International Marketing知识讲稿.pptVIP

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 卧底老板_Undercover_Boss1.2.flv Useful expression More than I would’ve ever expected anyone to do for me. He end up with the franchising rights for the entire world. They’ll get knocked out pretty quickly. It’s degrading to women. We gotta get rocking and rolling. Watch and discuss Watch the video and then discuss the topics as follows: 1) What would you do if you were the boss? 2) What would you do if you were the manager when your marketing strategies are defended by people? 3) What would you say if you were the manager and the CEO criticized you? 4) What point can you get from this clip? Writing Write a memo. What is a memo? The term “memo” (short for memorandum) is used to describe the standard format of internal communication. It usually omits the letterhead, salutation complimentary close and signature block. Memorandum (备忘录) A Latin word which means “thing to be remembered.” Here it refers to a written record or communication, as in a business office. Functions of a memo A memo may communicate information, announce policies, instruct employees, make request, or offer advice. (Memos are rarely sent to other organizations.) * International Marketing Think Globally, Act Locally Unit 1 Teaching arrangement Warming Reading Viewing Case study Practical writing Warming What products do you know that are marketed internationally? Cars: Clothes: Food: Cleaning products: Etc. Possible answers： Cars Clothes Food Cleaning product What are the advantages for a company of expanding beyond its domestic market? being able to buy raw materials in large quantities at lower prices being able to spread admini