国际市场营销双语课件
Marketing
• “an organizational function and a set of processes
for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”.
Company
Micro-environment
T
New discoveries and innovations Speed of technology transfer Rates of obsolescence Internet Information technology
国际市场营销双语课件
Five Forces Model
Technological factors • 科技因素
国际市场营销双语课件
Monopolies
legislation
Environmental
protection laws
Taxation policy
Employment laws
Government policy
Legislation
P
S
Demographics
International Marketing Mix (Product, pricing, promotion and place)
国际市场营销双语课件
Part 1,2 Part 3
Part 4
Some useful tools:
• Macro-environment
PEST analysis
•
国际市场营销双语课件
1.1.2. Marketing philosophy
• a way of organizing and controlling marketing. The whole philosophy of marketing is changing. Previously, marketing involved creating a demand for a specific product or service. That approach is obsolete. Today marketers must interact with the market, determine what products and services are needed, and supply enough information to the market about those products so that the products find their own market.
International Marketing
国际市场营销学
国际市场营销双语课件
课程内容安排
Analysis of International Marketing Environment
Strategies for Entering International Markets
Marketing Strategy (Segmentation, Targeting and Positioning)
• The Five Forces Model classifies all microenvironment elements into five forces：
• Competitive rivalry • Bargaining power of suppliers • Bargaining power of buyers • Threat of new entrants • Threat of substitute products
国际市场营销双语课件
国际市场营销双语课件
SWOT
国际市场营销双语课件
Part Ⅰ
Introduction
国际市场营销双语课件
Chapter 1
International Marketing Fundamentals
国际市场营销双语课件
Case study
瑞士手表 为中国制造
国际市场营销双语课件
Market
• Mechanism: is the interaction of Demand and Supply to determine the price and quantity sold.
• Basically it includes goods market, factor market and financial market.
• 1.1 The Concepts of Marketing
市场营销基本范畴
• 1.2 The Concepts of International Marketing
国际市场营销基本范畴
• 1.3 Related International Economic Organizations
与国际市场营销相关的国 际经济组织
国际市场营销双语课件
1.1The Concepts of Marketing
• 1.1.1 Marketing
• 1.1.2 Marketing Philosophy
• 市场营销 • 市场营销理念
• 市场营销组合理念的发展
• 1.1.3 Marketing Mix Development
国际市场营销双语课件
• Micro-environment
Five Forces
SWOT
• STP
Segmentation Targeting Positioning
国际市场营销双语课件
Political factors PEST ana• ly政s治is因素
Economic factors
• 经济因素
Socio-cu
of
income
Social mobility
Lifestyle changes
Consumerism
Levels of education
PEST
Macro-environment
E
Inflation Employment Disposable income Business cycles Energy availability and cost Exchange rate