市场营销学英文版最新版教学ppt课件第15章.pptxVIP

Marketing: An IntroductionThirteenth EditionChapter 15The Global Marketplace Learning Objectives (1 of 4)15-1. Discuss how the international trade system and the economic, political-legal, and cultural environments affect a company’s international marketing decisions.15-2. Describe three key approaches to entering international markets. Learning Objectives (2 of 4)15-3. Explain how companies adapt their marketing strategies and mixes for international markets.15-4. Identify the three major forms of international marketing organization. First Stop: L’Oréal “The United Nations of Beauty”L’Oréal balances local brand responsiveness and global brand impact. Learning Objective 15-1Discuss how the international trade system and the economic, political-legal, and cultural environments affect a company’s international marketing decisions. Global FirmOperates in more than one countryGains research and development, production, marketing, and financial advantages that are not available to purely domestic competitorsFaces increasing problemsHighly unstable governments and currenciesRestrictive government policies and regulationsHigh trade barriers and corruption Major International Marketing Decisions Looking at the Global Marketing EnvironmentInternational trade systemEconomic environmentPolitical-legal environmentCultural environment International Trade System (1 of 2)Trade barriersTariffs or dutiesQuotas and exchange controlsNontariff trade barriersBiases against the bidsRestrictive product standardsExcessive host-country regulations or enforcement International Trade System (2 of 2)Because of nontariff obstacles, Walmart recently suspended its once ambitious plans to expand into India. World Trade Organization (WTO)Established by the General Agreement on Tariffs and Trade (GATT) in 1995Promotes world trade by reducing tariffs and other international trade barriersNegotiates to reassess trade barriers and establish new rules for international tradeImposes international trade