世界行销讲座跟多元文化环境营销.pptVIP

Marketing in a Multicultural Environment Chapter 4 Lecture Slides Solomon, Stuart, Carson, Smith Your name here Course title/number Date Chapter Learning Objectives When you have completed your study of this chapter, you should be able to: Explain how complex relationships among firms, countries, and regions influence world trade. Understand how political, legal, and cultural issues influence global marketing strategies and outcomes. Explain the strategies a firm can use to enter global markets. Understand the arguments for standardization versus localization of marketing strategies in global markets, and understand how elements of the marketing mix apply in international markets. Introduction to the Topic This chapter is about marketing on a global scale, which poses many more challenges for an organization than competing on a regional, or even national basis. Due to the limited size of our markets, Canadian firms by necessity, must look beyond our borders to achieve growth. There are many factors that affect how a company chooses to enter foreign markets, as shown in Figure 4.2 of the text. Types of Companies A domestic firm confines its sales and marketing efforts to its home market. Most companies start out this way, and many do not stray any further beyond, such as service providers. An exporting firm expands its operations by offering products for sale in other countries, usually those nearby. In Canada, 85% of our exports go to the United States, for obvious reasons. A multinational firm operates in many markets, modifying its products to suit local tastes and preferences. The firm retains the business culture of its home market. A global firm views the world as its market, using one basic strategy for most markets, adapting when necessary for local conditions. Types of Trade Countertrade: a type of trade in which goods are paid for with other items instead of cash. Also known as the barter system, this form makes us 25% of world trade, and it is