国际市场营销英文教案.pptVIP

Self-introduction Leia ;Study Task;Review (Chapter one) ;International Marketing --Introduction;1.What is marketing? (P2);Marketing--- one of the functional areas of a business or the activities that along with product design, manufacturing, and transportation logistics, comprise a firm’s value chain. ;The essence of marketing (P5) is to surpass the competition at the task of creating perceived value for customers. Value Equation: V=B/P B, benefits P, price---money, time, effort, etc. ;How to improve “V”?;2. What is international marketing?;International Marketing VS Domestic Marketing;Standardization or Localization? Global localization:  Think globally and act locally (全球化思考本土化行动);Standardization;Global localization: （全球本土化）;How to do it?; ;联合利华：;How to do it?2.产品标准化，广告差异化;How to do it?3.品牌形象标准化，产品差异化;How to do it?4.产品核心标准化，产品外观（或附属特征）差异化;How to do it?5.产品标准化，销售方式差异化;Enter a foreign market Distribution Promotion，Advertisement e.g． Gillette ;What is your choice？;Merchandise ;The importance of global marketing;Management Orientation(管理取向);Ethnocentric Orientation (母国中心导向);Domestic and international companies;Polycentric Orientation;Regiocentric Orientation;Geocentric Orientation;Regiocentric and Geocentric;Please match!;Driving Forces (驱动力) P17; Leverage (杠杆作用) P18 In the context of international marketing, leverage means some type of advantage that a company enjoys by virtue of the fact that it has experience in more than one country. Experience transfers Scale economies Resource utilization Global strategy;Restraining Forces 抑制力;Key Terms;此课件下载可自行