmentofGlobalMarketsTheculturalenviro
2、nment(3,4,5,19)Thepoliticalenvironment(6)Theinternationallegalenvironment(7)Theeconomicenvironment(9,10,11)PartThreeResearchoftheinternationalmarketing(Chapter8)PartFourSTP(Chapter12)SegmentationTargetingPositioningPartFive4PsProducts(13,14)Place/Channels(15)Price(18)Pr
3、omotion(16,17)CHAPTERONETheScopeandChallengeofInternationalMarketingKeytermsNeeds,wantsanddemandMarketInternationalmarketingDomesticenvironmentForeignenvironmentSelf-referencecriterionControllableelementsUncontrollablesGlobalawarenessUncontrollableelements1.Fundamentalc
4、oncepts (1)UnderstandingCustomerNeedsNeedsStatesofdeprivationPhysical—food,clothing,warmth,safetySocial—belongingandaffectionIndividual—knowledgeandself-expressionWantsFormthatneedstakeastheyareshapedbycultureandindividualpersonalityDemandsWantsbackedbybuyingpowerCustom
5、erNeeds,Wants,andDemands(2)What’sMarketsMarketsarethesetofactualandpotentialbuyersofaproduct.Consumerscustomers(3)WhatIsMarketing?DISCUSSING:Whatismarketing(whatyousee)?Whatisgoodmarketing(whatyouthink)?MarketingDefinedMarketingisaprocessbywhichcompaniescreatevalueforcu
6、stomersandbuildstrongcustomerrelationshipstocapturevaluefromcustomersinreturn(4)TheMarketingProcessA.Designacustomer-drivenmarketingstrategyB.BuildprofitablerelationshipsandcreatecustomerdelightC.ConstructanintegratedmarketingprogramthatdeliverssuperiorvalueD.Captureval
7、uefromcustomerstocreateprofitsandcustomerequityE.Understandthemarketplaceandcustomerneedsandwants2.(1)InternationalMarketing(P10)Internationalmarketingistheperformanceofbusinessactivitiesdesignedtoplan,price,promote,anddirecttheflowofacompany’sgoodsandservicestoconsumer
8、sorusersinmorethanonenationforaprofit.(2)Thedifferencebetweeninternationalmarketinganddomesticmarketing?Busine
