International Marketing讲解材料.ppt

International Marketing;Teaching arrangement;Warming;Possible answers：;Clothes;Food;;What methods can companies use to enter overseas markets? Indirect exporting 间接出口 Direct exporting 直接出口 Licensing 许可 Joint ventures 合资 Direct investment 直接投资;International Marketing Mix; Questions for discussion;Background Information;Changes in marketing Mix from 4 Ps to 4Cs ;4Cs;4Cs;Background Information;Text Study;Finding the Right International Mix .doc;changes flavor to suit local tastes;Words Sentences Analysis ;Words Sentences Analysis;Words Sentences Analysis;Words Sentences Analysis;Words Sentences Analysis;Words Sentences Analysis;Translation (E to C);It wasn’t so much the clothes as the man himself who impressed immediately. 与其说是一个人的衣着，不如说是他本人会很快给人留下印象。;The advent of the Internet and Intranets has the potential to accelerate the process of mining all markets for relevant information and for features that can be included in new products. Unilever has four global research laboratories that develop products for their different national markets while providing inputs for global products. 因特网及公司内部互联网的出现有可能加速了挖掘市场的相关信息和新产品的特征的进程。联合利华公司有4个全球研究实验室在为全球产品投入的同时，用来为不同市场开发产品。 ;In these days of increasing global integration, the task many international marketers face is not so much market entry as managing the marketing mix in different national markets. 在当今全球一体化不断深化的过程中，很多商人面对的任务更多的不再是新的市场开拓而是在不同的国际市场中进行营销组合管理。;Consumer tastes in cars are very different in North America, the UK, Germany, Italy, Japan and India. A ‘global’ car that does not have country-specific differentiating features will fail. 北美、英国、德国、意大利、日本和印度这些国家的消费者对车的品味是截然不同的。一款没有明确区分国别特征的“世界性”的车是没有市场的。;Viewing;Useful expression;Watch and discuss;Writing;What is a memo?;Memorandum (备忘录);Functions of a memo;Features;Tones of memos?;The memo Format;Heading;Heading;Sample heading;Body;Is this a good memo?;Work in pairs:;Incomplete heading.;Improved version:;4. How your laptop has not come up to your expectations