国际市场营销PPT概要1.pptVIP

Thank You! * * Exhibit 1.3 illustrates the total environment of an international marketer. The inner circle depicts the controllable elements that constitute a marketer’s decision area, the second circle encompasses those environmental elements at home that have some effect on foreign-operation decisions, and the outer circles represent the elements of the foreign environment for each foreign market within which the marketer operates. As the outer circles illustrate, each foreign market in which the company does business can (and usually does) present separate problems involving some or all of the uncontrollable elements. The successful manager constructs a marketing program designed for optimal adjustment to the uncertainty of the business climate. * Marketers must be able to effectively interpret the influence and impact of each of the uncontrollable environmental elements on the marketing plan for each foreign market in which they hope to do business. Cultural adjustment is the most challenging and important task confronting international marketers. Because judgments are derived from experience that is the result of acculturation in the home country, marketers must be aware of the frames of reference they are using in making their decisions or evaluating the potential of a market. Once a frame of reference is established, it becomes an important factor in determining or modifying a marketer’s reaction to situations—social and even nonsocial. Cultural conditioning is like an iceberg—we are not aware of nine-tenths of it. In any study of the market systems of different peoples, their political and economic structures, religions, and other elements of culture, foreign marketers must constantly guard against measuring and assessing the markets against the fixed values and assumptions of their own cultures. * When countries trade, financial transactions among businesses or consumers of different nations occur. Products and services are exported and imported, mon